E-mail marketing success factors

Effective e-mail marketing shares much in common with effective direct e-mail copy. We suggest you use the mnemonic ‘CRITICAl: as a checklist for e-mail marketing success factors. CRITICAL is a checklist of questions to ask about your e-mail campaigns (Chaffey, 2006). It stands for:

Creative -This assesses the design of the e-mail including its layout, use of color, image and the copy (see below).

Relevance -Does the offer and creative of the e-mail meet the needs of the recipients?

Incentive (or offer) -The WIFM factor or ‘What’s in it for me?’ for the recipient. What benefit does the recipient gain from clicking on the hyper/ink(s) in the e-mail? For example, a prize draw is a common offer for B2C brands.

Targeting and

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