Email Marketing Campaign Development: Optimize Management, Tracking, and Analysis
By Megan Ouellet, Director of Marketing for Listrak
September 6, 2007
Email marketing has quickly become the number one method of direct marketing communications. According to a recent study by JupiterResearch, the average marketer sends out 5.2 million email messages, including newsletters and one-off campaigns, per year. This is a 24 percent increase from the 2005 level of 4.2 million email messages. When you consider MarketingSherpa’s data that 7 out of 10 marketers test subject lines, 62 percent test copy, 46 percent test link placement, personalization, and the “from” line, and 26 percent test the offer prior to deploying the emails, you can see that marketers are working with tens of millions of email messages annually.
With volumes this high, it is extremely important for marketers to keep their messages organized so they can easily compare the usage and response that each email generated. And, when comparing data, it is imperative to evaluate messages with the performance of similar messages so you can gain an understanding of how contacts react to that particular style of message in order to get the most accurate information possible.
An email campaign allows you to do all of that and more. A campaign is a series of interconnected messages that have the same audience, purpose, and call to action. The campaigns are scheduled for deployment so they work together as a group and they build off of the response and success of each previous message. Listrak, a leading provider of email marketing solutions, has put together the following white paper to teach you how to group multiple emails into campaigns, how to track data across campaigns, and the benefits of using email campaigns.
How to Build Email Campaigns
Listrak has published a white paper entitled “Email Campaign Workflow: How to Create a Successful Campaign”. If you are new to email marketing and are just getting started, it is a good place for you to begin learning about the necessary steps it takes to create an effective campaign. The paper discusses in detail the importance of working with an email marketing vendor, how to define your strategy and audience, how to set goals, how to segment your database, how to create relevant messages, how to test the campaigns prior to launch, how to ensure deliverability, and how to track results. It tells you all you need to know about building single email messages and effectively reaching your audience to interact with your contacts on an individualized basis.
This white paper takes it a step further for marketers that have been using email marketing but want to learn a more advanced tactic for organizing and tracking multiple campaigns. The basics are the same – you want to be sure to create emails that are relevant and timely, write attention-grabbing subject lines that include personalization, use graphics that render correctly in the different email clients, and deploy using the latest deliverability techniques. However, email campaigns take planning, development, and tracking to the next level.
