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    EMAIL PLATFORM RFP CHECKLIST

    The key questions you need to ask to choosethe right Email marketing service orMarketing Automation platform

    Author: Dr Dave Chaffey, SmartInsights.com

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    IntroductionSelecting a new Emailmarketing platform

    An introduction to ESPs and Marketing Automation systems

    Email marketing remains one of todays core customer communications channels with

    analytics showing that for most types of business, alongside search marketing, it is one of

    the main drivers of online sales and leads.

    To manage email marketing, businesses have traditionally used software and services that

    focus on email marketing. These email marketing management services have traditionally

    been known by email marketers as Email Service Providers or ESPs.

    What is it? Email Service Provider (ESP)

    ESPs help marketers manage their email marketing campaigns. They are typically

    online services where marketers can sign-in and use these core functions which we

    show you how to evaluate in this report:

    1 Customer profile and targeting using segments

    2 Creating and editing email

    3 Automation and personalisation

    4 Integration with other channels, campaigns and platforms 5 Delivery

    6 Evaluation and tracking

    We also cover fees and additional services offered by the service provider:

    7 Support and customer services

    8 Pricing and fees

    The label ESP is now a bit misleading since most now offer far more than management

    of email campaigns. Rather they are platforms for managing communications across the

    whole customer relationship from when a prospect first subscribes via a landing page

    to when customers purchase and interact with a brand through social media. ESPs not

    only offer newsletter broadcast, but also offer rich opportunities to send personalised

    behavioural emails and integrate with social media platforms.

    What is it? Behavioural emails

    Automated, personalised 1:1 emails sent in response to interaction of a subscriber

    with content on site, or within an email. Due to their relevance and context they tendto gain a much higher response rate than campaign-based email.

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    Introduction

    To show the value of providing CRM services and delivering contextual relevance in

    this way, without the need for manual sending of campaigns, many ESPs are now

    evolving into Marketing Automation platforms.

    What is it? Marketing Automation

    Marketing automation enables businesses to automate tasks in the marketing and

    sales process to make the process of generating new business more efficient and

    effective.

    1. Automatically build marketing lists using landing pages offering content assets

    to profile subscribers.

    2. Automatically welcome visitors with relevant email messages and as

    appropriate personalized messages on the website and remarketing to maintain

    interest via publisher websites. 3. Automatically review interaction with messages and online content and

    segment intent to purchase based on lead scoring.

    You can see that the functions available in Marketing Automation and ESPs are very

    similar!

    So, Marketing Automation offers businesses potential to deliver more relevant

    communications that increase conversion rates with contacts to increase leads and

    sales. Marketing Automation enables businesses to automate customer communications

    activities as part of the marketing and sales process. The use of Marketing Automationservices makes new, more sophisticated, processes and relevant communication and

    experiences possible across a range of touchpoints over the customer lifecycle. More

    relevant experiences and offers promise an increase in return-on-investment from

    customer communications and increased efficiency in marketing teams with time savings

    from manual campaign activities.

    Given the overlap between ESPs and Marketing Automation platforms we will limit

    our review to Email marketing platforms, although these will include many Marketing

    Automation features.

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    Introduction

    About Smart Insights

    Smart Insights provides actionable marketing resources to help businesses succeed

    online. More than 80,000 members use our blog, sample marketing templates and

    weekly Emarketing Essentials newsletter to follow best practices and keep up-to-datewith the developments that matter in digital marketing.

    Our Expert members use our planning and management templates, video courses and

    guides to map, plan and manage their marketing using the RACE Planning framework.

    See these 10 reasons why Expert members use our resources

    Recommended resource? Smart Insights Expert member Email marketing advice

    We have grouped our member resources on our Email marketing hub page.If youre

    serious about improving your Email marketing we recommend our in-depth 7 Steps guide

    to Email marketingwhich shows how to develop an email strategy and gives tips onmaking your emails more effective. Other resources for Expert members include:

    Email marketing effectiveness audit spreadsheet

    Email campaign calculator spreadsheet

    Email contact strategy template

    About the author

    Dr Dave Chaffeyis CEO and co-founder of digital marketing management

    advice site Smart Insights. He is author of 5 bestselling books on

    Ecommerce including Total Email marketing and Digital Marketing:

    Strategy, Implementation and Practice and was recognised by the

    Chartered Institute of Marketing in 2004 as one of 50 marketing gurus

    worldwide who have helped shape the future of marketing.

    About this Email marketing platform RFP checklist

    This checklist is aimed at helping you choose the best email provider to fit your needs

    based on their features and service. Larger businesses can use it to create a Request for

    Proposals (RFP) when seeking tenders or when comparing bids in a pitch from differentemail marketing service or marketing automation providers.

    There are so many email platforms, with all the online services having the same basic

    features, that it may almost seem like its simply a case of choosing the cheapest. Not so!

    The ease of use when you set up campaigns differs widely and it can be frustrating if you

    havent made the best selection. The tools to manage your campaigns and marketing

    automation differ widely in their capabilities too. Then there is the differences in insights

    available, important for reviewing and improving your email marketing. We will cover all

    the key capabilities of these services across all these areas.

    http://www.smartinsights.com/about/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/membership/expert-member-reasons/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/email-marketing/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/guides/email-marketing-7-steps-guide/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/guides/email-marketing-7-steps-guide/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/guides/email-marketing-healthcheck/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/guides/email-marketing-campaign-calculator/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/guides/email-sequence-contact-strategy-template/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/about-dave-chaffey/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/about-dave-chaffey/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/guides/email-sequence-contact-strategy-template/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/guides/email-sequence-contact-strategy-template/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/guides/email-marketing-campaign-calculator/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/guides/email-marketing-healthcheck/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/guides/email-marketing-7-steps-guide/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/guides/email-marketing-7-steps-guide/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/email-marketing/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/membership/expert-member-reasons/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360http://www.smartinsights.com/about/?utm_source=email-platform-checklists&utm_medium=pdf&utm_campaign=Pure360
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    Introduction

    About Pure 360

    Pure360is an email and digital marketing provider who specialise in helping businesses

    get the best results from their campaigns. Pure360 work with over 1,000 organisations

    including brands such as Rightmove, Jet2 and innocent drinks. Our customers stay withus through choice, not contract, and they tell their friends about us but never their

    competitors.

    Well work with you to improve your email and digital marketing results. Youll get the best

    from your campaigns without being tied into a long contract, because your success is our

    success. Youll get full training, support and regular free advice supported by email and

    digital marketing software thats developed in-line with customer feedback.

    Pure360 customers have access to the largest UK-based customer support team of

    all email marketing providers because our whole focus is on improving your results by

    working together.

    Members of the DMA, weve recorded a 10% higher open rate for our customers than

    the DMA average, leading to higher clicks and conversions for your email marketing

    campaigns.

    You can find the team working to improve our customers email campaigns, down in

    Brighton, pop in or give us a call on 0844 586 0001 to discuss how we can help you get

    excellent results from your email & digital marketing campaigns.

    Pure360 improving results together

    http://www.pure360.com/whitepapers/?utm_source=Smart%20Insights&utm_medium=whitepaper&utm_campaign=emailmarketingplatformhttp://www.pure360.com/whitepapers/?utm_source=Smart%20Insights&utm_medium=whitepaper&utm_campaign=emailmarketingplatformhttp://www.pure360.com/whitepapers/?utm_source=Smart%20Insights&utm_medium=whitepaper&utm_campaign=emailmarketingplatformhttp://www.pure360.com/whitepapers/?utm_source=Smart%20Insights&utm_medium=whitepaper&utm_campaign=emailmarketingplatformhttp://www.pure360.com/whitepapers/?utm_source=Smart%20Insights&utm_medium=whitepaper&utm_campaign=emailmarketingplatformhttp://www.pure360.com/whitepapers/?utm_source=Smart%20Insights&utm_medium=whitepaper&utm_campaign=emailmarketingplatform
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    EMAIL PLATFORM CHECKLIST

    Structure of this checklist

    This checklist is based around these 8 key issues to consider that will affect both how you use

    the service on a day-to-day operational basis and how you work with the provider when you

    need support:

    1 Customer profile and targeting using segments

    2 Creating and editing email 3 Automation and personalisation

    4 Integration with other channels, campaigns and platforms

    5 Delivery

    6 Evaluation and tracking

    We also cover fees and additional services offered by the service provider:

    7 Customer service and support

    8 Pricing and fees

    We hope you find this checklist useful, do ask any questions about selecting email platforms

    in ourAnswers Forumor contact us.

    In our checklist over 40 Email marketing features to review are grouped within each of 8 key

    areas with tips on how to compare platforms for the feature as shown below.

    Email marketing management feature Practical evaluation tips

    1 Name of feature

    (Importance of feature)

    Further explanation of feature or what to look for when

    comparing services.

    Suggestions on testing the feature q

    http://www.smartinsights.com/answers/http://www.smartinsights.com/contact-us/http://www.smartinsights.com/contact-us/http://www.smartinsights.com/answers/
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    Email Marketing Platform selection checklist

    Email marketing platform checklist

    Email marketing management feature Practical evaluation tips

    Evaluation area 1 Customer profile management

    and targeting options

    1 Range of standard elds and ease of

    adding custom disclosed prole elds

    (Essential)

    This should be straightforward, its not usually a way in

    which systems differ.

    Test adding different types of prole

    elds

    q

    2 Range of behavioural elds

    (Advanced)

    Can relevant eld be updated if a subscriber clicks on

    part of an email or web page?

    Decide on whether you need to

    deliver more relevant follow-up

    emails after a user interaction

    q

    3 Fields updatable via API

    (Advanced)

    Integration with other content management or email

    marketing systems possible enabling elds to be

    updated based on action?

    You need to make programming

    resource available to implement

    these

    q

    4 Bulk import and export options

    (Essential)

    Ease of use of import and export from les?

    Check for standard formats such as

    Excel and Comma Delimited (CSV)

    q

    5 Lead scoring

    (Intermediate)

    Enable lead scores to be updated for each record

    based on their prole updates to disclosed and inferred

    elds, e.g. role and when downloaded whitepaper or

    other content type.

    A core feature of Marketing

    Automation systems, essential for

    B2B Marketing

    q

    6 Segment setup and selection(Essential)

    Ease of use of creating different groups of prospects

    and customers depending on their prole elds. Are

    SQL options available?

    Dene a few key segments and

    check how easy to setup and selectq

    7 Landing page setup

    (Intermediate)

    Can a page be setup to capture email addresses which

    adds elds to the database?

    Review options for testing setup

    Review options for data capture on

    Facebook

    q

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    Email Marketing Platform selection checklist

    Email marketing management feature Practical evaluation tips

    Evaluation area 2 Creating and editing email

    8 Ease of using WYSIWYG editing

    (Essential)

    WYSIWYG stands for What you see is What you get.

    Editors look similar, but their usability varies massively.

    Try a real test for an example email to

    add content

    q

    9 Range of integrated example templates

    (Intermediate)

    You can get an agency to create your templates, but

    this is relatively costly to create from scratch, so see

    which pre-built templates are available with your email

    provider.

    Make a list of the type of templates

    needed and review examples

    q

    10 Mobile responsive templates

    (Intermediate)

    Most emails are now read on smartphones and tablets,

    so make sure the email templates you use work on

    these.

    Ask for examples sent from gallery

    and review how they work on the

    main iOS, Android and desktop

    devices

    q

    11 Dynamic content insertion

    (Advanced)This advanced feature enables you to add content or

    images based on prole features. For example, if a

    reader is female, insert a different introduction.

    Choose some examples of common

    rules you would send

    q

    12 Ease of adding content assets

    (Essential)

    You will want to add images and icons to your email

    which will be hosted online.

    Check the ease of use of this process q

    13 One click text email creation

    (Intermediate)

    Some emails will still be displayed as plain text, so you

    have to provide an alternative version of your email.

    Check your service makes it easy to add a plain text

    version.

    Check the ease of use of this process q

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    Email Marketing Platform selection checklist

    Email marketing management feature Practical evaluation tips

    14 Inbox preview tool

    (Advanced)

    Your email will appear differently on different email

    readers, e.g. Gmail display is different from Outlook. So

    you should check they render correctly in all of these,

    particularly for desktop versions.

    Separate services such as Litmus

    can be used for this.

    Test the quality of service included

    q

    Evaluation area 3 Automation and personalisation

    15

    Behavioural email sequence setup(Intermediate)

    Is it possible to dene a sequence of emails based on

    an event that triggers sequence ring, e.g a new lead,

    sale or customer service enquiry or other eld update.

    Test for setting up different types of

    behavioural emails such as Welcome

    or reactivation.

    q

    16 Behavioural email trigger setup

    (Intermediate)

    What options are available to trigger a sequence for

    example, just adding to list or other conditions related

    to visiting site, accessing specic content?

    Are sequences only triggered

    by subscribing to list of are other

    conditions related to visiting site,

    accessing content and taking other

    actions possible.

    q

    17 APIs available to trigger sequences

    (Advanced)

    Application Programming Interface (API) or coding

    within a CMS or Ecommerce system may be needed to

    trigger a sequence.

    Review use cases where this type

    of trigger may be needed, e.g.

    completing an order

    q

    18 Email sequence personalisation

    (Intermediate)

    Can messages in sequence tailored with content

    according to segment?

    Review benets of different segments

    receiving tailored sequences

    based on elds, e.g. mail or female,

    category purchased.

    q

    19 Web personalisation

    (Advanced)

    Does the system also offer personalisation of

    promotions on a website using similar triggers and

    sequences?

    You may have separate personalisa-

    tion systems for the website that may

    need to integrate.

    q

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    Email Marketing Platform selection checklist

    Email marketing management feature Practical evaluation tips

    Evaluation area 4 Integration with other services

    20 Landing page hosting service

    (Intermediate)

    Are integrations available for collecting data via

    Landing Pages?

    Examples include Unbounce and Ion

    Interactive

    q

    21 Social media integration

    (Intermediate)

    Does the service enable data integration and sharing ofcontent with the 4 main social network sites (Facebook,

    Twitter, LinkedIn and Google+)?

    Is Facebook data capture possible?

    Is there a social sign-in option to

    populate the database via an API?

    Are tools available for viral

    promotions like quizzes and

    competitions on social media?

    q

    22 CRM integration

    (Intermediate)

    Does the email service enable data to be automatically

    updated in standard CRM systems?

    Typical lead capture and scoring

    integrations include Salesforce and

    Microsoft Dynamics

    Integration with surveys, e.g.

    Customer satisfaction?

    q

    23 SMS service integration

    (Intermediate)

    Can messages also be sent via text?

    Is it possible to set rules to automate

    these too?

    q

    24 Ecommerce integrations

    (Intermediate)

    For retailers, abandoned cart and service emails are

    essential and a key part of implementing a new ESP.

    Which Ecommerce platforms are

    supported?

    Ease of abandoned cart setup?

    Voucher code integrations?

    q

    24 Blog to Enewsletter creation

    (Intermediate)

    Can an RSS feed from a blog automatically create

    enewsletter content ?

    Particularly useful for publishers and

    content marketers.

    q

    26 Analytics integration

    (Essential)

    Can campaign tracking codes be dened for

    campaigns and automatically added to clickthroughs on

    email or web pages?

    Check for standard Google Analytics

    UTM tracking on email campaigns

    which is most common.

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    Email Marketing Platform selection checklist

    Email marketing management feature Practical evaluation tips

    Evaluation area 5 Delivery

    27 Spam rating scoring

    (Essential)

    Does the service give a spam score for each email plus

    a breakdown of spam elements in email?

    Note that use most email platforms

    use Spamassasin scoring which is

    used for some businesses, but not

    webmail platforms.

    q

    28 Inbox delivery reporting

    (Essential)

    Is inbox delivery reported to show overall % delivery?

    Delivery should be reported overall

    and by webmail platform.

    q

    30 Options for server sender reputation

    (Essential)

    Standard techniques applied for server authentication

    to improve delivery including rDNS, SPF, DKIM, and

    DMARC.

    Review reports for other clients

    Are unique IP addresses possible or

    is address shared?

    q

    31 Options for high volume senders

    (Intermediate)Can email send rates be varied or throttled for larger

    list size?

    Ask for typical send sizes for ESP

    amongst clients

    q

    32 Closed-loop webmail reporting

    (Intermediate)

    Is reporting of spam complaints by webmail providers

    available?

    Ask about relationships with major

    webmail providers to review and

    improve delivery

    q

    Evaluation area 6 Evaluation and tracking

    33 Open, click, bounce reporting

    (Essential)

    Standard reporting of subscriber engagement and

    response.

    Check how this is visualised?

    How can it be customised, exported?

    Can response be reported by

    segment?

    q

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    Email Marketing Platform selection checklist

    Email marketing management feature Practical evaluation tips

    34 Beyond the click conversion reporting

    (Intermediate)Can the site be tagged to report on goals from email,

    e.g. leads, sales, value?

    Check product level reporting for

    retailers? How can it be customised, exported?

    Can it be reported by segment

    q

    35 Google Analytics campaign tracking

    Can Google Analytics UTM campaign tracking be

    setup? See article for details.

    Review ease of automating this for

    different types of campaigns?

    q

    36 Long-term value assessment

    (Advanced)

    Can response and value be reported over a longer time

    period for dif ferent cohorts?

    Review options for RFM analysis if

    relevant

    Review options for Lifetime Value

    Analysis if relevant

    q

    37 Conversion attribution

    (Advanced)

    Review options for apportioning value of conversion to

    earlier response .

    (more typically used in Google Analytics)

    Review weighting options

    Review visualisation options

    q

    Evaluation area 7 Support and customer services

    38 Reliability - Service Level Agreements

    (Essential)

    What recompense is available for downtime?

    Ask for recent platform availability

    levels

    q

    39Quality of support(Essential)

    What is availability of support by phone and email?

    Test process and quality of service

    for support

    Review support in your timezone

    q

    40 Additional services

    See section 8. Pricing for these.

    Migration of data

    Creative and design

    Strategy consulting

    Optimization

    q

    http://www.smartinsights.com/email-marketing/email-marketing-analytics/email-campaign-tracking-with-google-analytics/http://www.smartinsights.com/email-marketing/email-marketing-analytics/email-campaign-tracking-with-google-analytics/
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    Email Marketing Platform selection checklist

    Email marketing management feature Practical evaluation tips

    Evaluation area 8 Pricing and costs

    41 Demo account options

    (Essential)

    Ease of setting up tests.

    Develop a test of typical email

    marketing activities in a month to

    assess costs

    q

    42 Setup fees

    What are total costs before emailing can start?

    Standard setup fees

    Fees for data migration from current

    system?

    Fees for using templates?

    q

    43 Broadcast costs

    Review cost model for sending emails.

    Cost for subscribers on list?

    Cost for volume of send per month?

    q

    44 Additional costs

    Review these hidden costs carefully which typically

    should be included.

    Reporting fees?

    Support fees?

    Additional modules required?

    Strategy consulting fees?

    Creative design fees?

    Other hidden service costs?

    q

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    Email Marketing Platform selection checklist

    Your next steps?

    We hope you have found this guide useful and that it helps you select the right type of

    email marketing platform for you.

    We hope you find this checklist useful, do ask any questions about selecting emailplatforms in ourAnswers Forumor contact us.

    Recommended resource? Smart Insights Expert member Email marketing advice

    We have grouped our member resources on our Email marketing hub page.If youre

    serious about improving your Email marketing we recommend our in-depth 7 Steps guide

    to Email marketingwhich shows how to develop an email strategy and gives tips on

    making your emails more effective. Other resources for Expert members include:

    Email marketing effectiveness audit spreadsheet

    Email campaign calculator spreadsheet

    Email contact strategy template

    The team at Pure 360 will also be happy to answer questions about the capabilities of

    their platform - view Pure 360 Platform capabilities. Call 0844 586 0001.

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