Email 2

Email 2

1. Deliverability

   • SPAM
     • Number of emails despatched from the server
     • The To and From , subject and body copy
     • The header
     • presence of attachments
   • Key Approaches
     • 1. Reverse Domain name system – enables computers to find each other
     • 2. Sender policy framework – a verification process performed by the ISP against a registered list of servers.
     • 3. Domain keys – works alongside the
     • 4. Sender warranted email and sender score certified email
     • 5. Pay per email
   • KPIs
     • Delivery rate – hard and soft
     • Inbox deliverability /isp acceptance
     • Rejected rate
     • Complaints
     • Unsubscribes

2. Creating an email

   • subject line
     • should be 30-35 characters
     • Heading
       • strong distinctive Headline within email body that : Builds on the subject line – not repeating it
       • First 2 lines
         • Make sure offer is clear Make sure you use hyperlinks to website
         • Content
           • remember mobile devices and copy is viewed effectively using a smaller screen.
           • Engage – needs to be powerful Add detail – reinforce the main objective. Summarise – use inverse pyramid Call to action – supported by a secondary offer at encourages clickthroughs
           • Use bullet points. Body copy should : Create engagement Set the tone Explain the offer

3. Tactics

   • Ensure email list is clean, up to date and fully permission based
   • Test your engagement levels
   • Test your messages are on target
   • Set up automated trigged emails
   • Ensure landing pages are optimised
   • Ensure emails are engaging
     • calls for actions
     • design a template for consistency
   • Adopt a share to social link
   • Adopt Recency, Frequency Monetary framework to avoid customer fatigue