If you utilize action emails—designed to motivate recipients to do something—your email delivery rate is even more important than with basic broadcast or regular newsletter messages. Your email delivery system must be highly reliable.
List Management
Managing and massaging your prospect list is critical with action emails. For example, list segmentation features are particularly important for non-profit organizations. The ability to divide your contacts into subgroups based on their prior or expected donation level is critical to your message content to get your bulk email delivery to the “right” people.
Full integration is another capability that you might want in your email marketing software. Allowing you to integrate multiple databases or other lists into your email delivery system gives you wonderful flexibility in targeting your contacts.
Reporting Capabilities
Whether you send basic bulk messages, regular newsletters and updates or call-to-action emails, you should receive useful reports. These can range from the basic to click-through tracking (CTT), deep link tracking (showing precise reader actions) or customized data that is important to you and your marketing campaign.
When you evaluate email marketing software, you should assign heavy weight to its ability to track and report the data you want. If your “data focus” is different from common report options, consider a system that offers you the ability to customize your report formats and information capture.
The key goal is to achieve the highest email delivery rate possible so recipients will receive and read your message. Employing action emails heightens the importance of your email delivery rate since no action is always the result of undelivered messages.
Whether your program involves basic emails or sophisticated action messages, match your email delivery system with your marketing strategy to achieve the best results.