Develop an Email Campaign Worksheet
Develop
an Email Campaign Worksheet
Target
Audience:
Potential
Offers:
Potential
Subject Lines:
HTML
version? o
Yes o No
If
‘yes’, what percentage of your recipients will be viewing your email while offline?
________
%
(if
‘yes’, then you shouldn’t have graphics. Text and color is fine though.)
If
‘yes’, using an
o
existing HTML template, or o
creating the HTML from scratch
Plaintext
version? o
Yes o No
AOL
Richtext version? o
Yes o No
Frequency:
o
Weekly
o
Biweekly
o
Monthly
o
Quarterly
o
Other _________________________________________________________
Track
clickthroughs?
o
Yes o No
Track
opens?
o
Yes o No
Personalized?
o
Yes o No
If
‘yes’, what fields will be ‘mail merged’? (e.g. first name, city, etc.)
Segmented?
o
Yes o No
If
‘yes’, how? (e.g. ages 30-45 in zip codes 90000-99999)
Potential
content items:
Testing
What
do you plan to test?
o
Subject line
o
Offer
o
From line
o
Message copy
o
Layout
o
Message length
o
Timing
o
Contact frequency
o
Nothing
Propose
3 versions of one of the tests:
Version
#1:
Version
#2:
Version
#3:
Measuring
Success
What
will the email’s success be based on? (e.g. open, clickthroughs, online purchases,
etc.)
Unsubscribes
Unsubscribe
requests will be handled o
automatically or o
by hand
Using
an o
unsubscribe link or o
by replying to the email
Viral Marketing
Potential
virusworthy ideas:
How
will it be spread?
o
Email
o
Web
o
PDA (Palm Pilot)
o
Cell phone (SMS, WAP)
Will
it spread just by its use? (like HotMail)
o Yes o
No
Describe
the target hive:
Will
you be able to dominate this hive?
o Yes o
No
