How to spot gaps in your email campaigns (and fix them quickly)

You’ve crafted the perfect email, hit send, and waited. But instead of clicks and replies, all you hear is… crickets 🦗

Sound familiar? It’s a gut punch, but the numbers aren’t lying. Your campaign doesn’t work and it needs some adjustments.

The good news is, you’re not alone and it’s not the end of the world.

In this guide, I’ll help you spot the gaps in your campaigns and fix them fast. All without needing a marketing degree or hours of number-crunching.

Why campaign gaps happen

Despite our best efforts, email campaigns fall short. Here’s why that might happen:

• Lack of audience segmentation: Not every subscriber is the same, and treating them that way can lead to disinterest.
• Misaligned messaging: Subject lines and content that don’t match your audience’s needs or interests can kill engagement.
• Weak or confusing CTAs: If your readers aren’t sure what to do next, they’re not going to do anything.
• Timing or relevance issues: Even the best email, sent at the wrong time, can end up ignored.

These gaps aren’t failures. They’re simply signals pointing you to what can be improved. Now let’s dig deeper.

Spotting the gaps and fixing them

When your campaign is underperforming, these are the key metrics to look at:

1. Open rates

   • What it reveals: Whether your subject lines are catching attention.
   • How to fix it: Try using subject lines that include a bit of urgency, spark curiosity, or add a personal touch. As always, you should test to see what resonates best with your audience.

2. Click-through rates

   • What it reveals: Whether your content and CTAs are engaging enough to drive action.
   • How to fix it: Keep your design clean and straightforward, and use one clear CTA instead of multiple competing ones. You can also test different links to see what gets the best response.

3. Unsubscribes and complaints

   • What it reveals: Whether your content isn’t hitting the mark.
   • How to fix it: Create audience segments based on interests and engagement levels so the right content reaches the right people. Make sure you’re delivering value, and don’t be afraid to ask for feedback to understand where you can improve.

4. Subscriber growth over time

   • What it reveals: Whether you’re consistently bringing in and keeping new people.
   • How to fix it: Promote your email sign-up on your social channels or collaborate with others to reach new audiences. You could also offer new lead magnets to keep things fresh and interesting, or revisit your acquisition strategies to see what’s working best.

Once you’ve identified these, it’s time to think about how to make the gap-spotting easier without the hassle.

How to spot the gaps with Lavish

Tracking these gaps manually can be overwhelming, but Lavish makes the process simpler. Let’s look at how Lavish can help you get a clear picture of your campaign performance:

In the dashboard, you can see key metrics for your campaigns over the last 30 days: total emails sent, open rates, click-through rates, and more. This gives you an overall sense of how your emails are doing, allowing you to quickly spot any dips or opportunities for improvement.

Additionally, Lavish also provides metrics for each campaign:

For individual campaigns, you can track opens, clicks, unsubscribes, and delivery rates in detail. This helps you understand what’s working and what isn’t, so you can make the right adjustments for future campaigns.

Remember, the goal isn’t to get lost in numbers. It’s to focus on the insights that help you improve.

Email campaigns are iterative

Even the best marketers run into gaps, but the difference is in what you do next.

Start small, focus on the right metrics, and remember: email marketing isn’t one-and-done. Spot the gaps, fix them, and keep improving.

And if you’re ready to simplify the process of spotting and fixing campaign gaps, give Lavish a try today.