Email Marketing Checklist - Free Download
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Email!Marketing!Checklist!
The!following!list!offers!a!best!practice!framework!against!which!to!assess!email!marketing!
campaigns!in!o rd e r!to !maximise !o pe n !ra te s!a n d !clic k!t h ro u gh s !fro m!that!campaign.!!
!
Unfortunately,!there!is!no!magic!form u la!that!ca n!b e!ap plied !to!all! em ail!marketing!campaigns!to!
guarantee!success.!Markets!an d !au d ie n ce s!a re!in fin ite ly!v aria b le !in!th e ir!co n stitu tio n,!b u t !th e !
following!list!sho uld !he lp!en su re!tha t!the !bas ics!are !cove red !for!w h atev er!m arket!is!being!targe ted .!
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1!
Does!each!email!have!a!specific!goal!
!
It!is!clear!from!the!content!what! the !user!is!exp ecte d!to!do !on!rec eipt!of!th e! em ail!(ie!
there!are!not!lots!of!comp eting !calls!to!action ) !
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2!
Is!template!mobile!responsive!and!has!the!campaign!been !re vie wed!on!a!n u mber!
of!devices!
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Template!collapses!to!mobile!devices!as!you!would!expect!and!provides!consistent!user!
experience!compared!to!desktop!experience!
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3!
Is!subjec t!lin e !c o n cis e! an d!directly!relevant!to!email!content!
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50!characters!ideal,!but!emphasize !first!32 !to!account!for!mobile!device!cut-offs!(32!
characters!for!iPhone,!40!for!Android).!Good!rule!of!thumb!is!4-7!words!
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4!
Does!the!subject!line!communicate!the!core!purpose!of!your!communication!
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If!the!ema il!is !lo o kin g !fo r!a !user!to!sign!up!to!a!free!webinar!–!ensure!these!words!are!
included !in !yo u r!s u b jec t!lin e.!
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5!
Does!the!design!of!your!email!immediately!grab!the!attention!of!your!reader!
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Having!opened!the!email,!is!there!an!image!above!the!fold!which!is!likely!to!appeal!to!
your!audience!and!make!them!want!to!continue!to!read!more!of!your!message!
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6!
Is!the!email!personalised!E g!a d d r es se d !t o !D e ar ![F irst !n a m e ]!
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Reader!is!more!likely!to!associate!the!content!with!their!own!needs!and!read!on!to!the!
detail!of!the!message.!
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7!
Main!links/calls!to!action!appear!above!the!fold!
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Main!CTA!can!be!repeated!at!the!end!of!the!email!but!immediately!focus!the!reader!on!
the!purpose!of!the!com m u nica tion!b y!pres entin g!this!as!hig h!up !the!pa ge!as!p ossib le!in!
the!first!instance.!
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8!
Use!large!visua l!ca ll!to !a c tio n !b ut to n s!where!po ss ib le!b u t!in !t he !fo rm!of!HTML!
not!a!graphic!
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9!
Do!text!links!appear!in!blue,!bold,!underlined!and!separated!from!main!body!
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source: verseone.com
