Reviewing Your E-Mail Marketing Campaign

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As we start a new year, it's always helpful to take some time to slow down, look back and evaluate the year gone by. Examining the past year's e-mail marketing efforts and results can help you uncover new ways you can improve going forward.

To get started, take a moment to review the results of your e-mail campaigns from the past 12 months (this is where the reporting features of an e-mail marketing service really come in handy). Then, ask yourself the following questions:

1. What was I trying to accomplish with e-mail marketing, and did I do it? What was your goal for your e-mail marketing efforts? Did you achieve what you set out to do? Did you measure the results? Is your e-mail marketing adding significant value to your organization? Did you uncover other useful purposes for e-mail marketing? Asking these questions can help you set your goals for the upcoming year.

2. Did I grow my list, and is it better segmented? There are many great opportunities to grow a list. Looking back, how did you do? Did you collect e-mail addresses whenever you got the chance--at events, during networking, at point of sale and on your website? Does everyone in your organization ask for e-mail addresses? What can you do differently to grow your list even more this year? What about segmenting? Did you divide your list into groups so you could send more targeted e-mail campaigns? How can you further segment your list forwarding the future?

3. Did I send consistent, high-value e-mail communications? With e-mail marketing, you have a great opportunity to stay connected with your list members. Did you communicate with them as often as you intended to? Or on the flip side, did you contact them too often? What about the quality of your campaigns? Did you spend the time you needed to create compelling content that included images and well-written copy? Did you put thought into offering your list members information they'd value and find useful? (Hint: Your open and click-through rates can help you figure out their interest level.) How can you improve your communications next year?

4. Which of my e-mail campaigns got the best or worst results and why? Look at your e-mail campaigns and identify the winners and the losers. What can you learn from them? What topics were your readers most interested in or not interested in at all? What did you do (promotions, subject matter, etc.) that, judging by the response, you should do again? What day and time worked best? You can take this information and modify future campaigns based on it. Create a new e-mail marketing plan that includes what you want to do more of and what you won't do again.

5. What did I do to become a better e-mail marketer? Did you ask friends and colleagues for their input on your e-mails? Did you ask your list members for feedback and incorporate their suggestions? Did you take advantage of some of the free e-mail marketing resources available online, like webinars and articles? Did you read a book about e-mail marketing? Did you review campaigns from other companies for ideas? It might be overwhelming to think of doing all these things, but why not set a goal for this year that you'll pick one or two of these activities? You'll be glad you did.

By taking a moment to ask yourself "How did I do?" you can make positive changes to your e-mail marketing efforts that'll help you get even better results. After you answer the questions above, you'll be well on your way to having your best e-mail marketing year yet.

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Gail F. Goodman is the"E-Mail Marketing" coach at Entrepreneur.com and is CEO ofConstant Contact, a web-based e-mail marketing service for small businesses. She's also a recognized small-business expert and speaker.

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It's easy to get overwhelmed when shopping for business gadgets. When everything's marked as a must-have productivity booster, how are you supposed to know what to buy? Look no further--here's a list of the five pieces of technology every small business should have:

1. A mobile computing device: Smartphones, laptops and tablet PCs are all great tools for the busy small-business owner on the go. With one of these tools, you can stay tapped into the office even if you're not there. Look for a Smartphone--a cell phone with built-in computer functions, including e-mail, Web surfing, scheduling and contact management--if you're looking to stay connected while out of the office without the added weight and bulk of a laptop. If you spend a lot of time away from the office--and you do more than just e-mail--a good laptop is an essential business tool. Tablet PCs are generally more expensive than laptops computers, but can offer greater mobility and functionality, letting you “write” on the screen with a stylus.

2. External hard drive: Backing up your data is one of the most important tasks you can do regularly to safeguard your business. And thanks to the advancements to external hard drives, backing up no longer has to take up a lot of space on your desktop or a lot of your time. The newest ones can store in excess of two terabytes--the equivalent of 2,000 gigabytes.

3. USB flash drive: Forget CDs, the best way to carry your files with you is on a USB flash drive. Available in many shapes and sizes--Imation even makes a USB flash drive wristband--these storage devices can make transporting files a cinch. Just plug it in, add your files, and you can access them on any other computer with a USB port. Storage capacities run from 128 MB to more than 4GB, and prices range from $10 to $100, depending on the size and the security features.

4. Digital camera: Even if your business doesn't sell products, a digital camera can serve many uses. You can use it to jazz up your Web site, a brochure or even a presentation with pictures of your office and employees. Also boost morale by taking photos at company events and posting them to a photo-sharing Web site. On a more serious note, a digital camera is a great tool to have on hand if you have to document property loss after a flood or fire. A decent digital camera--which has at least five megapixels--should cost around $200. For a few more features and megapixels, you shouldn't have to pay more than $400.

5. Webcam: Would you rather not make yet another trip to meet with your client who lives across the country? Don't despair. With a Webcam, you can have a face-to-face meeting without leaving the office. Like with most things, Webcam technology has advanced significantly in recent years, and a sophisticated set-up can run as low as $100. A Webcam can also be useful to reconnect with your remote employees.

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