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15 essential elements of every e-mail marketing

A simple and economical way to start sales is an email promotion. But in a hurry to a tight turnaround time, it's easy to make mistakes composing emails, miss crucial items or even mistakes and typos.

In this post, I will offer a checklist of 15 items that every marketing email should have. Print it and use it for your e-mail deployments.

Reminder: 15 Essentials of E-mail

Subject line. The subject lines should be short, concise and indicate to the recipient the contents of the message, in order to generate interest. Use a language that also guides the user to the desired conversion path. Check for typos.

Pre-header. A surprisingly underutilized item of email campaigns, pre-heads appear under the Subject line in the preview pane of the mail client. Do not repeat the words or phrases of the subject line. Instead, use the pre-editor as an extension of the subject line to help generate more interest from readers.

A good pre-editor -" More, just a few hours to shop … "- will not repeat the words of the subject line

Correct customization. When using customization in the subject line or the body of an email, examine and test the data to make sure that they are correctly inserted. Use the default values ​​when the data is missing. For example, use a default value of "Customer" when the first name is missing in your database.

Physical mailing address. To be CAN-SPAM compliant, each email marketing message must contain a physical mailing address.

Unsubscribe link. Another requirement of the CAN-SPAM law is that each email must include a functional unsubscribe link. Fortunately, many email service providers have the built-in opt-out feature. This prevents the sending of an email otherwise.

Opportunity to answer. On the occasion, subscribers click on "reply" to marketing messages. Make sure you have access to the email account that serves as the answer address for your email communications and that it is checked regularly. Subscribers may respond that they have changed their email address, that they want to place an order or that they have problems with your website.

Call for action. Unless the purpose is branding or providing information, each e-mail should have a direct and simple call to action that allows the recipients to click from any device

Photos in the first. Confirm that all images are loaded on all devices. Depending on the host, the images may be slow to display or not load at all.

Mobile rendering. Preview your creative content on Litmus, Email on Acid or similar tool. It will show how to render content in all combinations of devices and email clients. From my experience, it is difficult for an email template to be perfect in all combinations. Focus on the most common.

Appropriate audience. When you segment your audience based, for example, on recent purchases or demographics, make sure that the offer and the message are appropriate for the segment to which you are sending.

removal lists. Removing an audience from a campaign is easy to overlook. The consequences can be disastrous. Make sure the deletion data is applied to the campaign – before deployment.

Links that work and follow. Perhaps the most time-consuming task of preparing a marketing email is to verify that each link is correct and functional. Also, verify that all link tracking settings are updated, correct, and triggered. Broken links, incorrect links, and missing and dysfunctional tracking settings can ruin the results.

Click to call Most consumers open emails on their smartphones. Make sure your emails have a clickable direct call button.

The products presented in stock. Recipients of e-mails tend to buy items that do not appear directly in e-mails. However, confirm that the featured items are in stock before the campaign rollout.

Code of supply. Verify that the offer codes of your emails are active and working properly. For offers with a restricted expiry date, ensure that recipients have sufficient time to receive, open, and process the offer.