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Your email campaign checklist
20 vital questions.
Perhaps you have an email
campaign sitting in draft form, notes jotted down on napkins and scraps of
paper or just a clever email marketing idea or two in your head.
What are you waiting for?
The rewards of adding
email to your marketing mix are within your reach. So, revisit that draft, go
back to those notes and refine those ideas. Then, before you hit the send
button, use this checklist to make sure your campaign is ready for "prime
time."
- Define your goals.
Are you trying to motivate purchases, reinforce your brand, bring visitors
back to visit your site or store, cue the reading of an article, prompt
requests for more information, appointments or sign ups for a service?
- Define your audience.
Are you targeting a segment of your customer base, your entire house list,
a rental list of targeted prospects? What are their interests? What is
important to them?
- Define your message.
Engage your audience and use what you know to determine how, and in what
order, to describe the benefits of your offer.
- Define your vehicle.
Now that you understand your goal and your audience, how can you best
communicate? Think about what kinds of campaigns you may use. You have
many options including newsletters, holiday or seasonal promotions,
preferred customer sales, new product or service announcements, press
releases and more.
- Define your delivery timing.
When is your audience most likely to open and read your message? While audiences
vary, we have found that mid-day delivery is better than mornings or
evenings. Choosing the right day of the week is also important. Often
Tuesday and Wednesday achieve better results than the beginning or the end
of the week.
Answer the following questions:
Your From and Subject Lines:
- Does your "From:"
line include your company name or brand?
- Is your "Subject"
line the right length? (5-8 words, 40 characters including spaces)
- Does your "Subject"
line incorporate a specific benefit?
- Does your "Subject"
line include your brand (if for some reason your "From" line
does not)?
- Does your "Subject"
line accurately reflect your offer?
- Does your "Subject"
line create a sense of urgency?
Your Email Copy:
- Is your email personalized
with the recipient's first name last name or both, if appropriate?
- Is your email copy clear and
concise?
- Does it contain a strong call
to action?
- Does it focus on benefits?
- Does it create a sense of
urgency?
Important Details:
- Have you used appropriate
graphics while also making good use of white space?
- Have you proofread the
"From:" line, "Subject:" line and email copy
thoroughly?
- Have you checked all links to
be sure they work properly?
- Have you previewed and sent
yourself a test in HTML, aol and text?
When you can answer
"yes" to these questions, you're ready to hit the send button.
Congratulations! Now, sit back and enjoy the results! By Michelle Keegan, Email Marketing Diva®
Download the PDF File here
to download PDF's
NewMedia Consulting can assist with all of your needs!
Keep it simple...
contact us for further information and we will guide you through it
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