Here’s your handy 10-Point Checklist
# 1 Segment your audience
The more targeted your campaigns, the more successful they’ll be.
Depending upon the CRM and email marketing programme you’re using, you can segment by numerous factors, including:
- Relationship e.g. prospect/buyer/stakeholder
- Buyer behaviour (what someone’s already bought)
- Prospect behaviour (for example has the prospect downloaded a guide or attended an event)
- Demographics: e.g. age, gender, location
- Job title
- Pain points – their fears
- Gain points – their dreams and hopes
- And more!
#2 Create a content calendar that targets each major audience
The calendar should balance your marketing and sales objectives with a large number of other factors, including:
- Your audience’s interests, pain points, desires
- Where they are in the purchase process, for example, if they’ve just purchased product A, remove them from product A promotional list
- Seasonality – what context do the newsletters land within? e.g. end of financial year, budget announcement, summer holidays, Christmas?
#3 Be clear as to the goal of each newsletter
- What do you want to achieve in terms of opens and click-throughs?
- What do you want the audience to think, feel and do as a result of the email?
- How will it form part of the customer or prospect journey?
#4 Create the content
- The content could be just words or also images, video, audio
- Content creation alone is a huge topic and too big to include fully here, so get in touch if you need more help
- Also watch Sarah’s video on the 3Ps for successful marketing for more insight.
#5 Use highly clickable subject lines
- The subject line is one of the most important elements of the whole email.
- If the subject line doesn’t compel, the recipient won’t even open the email and all your effort is wasted 🙁
- There’s a whole science to subject lines that convert. Whilst I can’t include everything here, at the very least, ensure you DON’T to start the subject line with the word ‘Newsletter’
- ‘Newsletter’ says to the audience it’s going to be all about you (rather than them), positioning it more as a snoozeletter!
- Another tip is to use first name personalisation within the subject line and at key points within the email body
- Finally, use AB split testing. This is where you enter 2 options as the subject line, the email marketing system sends a small batch to reveal which tests the best and then uses that for the rest of the list.
#6 Proof the content
- After all, there’s no redo or update button once it’s been sent
- A simple way of proofing is typing the content into a Word document and doing a spelling and grammar check – remember to use English or American English, dependent upon where your audience is based
- You can also pay a proofer, or if you’ve someone with great English skills and an eye for detail, run it past them
- Even if your own writing skills are excellent ALWAYS ask someone competent to double-check as we become too close to our own work to see mistakes.
#7 Insert an easy call-to-action
- So many emails don’t provide the audience with anything to do that it’s a wasted opportunity
- I’m not talking about constantly giving the audience something to buy, but a call to action, such as complete a survey or download a free guide or read a blog you’ve written
- Whatever you ask of the recipients, it should be easy for them to immediately fulfil – otherwise they simply won’t do it.
#8 Design for multiple inboxes and devices
- Most emails are opened on phones or other mobile device NOT a desktop – so how does your email work on these?
- Email marketing programmes offer you the opportunity to review what your email will look like on a range of devices BEFORE you send – make use of this!
#9 Avoid spam triggers
- One of the many ways of ensuring your email reaches the recipient is to reduce your spam rating
- So, avoid using words such as free, offer for example
- Instead, use techniques such as ‘f’ree’ or ‘f r e e’ to convey the same information. You get the idea
- When you send a test, it should provide a spam rating/warning – look out for this and revise accordingly.
#10 Test and review
- Marketing is constantly evolving, so even if something worked before, it may need adjusting in future
- Review open and click-through rates for every campaign and adjust activity in light of this.
Wow, that’s just 10 of many!
Who’d have thought there was so much to email marketing?
Love to also know the:
- 5 types of email content?
- 4 subscribe page essentials?
- How alt tags can increase open rates?
- The 80/20 rule and why you must follow this to slash unsubscribes?
- The secret of the 52-week river and why this is essential for your success?
Then get in touch.
After all you don’t want to put lots of work into email marketing only for it to be a big embarrassing flop and sales in the doldrums!
I work with companies on creating a successful email marketing strategy that gets results. Fast.
Recent results for a food and drink consultancy client included a 2,049% increase in click-through rates within just 2 emails.
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