According to The Relevancy Group, US marketing executives credit email with creating the same amount of revenue as their social media, website, and display ad efforts combined. Even though many predicted social media to overtake email in marketing efforts, it’s still producing results. Marketers can attract and convert new customers with a well-executed email marketing strategy.
How? Chances are if email marketing isn’t dead, you’re not the only marketer utilizing it. Your customers or potential customers’ inboxes fill up daily with newsletters, headlines, and sales offers. The answer is, very carefully. A well-executed email marketing strategy requires commitment and planning to stand out.
The best way to engage a reader is to send quality and error-free content. Depending on the scope of the project, this is a daunting task. Implement these 7 steps on your next email marketing project to improve quality control. (Hint: Save this as checklist for all future email projects.)
- Compliance. Research existing email marketing rules and comply with them. This is the best way to avoid high complaint numbers or being flagged as a spammer. Set up a Google Alert to notify you anytime something new is written about regulations to stay in the know.
- Know your service provider faults. Mailchimp, Aweber, and Sendpepper are just a few available email marketing solutions. Marketers utilize providers to send mass email campaigns and track the results. Know faults or quirks of your provider before sending emails. Do they recognize symbols or characters used, etc.?
- Proofread multiple times. Proofreading is a valuable step that needs to be repeated 2-4 times during the creation process. It isn’t limited to checking for spelling errors. Check word choice, word usage, and wordiness during the process as well. For best results split the proofreading between two proofreaders so each one sees the product 1-2 times.
- Test all variables. Test the inner workings of the email before it goes live. Verify links work, landing pages load, and the reply-to field is accurate.
- Preview. It’s near impossible for you to craft an email that works in every browser the first time. You only know if you test it. Preview the email in every available browser, email provider (i.e. Gmail or Outlook), and be sure it’s mobile friendly.
- Listen to customers. Once an email campaign goes live, listen. Monitor your inbox for reader feedback. Monitor the internet by using tools like Google Alerts and social media management tools. Both of these notify you if anybody posts a comment or article about your company. Having this information in the moment lets you actively responds with gratefulness or a solution.
- Revisit. If the email is one you plan to use for a length of time (i.e. welcome autoresponder), schedule time on your calendar to revisit it. What is relevant or works today may not be relevant 6 months from now. Since technology is ever-changing, schedule a calendar reminder every 1-3 months.
Make the most of your email campaign by creating and sending quality content that works. Save this list as a checklist for future email marketing campaigns and improve your quality control efforts and results.