However, designing and sending can quickly lapse into a tweak of an existing template, or a resend of last week’s message, which can lead to customers switching off, or worst case unsubscribing.
To keep your messages fresh, run through your own email checklist each month to ensure your business stays interesting and relevant to your customers:
1. Is my subject line short & punchy? Lead with an offer, say what’s in the email, make me want to read more.
2. Does my brand stand out? Clear logo, snappy headline, repeated in small print at the top to appear in the email preview screen.
3. How do I want my customers to shop? Highlight your telephone number if you want them to call, your website if you prefer them to shop online.
4. Can my customers log in? Make Sign in/Forgotten Account details easily accessible at the top.
5.Am I promoting today’s bestsellers? Promote seasonal products first, general messages second.
6.Does my email shout one clear offer? Your customer only has a few seconds to scan your message.
7. Does my imagery engage my target audience? Smiley faces, happy babies, stunning sunsets draw attention quicker than product shots, however brilliant your product!
8.Can I get personal? ‘Dear Emma’, ‘Hi’ or ‘Welcome’ will soften the sales message. Sign off ‘All the best, Sarah/the Sales Team’, as appropriate for your business.
9.Is my introduction topical? No more than 2 sentences, readable font, avoid small text or light colours, DON’T SHOUT, and avoid too many exclamations or dots……..!!!!!!!!! (as this can look tacky)
10.Are competition details easy to grasp? What is the offer, how can you enter, when is the closing date, are there any big restrictions?
11. Does my discount code stand out? Large font, bold colour, easy to remember, mention it again at the end (but pretend that it’s an exclusive, secret offer for your eyes only, for 48 hours)
12. Does my email leave customers wanting more? For your email to drive traffic to your website, don’t tell them everything up front.
13. What is my main call to action? No more than 4 words, linked to a relevant place to ‘Read more’, ‘Shop now’, ‘Check Availability’ or ‘Browse Range’
14. Is all the small print in the footer? Closing dates, last delivery dates, customer services contact details, unsubscribe links, logo and registered company address are all legal requirements.
15. Can my customers help me sell? Social Media buttons encourage your customers to become your ambassadors.
Just running through some of the items on this checklist will help turn your email marketing from this week’s ‘to do’ action, into an engaging piece of communication that drives your customer back into your shop. Hopefully each week.
