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1. Review of current marketing activity
What type of emails are being sent?
Newsletter / informational
Welcome - single
Welcome - multiple
Reactivation - single
Reactivation - multiple
*(website action, date, pre/post stay, basket abandonment or other event)
Who are they being sent to?
What is the mail frequency?
What is the current method of testing email success?
Open / click rates
Sales / revenues
What email testing is currently used?
Email design / layout
Timing (day of week / time of day)
What social media is used and how does it link with other channels?
How is the content for campaigns gathered?
Event types and locations
Reviews / testimonials
What dictates the email content?
New products / seasonal
Sales promotions or offers
2. Review of current database
Who is in the database?
How is the data collected?
Email sign up
Affiliate / third party
What type of segmentation is used?
Date (e.g. birthday)
Previous email action
Previous website action
What type of data is collected?
Interest / enquiry
Are there other opportunities for collecting data?
3. Analysis of what you want to achieve
What is the business goal of email improvements?
Increased website traffic
Sales / revenues
Where do you want improvement?
Reporting and campaign analysis
Are there other areas to improve?
What is the timeline for the project?
What are the deliverables?
4. Trading information
List of products and services
Identify top products; price, ease of purchase, sales value, sales volume
Level and type of online sales attributable to email communications
Level and type of sales attributable to other channels
Trading times, which are the most profitable
List trading locations
5. Online journey breakdown
Sign up process
Level of personalisation
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