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Email Marketing Effectiveness Checklists
EMAIL MARKETING CHECKLIST
Positive                     Description                              Status      Negative                Description                                       Status
Elements                                                                          Elements
Value Proposition            The primary reason the ideal prospect                Length of body copy     Copy not quickly scannable – there’s a
                             will respond – “what’s in it for me”                                         psychological resistance to reading too
                                                                                                          much text.
Relevance of Email           Compatibility of offer to prospect’s                 Reading path of body    Navigation not a fluid, guided path – eye
                             motivations                                          copy                    bounces too much and gets lost

Relevant Messaging           Tied to prospect’s industry, need, job               Calls to Action         Too many (same weight) calls to action
                             role

Relevant Offer               The value you promise in exchange                    Demanding tone          Communication offer clearly – but in a
                             for the prospect’s action.                                                   conversational tone not “Buy Now”

Relevant Incentive           Compelling motivator to accept the                   Copy works when         Call to action is only in graphic header
                             offer (take desired action)                          graphics don’t          and not body copy – doesn’t work when
                                                                                  display                 graphics are turned off.
Guided, quick glance         Value proposition, offer, relevant                   Spam like words         Avoid ISP and Corporate filters – do not
body copy                    incentives and call to action all                                            use spam-like words, punctuation and all
                             quickly scannable and actionable                                             caps

From and subject             Branded, trusted from field and                      High contact bounce     Bounce-back email addresses cannot be
lines work together                                                               backs                   greater than 10% volume of list
Subject line first 3-5       Subject lines no longer than 45                      Tested for Preview      Value proposition and call to action not
words include value          characters and convey value                          Pane & email clients    visible in the preview pane
proposition                  proposition

Optimized design and         High-value real estate on email page                 Quick assessment of     Confusion of assessing desire and
elements included            quickly conveys value proposition,                   offer value             exclusivity of offer
(call to action visible)     offer and call to action

Sense of urgency             Natural timeline urgency: regulatory                 Process anxiety         Friction or confusion in continuity of
included in demand           compliance dates or Holidays.                                                experience to obtain the offer
generation emails            Artificial: open report until or
                             seminar date. But should be genuine.

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 2 of 3
LANDING PAGE/FORM CHECKLIST
Positive                     Description                              Status      Negative                Description                                       Status
Elements                                                                          Elements
Value Proposition            The primary reason the ideal prospect                Length of body copy     Copy not quickly scannable – there’s a
                             will respond – “what’s in it for me”                                         psychological resistance to reading too
                                                                                                          much text.
Relevance                    Compatibility of offer to prospect’s                 Reading path of body    Navigation difficult: not a fluid, guided
                             motivations. Landing pages relate to                 copy                    path – eye bounces too much and gets
                             train of thought as visitor scans and                                        lost. Need to eliminate friction in the
                             clicks.                                                                      process of offer to action.

Relevant Messaging           Tied to prospect’s industry, need, job               Calls to Action         Too many (same weight) calls to action
                             role

Relevant Offer               The value you promise in exchange                    Demanding tone          Communication offer clearly – but in a
                             for the prospect’s action – you have 3                                       conversational tone not “Buy Now”
                             seconds to present clearly.

Relevant Incentive           Compelling motivator to accept the                   Quick assessment of     Confusion of assessing desire and
                             offer (take desired action)                          offer value             exclusivity of offer

Guided, quick glance         Value proposition, offer, relevant                   Process anxiety         Friction or confusion in continuity of
body copy                    incentives and call to action all                                            experience to obtain the offer
                             quickly scannable and actionable

Optimized design and         High-value real estate on landing                    Friction on entering    No privacy statement next to email
elements included            page quickly conveys value                           email address           capture field
(call to action visible)     proposition, offer and call to action

Sense of urgency             Natural timeline urgency: regulatory                 Friction on too many    Too many fields and values, fields not
included in demand           compliance dates or Holidays.                        fields to fill out      auto-populated with information already
generation pages             Artificial: “open report until” or use                                       provided or requesting relationship
                             event date. But should be genuine.                                           status

Graphics                     Convey relevant psychological                        Graphics                Too many graphics that are not relevant
                             motivation                                                                   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.




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

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Eloqua Checklists For Email Mktg Effectiveness

  • 2. EMAIL MARKETING CHECKLIST Positive Description Status Negative Description Status Elements Elements Value Proposition The primary reason the ideal prospect Length of body copy Copy not quickly scannable – there’s a will respond – “what’s in it for me” psychological resistance to reading too much text. Relevance of Email Compatibility of offer to prospect’s Reading path of body Navigation not a fluid, guided path – eye motivations copy bounces too much and gets lost Relevant Messaging Tied to prospect’s industry, need, job Calls to Action Too many (same weight) calls to action role Relevant Offer The value you promise in exchange Demanding tone Communication offer clearly – but in a for the prospect’s action. conversational tone not “Buy Now” Relevant Incentive Compelling motivator to accept the Copy works when Call to action is only in graphic header offer (take desired action) graphics don’t and not body copy – doesn’t work when display graphics are turned off. Guided, quick glance Value proposition, offer, relevant Spam like words Avoid ISP and Corporate filters – do not body copy incentives and call to action all use spam-like words, punctuation and all quickly scannable and actionable caps From and subject Branded, trusted from field and High contact bounce Bounce-back email addresses cannot be lines work together backs greater than 10% volume of list Subject line first 3-5 Subject lines no longer than 45 Tested for Preview Value proposition and call to action not words include value characters and convey value Pane & email clients visible in the preview pane proposition proposition Optimized design and High-value real estate on email page Quick assessment of Confusion of assessing desire and elements included quickly conveys value proposition, offer value exclusivity of offer (call to action visible) offer and call to action Sense of urgency Natural timeline urgency: regulatory Process anxiety Friction or confusion in continuity of included in demand compliance dates or Holidays. experience to obtain the offer generation emails Artificial: open report until or seminar date. But should be genuine. 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 2 of 3
  • 3. LANDING PAGE/FORM CHECKLIST Positive Description Status Negative Description Status Elements Elements Value Proposition The primary reason the ideal prospect Length of body copy Copy not quickly scannable – there’s a will respond – “what’s in it for me” psychological resistance to reading too much text. Relevance Compatibility of offer to prospect’s Reading path of body Navigation difficult: not a fluid, guided motivations. Landing pages relate to copy path – eye bounces too much and gets train of thought as visitor scans and lost. Need to eliminate friction in the clicks. process of offer to action. Relevant Messaging Tied to prospect’s industry, need, job Calls to Action Too many (same weight) calls to action role Relevant Offer The value you promise in exchange Demanding tone Communication offer clearly – but in a for the prospect’s action – you have 3 conversational tone not “Buy Now” seconds to present clearly. Relevant Incentive Compelling motivator to accept the Quick assessment of Confusion of assessing desire and offer (take desired action) offer value exclusivity of offer Guided, quick glance Value proposition, offer, relevant Process anxiety Friction or confusion in continuity of body copy incentives and call to action all experience to obtain the offer quickly scannable and actionable Optimized design and High-value real estate on landing Friction on entering No privacy statement next to email elements included page quickly conveys value email address capture field (call to action visible) proposition, offer and call to action Sense of urgency Natural timeline urgency: regulatory Friction on too many Too many fields and values, fields not included in demand compliance dates or Holidays. fields to fill out auto-populated with information already generation pages Artificial: “open report until” or use provided or requesting relationship event date. But should be genuine. status Graphics Convey relevant psychological Graphics Too many graphics that are not relevant motivation 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. Eloqua Corporation © All Rights Reserved. Confidential Page 3 of 3