Before You Send That Email Blast, Answer These Questions
Email marketing software brand Vero shares some advice on getting the most out of your email blasts in an article on Inc.com, “9 Questions to Ask Before Sending That Marketing Email.” “With great power – the privilege of inbox access – comes great responsibility – the requirement to respect recipients’ permission by keeping emails valuable, actionable and useful,” Vero’s Jimmy Daly writes. Use this checklist before you hit send:
Did I write a killer subject line?
In general, shorter is better. You want to be creative, speak directly to the reader, and make it clear that there’s value inside. But always make sure you follow through with anything you promise in the subject line, as the last thing you want to do is lose the reader’s trust.
Who is this email really from?
Make sure it’s 100% clear who the email is coming from. Also, remember that they might see things like the first few lines of the email it image alt text before they open it, so they need to be optimized as well.
Who is this email really to?
It’s easy enough to collect data on your customers that you shouldn’t always send the same emails to everybody. Target messages based on memberships, product choices, location, and other factors.
Is this email personal enough?
Personalize it, but not to the point of getting creepy. You definitely don’t want to make anybody uncomfortable, so don’t include any data that you wouldn’t use in an in-person interaction.
Is the copy perfect?
You don’t have to be Shakespeare, but it needs to be compelling. Keep it as short as possible, in your own voice, and try to evoke emotion.
Does this email go beyond the written word?
Pictures, videos and GIFs are far more powerful and engaging than strictly text.
Does this email include a call to action?
Every marketing email, and every ad for that matter, should ask the recipient to take one specific action.
Is this email responsive?
Does your email marketing platform ensure that your email will display correctly on a smartphone as well as a desktop? It better! These days, emails are more likely to be viewed on a mobile device than a computer.
Am I growth hacking?
Small changes can have a big effect on the effectiveness of your communications. So, each time you send an email, try to make some additions or changes that will increase your impact. Track the results to see what works and what doesn’t and your results should get better and better over time.
