When it comes to keeping in touch with your customers, prospects, suppliers and partners, it makes sense to use email. It’s a relatively inexpensive way of keeping your brand in front of those that matter to your business with useful, relevant information.
Of course, as with all our marketing activity at the moment, we need to be mindful of the messaging and focus on providing value rather than selling.
Just in case you’re in doubt about the power of email, some statistics are provided below:
- CUSTOMER RETENTION – 80% of retail professionals indicate that email marketing is their greatest driver of customer retention (the next closest channel? Social media; identified by just 44% of those same professionals). (Wordstream https://www.wordstream.com/blog/ws/2017/06/29/email-marketing-statistics)
- RETURN ON INVESTMENT (ROI) – Email marketing is renowned for generating an ROI; £42 for every £1 spent (Data & Marketing Association (DMA) Marketer Email Tracker Report 2019). It is also exceptionally powerful at engaging with current customers and improving your retention rates. (I’d using put ROI first but at the moment we need to be providing value, building trust and engaging with our customers and prospects rather than selling to them.)
At Key Principles, before we send any emails for our business or for our clients, we run through a pre-send checklist. We have pre go live checklists for our Google Ads campaigns and so it makes sense to have a checklist for pre email broadcasts too.
It can be scary pushing the button on an emailing so to reduce the scariness, here’s our checklist.
- COPY – Check grammar, spelling, punctuation and readability throughout the email.
- Copy the information in the email into Word and check for grammar, punctuation and writing suggestions
- Re-read the email yourself
- Ask at least one other person to read it too.
- TESTS – Send yourself and colleagues a test email. Preview the email in your inbox and preview it opened.
- LINKS – Make sure you’ve got at least one link to your website, ideally more. It’s an opportunity to encourage clients and prospects to visit your website. Check all links from your email are working and that they are going to the most relevant page on your website.
- IMAGES – If you have images, check the alt text is appropriate and that they link to appropriate content.
- CALLS TO ACTION – Check you’re using different calls to action. It’s often good to have different calls to action, with variations based on the type of content you are promoting.
- PREHEADER – Make sure any preheader text is updated and relevant to the emailer.
- SEND FROM – Check what email address you are using to send the emailing. Ensure DKIM is setup to improve deliverability from custom domains as well.
- SUBJECT LINE – Check your subject line and if you’re able to split test subject lines then check both for example. Check the subject line and the content make sense and work well together.
- DEVICES – Check your email is rendering correctly on various devices including PC, mobile, etc. It’s vital that’s it’s mobile friendly of course.
- EMAIL CLIENTS – Review how your email looks on various email clients from Outlook to Gmail and Apple Mail.
- TECHNOLOGY – Make sure you check your email on Android as well as Apple.
- LISTS – Check your email is being sent to the right email list if you have multiple ones (which you should have if you’re tailoring your message to segments of your database).
- MERGE FIELDS – Check all merge fields are working correctly – nobody likes to be called [first name].
- PERSONALISATON – Be personal; use the person’s first name because you can with email. With personalization, make sure you have a fall back in place, but better than this make sure all your records include first name and surname.
- UNSUBSCRIBE LINK – Make sure the unsubscribe link is on the emailer.
- FOOTER – Check the details are up to date and accurate.
- SHARING – Include options for your recipients to share the email with colleagues and friends as well as on social media.
- APPROVALS – Ensure that any approvals are received before you send.
- TEAM COMMUNICATION – Notify any teams in your business about the emailing and send them a preview of it.
- FOLLOWING UP – Ensure you have an agreed follow up process especially with your sales team.
- SCHEDULE – Agree when the emailing will happen and set it to go at the appropriate day and time if you’re scheduling it.
Now hit send.
I hope this email checklist will help you press the send button without going into a panic.
Of course, once the email has been sent, it’s then important to review the results and adjust your email marketing accordingly.
For engaging and retaining customers, for developing relationships with prospects and for providing timely useful information to all stakeholders, email marketing is still a vital marketing tool. If you need any help with your email marketing, then please do get in touch, simply call us on 0115 880 0211, email firstname.lastname@example.org or complete our contact form and we will be in touch.