Email marketing might not be new and shiny. But is it still effective? Absolutely. In fact, 86 percent of consumers would like to receive promotional emails at least once per month from companies they do business with. Follow our email marketing checklist to be sure your brand, strategies and tactics are in alignment before your next email marketing campaign hits inboxes. Your emails should be:
Is your email list segmented? If not, step away from the checklist and get to work! From gender to age to interests to geographical location, customers react to marketing messages that speak to them on a personal level. Segmented and targeted emails generate 58 percent of all revenue. Customers also want emails that address pain points at their stage of the buyer’s journey—Attract, Convert, Close or Delight— so not every email needs to include a “buy now” button.
Customers like you. That’s why they signed up for your email list in the first place. Your emails can help you extend your branding and create unique feelings and preferences in a consumer’s mind. Keep your branding (e.g., logo placement, personality, tone, images, fonts, colors, etc.) consistent. This is a big step toward awareness, which leads to trust, which leads to opens, clicks and conversions.
Two-thirds of emails are read on smartphones and tablets. Is your email responsive? Does it have eye-catching creative? Are your subject line and preheader text within character limits? If not, revisit how your target customer will likely read and interact with your email on their device to ensure that it doesn’t get passed over.
Content still wears the crown. Emails should be kept concise for mobile purposes but not so short they miss the point. Written content needs to be thoughtful from the subject line all the way through to your call to action, or CTA. Pay attention to technical details as well, like including alt text on all images. The great news is that data shows email attention spans are actually increasing, so it’s important for brands to capitalize on this trend.
Your emails are tactics—soldiers in the wider marketing war strategy. Their individual successes and failures can give you a lot of information for future campaigns. Plan to conduct AB testing ahead of time and identify key performance indicators (KPIs) that you can track along the way. Use this information to improve the performance of existing and future email marketing campaigns.
Smart email marketing campaigns speak directly to customers in the right way at the right time. Emails have the power to reinforce your brand and remind subscribers why they signed up in the first place. Plus, it reminds them to buy.