Tom Lindmeier’s Blog @ MarketPlanB

The tradition at MarketPlanB has been to pack as much information into the fewest words possible. Keeping with this tradition of nutshell summaries, I present the following checklist that can be used to evaluate your email campaign planning. The list is a result of evaluating the metrics of thousands of emails over the past 7 seven years. I invite you to add to this list.

1. Offers must reflect a genuine value to your customers. 90% of your effort should go into the development of a rich variety offers with the goal of getting your recipients to look forward to receiving the next offer. Compelling offers is the name of the game. When your merchants ask you to try to move an item that is a poor seller or excess inventory, you can anticipate poor results and a surge in opt-outs. Great copy and graphics can never make up for a less-than-compelling offer.
2. Your offer must be instantly recognized. Clever and cute muddles the message. Clearly stating the offer in the fewest words possible within the preview pane is a must. Get down to business as quick as possible. Your “Presidents Day” or “4th of July” theme is of very little value and can hurt if it dilutes your offer message. Dramatic colors almost always work better than soft, muted colors.
3. The timeliness of your offers is the key to improving results. That’s why triggered emails work so well. Offers that address post-purchase, abandoned carts, wish lists, time spent on-site and other key performance indicators are well worth the effort. Fine-tuning the launch dates for seasonal product offers will result in improved gains.
4. The depth of products in the offer has a direct correlation to the number of orders and order value. Try to expand your offer to cover as many products as possible to obtain maximum revenue. Build item counts into your email results summaries– it will help you build more accurate forecasting.
5. The urgency of quick expiration dates increases response. Themes that stress 24 hour, 48 hour or lunchtime windows are some of the most lucrative offers available. Follow-up emails that announce the final days of a promotion with a longer time window are well worth the effort. The measurement and evaluation of lag patterns is a key performance indicator.

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