You asked, so we're delivering! Last month we published an article called Lessons Learned from Purging Over 30,000 Unread Emails. In it we offered a slew of email marketing best practices. We heard lots of feedback that the article was really helpful, but many of you wanted an email marketing checklist that you could use to prioritize new activities and refine your existing efforts. So, we're delivering! Check out our to-do list for email marketers:
Sending Emails
Crafting Emails
Unsubscribing from Emails
- Verify all contacts have opted in to receive communications
- Create a list of unengaged subscribers to exclude
- Review and clean your email list regularly
- Avoid sending generic "email blasts" to your entire list
- Separate emails into categories and allow subscribers to opt into specific communication types
- Respect subscriber preferences for email types and frequency
- Build subscriber list segments based on engagement data and tailor emails to those segments
Crafting Emails
- Use mobile-friendly email templates and layouts
- Test emails on multiple devices (mobile, desktop, tablet)
- Pay particular attention to the subject line and preview text
- Be honest in your messaging
- Format emails for optimal readability by breaking up text with relevant images
- Include clear calls-to-action (CTAs) to tell recipients exactly what action you want them to take
- Consider spam filters when choosing how many images to use
Unsubscribing from Emails
- Make the unsubscribe button easy to find and use
- Keep the unsubscribe process simple
- Offer other alternatives before unsubscribing (like pause emails customizing frequency)
- Honor opt-out requests promptly
- Be respectful during the opt-out process
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