How to Prioritize Opportunities for Email Marketing Optimization


If you have limited resources and time to optimize your email marketing campaigns and you’re not sure where you should focus your energy, then we have one question for you:

Question Quote

We’re going to answer this question in 3 steps. 

  1. Narrow your focus onto campaigns with goals executives care about.
  2. Identify the campaigns where you want to increase engagement, especially campaigns with relatively low average engagement.
  3. Determine which optimizations can be integrated into each campaign and the potential impact.


Step 1: Goals that Matter

Executives generally care more about bottom funnel goals and revenue generation.  Go as far down the funnel as you can,  even if your primary focus is on top funnel awareness campaigns. 

Executives want to see how many contacts are moving into the organization and at what pace.  Knowing the impact on specific goals or the number of actions an audience takes will help executives understand the overall effectiveness of their strategy.

Step 2: Review Baselines

Next look at the historic performance of these campaigns to calculate their average unique open rate and unique click through rate.  This average engagement is your baseline and the campaigns with the lowest baselines are your low hanging fruit for optimization.  You'll most likely make the biggest impact on these campaigns.  

Step 3: Choose the Right Optimization

And finally, answer four questions to help you determine which optimization is right your campaign.

  • How much lead time do you have before you send an email?
  • How long is your email send window?
  • How many contacts flow through each campaign?
  • How many contacts in your audience have opened an email in the last year?

Campaign Results Spreadsheet

Answering these four questions for each campaign will give you all the information you need to determine if you can integrate Motiva's automated Message Testing and/or Send Time AI optimizers.  The requirements for each step are listed below.  Simply match the optimizer with the campaign that meets its requirements.

Message Testing requirements

  • Enough contacts to reach your confidence threshold
  • Enough lead time to develop 3-4 email versions
  • 2-6 day send window to identify the winner

Send Time AI requirements

  • 5-7 day send window
  • Contacts with open data within the past 12 months so the machine learning engine behind Send Time AI can predict an ideal send time

To help guide your optimization planning and complete this process even faster, download our campaign review spreadsheet, pre-populated with example campaigns.

Want to see how Motiva works? Schedule a demo today!


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