Adventures in Mobile Marketing

Advanced Email Marketing Checklist

What makes an advanced email marketing system? It’s more complicated than what I’ve listed below, but this is an easy gut check to see how your system compares, feature by feature.

Preference center with subject content, that dynamically pastes in live, scheduled emails. The customer can determine what email content they get.
Lifecycle emails from introduction series, ongoing to one year or more
At least a dozen transactional, automatic emails based on customer behavior.
Closed loop campaigning- responding to campaign performance with a new campaign.
Emails render well in all clients.
Emails render well with images off
Less than 1 AOL postcard a quarter
Goodbye email series (emails to very lapsed or dead subscribers saying a final adieu)
One-click unsubscribe, unsubscription landing page, and preference center flow.
Ability to report on the behavior of each campaign, and segment, of each campaign. According to basic metrics- deliver/send/click, etc.
Ability to campaign to the behavior of each segment of each campaign. Email to the segment of: “Top customers who have clicked on Mother’s Day email,” for example.
Ability to target customer behavior to SKU level (for retail).
Ability to track revenue from individual clicks on email content.
Ability to seed lists.
Ability to apply scoring models to lists.
Control group segments.
Regular ability to do subject line tests.
Ability to do A/B content tests.
Email format preferences ability for sender and recipient.
Emails are hosted on the site as well.
Forward to a friend capability.
Ability to report on unusual metrics such as the “non-open click”
Ability to send unique account/PINs in an automated process.
Ability to automatically send response campaigns- reminders, thank yous, etc.
Integration with PPC and SEO activities
Automated email hygiene process.
Partner and brand versioning of email content
Wireframed, dynamic content and email templates
Text versions of all emails.
RSS
Mobile versions

Scoring
0-5: Newbie: You’re probably just grappling with getting your hands around CAN-SPAM requirements.

6-10: Basic system. You probably think there’s no money in email marketing, so you’ve never invested much thought or energy into it. Or, you may have just started a job and realize that all you have is a newsletter on Constant Contact. Regardless, you’re reading this checklist which is a good sign.

11 – 20: Not Shabby. You’re probably on your second generation of an email marketing system, or with an email provider that delivers this out of the box. You want to expand, but don’t know how.

20 +: Nimbus 2000. I hope you know what you have! It’s a great system. Of course there’s room for improvement.

Thanks to those that have mentioned this list!

- Email Marketing Reports

- Email Karma


This list is a work in progress, feel free to add more criteria below.

Share and Enjoy:
  • Digg
  • Sphinn
  • del.icio.us
  • Facebook
  • Mixx
  • Google Bookmarks
  • StumbleUpon
Written on Wednesday, 17. October 2007 at 14:34 In the category Basics, mechanics, technology. Follow the comments via RSS here: RSS-Feed. Read the Comments. Trackbacks- Trackback on this post. Share on FriendFeed

«  –  »

6 Comments »

  1. Great job, Anna!!
    It’s a really well compiled list.

    Maybe the following could be added to the list
    1) Enhancing Email Deliverability by ISP relations, reputation management ..etc
    2) Ability to validate email in terms of SPAM score, spell check, W3C Compliance etc..
    3) Ability to track pre registration behaviour and attach as contact activity post registration to the contact
    4) Ability to extract search keywords from referrer URL, and search boxes present on the site and store as part of contact information.

    Comment: Roy Rajan – 21. October 2007 @ 10:27 pm

  2. Thanks Roy- good comment. I tried to wrap that up in inbox inspection, but your details are really useful. The fourth point you made reminds me of something I’ve wanted to post on for a while- and now I will!

    Comment: banane – 22. October 2007 @ 3:25 pm

  3. Great Checklist!

    Thanks for posting. I like Roy’s addition as well.

    Comment: Internet Marketing Blog – 06. November 2007 @ 7:53 pm

  4. [...] Reading: Email Labs’ has Email Planner & Checklist an oldie, but a goodie Advanced Email Checklist I wrote this one a while ago, still relevant! EEC downloadable checklists the Email Experience [...]

    Pingback: Adventures in Email Marketing » Elements of Good Email | – 25. March 2009 @ 12:44 pm

  5. [...] at Adventures in Email Marketing, published this great checklist on the features included in an advanced email marketing system. The list includes check boxes that actually work – print this list and tick them off as you [...]

    Pingback: Advanced Email Marketing Checklist : : EmailKarma.net – 20. May 2010 @ 8:00 pm

  6. [...] at Adventures in Email Marketing, published this great checklist on the features included in an advanced email marketing system. The list includes check boxes that actually work – print this list and tick them off as you [...]

    Pingback: Advanced Email Marketing Checklist | EmailKarma.net – 28. December 2010 @ 10:39 pm

Leave a comment

Recent Posts

Pages

Recent Comments

  • 9 essential links for travel agency owners: 5 common newbie mistakes for an email newsletter
  • Bulk Email Software: I have got study quite a few perfect information listed here. Absolutely value book-marking...
  • Mike: We are using www.smartemail24.com and we are fully satisfied. They have web based system for creating email...
  • Mike: We are using www.smartemail24.com and we are fully satisfied. They have web based system for creating email...
  • emailviking: is user generated content? Adventures in Email Marketing The future of user-generated content is

Topics

Recent Trackbacks

Meta

Follow Me

  • Add to Google
 

WP-Design: Vlad -- Powered by WordPress -- XHTML 1.0
© 1998 All Rights Reserved banane.com