3 Must Do’s Before Launching Your Email Campaign
Written, designed, and ready for take-off. Right?
This is how I used to approach sending out an email campaign. However now, after years of practice and getting my hands dirty in the email marketing plans of several wineries (and well-known brands), I’ve learned that there is much more to crafting and sending a well-performing email.
Here’s my top three must do’s before sending an email campaign:
SEND A TEST EMAIL (OR SEVERAL) AND ACTUALLY TEST IT
This may seem like a no-brainer. However, I can’t tell you the number of people (from clients to co-workers) that I have witnessed skimming a test email. Have you ever baked cookies and realized you forgot that tiny pinch of salt that the recipe called for? You might think it’s no big deal until they come out of the oven and just taste weird. Now, all of your prep to make the batter and the time you waited for them to cook in the oven was for nothing! Forgetting the salt in your cookie batter is like forgetting to thoroughly test your email campaign.
Here’s what to do: Test all of the links (including those you’ve attached to images and graphics). Do the links land where they are supposed to? If you’re using UTM’s, are they updated and tracking correctly? And don’t forget to proof read all of the text to avoid any grammatical errors or typos.
OPTIMIZE YOUR GRAPHICS
Short and sweet is better these days, and brands often find more success by capturing their audience through visuals. After all, the average person gets bombarded with about 6,000 - 10,000 ads per day! So how do we capture our audience's attention in this crowded market?
One of the simplest ways to draw attention, is to ensure that you don’t lose their attention! When you optimize your email graphics (e.g. correct size, alt descriptions, proper links, etc.) your email will load faster, especially on a mobile device. Seamless loading equals no waiting. Your audience can now quickly skim (yes, the audience is allowed to skim) and choose whether or not they want to click through. Optimized graphics also means not sucking up your audience’s data on their mobile plan—yikes!
CHECK YOUR EMAIL ON ALL PLATFORMS AND IN MULTIPLE SETTINGS
Remember: we are not all created equal, and neither are the devices where we read email. From Apple to Samsung, and desktop to iPad, each device lends its own unique email viewing experience.
Before hitting send, review your email on desktop and mobile (don’t forget to check dark mode!) to make sure that all graphics and text are in line and visually appealing. Put yourself in the reader's shoes and ask: is this a pleasant viewing experience for me?
BONUS TIP - CHECK YOUR SEND LIST!
How often are you checking in on your audience list? Are you checking past campaigns to see unsuccess rates and unsubscribe rates? Are you checking to see if any subscribers need to be scrubbed? If your unsub and unsubscribe rates are higher than your industry average, it can be a sign that something is off with your email template or structure, thus making the customer experience…lacking.
Aim to create a fluid customer experience that your audience enjoys following along with. From welcome journeys, to cart abandonment—the customer journey is a continuous river and we’re along for the ride!
Are you ready to start seeing higher ROI from your email campaigns?
Send me a note and let’s chat about how we can elevate your customer journey.
