You'll never guess some of the amazing ways to not only look at your deliverability data but also how to interpret the data in such a way where you'll see an immediate sales spike right after implementation.
Your data truly holds the key to your success as well as your failure.
Essentially, one of the sneakiest ways to look at your data is comparing your actions against those of your subscribers.
Compare the day of the week you're sending out your email marketing promotions to the day that is the most popular day your customers are signing up.
How in the world do these two distinct data points correlate, if at all?
First, the day that you've picked to send out your emails is probably based on what's been working for your company and possibly influenced by what industry standards say.
Your customers are popping onto your website at their convenience, browse around a bit and ultimately sign up for your emails because they like what they see. What this also shows is the time your subscribers are spending for their leisure time on the Internet.
Take this data a step further, and compare the times of day against each other. What time do you send your email? What time of day did your customers sign up for your email?
For example, let's say that you've been religiously sending out your emails every Tuesday at 11:15 AM, and you've all of a sudden learned that the majority of your customers are signing up for your emails on Thursday at 7:30 PM.
Huge discrepancy, right? I'm sure warning bells are going off in your head, screaming, "Thursday night?" This data is going against everything you've probably ever learned about email marketing.
Your customers are telling you, by their actions, when they're most likely to be online, randomly surfing around and most importantly, buying.
Consider changing up your email schedule to reflect this data – chances are, you'll see a crazy increase in sales.
Ready for more wacky comparisons?
Compare the day of the week and time of day you're sending your email (same data as above) to the day of the week and the time of day your customers are buying from your email.
Look at it another way: your email marketing campaign is doing its job by triggering a sales conversion. So, when does this happen? Are your subscribers clicking through after work? Late in the evening? Early morning?
Whatever your data shows, give it a whirl. Change up your schedule for a bit and see what happens.
Remember: email marketing standards are standards, not rules.
