Jeanne Jennings's e-mail audit checklist.Jeanne Jennings has developed more than 170 e-mail publications for Reed Business Information Reed Business Information is a large business publisher in the United States, United Kingdom, continental Europe, Australia and Asia. It is a division of Reed Elsevier. In 2005, Reed Business Information started the Quill Awards, a literary award broadcast on NBC. U.S. (formerly Cahners), Congressional Quarterly Congressional Quarterly, Inc., or CQ, is a privately owned publishing company that produces a number of publications reporting primarily on the United States Congress. , KCI KCI Kansas City International (airport) KCI Kennel Club of India KCI Key Club International KCI Korea Concrete Institute KCI Kitchener Collegiate Institute KCI Kids Central, Inc. KCI The Kitchen Collection, Inc. KCI Kodak Canada Inc. Communications, and numerous other companies. She also publishes The Jennings Report, a free e-mail newsletter for e-mail marketers. At the SIPA SIPA Structural Insulated Panel Association SIPA Small Investor Protection Association SIPA Silicon Valley Indian Professionals Association SIPA Specialized Information Publishers Association (formerly Newsletter & Electronic Publishers Association) conference in Las Vegas, Jennings's presentation, "You've Got Their E-Mail Address--Now What?," included the following checklist to audit your e-mail marketing pieces. Header * Your brand appears in the "from" line. * The subject is benefit-oriented. * It's delivered when the recipient is most likely to read it. Top of E-mail or Preview Pane * Includes a link to view the e-mail online. * Features your brand or logo prominently. * Includes the newsletter title or strong headline. Body Content * Is personalized with the recipient's name. * Includes an opening paragraph that pulls readers in. * Reads like it comes from a person. * Includes benefit-oriented information that is also engaging. * Focuses on what you want the reader to do. * Can be easily skimmed, with short paragraphs and bullet points. * Features multiple calls to action. * Is a manageable length to read online (2 to 3 pages max.). Footer In a document or report, common text that appears at the bottom of every page. It usually contains the page number. * Includes a working unsubscribe To cancel a service. It is often possible to unsubscribe to an e-mail service by typing the word "unsubscribe" into a reply message. Contrast with subscribe. See opt-out. link. * Features your USPS (1) (Uninterruptible Switching Power Supply) A power supply for a computer that contains its own battery and uninterruptible power supply (UPS) circuitry. See power supply and UPS. address. * Protects your content with a copyright notice. Other * Asks the recipient to white list the "from" address so future e-mails get delivered to your box. * Includes a viral call to action, encouraging the reader to share your e-mail with friends or colleagues. * Includes a subscription mechanism for people it is forwarded to. * Use images sparingly, only when they advance the goals of the e-mail. (See article below.) * Is sent in multi-part MIME format. * Incorporates tracking and reporting. Jeanne Jennings's book, The E-mail Marketing Kit, will be published by SitePoint in early 2007. Jeanne Jennings, 2910 Olive St., NW, Washington, DC 20007, 202-333-3245, www.jeannejennings.com |
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