So you think it's time to add e-marketing to the mix. The question is, should you do it internally or should you outsource to an external service provider (ESP)? The answer may be one, the other, or a combination of both depending on your specific resources, expertise and time.
To help you make that decision, it's important to understand that a successful email campaign is much more than a "simple 3-step process". Let us guide you through some of the steps we follow when we work with our clients:
Steps to a Campaign
- Brainstorm for initial needs and objectives
- Draft proposal written/received
- Final proposal signed
- Brainstorm for creative and design
- Creative brief drafted
- Copywriter contacted
- Designer contacted
- List obtained from client
- List uploaded to secure database account for de-duping
- First draft of copy written or received
- Revisions to copywriter
- Second draft of copy written or received
- Copy approved
- Copy given to designer
- First draft of design created
- Revisions sent to designer
- Second draft of design created
- Design approved (revisions may continue for some time)
- Design coded in HTML
- Images sent to client and/or server for hosting
- Images hosted and source links determined
- Text version created
- Text formatting:
- Use a standard monospace font (Courier is commonly used)
- Create a line length of 60 characters
- Insert hard returns at the end of each line
- Save document as plain text (".txt" file type)
- Headlines and calls to action are highlighted with use of line breaks, caps, and Wingdings to separate them from body copy
- All messages checked for remove or unsubscribe copy
- All messages checked across multi-platforms (ex. Internet Explorer, Netscape)
- "From" name is determined so that it works in coordination with the message and the list
- Subject line is created
- Final files created for HTML
- Each link in the message is created with unique tracking
- HTML open tags are inserted
- Testing phase:
- Messages tested internally
- Message set up tested
- Messages proofed for grammar and spelling
- Any personalization uses checked
- Inclusion of your company name and/or Web site URL checked (if you are taking recipients to a separate page, you can make this static text)
- All links checked for functionality as well as destination. If using software for click-through tracking, check that it is recording the clicks
- Messages tested for final approval (to client and client's seed list of names)
- Final email campaign deployed
- Status reporting
- Final report created seven days after deployment
- Analysis and assumptions created based on campaign results
- Planning meeting date set for next campaign
After reviewing a list like above, you can see how important it is to have a professional and proven system in place… like the system you'll find at cardcommunications. Call us today at 613.592.7243 - we can help.
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