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1. Review of current marketing activity
Email:
*required
Company:
*required
What type of emails are being sent?
Non-responsive
Responsive
Newsletter / informational
Sales
Triggered*
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?
Entire database
Target Groups
External lists
What is the mail frequency?
Daily
Weekly
Fortnightly
Monthly
Other
What is the current method of testing email success?
Open / click rates
Enquiries
Sales / revenues
Other
What email testing is currently used?
Subject line
Offers
Email design / layout
Timing (day of week / time of day)
Data Segments
What social media is used and how does it link with other channels?
Twitter
Facebook
LinkedIn
Pinterest
YouTube
Instagram
Other
How is the content for campaigns gathered?
Website
Event types and locations
Reviews / testimonials
What dictates the email content?
New products / seasonal
Sales promotions or offers
Other
2. Review of current database
Who is in the database?
Customers (count)
Enquirers (count)
Other (count)
How is the data collected?
Email sign up
Web forms
Competitions
Affiliate / third party
Other
What type of segmentation is used?
Purchase history
Date (e.g. birthday)
Previous email action
Previous website action
Geodemographic
Other
What type of data is collected?
Name
Address
Registration Date
Gender
Age
Birthday
Birthday
Purchase history
Interest / enquiry
Geodemographic
Other
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
Branding
Sales / revenues
Where do you want improvement?
Email design
Responsive emails
Template inventory
Targeting
Reporting and campaign analysis
Other
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
User experience
Purchase path
Level of personalisation
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