I’m going to butcher a quote by an author (unrelated to email lists) I don’t remember but I think you’ll get the gist.
If you don’t watch the replay you’ll never know what works.
Basically, if you don’t find out what is working you won’t know how to fix what’s not working. And more importantly, you might throw away the stuff that is actual working.
At the start and end of every email copywriting project I do an audit for clients so that we both know exactly what we’re starting with. The audit covers sources of traffic (which helps them tailor their lead generation tactics), quality of their email content, and list engagement. Some of the content is content that I’ll end up using as a craft their email funnels. And some of the content I find that I don’t have as much use for but it really helps them move forward. For example, if I find most of their quality traffic is coming from keyword searches, I know they need to create more content on their website that involves those keywords.
I do my own list audit 60-90 days before I launch to my list so I know the kind of targeted content to create to grow my list and the topics that my list are currently engaging with. This is something that you can perform if you have a list of 50 that you haven’t emailed in 8 months or if you have a larger list that you haven’t strategically nurtured.
Below are three things you need to know in order to set yourself up for a really productive email list audit that takes you through the next 90 days of content and your next launch.
1. Google Analytics.
If you don’t have Google Analytics installed on your website. GO. DO. IT. NOW.
Google Analytics is the very best tool to use in order to figure out how quality leads people are getting to your website and where you need to focus more time attracting people. Through your Google Analytics you can figure out if most of your traffic is coming from Organic Search, Direct, Social, or Referral sources.
And then, you can figure out which of those people spend the most time on your site. The more time they spend, the higher quality the lead.
For example, if 57% of your traffic is coming from Facebook and they spend 0:02 seconds on your site but 22% of your traffic comes from Pinterest and they spend an 7:17 minutes on your site, you should focus on getting more leads from Pinterest.
What leads click on is also very important so you know more of what to create. On this screenshot below, the 6-8th landing pages are much higher quality leads than the rest of the list because of the time the leads spend on the website.
2. Lead magnet forms
Once you’ve found your highest sources of traffic, it’s time to test that theory.
In your email service provider(i.e. ConvertKit, Mailerlite, or Mailchimp) you’ll set up different forms in order to deliver your lead magnets. I separate all of the forms based on where some can subscribe to them to easily see how they are performing. I have one form for a landing page, a separate form for blog post embeds, one for email embeds, etc. You can do this retroactively but you’re able to get the information more easily and consistently if you break up your forms this way.
I use this format ↓↓↓ to keep the forms consistent.
YEAR // MONTH / Category – Form Title
This step may seem a little unnecessary but you’ll love yourself for having the multiple forms next quarter when you complete your audit!
3. Review your welcome sequence (and any funnel sequences) for content and clicks.
I know this is a beast of a task but it’s one of the most important tasks if you have email funnels up and running. There are a few steps involved but it’s really important to take yourself out of the seat as a writer. If you’re able to get someone else to review your content for you, you’ll get an honest review of what’s going on and where you can dig deeper with your email content.
Here’s the process I use.
- Open a doc (I use Google Sheets but you can use a plain Google Doc/Word/Excel sheet).
- Track open and click rates of each welcome sequence email.
- Go through each email and list each topic discussed.
- Go through each email and list each CTA (call to action) mentioned.
Now that you’ve done that, realize the open/click rates if your first email (where you deliver your lead magnet) are going to be high.
For the other emails, there is not a perfect rate but you want to aim for at least 20-30% open rate and 5-10%+ click rate especially in emails where you aren’t attempting to make a sale.
Here is your short list of tasks to perform on your email funnels after you’ve analyzed these emails:
- For emails with low open rates, start by changing out the headline.
- If there’s more than one topic in the email, either deleting the extra topics or creating an additional email with that email.
- If there is more than 1 CTA in your email (i.e. CTAs that ask them to do two separate things) delete any that do not relate to the key topic until there is only ONE CTA.
BOOM! Now you’re ready to start prepping for all the conversions on your upcoming launch.