Email marketing results are calculated to determine the ROI for various email campaigns which business analysts devise. Based on their marketing campaign results and expected results, the ROI is automatically calculated. The article lists out the essential rules of email marketing for a business analyst.

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	As a business analyst, your work product is your reputation.

If you want an email campaign to succeed, you don’t want to offend anyone when sending your messages. Business analysts know what it is to turn off customers and, rest assured, customers will tune out your message. Don’t let this happen! Train yourself to always stick to the following three rules when crafting an email message, which are paraphrased from Douglas Miller’s e-book, Hundred-Fold Life.

Don't Sell What's Inside — Tell What's Inside

When writing an email for a technical or business process analysis, always restrict content to 65 characters or less. The shorter span of characters is easier on the eyes, and it is also easier for some email providers to display.

Avoid Using Spam and “All Caps”

Avoid using “spammy” keywords and phrases, and avoid using all caps or too many exclamation points. Excluding the spam words, use meaningful and relevant “call for action” words, but don’t overuse them.

Watch Out for Spelling and Grammar Glitches

An email selling you something that had noticeable spelling and grammar mistakes is a quick turn-off. Consumers get apprehensive in buying products when they read a sales message filled with errors. Furthermore, they attach the quality of the product with that of the error-filled email, driving them away from the circle of influence even more.

Spam Assassin, a common spam-filter service, assigns points to different phrases, such as, “CLICK HERE!” or “FREE! BUY NOW!” The following list provides common phrases that Spam Assassin recognizes as indicators of spam as well as the point values of the phrases.

• Talks about lots of money (.193 points)
• Describes some sort of breakthrough (.232 points)
• Looks like mortgage pitch (.297 points)
• Contains urgent matter (.288 points)
• Money back guarantee (2.051 points)
• Why Pay More? (1.249 points)

MailChimp, an email marketing services company, says you don’t have to be a spammer to be spam-filtered. “If your campaign's total ‘spam score’ exceeds a certain threshold, your email is sent to the junk folder,” says MailChimp’s website.

For tips on how to avoid “spammy” language, check your email program’s junk folder. Analyze how emails identified by spam filters were designed and coded, and then don’t do what they do. Also use tools by Google Analytics or Smart Biz to summarize the ROI of the campaigns, a useful tool tailored for business analysts.

As a business analyst, your work product is your reputation, and your company depends on it too. Business analysts use email campaigns as tools to test different scenarios and to see results. Avoid basic mistakes while formulating an email campaign, as it is essential that you create an image of integrity, credibility, and honesty in the mind of your prospects. Sending emails filled with errors doesn’t hurt your professional image — it destroys it.

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