Sending out email campaigns is an effective way of directly sending your marketing efforts straight to someone’s inbox. An email campaign will get sent out to a list of people who you know for definite are interested in you and your work.
However, people will often send out emails without checking everything is perfect
Emails need to be written to the best of your ability; any less, people will be quick to react negatively. People will feel discouraged the minute they see a poorly organised and grammatically incorrect email. As an author, your email subscribers expect to see grammatically correct emails that add value to their lives and shows your credibility.
One of the best things to do before sending an email out to your email list is to check it against a checklist. Here’s a small, generic checklist we have compiled for you to start with.
Send date and time
Once you’ve written your email, you may choose to just send it out then and there. However, if you have an optimised time for you to send it out - the time your email subscribers are most actively checking their emails and reading them - it’s a good idea to schedule it to be sent out at this time. If you schedule your emails, simply double check the time and date to make sure it’s correct.
Subject lines are one of the most important features of your email; think of them as a headline that entices people and encourages them to click and read. When checking your email, it’s important you check your headline. Check it fits as it should in all inboxes, check it appears as you want it to, check it’s grammatically correct, and anything else suitable to you.
In the footer, you should have your contact details, sending address (see below), social media links, and anything else relevant. The footer is more than likely going to involve a large amount of links so it’s important to check all links work.
In an email, you should include your sending address. This is simply for legal reasons, so it’s important to check that you’ve included this email address. It can be in the footer or anywhere else suitable.
For legal reasons, you have to include an unsubscribe link. It needs to be easy to use and find, giving readers the chance to just click and unsubscribe if they wish to. Make sure the link works and will send unsubscribers to the correct place.
As mentioned, social icons will usually be found in the footer of an email campaign. You need to ensure each social icon is linking to the correct social media account and will take readers where they want to go.
The content within your email needs to be…
It’s extremely important to get your content correct. It needs to be relevant, engaging, exciting and interesting. As well as this, it needs to be high quality and easy to read. The easier it is to read and digest, the better your email is going to perform.
Are the images you’ve included relevant and effective? Are they of high quality? Double check these details to ensure your email looks as good as it possibly could. If you’ve added links to your images, make sure they work and link through to the right place.
Your call to action buttons are going to have links within them, so do they work? Make sure every button you include within your email campaign works and will take readers who click on the link where you want them to go. Make sure the actions you wish them to take are easily understandable and easy to do.
Before sending out an email campaign, you must send it to yourself. It’s important to send a test campaign as it’s what will make you understand what your email will look like in an inbox. Knowing this, you’ll be able to optimise the email overall and adapt it so it looks much more engaging and eye-catching within an inbox. Make sure to do these tests until you’re 100% happy with the email and the way it looks.
A/B testing an email is always a good practice as it allows you to see what style of email works best. You can determine, depending on performance, what your audience prefers and what they engage with more. From this information you can optimise emails you send out and get the highest levels of engagement and interaction you could possibly get.
It’s then, obviously, about sending your email out to your email list. You will more than likely always send out bulk emails to the whole of your list - especially if it’s an update or news - so it’s just a matter of remembering to choose the correct email list if you’ve more than one.
Sometimes, you may be sending out different emails to different groups or just send one email out to one specific group. This is where you have to be certain on the group you’re choosing to send the email to and ensure you’ve selected the correct one.
Always double check no matter what you’re doing
Always think about what your audience want to receive from you and what works effectively.
After the Send
After you’ve sent it, you will automatically see insights and analytics. From the insights and analytics you’ll be able to determine what works and what doesn’t.
A good practice is to measure a certain metric within your analytics every time you send out an email
This way, you can see the progression you’re making and clearly see the improvements or where isn’t improving as much. This enables you to see what needs changing and what can stay the same.
You want to continuously get the best results you can, so it’s important to check your analytics and insights whenever possible.
Without an email checklist, there may be elements you forget to check or add. That’s why it’s important to have a generic checklist for everything you send out. This way, you know exactly what needs to go into every email and if you’re missing something; the checklist will make it obvious.
A checklist is there to help you send out the best quality emails possible
Emails that are bad quality gives your readers a bad impression of you; it makes it seem like you don’t care. Your emails need to add value to people’s lives and give them a true insight into you or certain topics you want to discuss.
Without a checklist, you more than likely won’t create an email as effective as you could. A checklist enables you to see what you need and should have, and if anything’s missing, the checklist makes it glaringly obvious.