A successful email marketing strategy involves various elements, but the magic is in the details—get those right, and your business objectives are within reach.

Here’s a concise checklist of dos and don’ts to help you create engaging marketing emails that stand out in crowded inboxes.

Understanding Your Purpose

Before starting your email, consider why you’re emailing. Are you welcoming new customers? Launching a product? Nurturing leads? Your objective will dictate the type of email you craft. Here are the different types and when you should use them:

– Newsletters: Regular updates to keep customers informed.
– Lead Nurturing: Emails designed to move leads through the sales funnel.
– Informational Emails: Announcements about new products or events.
– Transactional Emails: Automated emails triggered by specific actions (e.g. order confirmations).

Building Your Email

Here are a few things to consider when it comes to building your email.

– Compliance: Ensure permission to email recipients and include an ‘unsubscribe’ button.
– Timing: Send emails between 8am-7pm for optimal open rates. Avoid late Friday afternoons.
– Frequency: Find a balance – too many emails can annoy, too few can be forgotten.

Subject Lines

A compelling subject line is crucial, it’s the gateway to your email content. Here are some top tips.

– Make it concise and relevant.
– Personalise when possible (e.g. use recipient’s first name, ensure the content it super relevant to them).
– Avoid spam-trigger words like ‘FREE’ or ‘CASH’.
– Use emojis sparingly and appropriately.
– A/B test subject lines to see what works best.
– Check how it will look in the inbox.
– Test it by using a website such as ‘send check it’.
– Use the pre-header (the text that’s visible after the subject line).

Branding

Consistency is key when it comes to branding. Here are 3 easy checks to do on all of your email content.

– Ensure emails match your brand’s visual and tonal identity.
– Use templates to maintain consistency across different types of emails.
– Include your logo, brand colours, and a consistent tone of voice.

Call to Action (CTA)

Your CTA drives the desired action and is arguably the most important part of your body email. These suggestions can help you create more effective CTAs.

– Decide your goal before crafting the email (e.g. read a blog, book a table).
– Make CTAs clear and visually appealing, preferably as buttons.
– Keep it short – e.g. ‘Sign Up Now’, ‘Learn More’.

User Experience

Ensure your emails are user-friendly, the below tips will help make your emails readable and accessible.

– Responsive Design: Ensure your images are in proportion to the rest of the email and your buttons stay or move to where you want them.
– Font Size & Colours: Use readable fonts and high contrast colours.
– Accessibility: Include alt text for images, use manageable text sections, and ensure quick-loading media.

Summary: Dos and Don’ts

Do:
– Ensure compliance with an unsubscribe button.
– Craft concise, intriguing subject lines.
– Use personalisation where possible.
– A/B test subject lines.
– Maintain brand consistency.
– Prioritise user experience and accessibility.

Don’t:
– Send emails at unsociable hours.
– Use click-bait subject lines.
– Email without permission.
– Use spam-trigger words excessively.
– Overuse emojis.
– Choose hard-to-read fonts or colours.
– Skip the preheader text.

By following this checklist, you’ll be well on your way to creating impactful marketing emails that engage your audience effectively.

Remember, Reach can assist with all aspects of your marketing activities. Our experts offer transparent guidance tailored to your business needs. From initial ideas to achieving objectives with precision targeting and regular reviews—we’re here every step of the way.

Speak to a member of our team today to discover how our solutions can elevate your next campaign.

*(OptinMonster,2023)