A monthly overview report of your email activity and metrics won’t make your next message perform any better, but it does improve your program in a few other ways:
1. Compiling a reports are the best way to remind yourself to watch trends. Your open or click rate on your last newsletter is meaningless without context. Reports that you compile and distribute compel you to analyze your performance data over time, which is the best way to keep your thumb on its pulse.
2. Distributing the report includes more people at your organization as stakeholders. In most organizations, every single business and product relies on email in some way. Sharing its successes helps ensure the channel gets the credit it deserves, and being clear about the challenges you face in email can help secure the resources you (and the other stakeholders) need to keep moving your business forward.
Each week on “Emailioration Monday” we spotlight a single tactic you can implement this week in order to improve your email marketing. Share tips of your own on Twitter at #Emailioration, and see the full collection of Emailioration tips here.