In many ways, email represents one of the most effective tools in the marketer’s toolbox. It’s certainly one of the most consistent and reliable channels for communicating with your audience; and with the right strategy, it’s more than possible to sustain an excellent email open rate.
If there’s any major limitation to email marketing, it’s this: Once you send that email, there’s no reeling it back in…even if you notice after the fact that there’s an error or oversight. For this reason, it’s important for email marketers to have a checklist handy, allowing them to verify that their email messages are airtight before dispatching them.
An Email Marketing Checklist
What specifically should marketers look for? Consider a few of the most vital components of an email marketing strategy.
1) Accessibility
First and foremost, double-check that your email can be easily accessed by everyone who receives it. Specifically, verify that the design and code of your email can be accessed from any type of browser or device. This focus on accessibility not only demonstrates a commitment to inclusivity, but it also ensures that your marketing message can be digested by everyone who receives it, without any undue obstacles.
2) Call to Action
Generally, when you send a marketing email, it’s because you want the reader to take a particular action: Buy a product, visit your website, call for a consultation, or forward the email to a friend. Not only should you have a clear intention for your marketing email, but you also need to make sure you spell it out for the reader. Before sending any email, read through it to ensure it includes a clear and direct call to action, in a place that draws attention and is easy to read.
3) Good Spelling and Grammar
This might seem trivial, but it’s really not. If you send an email that’s riddled with typos or ambiguities, it undercuts your professionalism. Not only that, but it might frustrate or confuse your reader, making it much less likely that they will follow through on the desired call to action. As such, we really recommend having a couple pairs of eyes, meticulously checking each email before it’s distributed.
4) Personalization
Different marketers will have different perspectives when it comes to personalization, and that’s okay. But more often than not, you’ll want to somehow convey the tailored nature of your message, usually by invoking the recipient’s name in the subject line or the salutation. Certainly, it makes sense to read through each marketing email before you send it, verifying the proper personalization efforts.
5) Links
Most marketing emails will have links included, whether to specific products, sales, landing pages, blog posts, videos, or whatever else. Naturally, having a bad or broken link can completely defang your email, and prevent you from generating the kind of traffic you might hope for. (And, as with our comment about grammar and spelling, it can also undercut your professionalism.) Take just a few minutes to open all the links in your email before you send it, ensuring they all work properly and head to the appropriate place.
6) Dates and Times
Announcing an upcoming event? Heralding a big sale? The last thing you need is to transpose some of your numbers. It can be really easy to type the wrong digits, which may result in you sending out the wrong time, the wrong date, or the wrong sale price. So, when proofing for spelling and grammar, be extra attentive to numbers.
7) Trigger Words
Certain words and phrases are liable to trigger email spam filters, which of course means your email message will never actually be opened or read. We don’t have space here for a comprehensive discussion of spam filters, but as a general rule, we recommend not being too heavy-handed or “salesy” in your approach. Sticking to a more conversational tone, without making a lot of lofty promises or guarantees, is usually the safest bet. Double check that your email doesn’t come across as too pushy or spammy.
8) Value to the Customer
Finally, we recommend stepping back to consider the big picture: Each email you send needs to offer specific value to the reader, providing a clear incentive for them to read and to remain subscribed to your list. What value does your email offer? Why are you sending it, and why should your readers care? These are the kinds of questions to answer before you hit “send.”
Questions About Email Marketing?
There’s a lot to think about with each marketing email you send. Here at enCOMPASS Agency, we’re big advocates of email marketing, and we’d love to talk more about what we consider the most important aspects of email marketing and building an effective strategy. Reach out to us with any questions you may have about leveraging email to the most optimal effect.
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