7 Questions To Ask Before You Send Your Email Marketing Campaign
Email Marketing isn’t going away. While we don’t encourage our customers to push email marketing out to their customers, if you do so, we recommend that you use the quality tools provided by MailChimp – there are other solutions such as Constant Contact, but our preference is for MailChimp.
That said – here is our checklist of things to check before sending your email marketing campaign:
What is the goal of this email, and does the content support that goal?
Is your email marketing communication on point? Does it lose focus? Does it ramble? Common mistakes are to make these emails much too long, and the email contents must support your goals. If those goals are to click for more info, that’s great – does the email ask for that?
Does the Call to Action (CTA) encourage conversions?
As we mentioned in checklist point 1 – you need to make sure you tell your recipient what the next step is – if that’s click to fill out a form for more information, or a quote, or a trial, then make sure that there is a big button, or block with link to say “Click for More Information”. We suggest that you take the time to pass over some details from the email to start the form filling where possible. For example, you have their email, pass that over and pre-fill the form field for email. That way you know it is correct, and they cannot mistype their email!
Experiment with different CTAs – the standard “Buy Now” might not work as well as “I want one!” – but you never know unless you test.
Who Proofread the content and how many times?
First thing – do NOT be your own proof-reader. You read what you want to read, and someone else will always be a better proof-reader of your content. But before you pass the email for proof-reading, make sure you have checked the spelling and grammar, then have one or two other people read the email over. Ask for sentences which they had to re-read – those need to re-written for ease of reading. Send the email as a ‘test’ email to the proof-readers – you need to have them read the FINAL version – because in your email, you might have a merge field spelled incorrectly. Nothing is worse than a ‘personalized’ email arriving with “Hello @*FIRSTNAME*@,” instead of “Hello Jim,”.
How will the readers view this email, and was it tested?
Nothing is worse than delivering your beautifully crafted message and your best customers on say, Macs, cannot view the email.
Tools to view emails are changing fast, have you tested the email on a mobile device and on a tablet? Did you check it on Gmail and another web based email? It’s important to understand that not everyone uses the same Outlook – not even close, and you might find customers still using antiquated and out of date software. We know you can’t test every combination, but if you can have the email tested on the top couple of phones + tablets, Gmail, outlook, Thunderbird, and Mac Mail, then you’ve made a good start.
What language does the email speak?
When we refer to ‘language’, we’re as much referring to the tonality as anything. An email to announce the opening of an Art Gallery might take a much more formal tone than an email to your Home Owners Association about a summer fayre. Are you addressing a list of banking executives, or a 20-something crowd? The language matters – it might be an idea to segment your list, and use different messages if the divide between these list segments if large enough.
Make sure that the ‘language’ of your email matches the topic – use formal tone where appropriate, and relaxed tone where you feel it will be received properly. If in doubt, go for that middle-road…. nothing is worse than delivering a ‘too hip’ email to the wrong crowd, or coming off as ‘too stuffy’ to say, millennials.
Does this email scream – “open me!!”?
We must receive hundreds of emails a day – and we’re sure that you do also. Which ones do you open? Why?
All the studies indicate that shorter subject lines make sore more effective email copy. Did you ramble in the email subject? If so, we expect the body to be long as well. Other things to consider – do you want to send this as a person, or as a department? Do you have a “no-reply” email? We think the days of those emails you cannot reply to are long gone… don’t use that old-school technique, and have a real person respond to inquiries to email replies.
Is the email data-driven?
Email campaigns can be purely data-driven, with delivery, open and clicks all being trackable – but did you do that? If you used a tool such as MailChimp, then you need to make sure that the click-tracking is turned on, and that you take the time to view the reports. The basic free account of MailChimp offers cut-down tools, while the premium accounts offer you many more options for tracking… could you use those better tools? We think you might be able to…
That’s it folks – our 7-point checklist for sending effective email marketing campaigns. Let us know if you have any additional tips – we love to hear and share anything which makes our customers more successful.