Email Marketing Effectiveness Checklists

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EMAIL MARKETING CHECKLIST Positive Elements

Description Status Negative Elements

Description Status

Value Proposition The primary reason the ideal prospect will respond – “what’s in it for me”

Length of body copy Copy not quickly scannable – there’s a psychological resistance to reading too much text.

Relevance of Email Compatibility of offer to prospect’s motivations

Reading path of body copy

Navigation not a fluid, guided path – eye bounces too much and gets lost

Relevant Messaging Tied to prospect’s industry, need, job role

Calls to Action Too many (same weight) calls to action

Relevant Offer The value you promise in exchange for the prospect’s action.

Demanding tone Communication offer clearly – but in a conversational tone not “Buy Now”

Relevant Incentive Compelling motivator to accept the offer (take desired action)

Copy works when graphics don’t display

Call to action is only in graphic header and not body copy – doesn’t work when graphics are turned off.

Guided, quick glance body copy

Value proposition, offer, relevant incentives and call to action all quickly scannable and actionable

Spam like words Avoid ISP and Corporate filters – do not use spam-like words, punctuation and all caps

From and subject lines work together

Branded, trusted from field and High contact bounce backs

Bounce-back email addresses cannot be greater than 10% volume of list

Subject line first 3-5 words include value proposition

Subject lines no longer than 45 characters and convey value proposition

Tested for Preview Pane & email clients

Value proposition and call to action not visible in the preview pane

Optimized design and elements included (call to action visible)

High-value real estate on email page quickly conveys value proposition, offer and call to action

Quick assessment of offer value

Confusion of assessing desire and exclusivity of offer

Sense of urgency included in demand generation emails

Natural timeline urgency: regulatory compliance dates or Holidays. Artificial: open report until or seminar date. But should be genuine.

Process anxiety Friction or confusion in continuity of experience to obtain the offer

Counter Negative with over corrections: Provide assurance on email privacy, quickly guided next steps in continuity of relevant offer, benefits and call to action. Continuity relates to each step providing support of the value proposition and the offer. Over correct for quality of service, reliability of product, assurance of price and availability to meet urgency.

Eloqua Corporation © All Rights Reserved. Confidential Page 3 of 3

LANDING PAGE/FORM CHECKLIST Positive Elements

Description Status Negative Elements

Description Status

Value Proposition The primary reason the ideal prospect will respond – “what’s in it for me”

Length of body copy Copy not quickly scannable – there’s a psychological resistance to reading too much text.

Relevance Compatibility of offer to prospect’s motivations. Landing pages relate to train of thought as visitor scans and clicks.

Reading path of body copy

Navigation difficult: not a fluid, guided path – eye bounces too much and gets lost. Need to eliminate friction in the process of offer to action.

Relevant Messaging Tied to prospect’s industry, need, job role

Calls to Action Too many (same weight) calls to action

Relevant Offer The value you promise in exchange for the prospect’s action – you have 3 seconds to present clearly.

Demanding tone Communication offer clearly – but in a conversational tone not “Buy Now”

Relevant Incentive Compelling motivator to accept the offer (take desired action)

Quick assessment of offer value

Confusion of assessing desire and exclusivity of offer

Guided, quick glance body copy

Value proposition, offer, relevant incentives and call to action all quickly scannable and actionable

Process anxiety Friction or confusion in continuity of experience to obtain the offer

Optimized design and elements included (call to action visible)

High-value real estate on landing page quickly conveys value proposition, offer and call to action

Friction on entering email address

No privacy statement next to email capture field

Sense of urgency included in demand generation pages

Natural timeline urgency: regulatory compliance dates or Holidays. Artificial: “open report until” or use event date. But should be genuine.

Friction on too many fields to fill out

Too many fields and values, fields not auto-populated with information already provided or requesting relationship status

Graphics Convey relevant psychological motivation

Graphics Too many graphics that are not relevant or confuse process continuity

Counter Negative with over corrections: Provide assurance on email privacy, quickly guided next steps in continuity of relevant offer, benefits and call to action. Continuity relates to each step providing support of the value proposition and the offer. Over correct for quality of service, reliability of product, assurance of price and availability to meet urgency.