Checklist for your Email Marketing: 10 points to ensure before you click Send
4 August 2023 | Maximize your Emails
4 August 2023 | Maximize your Emails
Email is your own channel. The people in your contact list have agreed to let you communicate with them. They actually want to listen to what you have to say. In addition, the contacts are “free” – they are easy to attract and you can give them priority, discounts and exclusive offers to make them stay even longer. It's your – and only your – very own list.
The people in your contact list are yours as long as you manage it well. You must therefore do everything in your power to ensure that the recipients don't delete your mailings or click on Unsubscribe. For that, you need to be relevant in your communication and create emails that cuts through the media noise.
Use the checklist below the next time you put together an e-mail, newsletter or informative e-mail. The checklist consists of 10 points and concerns both the receiver and mobile adaptation. Let's go!
Should it sell, inform or build stronger customer relationships?
By having a clear purpose from the beginning, it becomes easier to, for example, formulate sentences, choose a CTA and come up with the design for the buttons in the email.
Of course, you must keep your brand identity in mind, where the choice of words and images in the email must agree with policies regarding tonality and graphic profile.
Let's say you love Swedish pop. That music by artists such as Thomas Stenström and Miriam Bryant is a hit at your home. That you could also consider listening to Daniel Adams-Ray a little more. Let's also say that the music service you use knows your music taste. Surely it would be strange if they would still suggest concerts with Metallica, Rammstein and System of a Down – even though they have the data that says you never listen to them? Surely you would eventually stop opening the emails from the music service?
If the content of your newsletter or email isn't relevant and you repeatedly send emails that lack interesting content, the recipient will not want to open your next email. And not the next one after that. And neither did the 10 subsequent mailings.
Both the content and the tonality must be adapted to the recipient. Think relevance, relevance and again relevance.
Gone are the days of fluffy emails. As the number of emails in circulation today is large, you need to stay short and concise and write clear CTAs (Call To Actions) that convert. You adapt the CTAs of the email based on the actual needs of the recipients, find the key to what motivates them and create action by being accurate.
In short: keep it simple, get to the point, and tell the recipient early what you want him or her to do.
As a large percentage of all recipients open their emails on their mobiles today, it's essential that you adapt the content of your emails to mobile devices.
One tip is to review how the percentage distribution looks historically. How many have opened the mailings on mobile and computer respectively? Did it look different for different receivers?
"The email channel has become much more efficient! We spend less time on that point, with less effort. We also send more emails and newsletters, while the opening rate is higher and more people click on the links in the mailings."
Digital Marketer, Uppsala Konsert & Kongress
For many people, email marketing feels quite old. But, in a society where the number of digital channels only gets more and more and the recipients more and more busy, it's incredibly important to use the channel in the right way to keep your customers and subscribers. And, with an email tool directly connected to your customer data, it's simple. Really simple.