| (1) When choosing who you'll send your message to, you: |
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Utilize your general list of customers who have opted to receive messages from your brand. |
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Select a targeted segment (gathered by preference information) from your overall permission-based list. |
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Use sophisticated analytics (like purchase history and demographic info) to identify relevant recipients, one-by-one, from your opt-in customer list. |
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Buy a third-party list of recipients who have not specifically elected to receive email from your brand. |
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| (2) When selecting the content of your email, you: |
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Have tested your email in advance (for look and feel, subject line, offer, etc.) and have used simple personalization to ensure your message is optimized for a great number of your intended recipients. |
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Have utilized advanced techniques to test and personalize entire content sections of your message, so that each email will speak uniquely to each recipient. |
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Will employ simple personalization techniques, such as using the recipient's name, account number, rewards points balance, etc. |
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Plan to send all recipients the identical information. |
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| (3) When deciding on the timing of your email messages, you: |
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Use sophisticated sequencing technology to automatically send uniquely-timed messages to each recipient. |
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Send your messages according to your predetermined (weekly, monthly) schedule, regardless of the availability of compelling content. |
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Choose to send email when you have content you believe to be relevant to your recipients. |
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Believe that the more email you send, the better your response rate, so you send as often as possible. |
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| (4) When analyzing the results of your email marketing efforts, you: |
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Monitor "open" and "click" rates and try to get them to trend upwards with future efforts. |
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Have designed your campaigns so that they can be measured both by email statistics and by the email campaign's impact on the desired action (buy/use/attend). |
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Do not measure campaign effectiveness. |
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Evaluate the campaign in terms of measurable increases in overall customer trust and lifetime value. |
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Quiz: What level email 