The Response page offers you a wealth of data, and even if you're short on time, you should use it for more than just checking if your crazy cousin Lars opted out of your mailings (he totally did, jerkface). Spending just a few minutes with your results is an important part of staying in touch with your contacts. Here are a few tips for putting your mailing results to work.
After your mailing is finished sending, it's awfully tempting to skip over the bounces and head straight to the juicy numbers, like who opened and clicked. But it's important to give your bounce list the once-over. Why's that? It lets you find addresses that have failed to deliver because of an obvious typo. It's not uncommon to spot bounces like email@example.com or firstname.lastname@example.org -- clearly good addresses that have just fallen prey to a typo somewhere along the line. If you fix 'em and bundle 'em up in their own audience group, you can easily resend to the corrected addresses.
Oh, and speaking of resending, one tip you *won't* find here is resending to your bounces (that aren't typos). As a part of the overall delivery process, our servers are already retrying soft bounces for you, up to four times over 24 hours (which is why you'll occasionally see 'emails in progress').
If you're like most of us, you're probably not using your response numbers to construct elaborate formulas and metrics. Algorithm? Chi-Square? Um, those are characters from Harry Potter, right? Fortunately, there's a quick and simple way to do a little number breakdown. Use our mailing compare feature to see how your most recent results stack up against your results from last month or last year. It'll just take a few minutes, and you'll even have a handy Excel file that averages and summarizes the campaigns side by side.
Oh, and while we're chatting numbers, keep in mind that they're not the ultimate measure of what's successful in the wide world of email marketing. More than just stats, those numbers are your audience talking back to you (in that figurative, un-creepy way), so think of understanding your email responses as just one more way of learning about your contacts.
When people click on mailing links, they're telling you they're interested enough in what you've mentioned to spend time finding out more. Armed with that information, make plans to send a smaller follow-up mailing to the folks who are most likely to read and respond. For example, you might send a 10%-off coupon just to the folks who clicked on your latest product but didn't buy it. Or you could follow up with a reminder email to anyone who clicked to find out more about your upcoming seminar.
Best of all, your account makes the process quick and easy. Just create a segment to find people who've opened or clicked a specific link in a mailing, right from the Response page and send to it later.
Or, you can use automation to set a follow-up mailing to send automatically when anyone clicks a particular link in a previously sent or scheduled mailing.
As you're analyzing numbers and follow-up efforts, you may find that you get your best ideas about next time when you're breaking down the results from this time. Got a hunch that a shorter subject line might have nudged those open rates up an extra few percentage points? Jot it down now and test your theory later with subject line split testing, and compare the results later to see what's more likely to get your audience's attention.