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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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Chapter 4 Review

  • Four factors influence the success of emails: past behavior, relevancy, frequency, and creative. They are listed in order of importance. You should weight them accordingly in each of your email messages.

  • If you’d really like to tick off your constituents, go ahead and talk to them like you’ve never heard from them before. Collect personal data and then don’t use it.

  • Spend time on audience selection because it will help you deliver the right message to the right people.

  • Always ask yourself if your email is targeted, personalized, relevant, easy to understand, and urgent. Have someone who isn’t as close to the message take a five-second look and provide an unbiased opinion.

  • Remember that email opens are the same thing as impressions. Pay attention to unique click-throughs to determine initial engagement. Pay even more attention to conversions, ROI, and revenue to determine overall engagement.

  • Leverage transactional emails, forms, and surveys, and lead management emails—by nature, they are very conducive to high engagement.

  • Evaluate whether or not the term “newsletter” is appropriate given when you email your audience. You should speak to them when you have something to say and hold your breath when you don’t.

  • People are busy. Make engaging with your organization worth their time.

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