THE THREE LEVELS OF EMAILERS 电子邮件营销者的3重境界

THE THREE LEVELS OF EMAILERS
What Level Emailer Are You?
(1) When choosing who you’ll send your message to, you:
a) Utilize your general list of customers who have opted to receive messages from your brand.
b) Select a targeted segment (gathered by preference information) from your overall permissionbased
list.
c) Use sophisticated analytics (like purchase history and demographic information) to identify
relevant recipients, one-by-one, from your opt-in customer list.
d) Buy a third-party list of recipients who have not specifically elected to receive email from your
brand.
(2) When selecting the content of your email, you:
a) Have tested your email in advance (for look and feel, subject line, offer, etc.) and have used
simple personalization to ensure the message is optimized for a great number of your intended
recipients.
b) Have utilized advanced techniques to test and personalize entire content sections of your message
so that each email will speak uniquely to each recipient.
c) Will employ simple personalization techniques, such as using the recipient’s name, account
number, rewards points balance, etc.
d) Plan to send the identical information to all recipients.
(3) When deciding on the timing of your email messages, you:
a) Use sophisticated sequencing technology to automatically send uniquely-timed messages to
each recipient.
b) Send messages according to your predetermined (weekly, monthly) schedule, regardless of the
availability of compelling content.
c) Choose to send email when you have content you believe to be relevant to your recipients.
d) Believe that the more email you send, the better your response rate so you send as often as
possible.
(4) When analyzing the results of your email marketing efforts, you:
a) Monitor “open” and “click” rates and try to get them to trend upward with future efforts.
b) Have designed your campaigns so they can be measured both by email statistics and the email
campaign’s impact on the desired action (buy/use/attend).
c) Do not measure campaign effectiveness.
d) Evaluate the campaign in terms of measurable increases in overall customer trust and lifetime
value.
5
Scoring Key:
Add up your points
(1) a) 1 point b) 2 points c) 3 points d) 0 points
(2) a) 2 points b) 3 points c) 1 point d) 0 points
(3) a) 3 points b) 1 point c) 2 points d) 0 points
(4) a) 1 point b) 2 points c) 0 points d) 3 points
0 Points:
Striking Out: You are Not Acting Responsibly with Your Email Programs
Your recipients have not given you expressed permission to send them email (which poses legal
concerns), and your message content has little or no relevancy to the majority of your audience. The
Quiet Revolution in Email Marketing is a great resource for you - it can teach you how to develop
relevant messages, how to build good lists, and how to navigate the new CAN-SPAM
legal environment.
1-4 Points:
Welcome to the Game: You are a Level One Email Marketer
You are just beginning to explore the email medium. You employ simple personalization and basic
measurement in your email campaigns, but do not utilize complex analysis. Beware: If you grow
your list too large and send messages too frequently, you’ll find it difficult to maintain relevance with
each message and to every recipient. The Quiet Revolution in Email Marketing can teach you how to
increase relevancy with actionable answers and detailed case studies from leading brands on a host of
topics and tactics for successful programs.
5-8 Points:
Getting on Base: You are a Level Two Email Marketer
You have taken a giant step toward relevancy and customer-driven communications. You include
a combination of testing, targeting and preference gathering in your initiatives and your content is
relevant to most of your recipients. The Quiet Revolution in Email Marketing can show you how to
take your email to a higher level of personalization by examining the successful targeting practices of
leading brands.
9-12 Points:
Grand Slam: You are a Level Three Email Marketer
Congratulations, you are winning the ballgame! You utilize the highest degree of relevancy, through
techniques such as dynamic content and predictive analytics. Your approaches combine the best of
personalization and targeting because you treat each outgoing message as unique and each recipient
as an individual. The Quiet Revolution in Email Marketing can now help you best manage the program
within your enterprise -- from strategies for implementing governance policies and managing
lists across the company, to integrating data and utilizing advanced techniques.