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.
Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!
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.
Hong Kong, October 21-22
London, November 13-14
San Francisco, November 13-14
London, November 18-19
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
October 23, 2014
1:00pm ET/10:00am PT