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Cooler Tips #41 -
Use Cooler's Tracking to Fine Tune Email Campaigns!
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Hello CoolerEmail Subscriber!
CoolerEmail has two options that provide tracking information to help you succeed.
CoolerTracks: In the last installment of Cooler Tips, we talked about setting your objectives and goals so you know what you want to track. This month, let's get on with what we're tracking!
We talked about the importance of your Subject line. It should sum up what this issue of your newsletter is going to do for the reader. Be sure to avoid puns or headlines that are cute or clever. It needs to be short but still
convey the benefit of the information to your reader. Try something like "3 Tips for better networking" or "Roadmap to more clients". Once you've distilled your Subject line down to its most appealing form, do it again. If you've got a
fairly large address list (over 100) split it in half and send one Subject line to one half the list and the other to the other half. Be sure to give your editions different names so you can tell them apart when you do your tracking.
 After your email bursts, check CoolerTracks to see which Subject line got you more openings (read rates). This information is so
valuable because it tells you what your readers want to hear from you. Work with your Subject lines to refine the process. Be sure that you deliver the content promised in your Subject line. People get wise to teasers - misleading Subject
lines that promise benefits and deliver only sales ads. Instead of an increased read rate, your future emails will just be deleted or your readers will unsubscribe. A newsletter, whether it's print or email, is all about relationships. If
you abuse the relationship, it will hurt you in the end.
While we're on the subject of building relationships let's talk about your "From" line. It's the second most important thing that determines whether your email will get opened. Make your From line meaningful. Your readers signed up to be
on your mailing list right? They'll be looking forward to receiving your message. This is your opportunity to develop your branding. Use your company name. Why would you hide that? Encourage your recipient to put your From address in their
address book or approved sender list. The new anti-spam features in many email software will allow the recipient to decide who they will get emails from. Doing this will keep you from being filtered out. Another benefit of using an
official From line is that it will allow your readers to search for your previous emails and offers whenever they want.
Keep your From Name and Email Address separate. This has two purposes: It keeps your From line clean and short like PayDay instead of PayDayToday@luckydice.biz. It's also more professional. The second option with the address included looks
a little smarmy and will just earn you a delete. One more word about your From line, avoid cutesy names line Big Daddy or Sexy Thing. They'll also earn you a trip to the Trash. Always try to maintain the professionalism that you'd like to
be remembered for. Your From line is the next item to do tracking tests on just like you did with the Subject line above. Just test one item at a time.
 Now you've got your emails opened by as many readers as possible, what next?
Your number one priority is to deliver the content that you promised in your Subject line. Next, go back to those objectives that you developed. Do you want more hits on your website? or more sales from your site? Put links back to your
website in your email. Test the copy the same way that you did your Subject line and see which pulls more visitors to your website. Just be sure that you're only changing one thing at a time so you know exactly what you're tracking. Doing
these tests will help you to fine tune your email campaign so that it's as powerful as it can be.
 Get more detailed tracking with Hot Prospects
Hot prospects is calculated to be the most interested people in your list.
This is the other cool thing that CoolerTracks can do for you. It measures which readers are doing the most activity between your email and your website. Logically, that would make them the most interested in your services. If you see that
they're visiting a page related to a specific area of your services repeatedly, send them an article on that area. Do a little extra follow up with your hot prospects and you'll have a new client.
Case Studies
Here are some case studies to illustrate how clients of
eROI (a
CoolerEmail Value Added Re-Seller) are using CoolerTracks and Hot Prospects:
 Sonus
(www.sonus.com) is the leading provider of hearing loss devices and services. They use two newsletters. One for company news to its distribution channel, and the other is a product newsletter to customers and prospects with updates on
new products and promotions.
Sonus uses CoolerTracks to track an email recipient's path throughout the sonus.com website after they click on a link in the email. Sonus can determine which individuals bail out of the sonus.com shopping cart and which customers
complete the purchase. This information lets them know where their weak points are and they can target them by re-wording or clarifying the information on their shopping cart page. This also lets Sonus know how much revenue their email
campaign generates.
 Fios
(www.fiosinc.com) is the leading provider of electronic discovery services. They used a series of webinars that covered areas of interest to their marketplace. Using lists of current customers and past seminar/convention participants
that wanted more information, Fios launched a campaign to let these people know that they were there to provide knowledge. They also did polls about future offerings and subscriptions for a newsletter on similar topics for 2004. The
webinars resulted in 3 times the projected registrants and the seminar series was replayed in following months to meet demand. A secondary webinar series is now available due to the demand and feedback on the value to the participants.
Fios uses Hot Prospects to follow-up via email with interested prospects that did not complete the online registration for each webinar series. This feature has proven invaluable to maximize attendance at events and to qualify leads for
Fios's high-end service.
Now you've tweaked your emails so that they're hitting the mark and followed up with your hot prospects. You're going to be unstoppable! In the next issue of Cooler Tips, we'll tell you all about the new anti-spam laws and how to steer
clear of trouble.
This article was written by Barbara Saunders, owner of
Newsletter Associates, a complete newsletter service helping small businesses grow client relationships. For more information, visit www.newsletters-inc.com. Pump up your marketing in 2004 (c) 2004 Barbara Saunders. All rights
reserved. |
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Apply for the IronPort� Bonded Sender� Program
CoolerEmail offers its clients and Value Added Resellers the highest email deliverability rates in the industry. This unmatched success in making sure that emails actually get delivered (not just sent!) is the result of our anti-spam
policy---the strictest in the industry---as well as our membership in the Ironport� Bonded Sender� program.
Select CoolerEmail clients can apply for the Bonded Sender Program through CoolerEmail. To see if you are eligible, log into your CoolerEmail account, and visit the Update Account screen, under the My Account tab.
The IronPort� Bonded Sender� Program turns the spam problem upside down by identifying the legitimate incoming email rather than trying to identify the illegitimate messages. The legitimacy of bonded emails is ensured using an
innovative market-based mechanism. Email originators in the program post a financial bond held by IronPort�s� third-party financial partner. When ISPs or end users receive emails from a Bonded Sender� that they deem to be
unsolicited, they simply forward them to IronPort� and a charge is made against the bond.
To learn more
Download this PDF. |
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Thank you ...
We are always striving to make CoolerEmail ever better. Customer requests for feature enhancements are responsible for many additions. If you have feedback or suggestions, please send them to
suggest@cooleremail.com.
And as always.... be cool!
The CoolerTeam--- |
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Cooler Bytes |
Look @ Plug-Ins
CoolerEmail Outlook� Plug-In
The beta version of the CoolerEmail Outlook� Plug-In is now
available for download!
The CoolerEmail Outlook� plug-in is already being celebrated as the most important enhancement to Outlook� ever! In addition to enabling Outlook� users to send truly "trackable" emails (without those annoying "read receipts"),
the plugin seamlessly:
- Provides real-time web-based back-up of important Outlook� messages (so, if your computer crashes, your Outlook� messages archived within CoolerEmail are still safe and secure)
- Expands Outlook�'s functionality from a "one-user" desktop application to multi-user web-based CRM solution
- Enables you to quickly and easily synchronize your Outlook� contacts and categories with your CoolerEmail address book and mailing lists
The plugin enables you to create an email with Outlook� and easily send it through your CoolerEmail account! If you are one of the millions of Outlook� users who want to send professional quality (and trackable) HTML e-mails quickly
and easily to your contacts, the CoolerEmail Outlook� plug-in is the perfect solution!
But wait! There's more!
Check out Outbox. This is a special feature for Cooler's Outlook� plug-in users. It's perfect for when you want to send a CoolerEmail to just a few contacts in your address book or just one to a new contact - instead of sending to
your entire list.
You'll find a link to Outbox on your snapshot. The link to Outbox is located under the Home tab on the right side of your control panel.
Emails sent with Outbox have all the powerful tools you're used to with your regular, larger CoolerEmail broadcasts. They're trackable and can be customized just like your bigger bursts.
It's an easy 5-step process:
- Choose the address
- Choose the settings
- Compose your message
- Preview
- Send
It's that easy!
Don't use Outlook?
Cooler's got plug-ins for
ACT! and the new
GoldMine plug-in is scheduled for release March 2004!
Are you using another data management system (e.g., Oracle� , Siebel� , Onyx� , SalesForce.com� , etc)? The CoolerEmail XML API is a robust yet simple solution for seamlessly integrating large, sophisticated CRM and other data
management systems with your CoolerEmail account (so you don't have to manage multiple databases).
Using the CoolerEmail XML API, you can automatically POST and RETRIEVE any data to your CoolerEmail account. This means you can, among other things, send professional quality (and trackable) CoolerEmails directly from your CRM system.
Check it out here.
Luncheon Workshop
What: "Anti-Spam or Anti-Marketing: What Do These New Regulations Mean to You?"
When:Tuesday, March 9, 2004
11:30am - 1:00pm
Where: Benson Hotel, 309 SW Broadway (Star Parking at 5th and Broadway), Portland, OR
Featuring:
Leif C. Youngberg, Co-founder & Director, CoolerEmail
Register: Call 503-222-9204 or
Register Online
CoolerEmail's co-founder speaks out about CAN SPAM
The new federal antispam law that passed on January 1, 2004, affects everyone that uses email.
CoolerEmail has been on the leading edge to keep up with the new CAN-SPAM regulations. Next week in San Diego, CoolerEmail's co-founder Lars Helgeson will be part of a panel of experts discussing the effects of this new legislation.
What is CAN-SPAM?
The CAN-SPAM Act was originally signed into law to halt the assault of pornography on unsuspecting email inboxes, and has grown to include any "Unsolicited Commercial Email" or "SPAM". The law has since put a framework around Internet
communications, particularly those with regard to promotion and solicitation of commerce.
Commercial email, if practiced properly, can and should continue to be used as a mainstream marketing channel. In fact, this legislation will help businesses by providing clear and safe guidelines regarding Internet communications.
Lars will be on hand to explain what commercial email systems can and should be doing to ensure their clients' compliance with the law. A cool added bonus of systems like CoolerEmail is that it integrates email distribution
technologies to help reach the goal of your email campaign objectives. This event will be held on Tuesday February 17 in San Diego.
Learn more or register online.
Be sure to read next month's issue of Cooler Tips. We will help you learn how this law can actually help improve your Internet communications and keep you within the law.
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Tired of trying to keep up with your newsletter?
Check out
Newsletter Associates
Let us take care of it for you.
Helping small businesses effortlessly maintain client relationships.
Find out more
Tune in Next Time for -Maximizing your email deliverability.
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