A 30% open rate means nothing if no one clicks, converts, or funds a loan. The issue isn’t just email copy—it’s often tracking, landing page design, and backend setup.
Here’s a checklist for Email Marketing to ensure your campaigns are built for actual results, not just engagement metrics.
Are we properly tracking clicks and conversions?
- Are we using UTM parameters on all email links?
- Are we differentiating traffic from organic, paid, and direct email sources?
- Are we tracking conversions beyond clicks (e.g., applications, form submissions)?
Do we have web visitor tracking in place beyond GA4?
- Are we using first-party cookie tracking for returning email visitors?
- Are we integrating email data with our CRM for lead tracking?
- Are we identifying anonymous visitors who clicked but didn’t convert?
Are we optimizing the email-to-landing page experience?
- Does the email CTA match the landing page content?
- Is the landing page designed for conversion, not just information?
- Are we A/B testing different CTA placements and button copy?
Are we sending emails to the right segments?
- Are we over-emailing leads who have already engaged?
- Are we segmenting based on borrower behavior (active vs. dormant)?
- Are we suppressing audiences who haven’t engaged in past campaigns?
Are our emails technically optimized for deliverability?
- Are we using SPF, DKIM, and DMARC for domain authentication?
- Are we avoiding words that trigger spam filters?
- Are we testing email previews across different inbox providers?
Are we personalizing beyond just “Hi [First Name]”?
- Are we tailoring subject lines based on lead intent (purchase vs. refi)?
- Are we dynamically adjusting content for borrower segments?
- Are we leveraging previous interactions to refine messaging?
Are we testing different send times and days?
- Are we analyzing engagement trends by time of day?
- Are we adjusting email frequency based on past interaction rates?
- Are we automating follow-ups at the right intervals?
Are we optimizing for mobile-first experiences?
- Are emails fully responsive across all devices?
- Are CTA buttons large enough for easy tapping?
- Are we limiting unnecessary images that increase load time?
Are we using email engagement to trigger automated workflows?
- Are we sending retargeting emails to users who clicked but didn’t convert?
- Are we adjusting follow-ups based on engagement history?
- Are we syncing email engagement data with remarketing campaigns?
Are we analyzing beyond open rates?
- Are we tracking which links get clicked the most?
- Are we comparing email-sourced leads vs. other channels?
- Are we adjusting campaign strategy based on revenue impact, not just engagement?
Final Thought:
Email marketing isn’t just about open rates—it’s about conversions. Without tracking, segmentation, and backend optimization, you’re just sending emails into the void.
Use this checklist for Email Marketing to audit your campaigns and ensure every send is optimized for results.