Opt for an email audit to identify loopholes and enhance email programmes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 10, 2021, 2:03 PM UTC

With email audits, brands can lay their hands on insights to analyse every aspect of their email programme, from acquisition and deliverability to content and technology.

An email audit can help brands can check different areas of their email programmes. These include deliverability status, different touchpoints, customer experiences, growth trends, and data use in personalisation, to name a few.

They can also track what competitor brands are doing in the email marketing space. Before conducting an email audit, businesses must ensure they hire auditors who have worked extensively, both with B2C and B2B clients.

This helps bring a larger perspective to the audit. Instead of halting the programme until the audit is completed, the auditor must work alongside the team. Apart from identifying issues, the auditor must also recommend solutions to resolve any problems.

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