Following the Path of a Single Message

When you send a single message, there are numerous events along the way to the recipient. A single campaign can result in a multitude of independent messages that have a life of their own. This course varies for each message based on the recipient's actions. While some of these steps are invisible, below is a description of the execution process.

• Your delivery mechanism manages lists, segmentation, content, preparation and delivery to the Internet.
• The Internet delivers some but not all emails. Those returned (bounced) are reprocessed by the delivery mechanism.
• The delivered messages arrive in the recipient's inbox and can be read or deleted.
• An open occurs when a user opens the message.
• When messages are forwarded to friends and family, a campaign can become viral.
• When a hyperlink is clicked in an email message, the recipient is taken to a website landing page — this is called a click-through.

A conversion occurs when the recipient takes the desired action, which can be a click-through, newsletter signup, white paper download or purchase.

The Email Campaign Life Cycle

The basic email campaign cycle has three elements:

• Campaign objectives
• Execution
• Analysis

It is wise to ensure that each campaign's objective is in line with company-wide planning to ensure that your email programme is integrated within your overall marketing effort, and that all your campaigns are coordinated company-wide.

The three steps below can be helpful in planning a campaign:

• Create a campaign strategy by identifying your audience, your contact method, and your offer (or message topic).
• Outline campaign objectives in terms of desired action, such as website click-through, newsletter signup, purchase, etc.
• Establish a web analytics measurement plan that identifies the metrics to be collected (click-throughs, conversions, etc.), the method to measure effectiveness, and the campaign goals (e.g., the numerical values you want to achieve).

When you are ready to execute, your message will be formatted in text only, HTML or perhaps rich media. Some programs will let you format for AOL. At this point, test various combinations of offers, subject lines, creative designs, etc., against a small subset of your list. Then select the target audience from your master list and send.

The final stage in your campaign is analysis. Review the metrics within your web analytics program, noting the results of key performance indicators. This will allow you to optimise for future campaigns.