1. Email Marketing Effectiveness Checklists

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.
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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