Does every e-mail campaign include the date, a call to action, and other essentials?
In the fast and furious world of e-mail marketing, important things fall through the cracks all the time, creating embarrassment and lost revenue opportunities for the sender.
In a near-miss a few weeks ago, an event marketing client of mine almost forgot to put the date and location of the event on the e-mail, an all-too-frequent industry mistake. In another e-mail, the business almost left off the "Register Now" button.
Another client left the call-to-action links out of the copy -- leaving readers with no clue as to what to do after reading the very compelling copy.
The antidote for this marketing amnesia is the e-mail checklist. I've been creating them as a service to my clients (and myself -- since I want the e-mail I write to perform well!).
It only takes a few minutes to get started on yours. Look at a current e-mail and jot down all the components included (or that should have been included!). Consider this checklist a work in progress, since you'll likely add key lessons as you go along. I'm on e-mail checklist version 4.0 for one client, and it's only been a month.
Here are some things to consider for inclusion on your checklist.
When you review copy in its final design, it may read differently than how it was originally written in a Word document. Copy points to watch for:
Of course, your own e-mail checklist may differ greatly from what I've outlined here depending on your own product, company, e-mail objectives, and so on, but this should give you a baseline for getting started.
Three Things to Remember
What do you have on your e-mail checklist? How do you handle your internal review process? Let Karen know for future columns.
Want more e-mail marketing information? ClickZ E-Mail Reference is an archive of all our e-mail columns, organized by topic.
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Karen Gedney, an award-winning creative director and copywriter, shared her insights as a ClickZ Experts contributor from 2000 through 2009. She was known for her successful track record of achieving high e-mail response rates for Fortune 1000 companies and leading organizations. She died Nov. 16, 2010.
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