The importance of ‘Parameters’ in your email campaign

Before you get to the graphic design stage of your email campaign, there are six practical things you need to take care of first.

At first glance, these steps can appear so simple and basic that you might be tempted to rush through them so you can get to the fun and creative stage of the FreshMail campaign creator. Doing that would be a mistake, though, because this stage requires more consideration than you might think. Let's go line by line through the 'Parameters' page.

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Name of the campaign

Ok, we know this is not exactly rocket science but we just want to remind you of something very important. It helps to be as specific as possible when naming your campaigns to make it easier to reference them in the future. Obviously, you can simply name them chronologically - i.e. 'March 2015', 'April 2015', etc. - but what if you are sending two campaigns a month? Or seven? Or maybe two at the same time but to two different contact lists? For such situations, 'March 2015 televisions', 'March 2015 phones', 'March 2015 general sale', etc. will help you to quickly access the list you want when it's time to manage subscribers or access reports.

Subject of the message

This requires more time and creativity than many people might guess and you need to carefully consider what is and isn't likely to work with your subscribers. Use FreshMail's A/B testing option to help you learn more about what your customers prefer. Also, remember that FreshMail's SpamAssassin test will notify you of any words, phrases or formulations that are likely to fail to get through commonly used spam filters.

From line

This is the name that will appear on the 'From' line in your recipient's inbox. It can be the name of the company, the name of someone in your company, both or something else. Along with the email's 'Subject' line, the name of the sender forms the other part of the first impression you make on the recipient. Enabling the optimization tools will allow you to run an A/B test on the 'From' line to see which one gets a better response.

Email address

Enter the address that will be seen by the recipient and which will be used for replies to you.

Optimization Tools

optimization

The final two steps in the setting your campaign's parameters allow you to enable the optimization tools, using the On/Off slider. They are optional but highly recommended. These tools are described in more details in separate entries in the Resource Center: