All emails need to be tested for email client

All emails need to be tested for email client compatibility as well as for any potential
spam problems.
Email client compatibility can be reviewed at:
An email’s spam score can be checked at:
spamassassin.apache.org
Once an email has been sent, results need to be analysed to pinpoint areas for growth
for the next campaign.
Permission based email marketing can give the highest return on investment of any
marketing activities. Technology allows mass customisation, allowing personalisation
across a large list of subscribers.
When used to foster relationships with a customer base, email marketing can go a
long way to increasing the lifetime value of that customer.
Email marketing is highly measurable, and databases are highly segmentable.
However, with the increasing numbers of companies and individuals using email
marketing, many consumers are email fatigued. It requires ingenuity, focus and
dedication to maintain an email database and consistently deliver useful quality emails
that will be read.
It does not take much for email to be marked as spam, and it can be difficult to recover
from being branded as a spammer by the ISPs.
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tools of the trade
pros and cons
email marketing › how it works › 9 steps to executing an email campaign
Permission must be explicitly given to the company to be allowed to market to that
user. Trying to gain explicit permission in a sneaky way will only annoy your users, and
might result in your emails being marked as spam.
7. interaction handling
As well as the emails strategically planned as part of a campaign (promotional
emails and newsletters) every interaction via email should be considered as part of a
company’s email marketing practice.
Automated emails such as order confirmations and even out of office replies are all
opportunities to engage with customers. If a company has a particular tone or content
style, this can be reinforced in these interactions.
These emails can also be an opportunity to cross-advertise other promotions that a
company is offering.
8. generate reports
As with all things eMarketing, tracking, analysing and optimising is key to growth.
Email tracking systems produce statistics in a user-friendly manner.
Key measurables for understanding of the performance of email campaigns:
Number of emails delivered .
Number of bounces (and this should be separated into hard bounces and soft
bounces).
Number of unique emails opened : an email can be delivered, but not opened.
Unsubscribes : significant or consistent loss in subscribers is a key indication
that you are not meeting the needs of your subscribers
Pass on rate : high pass on rate (forwards) indicates that your list values the
content enough to constantly share with others. Putting an easy “forward to a
friend” link in every email can increase this. Adding a sign-up link to forwarded
emails will organically grow the opt-in list.