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.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
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.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.