Email Marketing is one of the most powerful tools you can use in digital marketing. However, making mistakes can be costly and damaging to your reputation. Once the email has been sent, correcting or clarifying errors can dilute the impact of your campaign and increase its bounce rate.
To avoid this, we created a checklist to help you send the right email, to the right person, at the right time, without errors and with perfect formatting for all devices. Let’s go?!
1) Building your email list
Segmentation is the watchword! Build your email lists with relevant information about your customers. People who are already interested in your products/services, current customers, potential customers or people who trust your company can be relevant forms of segmentation. You can create lists from existing customers or create campaigns to capture new email addresses. One of the best ways to capture new emails is to offer benefits in exchange for email, such as discounts, free resources, training, guides, online courses, eBooks, etc…
2) Catchy subject lines
The subject line is the main title of your email. Subscribers will decide whether or not to open your email based on this short piece of text. Make sure the subject of your email is eye-catching, personalized and doesn’t seem too promotional (people are tired of promotional/advertising emails). Also consider using emojis in the subject line. Perform A/B tests to find out which topics have the best opening rates and efficiency (clicks/opens).
3) Personalize email content
Another important aspect is to write emails in a way that is easy to understand, so that they can be interpreted as quickly as possible. Set the tone and personalize the content for each list you’ve previously created. Always consider offering value to the recipient, and make your subscribers feel like they need to read every email, or visit a web page that you identify in the email. Remember: personalization always increases this interaction rate with your emails.
4) Mobile-friendly design
Many, if not most, people will open your emails on their phone. Make sure your emails are readable on mobile devices. We essentially recommend that you avoid using complicated HTML Templates. We like simple text email better! Yes it is true! Try it, and let us know if your interaction rate doesn’t increase… This is because, despite being “beautiful”, most of the time, these emails are immediately identified as promotional campaigns and, remember what we wrote a moment ago , – “people are tired of promotional emails/advertising”. Therefore, our recommendation is “Keep It Simple”!
5) Call to Action (CTA)
The call to action, the CTA, is nothing more or less than a link… a link! Basically, it’s what drives your subscribers to take action; leaving the email, to be directed to your website, your online store, your online course, your Landing Page, whatever! It is the most important part of the body of the email, as it is the moment when your contact converts (or when they show an interest in converting). Remember to always include a call to action, even if it’s a welcome email. Repeat the CTA several times throughout the email, highlighting the value and encouraging conversion.
6) Checks grammar and spelling errors
Don’t forget to check your email several times for grammar or spelling errors. One of the biggest enemies of an email is that it is poorly written. Spelling errors turn people away not only from your email, but also from your Brand. Use, for example, Grammarly to check grammar and spelling errors in the text of your email before sending it.
7) Check email on web and mobile
Send a test of your email to yourself! Make sure the email subject line isn’t being cut off, or that the email preview text doesn’t include weird names. It also checks whether the formatting, font, size and color of the email are correct; that images load correctly and have the appropriate dimensions. Do this both on your computer and on your smartphone! Furthermore, it is always a good idea to test the SPAM level of your emails. To do this, you can always use this tool: https://www.mail-tester.com/ – through a random email, where you send a copy of the email you just created, it will tell you what is wrong, and what you should improve to reach senders’ inboxes.
Making mistakes is common, but if you follow all these steps, you can increase the efficiency of your emails. With attention to detail and careful reviews, you will be on the right path to the success of your Email Marketing campaigns. If you need help, you know… contact us!