You have a new product or a promotion or a research report or you’ve added a new location and you can’t wait to email your customers about it. Get set go… NO STOP. As a small and medium business, chances are that you are the jack of all trades running pretty much all departments of your company yourself or with a small team.
According to The Radicati Group, an average user transacts over 126 business emails per day. Drowning in a flurry of emails, why should the recipient pay attention to your email? Below are ten housekeeping rules to follow as you begin ideating on an email campaign.
1. Think about “What’s in it for me” from your recipient’s perspective
Be clear about the objective of your email and does that objective fulfill some need gap or knowledge gap for your recipient.
2. Which email marketing service do you use?
Email marketing platforms are multiplying by the day. How do you select what’s best for your business. A few parameters to keep in mind include: cost, ease of use, design options, campaign reports, social media integration, contact list management options, and open rates. Check out this link for the best email marketing platforms Best Top 10 Email Marketing Services Here is another resource for selecting email marketing platforms Best Email Marketing Software for Small Businesses
3. Is your email mobile friendly?
According to Marketland.com nearly 68 percent of emails are viewed on mobile devices and 52 percent of those are opened on smart phones.Does your email display optimally on all devices – mobile, desktop, laptops? Is the design crisp and content precise?
4. Do you have an explicit call to action button in your email?
Be explicit about what would you like your readers to do, for instance do you want them to claim an offer or register for an event. The call to action button should be prominently positioned in your email.
5. How long is your email?
According to Marketing Sherpa, the average reading span of an email is 15-20 seconds. Your challenge is to balance content and creative and get your prospective customer to act upon your email in that time limit. So don’t go overboard, keep it short.
6. Is the content consistent in your email?
Does your subject line reflect the key objective of your email? For instance if your subject line says “5 signs you need a new pediatrician” your email body copy should focus on that and not any other subject.
7. Are all links in your email working?
Check, check, check. Before scheduling an email campaign ensure that all links – both website and email links are working. For instance, if your call to action is “To download dental hygiene tips for toddlers email tips@abcdocs.doc” ensure that it is an active email regularly monitored by someone designated in your company.
8. Is there a “Forward to a Friend or Forward this Email” option in our email?
Email forwards is an effective way to increase subscribers and expand campaign reach. Make sure to include “Forward to a Friend” option in your emails.
9. Which day of the week and what time is your email scheduled for?
In managing email marketing campaign for B2B clients, we have found success in sending emails on a Sunday evening. Experiment with a few different days and times to identify what generates the maximum response rate to your emails.
10. Are you analyzing email campaign reports in detail?
After every email campaign, block time to analyze the campaign report. What was the response rate, which links did the recipients click on, how many did not open, how many unsubscribed? Look for trends and patterns and work on identifying what could have been done better to improve the response rates.
In summary, before launching an email campaign think from your recipient’s perspective, put yourself in their shoes. What emails interest you and which one would you like to read amidst the many emails you receive in a day. If you follow these basic housekeeping rules, half the battle is won already.
Need help with your email marketing campaigns, check out our customer engagement services or email us at info@chimemonitor.com