Most email marketers have a tremendous amount of analytics to look at. It is easy to get lost in the reports. Here are some things you can do to improve the value of your analytics.
1) Set goals – Create short-term, long-term and related goals. For a short term goal, you may pick a segment of prospects and attempt to move more people from opener status to become clickers; a longer term goal might be to use fewer incentives to convert prospects into buyers.
Other goals could be to move those who have clicked to take a survey, get those who respond to the survey to into a special buyer category, etc. The goal would be to constantly evaluate different aspects of your program and seek continuous improvement.
2) Don’t just LOOK at the numbers – All too often companies prepare reports for the sake of having reports to review. Apply your learning to your campaigns, studying the numbers to make sure you understand customers better. Pick two or three areas where you can apply the results of your analysis; else you will completely loose the value of your reporting.