Email Marketing Action Plan
As you progress through each step in the Right Now Marketing System, you will answer questions and fill in information worksheets related to your email marketing campaign. This is your Action Plan, so be sure to use it!
Step 1. Overview: Timeline & Goals pp. 2 Step 2. Your Marketing Plan pp. 3 Step 3. Research pp. 4-5 Step 4. E-mail Checklist pp. 6 Step 5. Test Media pp. 7-9 Includes sample email campaign worksheets. Step 6. Check Your Numbers pp. 10-11
© 2004 Dunn Direct LLC * dunndirectgroup.com * (530-897-0758) * firstname.lastname@example.org * p. 1
or leave it blank.
3. Overview: Timeline & Projected Goals
Project Exercise: Create a 1-page marketing action plan for your email campaign.
2. 3. What are 3 important goals they would like to achieve with what you offer? How will this improve or better what they are doing now? 1.
4. finance. 2. travel. 1.) 1. the better you know how to market to them. 2. but the better you know them. 3.com * p. What are the three major problems facing people interested in what you are offering? (Guess if you have to. 3. 2
. 3.Step 1. 2. First answer these questions to understand the customer’s point of view.com * (530-897-0758) * info@dunndirectgroup. then fill in the plan on the following page. What would your customers be interested in learning about through email that is related to what you are offering (news. Just make sure to watch your competition. Who are the top competitors to your offer on the Internet? Note down the 3 best you know.
© 2004 Dunn Direct LLC * dunndirectgroup. etc. Your Customer-Centered Marketing Strategy: Start Creating the Right Offer and Target Where You Will Market to Maximize Your Profits 1. 2.) 1. because your customers do.
YOUR EXPERIENCE: Is this a tested campaign. STRATEGIC FACTORS: Does your offer have any special strategic factors. or will you use an outside designer/agency? Who will develop the e-mail creative (your ad)? _____________________________________________________ 5. share how you would like to apply that experience to the specific email campaign. If you are experienced. __________________________________________________________________ 4. clickthrough?) What is your ultimate goal for this campaign? __________________________________________________________________ 2. like seasonal factors. YOUR OFFER: What makes your offer special? Write 2 to 3 headlines of your best offers right now.Step 2. What numbers will you need to reach to make your campaign work? __________________________________________________________________ 3. open rate. to it? What seasonal or competitive factors will impact your customer’s perception of your offer? __________________________________________________________________
© 2004 Dunn Direct LLC * dunndirectgroup. look at your competitors and enter the 3 best you saw. Estimate the open rates. sales. 3
. and conversion rates that would make your campaign a success. Your Marketing Action Plan
Be sure to accurately answer each question. your Performance depends on it. If you don’t know any. clickthrough. P R O J E C T E D R E S P O N S E : Calculate or estimate a number of email messages. or a new campaign? Do you have experience in email marketing or is this your first effort? Set your goals slightly lower if you have not managed 3 or more email marketing campaigns. A SIMPLE OVERVIEW: APPLY TO EITHER PRODUCTS OR SERVICES 1.com * (530-897-0758) * email@example.com * p. YOUR CREATIVE: Do you have someone in-house to handle creative development. __________________________________________________________________ __________________________________________________________________ 6. PROJECTED GOALS: How will you ultimately measure success for your email campaign (acquired customers.
Research Develop Your Target Customer Profile
Objective: Write your Target Customer Profile What are the key characteristics.com * (530-897-0758) * firstname.lastname@example.org * p. and meet like minded people interested in your product/service?
Target Customer Profile
♦ What is the age group of your target customer? __________________________________________________________________ ♦ What geographic areas do they live in? __________________________________________________________________ ♦ What income level are you targeting? __________________________________________________________________ ♦ What email lists will you contact your target customers through? __________________________________________________________________
© 2004 Dunn Direct LLC * dunndirectgroup. Are there any areas where more of your prospects live so you can target regionally? C. Frequency of using your products. Age G. Do they own their own home? K. What are the best places for your customer to discuss issues. or information. 4
. Sex H. Do they have children? J. Email address. D. Income I. you would like to know about your customers? A. Have they given permission to you to send opt in email to them? L. What Web Sites do they visit the most? Who gets the most traffic? N. Special Interests E. Name and Contact Info: where do they live? B. socialize.Step 3. Related Products and Services to what you offer F. is this a one time deal or multiple uses? M. this is crucial to your follow up.
The best way to do this is through an A-B test. i.com * p.Remember the A-B Test: Test Control (A) against your Test (B)
Testing is the key to success.e.. It’s not rocket science. 5
. It’s that simple. Anytime you test an e-mail.com * (530-897-0758) * info@dunndirectgroup. then send the winning e-mail to the remaining 80%). ♦ Write down the most important variables to test for you: __________________________________________________________________ __________________________________________________________________ ♦ Sample Test Spreadsheet With Variables Campaign Scheduled Send Date What is tested? Email 1 Email 2 12/18/0? 12/18/0? List Test Size
Open 54. not as generic
© 2004 Dunn Direct LLC * dunndirectgroup. your ad.068 Subject Line 2 Rate
Subject Line Control subject line Test Subject Line
What is being tested?
Target List Response Size
Your First Subject Line Your Second Subject Line
20% Open 33% Open
Same Subject line each month. what differs between the two emails. A is your control. and the list. Remember to test 10-20% of your overall list that you are targeting with your test (10% A and 10% B is best.552 Subject Line 1 Rate Open 49. then the creative is the “variable”. except for date Using a topic/theme from the e-mail may lift open rates. the e-mail you hopefully have sent and know the results from. What you are testing is called a variable. you will see improvement. If you don’t know. then just use A as a test against B. it’s plain simple common sense. if you test two different email ads. test the subject line. for example. If you continually practice this. ♦ What variables will you test? • • • • Subject Line Where the Links are Placed Ad copy effectiveness Headlines
♦ Pick out just a few variables from this list. the alternative.
com * (530-897-0758) * info@dunndirectgroup. 6
. Links are above the fold. E-mail Development Checklist
Objective: Develop an e-mail using the following checklist as a guide.com * p. with limited information Excellent headline that gets them to move from the email to a web page Copy is focused on specific benefits for the customer Checked for grammar and spell checking. and Copy. compare them to what you have created. including company information
Error Checking 1st 2nd Email directs to correct landing page. so it is written at the write grade level Remove request at bottom of email. Email uses effective practices in Subject. testing against Text E-mail.Step 4. . • • Make sure that your emails are short. Email links work. have links at the top. to the point. and include a good from line and subject line. on the top part of the email Email gives opt out language.
© 2004 Dunn Direct LLC * dunndirectgroup. You have 5 seconds to interest people in your email. Tester 1st ____________________ Tester 2nd __________________
Now that you have seen the three examples. Be sure to: • • • • • • • Use bullets and links to quickly move reader through copy Blue link on top and bottom of email for maximum effectiveness Designed like a postcard. Focus on HTML email if possible.
http://www. upload a redirect page if possible.. Email adheres to all opt out language used by your company. on the top part of the email. Text and AOL emails URL links (i. Use no more than 50% of text you would use in print.com * p. and try to use 2-3 sentences per paragraph.Step 5. 800x600 minimum. Subject Line. Text and AOL emails are no longer than 60 characters per line. so it is written at the right (7-9) grade level. and HTML format All design is consistent with that of the site. repeating the primary benefit. Present one idea per paragraph. and Copy. Tester 1st ____________________ Tester 2nd __________________
© 2004 Dunn Direct LLC * dunndirectgroup. No more than 2 to 3 printed pages in length. If not. Copy is focused on specific benefits for the customer. Email uses effective practices in From line. Starts with a short introductory sentence and develops around a primary benefit. Links are above the fold.yourwebsite. text. Use bolds to emphasize information. Email links work. Use bullets and hyperlinks to quickly move reader through copy.e. Email is checked for spelling and grammar.com) are shorter than 60 characters. Landing page is checked in different browsers. Email has been approved in AOL. Check for grammar and spell checking. Test
Objective: Set Up Your Test Campaign with this Sample Testing Form Email Campaign Check List Manager: Campaign Name: Date Started: Date Completed: ______________________ ______________________ ______________________ ______________________
Email Copy Review Copy is short and easy to scan.S. Ends with P.com * (530-897-0758) * info@dunndirectgroup. 7
. Error Checking 1st 2nd Email directs to correct landing page.
Note percentage of HTML emails. – Product this will be associated with)
Business case: Expected results Open rate CTR Total Sales
Business case: Newsletter better than competitors? Describe how the newsletter will be differentiated from any other newsletter going to the same target audience
© 2004 Dunn Direct LLC * dunndirectgroup. measure results of both control and test within 72 hours. if possible.com * p. always get more HTML emails because they perform better. date. They are included as references to use. With external vendors this can be a tricky proposition. If testing campaign.
Newsletter Email Checklist
(Month. date. YYYY)
Date of Newsletter Launch:
. Get exact numbers of email. be sure to request this. and HTML email delivered. YYYY)
Title of Newsletter: Newsletter Frequency: online : Will offline version be discontinued for Subscribers? Newsletter Description and Purpose: (e.com * (530-897-0758) * info@dunndirectgroup. make sure that creative is delivered. AOL. Enter results in Spreadsheet within 72 hours and evaluate campaign. Check stats at tracking system quickly to see results.Email Campaign Final Testing Checklist Start date of email campaign. EXTRA BONUS: Checklist Forms The following checklist forms are not mandatory.g.
date.Opt-Out Language of the 3rd party partner: Opt-out Language and Link to Opt-Out Email Policy Page
Rented Email Checklist
Today’s Date: Date of Launch: Phone: Title of Program:
.com * p. YYYY)
(Month.com * (530-897-0758) * info@dunndirectgroup. YYYY)
Submitted By: Department:
Program Information List Broker (Name/Address): Third Party (Name/Address): Language: Opt-Out
© 2004 Dunn Direct LLC * dunndirectgroup. date.
Your Objective: Write a two page executive summary of your email.
Email Campaign Analysis
Summary and recommendations Overview Discuss your campaign background including: 1. Check Your Numbers: Evaluate your Plan and Next Steps
The final step is to summarize your findings.com * (530-897-0758) * info@dunndirectgroup. What is it that you learned that will help this email perform better later on? Include open rates. Who was the email targeted to? 5. clickthroughs. When was it scheduled to finish? 4. 3. This is where your tests of email campaigns.com * p. focusing on variables like a subject line. What email lists were used? 6. A key finding is evidence supporting your test. and other relevant numbers in your key findings. Revenue-Costs=ROI) Key Findings • • • • List your key findings here. 4. Limit yourself to 3 to 5 key findings. What are the top 3 findings from this campaign? What worked? What didn’t work? What email best practices could be added to make this work better next time?
This analysis is your final evaluation step and should be submitted for evaluation. can be helpful. or invalidating it. conversion rates. What were the objectives of this email? 2. compare them to your initial goals. response rates. How were the results evaluated in terms of ROI? (ROI=Return on Investment. 10
. and evaluate how you could improve them next time. When did the campaign start? 3.
© 2004 Dunn Direct LLC * dunndirectgroup. 2.Step 6. 1.
00 $ 12.00% $12.000 Click-Throughs ** Unique Click-Throughs ** Click-Through Rate Conversions ** Number of purchases ** Conversion rate Transaction Costs ** Total revenues ** Average revenue per transaction ** Campaign costs ** Cost per transaction ROI ** Gross margins ** Profit ** ROI 3000 6.00
© 2004 Dunn Direct LLC * dunndirectgroup.82% 120 4.com * (530-897-0758) * info@dunndirectgroup.EMAIL MARKETING .00 140%
$ 00.100.000.000 ** Number of bounces 6000 ** Bounce rate 12% ** Emails delivered 44. 11
.00 $ 1.CONVERSION FORMULA FOR ECOMMERCE ENTER SAMPLE DATA YOUR Distributed DATA ** Number mailed 50.00 $ 100.500.50 30% $ 2.com * p.