I know what you’re thinking; ‘Faye, why are you writing about email marketing? It’s a dead medium, it’s all about chatbots now, they’re the future, I don’t even know why I clicked on this blog...’
Well, don’t worry, I agree with you. Not with the part about why you clicked on this blog, but definitely that section about how chatbots are the future of marketing. They are.
However, that doesn’t mean that you should just give up on email! The most successful marketing campaigns are those than combine multiple channels. Combining email with chatbots and SMS is bound to deliver the best results.
But in a world where we’re inundated with emails every day, how do you make yours stand out from the crowd?
Here is the simple, but effective, 7 step checklist I use when crafting emails.
1 Why Am I Sending This Email?
Sounds obvious, but before you do anything else, you need to be clear on the goal of your email. The fact of the matter is, any email without a clear purpose will be ignored in a full inbox. Your goal can be anything; reconnecting with old leads, or driving more traffic to your website. Just make sure it’s clear to you and your audience.
2 Do I Have the Right Content?
Depending on the emails purpose, your content will come from different places. It could be from reputable third parties, your clients, or in-house. It doesn’t matter where you gather it, as long as it’s specific, and will add value.
3 Do I Have a Readable yet Exciting Template?
The look of your email is just as important as the content, after all, there's little point curating great content if you can’t entice people to read it. Your design should be professional, on brand, but exciting. Keep in mind that it should be easy to read with an obvious call to action, not just pretty.
Top Tip: Don’t forget to make your template mobile friendly, half of emails are opened and read on mobile devices!
4 Have I Made it Personal?
Personalisation is when you add tailored information to a newsletter. The most common form of this is starting the email with the name of the subscriber, something I’m sure you’ve seen in your own inbox, but doesn’t have to be limited to just that. Implementing personal elements into your newsletter is proven to help raise click through rates.
5 Is My Subject Line Killer?
Like personalisation, a perfect subject line is key to a great email as it will directly influence your open rate. To make your subject line stand out you should keep it short, catchy and to the point. However tempting it may be, DON’T make it clickbaity. You don’t want your audience to click expecting one thing and then end up getting something else, all you’ll achieve is a loss of trust in your brand.
6 Have I Included Images?
You probably added in images when you created your template, as this is a good way to add interest. If your template it just text, go back and change it. Also, don’t forget to add the alt text. If the images don’t load the alt text will briefly describe the images, allowing your content to still be communicated to your customers.
7 Did I Analyse the Data?
Once your email has been sent, the hard work is just about to begin. Use the data to analyse how successful it’s been, and then make small changes each time you send another email.
Need help crafting email copy that is fresh, compelling and informative? Book in a call with me to see how I can help you find your brand voice.