Due to the low cost of e-mail marketing and deployment relative to
revenue generated, e-mail marketing programs should be assessed on the
additive value they provide to your overall campaign. Expanding
segmentation and personalization opportunities through the use of
e-mail series allows marketers to provide readers with real value. This
can translate into communications that result in relationship building
and increased revenues.

Expanding an email communications program to include more
behaviorally driven messaging can pose significant challenges. Topics
and questions to consider include:

Contact strategy.
Do you have a strategy for communication frequency? Does it take into
account non-e-mail communication channels? Are these channels
coordinated?

Message conflict. How do
you manage customer messaging to ensure customers don’t receive
multiple or conflicting messages from your firm within a given time?
What processes are in place to determine which messages get priority?

Dynamic content.
Are systems in place that allow you to tailor e-mail content based on
customer preferences or behavior? If not, how can you modify your
e-mail strategy to achieve similar results?

Database and e-mail system support.
Does your firm have systems to support these types of communications?
How long does it take to specify and implement changes to e-mail
management systems? Are there other systems that may be affected by
these campaigns that must be coordinated?

Creative approach.
Have you assessed how to provide appropriately branded,
attention-getting content? Quality must be consistent with other e-mail
communications. Targeted communications reach a smaller segment of the
house file. As a result, it may be difficult to justify your usual
creative resources.

ROI justification. Is it necessary to prove an ROI hurdle rate? If so, how do you collect the necessary information?

Fulfillment.
Do you have sufficient product to meet customer demand? Do you have a
high-enough headcount to support promotions, regardless of how
customers communicate with you?

Must-Have Features

Ensure e-mailings help customers to achieve their goals. To this end, always include the following in your e-mail:

Search box. Customers may use e-mailings as a reminder and want to search for other products on your site.

"Buy Now!" button. Let customers purchase a promoted product without going through a complicated purchase process.

Link to e-mail registration. Since the communication may be forwarded from another party, allow recipients to click a link to sign up for personal e-mail.

Forward-to-a-friend functionality. While this functionality in an e-mail tends to get low response, don’t overlook those readers who wish to use it.

"Contact Us" link or button. Provide a means to communicate with your firm to overcome objections and close sales.

Preference center.
Offer readers e-mail options in terms of frequency and targeting.
According to Ashley Johnston, senior marketing director at CheetahMail,
providing these choices can help retain customers on a house e-mail
file.

E-mail Series Metrics

When addressing the effectiveness of an e-mail series, metrics to track include:

Customers mailed.
Track the number of customers contacted by e-mail type or series. Also,
count the number of new registrations generated by various entry points.

Opens, clicks, and links.
Monitor the number of unique e-mail messages opened as well as which
items/content motivated readers to click through. Track the most
popular links customers click on to determine which content is most
attractive to readers.

Unsubscribes/bounces.
While every mailing generates unsubscribes and bounces, analyze results
to ensure that on a relative basis these newer forms of e-mail messages
aren’t causing list erosion. Monitor the churn rate or percentage of
readers who leave your list as well as hard bounces. This is an
important indicator of your list’s health.

Revenue.
While these e-mail series may not generate significant revenues
individually, as a group the series should be examined in the context
of incremental sales and profitability. They may be a valuable way to
avoid price-driven promotions.

Lifetime value.
Evaluate the lifetime value of an e-mail address or customer. This
metric takes into consideration both the acquisition cost as well as
ongoing marketing costs matched against revenues over time.

Source: ClickZ