“Going back through 2015’s metrics will give you two things: 1) a clear idea of the goals you want to achieve in 2016; 2) the beginnings of a strategy for how to achieve them. Be specific with your goals too. ‘Improve average click-through rate’ is too wishy-washy. Quantify it. Set your benchmarks. Define what success looks like. 20 percent increase in subscribers? 10 percent increase in leads generated from email? It’s your call.”
Take some time to review your 2015 email marketing strategy. Think about what subject lines and content generated the most interest, and what practices should be left behind for good. This provides a much better idea of how to formulate a more effective, streamlined email marketing plan.