You’ve finally finished your winning series of
emails for your next email campaign. Now, all you need to do is hit the send
button and wait for the results to flood in and the leads to convert into
But before you do that, make sure everything’s 100% ready for launch. You’ve exhausted all your effort, creativity, and knowledge on these emails, so you want them prepared to deliver the ROI you expect for your business. To help you prepare everything for your next email marketing campaign, ask yourself and your emails these nine questions first.
1- Are your emails personalized enough?
According to Instapage, personalized emails receive six
times more engagement rate. 52% of customers even said that they’ll skip an
email if it doesn’t feel personalized for them.
The first part of your email that should contain a personalized touch is the subject line. Address your subscriber by the first name. 75% of consumers say they’re more likely to patronize an offer if the business addresses them by name, says Instapage.
Don’t forget to
personalize your email content too. For example, when sending an email with
product recommendations, the offers you include should match what they prefer.
If you did your data analysis right, you can offer them content that matches
their stage at the buyer’s journey.
Make sure you include a person’s name on the
“from” field too, so your subscribers know there’s a human behind the
email. Avoid using an email address with”no-reply.” It makes you
2- Does your copy send your message the right way?
Your email’s body will make or break your
chance of success, so it’s important to give your best on this part of your
Consider the type of email you’re sending. If
it’s a product recommendation or a birthday greeting, including a colorful
personality will do your copy wonders. If it’s an email discussing serious
matters like purchases, then you’ll want to get straight to the point, and
include all important details.
Avoid including spammy words or phrases in
your email too, like free, bonus, cheap, earn $, and more.
They make your email sounds sale-sy, and that can turn off your subscribers.
3- Did you use the right voice and tone?
To use the right
voice and tone, write your email the way you would to a family, friend, or
colleague. Just be your conversational and friendly self, but remember to keep
your email’s tone in line with your brand guidelines.
When you’re done, do some self-editing next.
Read your draft aloud, so you know how it sounds like when you’re talking to
someone in real life. You can catch and amend the awkward-sounding parts and
the typos and errors you might have missed in the draft.
4- Is your grammar all good?
Flawless grammar isn’t a major requirement in
email marketing. Still, it wouldn’t hurt to do a thorough scan of your emails
for grammatical and typographical errors. Even the the simple error of
repeating “the” can make you feel uncomfortable. (See what we did
Unintentional typos can also send the wrong
message, especially with words that change meaning when a single letter is
removed or misplaced.
There are handy tools out there that can help
you sweep your drafts for these errors, like Grammarly and Ginger. Grammarly,
in particular, has a plugin you can install to check your grammar while writing
5- Are your CTAs attractive enough?
Your CTAs are
like signages. They’re direct and convincing enough to push people to continue
down the path you want them to take.
To make your CTAs
more compelling, you can also use time-sensitive words like today, now, until supplies last,
and/or hurry, and power
words such as simple, guilt-free, huge, or supercharge.
6- Do subscribers have the option to opt-out?
Aside from being mandated by laws around the
world, including unsubscribe options also give your subscribers the freedom to
choose whether to stick with you or not. Best of all, you remove unqualified
leads without hurting anyone’s feelings.
The best spot to include an unsubscribe link is on the footer section of your email. Some email marketing platforms already have the templates for this. You just have to place them in your emails.
7- Is your design fit for mobile viewing?
As Blue Corona says, 75% of consumers consult their emails on their smartphones. Adestra, an email marketing software company, also discovered that 61% of email opens in US happen in mobiles alone.
During the draft stage, you must plan your
email’s layout in a way that fits a smartphone screen. Texts and graphics get
clustered together due to the screen’s smaller size, so the less text and
graphics, the better.
Most email marketing software like MailChimp
provides you the feature of viewing your draft in mobile view. This way, you
can make the adjustments in the format and layout during the drafting stage.
You don’t need to decorate your emails with
plenty of fancy graphics or fonts, anyways. Media elements like videos, GIFs,
and images can slow down your email’s loading time. If they’re connected to
your copy, then it’s alright to include them. Otherwise, it would be good to
stick with plain texts.
8- Have you segmented the right subscribers?
Before sending your next email, do a quick
visit on your mailing lists. Ensure the right subscribers are in the list, and
that you select the right list during the sending stage. Doing this helps your
engagement, open, and clickthrough rate stay positive. You’ll also save people
from the urge of unsubscribing from your list.
9- Is your email list clean?
You must also
check if your list is free from invalid and inactive email addresses. These
addresses can affect your deliverability rate, preventing your emails from
making it to your subscribers’ inboxes.
To get rid of them
without wasting time and effort, use an email verifier instead, like emaillistverify.com.
An email verifier will scan your list for these invalid and inactive ones and
will purge them off your list on your behalf.
About Author: Que Jay
I am an Internet Marketing enthusiast with core expertise in SEO/SEM, Social Media, Online Brand & Reputation Management, and Digital Media Strategy for B2B & B2C, Business Analysis, Business Development, Content Marketing, Campaign Management, Online Revenue Model Optimization and ROI Analysis.