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Building Effective Email Marketing Campaigns

Building Effective Email Marketing Campaigns

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Published by John Follett

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Published by: John Follett on Sep 16, 2009
Copyright:Attribution Non-commercial


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How To Guide
Call a Principal Analyst:
(866) 947-7744
Building Effective Email Marketing Campaigns
Executive Summary:
This report has been designed to provide practical advice for building an
effective email marketing campaign.
Read this brief 9-page report to learn how to:
Identify the benefits & risks of email marketing
Build a business case for an email marketing initiative
Improve your delivery rates
Track key email metrics
Follow email marketing best practices
Read this report and avoid the common mistakes and pitfalls of email
Call a Principal Analyst:
(866) 947-7744
Table of Contents
Email Marketing Defined
Benefits of Email Marketing
Email Marketing Risks
Email Delivery Best Practices
Benchmarking & Metrics
Email Marketing Best Practices
Call a Principal Analyst:
(866) 947-7744
Email Marketing Defined
\u201cE-mail marketing is a form of direct marketing that uses electronic mail

as a means of communicating messages to an audience. This term usually refers to emails that are being sent over the internet and can include:


Sending e-mails with the purpose of enhancing the relationship of a merchant with its current or old customers and to encourage customer loyalty and repeat business.

Sending e-mails with the purpose of acquiring new customers or
convincing old customers to buy something immediately.
Adding advertisements in e-mails sent by other companies to
their customers.\u201d
Source\u2013 Wikipedia
Other Important Definitions:
Unique Opens: A single open by a single user.
Unique Clicks: A single click by a single user.
Hard Bounces: A permanent failure due to a non-existent
address or a blocking condition by the receiver that returns the
email to the server that sent it.
Soft Bounces: A temporary failure due to a full mailbox or an
unavailable server that returns the email to the server that sent
Open Rate: The total number of emails opened divided by the
total number of emails delivered as a percentage.
Click Through Rate (CTR): The percentage of those clicking on
a link out of the total number who see the link.
Click To Open Rate (CTOR): The ratio of unique clicks as a
percentage of unique opens.
Conversion Rate: The number or percentage of visitors who
convert casual content views or website visits into desired

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