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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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02/01/2013

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How To Guide
www.demandmetric.com
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:
\ue000
Identify the benefits & risks of email marketing
\ue000
Build a business case for an email marketing initiative
\ue000
Improve your delivery rates
\ue000
Track key email metrics
\ue000
Follow email marketing best practices
Read this report and avoid the common mistakes and pitfalls of email
marketing.
www.demandmetric.com
Call a Principal Analyst:
(866) 947-7744
2
Table of Contents
Page
Email Marketing Defined
3
Benefits of Email Marketing
4
Email Marketing Risks
5
Email Delivery Best Practices
5
Benchmarking & Metrics
7
Email Marketing Best Practices
8
www.demandmetric.com
Call a Principal Analyst:
(866) 947-7744
3
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:

\ue000

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.

\ue000
Sending e-mails with the purpose of acquiring new customers or
convincing old customers to buy something immediately.
\ue000
Adding advertisements in e-mails sent by other companies to
their customers.\u201d
Source\u2013 Wikipedia
Other Important Definitions:
\ue000
Unique Opens: A single open by a single user.
\ue000
Unique Clicks: A single click by a single user.
\ue000
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.
\ue000
Soft Bounces: A temporary failure due to a full mailbox or an
unavailable server that returns the email to the server that sent
it.
\ue000
Open Rate: The total number of emails opened divided by the
total number of emails delivered as a percentage.
\ue000
Click Through Rate (CTR): The percentage of those clicking on
a link out of the total number who see the link.
\ue000
Click To Open Rate (CTOR): The ratio of unique clicks as a
percentage of unique opens.
\ue000
Conversion Rate: The number or percentage of visitors who
convert casual content views or website visits into desired
actions.

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