What to Check Before Hitting 'Send' on Your Next Email Campaign
Email marketing is an infallible method of communication. It allows you to build relationships with your prospects, potential clients, and your existing customers. You can speak to them directly, and engage in ways that other platforms do not offer. Writing emails brings forth multiple doorways of opportunities.
Today, despite the fact that composing emails is easier with the help of technology, it does not make them free from error. After all, we’re all human. So to prevent mistakes from happening, you need to ensure that you have a checklist of things to review before hitting ‘send’. We’ve rounded up some tips to guide you through:
Broken or Forgotten Links
If lead generation is the goal, you have to check if your links are working properly. You wouldn’t want your contacts clicking on something and getting a 404 error. Or in other cases, forgetting to place a link that helps with your main call-to-action. Test your links and make sure they’re clickable. This also applies to other elements within your email such as social media buttons.
Take the time to check what the value of your email campaign is offering. Have a clear call-to-action that will drive action to your specific goals. See if you have a good balance between information and selling; and ensure that they are delivered in a way that resonates with your audience.
Make sure the personalization is set up properly. It’s a marketing nightmare to send out an email that starts with, “Greetings [insert name here].” You want your audience to feel that this email was created just for them. If you can’t get this right, then it might send them the wrong message.
When writing emails, it’s of upmost importance to have accurate spelling and grammar. This helps build the credibility of your organization and ensures your audience that they aren’t being spammed or scammed! There are a lot of grammar tools available that can help avoid any slip-ups, and maintain your professionalism. If all else fails, send out a test email to someone so they can also check.
If you have multiple audiences, check if you are sending it to the right target. Make sure the ones receiving it have either signed up to your newsletter for that purpose. A common mistake made by most brands is opting not to clean their audiences. Over time, some people would opt out (and that’s okay); but that means taking ample time to go over your contacts so that others don’t think negatively of your brand.
The Subject Line & Sender
Does it look like your email was sent by a human, not a robot? In recent studies, emails with a sender that’s a real person are more likely to be clicked versus those that come from an organization’s name. Before sending it out, discuss with your team what’s best for the campaign. To add, double check your subject line and keep it within 50 characters (or less).
View From Multiple Devices
Check how your email appears in popular devices (ie. mobile, tablet, desktop) and operating systems (ie. iOS or Android) that you know your contacts use . Optimizing your email campaigns is a must to ensure that both you and your target audience can get the most out of the information!
Follows CAN-SPAM Act Qualifiers
With the CAN-SPAM Act, a marketing email needs to have the ability for someone to unsubscribe/opt-out, a physical address of the business, a clear identifier of who is sending the email, and a subject line that is relevant. Failure to abide by them can result in liability and fines!
Now that you’re done checking these, feel more confident hitting that ‘send’ button! Remember that your email should provide the most value possible to the right demographic.