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| Archived AMA Webinar, A Checklist for Email Success in Tomorrow's
Market
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SubscriberMail's CEO Jordan Ayan recently conducted a webinar on
email marketing strategy that was one of The American Marketing
Association's highest attended webinars to date. If you missed the
event, you can view the archive at the AMA web site.
Access archived webinar
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White Paper:
The Strategic Checklist for Email Success
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Do you know where your email recipients are going after they click
into your website? SubscriberMail integrates with ClickTracks web
analytics software so you can easily track web activity past the
click.
Visit SubscriberMail.com
to learn more or call (866) 622-2600.
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The key to email success is developing, reviewing and refining a
comprehensive email marketing strategy. Over the last months, we've
explored areas to improve to ensure better results, including list
segmentation, testing subject lines, creating a winning welcome
message, and more. This month we'll look at how these and other areas
can combine to form a comprehensive strategy that will help your
email campaigns succeed.
BRAND AFFINITY
More than ever, your brand is important to your success. In this
age of information overload, people create perceptions of
organizations in a split second, and expectations are driven higher
with each touch-point. Every aspect of your email marketing campaigns
needs to be audited against your brand personality.
Message design: Are your messages accurately
reflecting your brand? The design and appearance of your email
messages create a lasting impression on your audience.
Relevant content: This is the age of relevancy. Is it
relevant to the recipient? Otherwise your brand may be perceived in a
negative light.
Landing pages: Do you control the branding of your landing pages and the destinations to which you are sending responders? These pages should reflect your brand as much as the email message itself.
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SEGMENTATION
Breaking an audience into distinct, more manageable segments that
are likely to behave in a similar manner has long been a fundamental
principle of marketing. Email enables some incredible segmentation
power, as well as the ability to truly take advantage of small
audience segments that might otherwise be financially difficult to
communicate with.
Variable content: Are you providing different
segments with different content? Variable content will provide more
relevancy and stronger actionable items.
Gathering additional information: Do you have strategies for gathering more data? After you gain credibility, try asking for a few small bits of information within your email messages.
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COMPLIANCE
Regulations and technical requirements are changing every day.
With so many different areas of technical and marketing compliance,
you need to revisit your email initiatives and audit them for
compliance.
Can Spam: Are you aware of CAN SPAM
regulations and are you confident you have all of the pieces in
place?
Privacy policy: Have you reviewed your privacy policy for
accuracy? Are you confident it is up to date? Has it been audited by
legal counsel?
Authentication: Are you making use of the latest
authentication technologies, such as Domain Keys, Sender Policy
Framework (SPF) and Sender ID?
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METRICS
Email marketing creates many specific data points that can be
used to gain insight. Understanding what you are capturing and
putting that data to its best use can result in continuous success
and provide knowledge about your audiences.
Conversions: Are you looking "beyond the
click" at conversions within your Web site? Conversions could be
actual purchases, contact forms, or anything that is a "valuable
action" for your organization.
Long-term trends: Are you looking at message "cycles" over longer periods of time? Often, looking at longer-term trends can give you a different perspective than specific and individual message results.
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TESTING
Because of the immediacy of email data, testing should become an
integral part of your email efforts. Knowing what to test, how to
test it and what to glean from the results will make your email
initiatives perform to their fullest.
Creative: Do you test different styles of
messages with various offers and graphic treatments?
Content: Do you test messages with different content and
content types to gain insight on what your recipients are responding
to?
Landing pages: Do you create and direct your audience to different landing pages and review what destinations performed the best? Creatively testing where the click takes them and what that looks and acts like can give you considerable insight.
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Use this checklist as the cornerstone of your email efforts. If you
can address each of these areas with detail and certainty, you're
well ahead of the curve. If not, you could see dramatic improvements
by addressing items in the checklist that are not currently a part of
your email initiatives. You can download our corresponding white
paper,
The Strategic Checklist for Email Success,
as a guide.
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