Email Pre-Flight Checklist: What To Do Before You Send – Automational Blog

Source: blog.automational.com

email-marketing-automation-blogIt’s unfortunate when you send an email to a marketing list only to realize that you’ve misspelled a critical word or left off an important part of your message. It’s worse when your opens and click-throughs don’t live up to your expectations, and you don’t know why until someone informs you the email you sent them arrived with broken formatting, or wasn’t readable on their smartphone.

To help remedy this, we’ve created a short list of things to double-check before you send the email to your list.

PROOFREAD

It’s easy to skimp on proofing since Microsoft Word and iOS Pages have so many tools to help out. One example of why electronic checks aren’t enough: “two bee or not too bee” is a sentence that is comprised entirely of words that are spelled correctly, but clearly convey the wrong message. Until spellcheckers have a better grasp of context, be sure to check your email for spelling and grammar errors before you send. These errors can damage your organization’s professional reputation and distract your recipients from your message.

USE A CLEAR “FROM” NAME AND EMAIL ADDRESS

Generic senders such as “info@company.com” or “Sales” often get ignored. Make sure that the values you use for your “From” name and email clearly indicate who you are in order to avoid confusing your recipients. If they don’t recognize who the email is from, they aren’t going to open or read your message. The “From” identity should be someone that the reader knows (their account manager), recognizes (the CEO or other notable person), or would be expecting an email from (Customer Support or Automational Newsletter).

HAVE BACKUP VALUES FOR DYNAMIC CONTENT

Include a default value if you incorporate dynamic text into your emails. If a recipient’s first name is blank, for example, and you’re using a first name personalization, you want to ensure that this field is filled with something like “Loyal Customer” rather than nothing at all, which would cause them to receive an email that started with, “Dear .”

When you add dynamic text to your template, it will look something like this: ${Recipient.contact.firstname[0]!””}. Including a default value with your dynamic text (just in case that data isn’t filled out for a recipient on your list) looks something like this: ${Recipient.contact.firstname[0]!”Customer”}.

TEST YOUR LINKS

Make sure all of your links work prior to sending your email. Broken links will prevent your recipients from accessing your content and may make them less likely to try again in future emails.

CHECK YOUR TEMPLATE ON MOBILE DEVICES

You already know that a huge percentage of emails are read on mobile devices, but do you know how your template will respond to the variety of devices and browsers with which it could be opened? Most marketing automation tools will allow you to preview your message on different sized screens and make sure everything appears as intended.

INCLUDE A TEXT VERSION OF YOUR HTML EMAIL TEMPLATE

The text version provides additional support for your template so anyone who doesn’t receive HTML emails (whether by choice or because their email client doesn’t support it) can still read your email. Including a text version will also decrease your spam score.

CHECK YOUR SUBJECT LINE

Your subject line is the first part of your email that your recipient will see, so it is vital that it grabs their attention and gives them a good idea of the purpose of your email. Sending out emails with an irrelevant subject line or with a subject line containing typos or grammatical errors can decrease your email open rate and harm your credibility. Include keywords that will resonate with or appeal to your audience, while avoiding key spam trigger words or phrases such as “free,” “earn money,” or “meet singles.”

KEEP IT SHORT

Regardless of the purpose of your email, remember that your email is just one of dozens (maybe even hundreds!) of emails that landed in your recipient’s inbox today. Consider this a “back to the basics” best practice: keep it as short as you can without losing the core message.

Break the content into sections for better readability. Ideally, your recipient would read every word of your email, but in truth, many readers will probably skim the message. As you’re writing, make it your goal that the reader should be able to determine the key elements of your message and the action you’d like them to take with only a 10-second scan through your email.

CREATE RESULTS WITH A CLEAR AND COMPELLING CALL-TO-ACTION

What are you hoping to achieve with this email? Generate registrations to an upcoming event? Drive downloads of your latest eBook? Include a very clear call-to-action that instructs the reader to do just that (“Register Here” or “Get the eBook”). Limit the number of links and options within the email to encourage the customer to act on your primary offer.

BUILD BRAND CONSISTENCY: TONE, VOICE, AND IMAGERY

The customer should be able to recognize your company identity immediately when they open and read the email. Always include your company name and logo to reinforce your brand. The tone of the content should match your company as well. An email from a pet sitter could be fun and playful, but imagine getting an email from a funeral home with the same tone.

Whether conversational or more conservative, make sure your tone is consistent across communication channels, speak to your audience in a simple, straightforward manner, and keep pushy sales lingo to a minimum.

BECOME A CONTENT CRITIC

Before your email is marked as spam, double-check your content for potentially problematic words and phrases. Words like “discount,” “pharmacy,” and even “spam,” as well as large numbers, dollar signs, or excessive exclamation points, can make your message seem less credible.

Providing relevant content, writing an appropriate subject line, and using professional language and punctuation will help boost the legitimacy of your communications.

| CRM & Marketing Automation Tips

Download a one pager of this list via: Email Pre-flight Checklist

 

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