Decision 12 - frequency
Think of the frequency of most e-newsletters you receive. They tend to be daily, weekly or monthly. Why is this? Perhaps we are still in the print mentality of dailies, weeklies and monthlies?
With so many e-newsletters out there, it may be of benefit to both subscribers and publisher if the frequency is […]
Decision 9 — naming
There are many newsletters called Newsletter, eNews or eAlerts, so think about using a name that stands out. The name should summarize the proposition and be a clear differentiator — What’s New in Marketing, AvantMarketer and Flesh and Bones (for medical students’ textbooks) are good examples. However, if the newsletter is branded […]
There are now many techniques that are used by different types of anti-spam software to identify spam. We will now review some of the most common ones, which are often combined in a single anti-spam tool, and describe the type of steps that marketers can take to avoid being wrongly identified as spam.
Keyword and key […]
To evaluate and improve e-mail marketing requires good reporting capabilities, and for me this is a key differentiator between e-mail management services. Almost all packages should report these basic campaign metrics:
i. number of e-mails broadcast
ii. deliverability rate
iii. open rate (unique and total)
iv. clickthrough rate (unique and total)
v. unsubscribe rate for campaign.
Note that some of the […]
