Evaluating your messages

continuously keeping track of the effect your email messages have can help you refine your strategy and make educated changes while you determine future messages.  message evaluation begins by stating measurable objectives. it then continues while you track and measure your results to determine whether your objectives are achieved.measurable goals could include the following: 1.increasing the number of web site visitors by a certain amount 2.increasing the number of orders or purchases by a certain amount 3.receiving feedback and information on a specific issue. 4. increasing event attendance by a certain number. 5. changing opinions or perceptions over a set period of time  6.increasing the size of your contact database by a certain number.  tracking and measuring your message results can be a snap with an email service provider (esp).read more about esps later in this (chapter.)an esp tells you exactly who opens your email and who clicks the links in your email message.figure 1-4 shows a sample of an email click-summary report.not all your email evaluation has to be based on clicks,however.for example, you might ask people to phone you and request more information.then,you can evaluate your message based on how many phone calls you recieve and what people say when they call.other methods of tracking and measurement include: 1. ask people to print your email message to redeem an offer.you can then count the number of customers who return a printed email to your store or office.  2.ask people to mention your message when emailing a reply.you can track how many emails mention the message.3.ask people to fill out an online form you can analyze the data collected from the forms.4.ask people to forward your email to friends and  colleagues.you can track how many new subscribers you receive as a result of the forwarded emails.track activity in the product lines and services mentioned in your message.you can calculate the difference between the average level of activity and the change in activity.

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Determining how your email messages should look

design elements,such as images and colors,are important parts of every mail message because they can reinforce the words that you use or cause your words to feel differently to the reader.figure 1-2 shows a plain email message before any design elements are applied to it.  a text only email not only fails to reinforce and enhance the value proposition,but its also difficult to scan and read.even simple design elements can have a significant impact on the look and feel of an email message.figure 1-3 shows the same email with simple added design elements that support and reinforce the message. the formatted email uses images,links,colors,borders,fonts,and effective layout to reinforce certain elements in the message and also makes the main idea of the message easier to grasp because of the holiday vacation theme. here are some questions you can ask yourself to help you determine how your email messages should look.  1.what emotions or circumstances cause people to think of your products or services? 2.which words ,fonts images,and colors communicate those emotions and circumstances? 3.what other mediums are you using to deliver your messages?  4.what limitations and advantages of each medium could affect the look and feel of your messages?  chapters 8 and 9 cover design elements that you can add to your emails to effectively get your message across to your subscribers.

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targeting your email messages

when your excited about your business,thinking of almost everyone as a potential prospect is easy.you might indeed identify a large audience thats need your products or services,but plenyt of people wont buy from you for one reason or another.at the same time,pockets of opportunity for communicating your messages might exist that you havent thought of.you can make your email messages more effective by targeting prospects and customers who are most likely to make a purchase decision and also excluding people who are probably never going to buy.here are some questions you cana sk yourself to help determine to whom you should send your email messages:  1.who is most likely to need your products or services?  2.who already buys other products or services that are similar or identical to yours?3.who buys other products or services that could be percieved as substitutes for yours?who buys products or services that compliment yours? 4. who has already purchased from you and when will they be ready  to buy again?how many messages does it take to get someone to repeat versus attracting a new customer?        


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Stop buying Email list. Create one today

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Edited by Email Marketing Power, Small Business Marketing tips 2013

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Never send an email that is simply one big image

Never send an email that is simply one big image
Email marketing messages that are made up of mostly images or one big image are often frowned upon in best practice circle for 2 reasons, both quite valid. One is that emails that are heavy on images are more likely to be flagged as spam. If you use an email service provider, you should get an alert before you send an email telling you whether or not it has too many spam-like characteristic. This service is called a spam filter.
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