Email marketing is a science not an art

• Guarantee the email will be delivered
• Ensure it can be read in different browsers and on various platforms such as tablets, PCs and phones
• Select and segment the right demographics and data
• Work out and implement the best way to personalise the email
• Run tests that are statistically viable, taking into account any external factors and then roll out to the most successful (considering that some segments might perform with different creative)
• Test and implement the best time to send campaigns and trigger emails
• Make the copy relevant and engaging
• Analyse the results and return on investment

All of the above are crucial in running a successful email campaign, and it could be suggested that they would be better performed by someone working in technology, science or maths, rather than marketing.

The creative message increasingly gets less attention than it should in terms of copy, which is often overlooked in favour of the design. Both aspects are important but the message should not be about complicated words or flowery language. The aim is to engage the reader in the product, brand and service and for the email to be interacted with in the way in which it was set out to achieve.

Therefore the most logical option is to remove the marketing execs and replace them with someone who has a good understanding of creating emails, computer programs and analysing data; include a copywriter to make sure each email programme has a clear aim, and watch the email marketing’s success rate increase.

If this option is too much of a nightmare or the marketers have some excellent creative ideas, then encourage the marketers to approach the campaigns like scientists. Make sure KPIs relate to improving conversions, testing and analysis and that all the email programmes have clearly defined objectives.

A good place to start the process of thinking like a scientist are the following DMA white papers:

Email measurement and metrics - white paper (DMA members only)

Email creative (DMA members only)

Sara Watts, Director/Owner, Data Media and Research

@_DMRI_