Even in 2020, email marketing is a staple in content marketing because it continues to boast high conversion rates. The email marketing numbers look good because prospects prefer email marketing. 61% of people who shop online appreciate weekly promotional emails. While some people would like to hear less from brands or businesses, the consensus is that consumers want to hear from brands or businesses through emails.
Business owners, big and small, realize this and are dedicated to crafting out winning email campaigns for their brands that secure their existing customers and bring in new ones. Even if you have a comprehensive list of recipients, the best email signature generator in place, stellar visuals, and take care of every other nitty-gritty of emails, you need to do quick quality assurance before dispatching your emails. To rightfully facilitate this process, we have created a comprehensive checklist of the essentials to check before sending any email.
This point is an obvious yet sometimes overlooked aspect of email marketing. An effective email marketing campaign is one that builds a sizable recipient pool. Make sure it is easy for your prospects to subscribe to your content. Use the resources at your disposal and do not leave any stone unturned.
For example, run social media campaigns that encourage or incentivize your followers if they subscribe to your email marketing campaign. You can even create a pop up on your website, making it easy to subscribe to your email marketing campaign. Once you have this list, make sure your email marketing reaches all these people and that you are not missing anyone before sending any email.
The subject line is one of the first things your readers notice, and it is also visible in the inbox. The subject line should create a good opening to your content. Also, to show that you value your readers’ time, you need to make sure the subject line is short, concise, and enticing. Sometimes you can even use a one-word subject line to create a shock factor. Along with all of the above, a subject line also needs to be checked for spam flags.
Finally, irrespective of what you choose to do, you need to do a little bit of proofreading and checking your subject line before you hit the send button. If you eliminate spam triggers and make sure your subject line is grammatically on point, your check is done.
An email signature is a great (statistically proven) way to leave your readers with a lasting impact on your brand. Use a personal email signature with a photo, use the social media icons, and list your website. After you have all of this in place, check to see if the buttons direct your readers to the desired social media pages and links. If you choose to include a banner on your email signature with a call to action or CTA, make sure you proofread the CTA. Ensuring the buttons and content are checked will allow you to showcase your brand as the professional you are. At the same time, your readers will also get directed to the places that you want them to explore.
Just like you need to check the grammar and spelling of your subject line and email signature CTA, you need to do this for the rest of your content. Actions speak louder than words; if your email is sloppy, your prospects will see you in a sloppy light.
Typos and poor grammar will show your readers that you did not put in the time before sending your content. That is the opposite of what you want to achieve after you have invested a lot of time and resources in your email marketing campaign. So, make sure you skim through your content and make it grammatically sound and typo-free before you click on the send button and show your customers you care.
Tone of Voice
Just like an individual has characteristics that make them stand out, you need to establish a brand persona. This persona includes the tone of voice. Consistency is crucial while establishing a voice. At the same time, you can play a little with the tone with different parts of your email marketing campaign. For example, when you show gratitude, you need to be humble, not a sycophant, or when you share achievements, you want to appear proud, not arrogant.
Follow this and be authentic to your voice while playing with tone. Before you send your emails, make sure the tone appears as you intend it to, to avoid any confusion.
Visuals can add that wow factor to a mundane email. Using images to deliver your message is a great way to engage your readers. Sometimes visuals are more effective than words in showcasing your sentiments. Rather than stating your customers are happy with your product or service, showcasing a happy customer visual is more effective. Including such images in your email marketing campaign can make your prospects feel your sentiments. But make sure it flows well with the rest of your content before you send any email.
Attachments can supplement your email content but become a deterrent to your efforts if done incorrectly. For example, if you just launched a product, including a behind the scenes time-lapse video, is a great way to show you have worked hard, instead of stating you have worked hard.
Though you do not want to attach files that are too large and become a nuisance to your readers, you could share a link to your content. This effort will allow your readers to enjoy the content without filling up inboxes. Check the file size of your email before sending any email and avoid cluttering your prospects inbox.
Recipient’s Time Zone
Just like there are certain times of the day that result in better social media post-performance, the same extends to email marketing as well. Create a segmented list of your recipients based on their time zones. Then you can send out scheduled emails to them during times that work for those time zones. Check your recipient’s time zone before you begin blasting emails. This approach will ensure that your recipients’ emails do not get lost in their inbox, and you get the desired results from your email marketing efforts.
Your email address is not just for you to send emails, but it is also for you to receive emails. Create a strategy that allows you to get back to your clients on time. For example, if you get an email during the late evening, you will not be able to answer until the next day, which can be annoying for the recipient. Analyze the times of engagement of your users and plant your email schedule accordingly. You can also create auto-responses for an email so that your customers can patiently wait for you until you get back. Above all, make sure you have a mechanism of checking the time before sending any email.
Once you have your email marketing campaign in place, make sure you conduct this thorough check to keep your conversion rates high!