Stage 1 Stage 2 Stage 3 Stage 4
CUSTOMER DATA CAMPAIGN PLANNING CAMPAIGN PREPARATION POST-CAMPAIGN
Compile current data - see box below to ensure Take an entire calendar year and identify: If you’re planning to use segmentation, filter the Examine delivery metrics.
compliance. customer data and import into your email delivery
· key dates system. Compare to previous campaigns. Look for trends. Did
Identify Customer Contact Points. Set up simple · key events the day or time of dispatch affect open rates? Which
capture methods. Ensure compliance with opt-ins, · seasonal dips and peaks When preparing your email campaign, include the content attracted most interest (ie link activity)? Are
etc. following as required: open rates increasing or decreasing? Is there a high
Plan your campaigns well in advance around these bounce rate (perhaps indicating sloppy data
Pick a data storage system (may be your email dates. · Unsubscribe link processing)?
Prepare content well in advance. Ensure it is · ‘Display as a webpage’ link Conduct occasional subscriber feedback surveys.
Set up routines for processing - designate a RELEVANT and VALUABLE. Do not send an email Fine-tune your campaigns according to the results.
responsible member of staff and ensure it becomes a campaign just because it’s in the diary. Only do it if · ‘Forward to a friend’ link
part of the regular work routine. Alternatively, you have content of genuine value for customers. Send an occasional email to non-openers and ask for
outsource. · Plain text version (for recipients who choose not their help and feedback. Why are they not opening
Decide if you have the capacity and resources to to receive graphic (HTML) emails) your emails? Incentivise them to respond - you need
Data Compliance Checker handle email marketing in-house. BE BRUTALLY to know this stuff!
HONEST. If you can handle it on a permanent basis, · Registered company information (a legal
1. Did your customers voluntarily opt-in to your then designate and train a capable member of staff. requirement for UK limited companies). This
database, fully in the knowledge they would receive Ensure it becomes an integral part of their job. includes the registered company name, registered
email marketing from you? office address, company number, and place of
YES - perfect! Proceed to Stage 2
If you don’t think you can deal with it in-house, then
registration (eg England) EMAIL MARKETING
NO - proceed to point 2 below
Choose an email delivery system. Practise and
· ‘Add to safe list’ link for recipients to ensure your
emails always reach their in-box.
2. Did you capture your customer’s email address in become familiar with using the system before sending
the process of a sale or negotiations for a sale? If yes, out your first ‘real’ campaign. The learning curve can · Your contact information, including link to your
did they have a clear option to opt-out of receiving be quite steep, so allow plenty time for familiarisation. homepage Remember the 5 key factors in
email marketing from you? planning your email marketing:
Examine your database and look for the most common · Merge fields (ie personalisation)
YES - good! Proceed to Stage 2 email address types (eg Hotmail, Yahoo etc). Set up
NO - proceed to point 3 below test dummy email accounts. If you have lots of ü Good quality customer data that is
· Preview pane text at the top of the email (as seen
corporate type emails, include email client software
such as Outlook and Lotus. Alternatively, subscribe to
in Outlook). Use to clearly establish who you are, accessible and up-to-date
3. Did you purchase the email list from a reputable and entice the recipient to open the email
data broker? If yes, did they provide clear evidence a testing service such as Litmus, or use an in-box ü Good quality content of genuine value
that the customers listed have voluntarily opted-in to checker if your email delivery system has one.
· Mix text with images, as some emails will appear ü Key delivery dates/events/promotions,
receive third party marketing emails? to recipients with images off. Use this to clearly planned in advance
YES - acceptable. Proceed to Stage 2
identify yourself and to summarise the main ü An efficient email delivery system
attractions of your email. The idea is to
NO - proceed to point 4 below Notes encourage recipients to view the email in its ü Legal compliance
4. Are your UK customers limited companies, LLPs, All information on legal compliance relates to UK
government agencies or other public bodies, or businesses only. For detailed information and
guidance on The Data Protection Act and The Privacy · Prepare downloadable content, such as a Virtual
partnerships (in Scotland)? & Electronic Communications Regulations (EU) it is Voucher or PDF version of newsletter. Include a
strongly recommended you visit the website of the link.
YES - acceptable. Proceed to Stage 2 Information Commissioner at www.ico.gov.uk Provided FREE by the
NO - if you have sole traders or partnerships (in Split-test your campaigns, eg with different in-box
England), you must treat them as private individuals.
Proceed to point 1 above.
Recommended reading: the ICO's Guidance for
Marketers on the PECR (PDF). Download here titles, different content, or by dispatching at different
If you cannot answer yes to any of the above, you are
All other information is relevant to USA, EU & UK
businesses. Test send your campaign to ensure it renders correctly
at risk of breaching the European PECR. Contact the
ICO for advice on specific circumstances, or abort the LEGAL DISCLAIMER - The information and opinions within this document are for information
and the in-box title doesn’t trigger spam filters. Test all
links to ensure they work.
email campaign. purposes only. They are not intended to constitute legal or other professional advice, and
should not be relied on or treated as a substitute for specific advice relevant to particular
circumstances. The author shall accept no responsibility for any errors, omissions or Schedule your campaign to be sent an hour or two in
Don’t miss out on a technicality. Ensure your data misleading statements in this document, or for any loss which may arise from reliance on advance so you can make any last minute changes to website
capture methods are compliant in future. materials contained in this document.
previously missed typos etc.
COPYRIGHT - The author retains copyright in all of his material on this document; permission
must be sought from the author before such material may be used for any other purpose.
Version 1. 9 March 2011