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Many clients ask what can be done to increase their email effectiveness - how can their messages be made to really stand out and get noticed.   There are no set rules or techniques, because "effective" can have different meanings for different marketers.  To understand if your email campaigns are reaching maximum effectiveness, you need to step back and evaluate the strategy behind your email campaigns.

This month, we're presenting the email effectiveness "checklist."  This checklist should be the cornerstone of your campaign - if you can answer the questions with detail and certainty, your email campaigns will most likely be effective for you and your audiences.

Email Message Objective: What are you trying to accomplish with this email message or campaign? Is the objective to position a company or product, or generate leads, or raise or create market awareness, or introduce a product or service, or boost a special sales effort? Or is it for something else? 

 

Audience: Who are you trying to reach? Are they aware of your organization, product or service? What are their "hot buttons" regarding products or services in this category?  How are you segmenting the audience to ensure the email messages are appropriate, engaging and timely?

 

Desired Response: What do you want the target audience to think and say about your organization, product or service after they have been exposed to this email message or this email campaign?

 

Brand Affinity: Does the email message or email campaign accurately reflect the corporate brand? Does it create affinity to the other marketing campaigns (online or offline)?

 
Message Delivery: When is the best time to get this email message or campaign to the audience?  Should they be hearing from you daily, weekly, monthly? How will you ensure that people are getting this message in a consistent, timely manner?

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