List Management/ Segmentation --
In an affective email marketing campaign you typically segment
your subscribers into different lists based on the topics of
interest. Beyond that your software solution should also
support storing demographic parameters for each subscriber and
further targeting your lists based on these demographics.
- Support an unlimited number of
lists
- Easily upload/import new lists
of subscribers
- Conduct list hygiene
- Export lists
- Filter bounces from list
- Automatically filter duplicate
email addresses
Opt-In/Opt-Out Process/Forms
-- You want to make it as easy as possible for people to
opt-in to your newsletter. Placing a simple subscription
form across multiple pages of your web site is recommended.
Most software solutions automatically create these forms and
support a simple copy/paste of the HTML onto your web pages.
Likewise your system should support a simple opt-out process that
instantly removes the subscriber from your list. Systems
that take days to remove a subscriber are not sufficient nor are
they can-spam compliant.
- Automatically create opt-in
forms
- Support a confirmed or double
opt-in approach to validate subscribers
- Support a one-click opt-out
process
- Support real-time opt-out
Content Management/Creation --
Building your email marketing creative is one of the most
important facets of a successful email marketing campaign.
Built-in WYSIWIG editors are an ideal way to quickly create
effective content.
- Built-in HTML WYSIWIG Editor
for content creation
- Spell Checker in WYSIWIG
editor
- Easily upload/embed images,
PDF's, and other file attachements
- Support for style sheets
Scheduling and Delivering
Email Messages -- After creating your content comes the vital
step of delivering your email message. The ability to
schedule an email to send at a future date/time is vital to the
professional email marketer.
- Ability to schedule messages
for future delivery
- Monitor distribution
- Monitor bounces, unsubscribes
- Monitor opens, clicks
- Automatically filter any
bounces
- Understand why messages are
bouncing and track down problems
Metrics Measured -- The
final step in an effective marketing campaign is measuring the
success/failure of the campaign and adapting for future
campaigns. Who opened the newsletter, who clicked the
links, who failed to receive the newsletter are just some of the
metrics you will want to measure. If you are selling a
product or service you may also wish to track who is converting
to a sale.
- Open Rate
- Click-Through Rate
- Bounce Rate
- Unsubscribes
- Conversions/ROI
