Sending out email campaigns is an effective way of directly sending your marketing efforts straight to someone’s inbox. An email campaign will get sent out to a list of people who you know for definite are interested in what you have to offer and will listen to your content.
However, all too often people will send out emails without checking everything is perfect. An email campaign can have a positive or negative impact - and it’s all too easy to make it a negative impact. People are quick to judge a poorly structured and haphazardly assembled email. They will automatically associate this poor email with your brand, causing a negative impact that could’ve been avoided by just checking your email before sending it out.
It’s important to create a checklist that works for every single email you send out
Send date and time
Once you’re done with an email campaign, you may choose to just send it out then and there. However, if you have an optimum sending time for your email list - it’s best to send it at that time so you’ll earn the most engagements and interactions. Remember to double check what time and date you’ve scheduled your email campaign for and make sure it’s all correct.
Subject lines are one of the most important features and the best way to encourage people to open your email. This being said, you need to make sure it’s fully optimised and perfect for the desired sender/campaign. For example, personalising the subject line is always good practice but you’ll need to double check they’re all personalised properly and there are no mistakes.
The footer should be the place for your contact details, sending address (see below), social media links, and anything else suitable for your business. Because the footer has potential to harbour a lot of links, it’s important to check that all the links included within your footer work correctly and everything is set out in the right way.
It’s always important to include details of who your recipients are receiving the email from. This means putting your sending address somewhere within your campaign, possibly the footer or anywhere else that it will go. Double check that the address is correct.
For legal reasons, you have to include an unsubscribe link. It needs to be easy to use and find, giving readers the chance to just click and unsubscribe if they so wish to. Make sure the link works and will send unsubscribers to the correct place.
As mentioned, social icons will usually be found in the footer of an email campaign. You need to ensure each social icon is linking to the correct social media account and will take readers where they want to go.
You must remember to check for any spelling and grammar mistakes in the copy of your email. An email full of mistakes looks unprofessional and careless. You have to be certain that the text within your email is:
If your copy doesn’t resonate with any of those, you’re more than likely going to deter people from opening and reading other email campaigns you send out. You want to show people how professional you are and showcase your extended knowledge on that particular subject.
Are the images you’ve included relevant and effective? Are they of high quality? Double check the minute details to ensure your email looks as good as it possibly could. If you’ve added links to your images, make sure they work and link through to the right place.
Your call to action buttons are going to have links within them, so do they work? Make sure every button you include within your email campaign works and will take readers who click on the link where you want them to go. Make sure the actions you wish them to take are easily understandable and easy to do.
Before sending out an email campaign, you must send it to yourself. It’s important to send a test campaign as it’s what will make you understand what your email will look like in an inbox. Knowing this, you’ll be able to optimise the email overall and adapt it so it looks much more engaging and eye-catching. Make sure to do these tests until you’re 100% happy with the email and the way it looks in an inbox.
A/B testing an email is always a good practice as it allows you to see what style of email works best. You can determine, depending on performance, what your audience prefers and what they engage with more. From this information you can optimise emails you send out and get the highest levels of engagement and interaction you could possibly get.
It’s then, obviously, about sending your email out to those you want to receive it. You may not send the email out to everyone within your email list - but either way, you’ll be sending it out to those who matter.
Different emails can be sent out to people depending on where they are in the buyer’s journey. If someone is in the awareness stage, they’re going to need more information about you and what you do. However, if someone is in the consideration stage, you know they know you and they may just need a push in the right direction to continue down the journey.
Be sure to optimise and adapt your email campaigns to every individual within your audience. It’s important to remember that not everyone is going to have the same optimum send time, and so it’s okay to send out emails at different times; as long as they receive it eventually.
Just remember to think of your audience and what they want to receive
After the Send
After you’ve sent it, you will automatically gain more insights and analytics. From these you’ll be able to optimise your email campaigns further and advance your knowledge on what works for your email campaigns.
Be sure to measure certain metrics each time you send out a campaign
This way, you’ll be able to see a progression over time with the same metric, hopefully, increasing/decreasing depending on what is a good result for the metric. This progression enables you to see your growth as a business.
It also enables you to see what you might need to change and what you can be doing better. Continuous improvement is extremely important; you and your team need to be constantly improving what you’re doing and striving for bigger goals each time.
Without an email campaign checklist, there may be aspects you forget to check or add. That’s why it’s important to have a generic checklist for every campaign you send out. This way, you know exactly what needs to go into every email and if you’re missing something; the checklist will make it obvious.
A checklist is simply there to enable your team to send out the best possible quality emails they can send out. Sending out unprofessional and carelessly assembled emails only proves to your readers who you are as a business. It shows to them that you don’t care much for showing them your professionalism and your expertise, you just want to prove that you’ve sent out an email campaign for the month. This is not the approach you should have. An email campaign should only be sent out if it will add value to the potential readers.
The moral of this is to always remember that checking your email campaign will take up a bit of time, but it’s worth it. Checking your email campaign can be the difference between a good and a bad email. And this difference can cause a number of negative impacts; unsubscribes, reports, report as spam, deletes, and so on.
So, make the time to check your email - it’ll bring many regrets if you don’t