Digital marketers have a lot to manage. You need to be on top of data from multiple platforms and be conscious of the latest developments in each of them. Plus, if you’re executing an omnichannel strategy, it means no element can be out of place.
Keeping track of all the daily to-do’s can become exhausting. To help ease the load on the email marketing side, here’s a checklist of what every campaign needs in one place—plus, a list of actionable tips for every step of the way.
1. Proofread your content.
Mistakes can happen to the best of us. However, sending out a mass email campaign only to realise that the email contained typos is a sinking feeling. Significantly lower your margin of error by taking the time to go through emails before you send them (or use an app like Grammarly).
Here’s a simple process to follow.
- It’s likely you’ve prepared each component of your email (such as images and text) separately. Before putting your email together, proofread each part.
- Once they’ve been placed into their appropriate spots on the email, read through all of the content again.
- Get a second opinion from co-workers—they might catch small details you missed.
This extends to the images as well. Check that you’re placing the right images in your email and whether they’re at the correct size and resolution.
2. Double check subject and sender.
Email marketing is about building a relationship, and you have one chance to make a good impression on your audience.
For the subject line, keep it short, sweet, and straight to the point. 82% of marketers send emails with a subject line of 60 characters or less, with the average hovering at around 43 characters. It should provide context on what readers should expect from the email itself, and offer a value proposition.
Who subscribers see labeled as the email sender also matters. Make sure your email is sent from the official business website rather than an email service provider. This should also reflect who they expect to hear from. A personal touch is good but can be off-putting if they’re expecting communication from a different person.
3. Test links and CTAs.
Email marketing isn’t just about giving readers information. You eventually want them to take further action on your website. For ecommerce marketers, this means product page views and store conversions. To move email subscribers further down your marketing funnel, with the ultimate goal for them to make a purchase, ask yourself these questions:
- Do all links in my email lead to the right pages?
- Are these links visible and clickable, or do they blend in with other text?
- Do I have a way to measure the number of clicks on these links?
- Do I have too many CTAs in this email?
- Are the CTAs eye-catching enough?
- Am I using the layout of my email to lead users towards these CTAs?
If you answered ‘no’ to any of the above questions, take some time to refine these elements before proceeding with the campaign.
4. Clean up your email list.
Bounce rates and errors aren’t good for your ROI. If you don’t regularly spruce up your list, you run the risk of letting inactive emails pile up, costing you time and money. Successful email marketing begins and ends with a healthy list, so follow these tips to maintain your list’s quality.
- Remove duplicate addresses.
- Remove invalid and improperly formatted emails.
- Include an opt-out link (many providers do this automatically).
- Don’t purchase lists—only create lists from subscribers who have consented to share details.
In addition to list pruning, check for appropriate segmentation. You don’t want emails for one location accidentally sent to another.
5. Create an analytics report.
Once you’ve sent your emails, it’s time to prepare for the next big thing. Set a regular schedule for a deep dive into your campaign’s performance. It can be a set number of days after all your emails have been sent out or a big-picture look at the end of every month.
Regardless of when you plan on measuring them, here are the overall email marketing benchmarks you should be looking at.
- Average open rate: 17.92%
- Average click-through rate: 2.69%
- Average unsubscribe rate: 0.17%
- Average click-to-open rate: 14.10%
- Average bounce rate: 1.06%
You don’t want your results to fall below average. Your goal should be to reach each number on this list.
Keep this checklist in mind whenever you feel overwhelmed by the amount of work you put into running a digital marketing strategy. Having this easy reference available for the most important parts of an email campaign can free up some much-needed space in your mind.
Now, with this checklist, you can create well-crafted, engaging emails with the potential to improve over time. Good luck!
Source: : Ash Salleh, Director of SEO at Campaign Monitor