Are you about to send out an email campaign to your subscribers? Before you hit that send button, you should check a few things to ensure your email reaches the right people, provides value, and achieves your marketing goals. Here are some best practices to follow:
1. Filter out unengaged subscribers
Your email list is not static. Subscribers come and go, and their interests may change over time. Before you send an email campaign, review your list and remove subscribers who have not engaged with your previous emails. This will not only improve your email deliverability, but it will also increase your open and click-through rates.
Example: An e-commerce company could segment its list based on purchase history and send a targeted campaign to customers who have made a purchase within the past six months.
2. Provide value
Your subscribers signed up for your email list because they want to receive something valuable from you. Ensure your email provides them relevant and helpful information, such as tips, news, or exclusive deals. According to a survey, 78% of consumers unsubscribe from emails because they receive too many irrelevant emails (HubSpot, 2020).
Example: A healthcare provider could send a newsletter with health tips and advice relevant to their subscribers’ interests.
3. Send yourself a test email campaign
Before sending your email to your subscribers, send a test email to yourself to ensure everything looks and works correctly. Check for formatting issues, broken links, and typos. This will help you catch any errors before your subscribers see them.
Example: A marketing agency could send a test email to multiple team members to ensure the email is rendering correctly across different devices and email clients.
4. Check your links
Broken links are a sure way to frustrate your subscribers and damage your credibility. Ensure all links in your email work correctly and lead to the intended destination.
Example: A non-profit organization could double-check links to their donation page to ensure they work correctly.
5. Clearly identify the sender
Your subscribers should immediately recognize who the email is from. Use a recognizable sender name and email address, and consider adding your brand name or logo to the email header. According to a survey by SuperOffice, 45.90% of subscribers open an email based on who it is from.
Example: A fashion retailer could use their brand name in the sender name and email address to clarify who the email is from.
6. Write a compelling subject line
The subject line is the first thing your subscribers will see in their inbox. Make it count by writing a subject line that is relevant, catchy, and provides an incentive to open the email. A study by Experian showed that personalized subject lines increase open rates by 26%.
Example: A software company could use a personalized subject line that includes the recipient’s name and a question related to their product.
7. Make it easy to unsubscribe
While you don’t want your subscribers to unsubscribe, making the process easy and straightforward is essential. Include an unsubscribe link in your email footer, and honor unsubscribe requests promptly. This will help you maintain a healthy email list and avoid spam complaints.
Example: A restaurant could include an unsubscribe link with a message that encourages subscribers to update their preferences instead of unsubscribing altogether.
Final thoughts on sending effective email campaigns
Before you send out an email campaign, take the time to filter out unengaged subscribers, provide value, send yourself a test email, check your links, clearly identify the sender, write a compelling subject line, and make it easy to unsubscribe. Following these best practices will increase the chances that your email will reach the right people, provide value, and achieve your marketing goals.
Remember, your email campaign is only as effective as the effort you put into it. With some planning and attention to detail, you can create an email that resonates with your subscribers and drives results for your business.