List five areas of an email that can be tested, and how this would be done
Recipient addresses…test by sending out sample and testing responses in terms of opened, delivered/undelivered, bounced (hard and soft), bounced (rule based), unsubscribed, complaint made, clicked on line. Use Delivery Tracker
Content test: Design Optimiser and Content Scorer (latter for deliverability and potential spam problems)
Design test: Design Optimiser
Rendering test: Design Optimiser
Validity of HTML test: Design Optimiser
Load time test: Design Optimiser
Personalisation test:
Forward to friend links test
Tactics Used to Improve Effectiveness:
38.8% are triggering e‐mail marketing messages based on
behaviors or events
• 36.5% are personalising messages
• 28.2% are adding Forward‐to‐Friend links
• 22.7% are leveraging transactional messaging for marketing
communications.
• 18.4% are providing multiple options (e.g. opting out of
promotional e‐mails but remaining on the e‐newsletter list)
during the opt‐out process.
• 17.6% are including customer reviews
• 14.1% are adding ‘Share This links’ to social networks
• 13.3% are adding more video‐related content.
What are the key email marketing
metrics and how do you measure
them?
Measurements:
• Opened
• Delivered/undelivered
• Bounced (hard and soft)
• Bounced (rule based)
• Unsubscribe
• Clicked on link
• Time frame for opens and click throughs
Further Analysis
• Campaign Detail
• Open Detail
• Activity Detail
• Unsubscribe Detail
• Bounce back Detail
Key measurements:
• Open rates
• Click through rate
• Bounce rate
• Unsubscribes
• Forward rate
• Time frame for opens and click throughs
Email to House Lists best:
Keep important messaging such as main topic, calls to
action, navigation and logo within the top 300 pixels
Limit email size (including images) to no more than 100kb
and ideally 40-50kb to ensure emails load quickly
Include a forward to a friend and social sharing mechanism
Provide a web version of your email and include a link to it
More than 80 percent of delivery problems today are caused
by the sender’s email reputation.
Main factors affecting reputation:
1. Volume - how many messages and recipients
2. Frequency - how often messages are sent
3. Complaint rates - users reporting your email as SPAM
4. Hard bounce rates - permanently dead addresses
5. Spam traps - old inactive email accounts used by ISPs
6. Authentication - technical identity validation, SPF, Sender
ID and DKIM
7. Content - content or HTML coding appearing as SPAM
Relevancy:
• Do we have their name?
• Do we personalise it?
• Do we know their past purchase history?
• Can we segment based on age or gender?
