Email Engagement Checklist 1

Is this the appropriate audience? I cant stress the importance of audience enough

. Sending to the wrong audience is like showing up at an email marketing conference and talking about chess. No one cares. You must spend the appropriate time defining the audience most likely to react. Then you must do the segmentation necessary to get to that audience. You should have targeted email addresses list.

Is my message targeted, personalized, and relevant? Targeting goes hand-in-hand with proper audience identification. It also enables you to leverage what you know in order to personalize the message (e.g., We know that you recently bought a new mattress and wanted to let you know that all of our bedding is 10% off ).

Personalization will humanize your communications and draw attention to their relevancy. It includes everything from name to purchase history (Ill note that name is an expected field and including only this as a personalization field can be insulting to a subscriber if the rest of the content isnt relevant). A general rule of thumb is that the more personalization, the better. Most email marketing systems make it extremely easy to personalize so you can leverage the benefits of an individual and humanistic message.

Does my message communicate a clear incentive or benefit? No matter what you define as the ultimate goal of your email communication, part of what will make it successful has to do with the initial offer. The best offers tap into the core desires of the target audience. For example, people like to feel recognized, valued, and part of an exclusive group. You must always keep in mind that your job as a marketer is to compel people to do something. Many times, this means clearly spelling out the benefits especially why your audience wants to act now. Other times, this means including a special incentive that may be as simple as a discount, coupon, or a contest.

Good email marketers realize that their constituents time is precious. Another general rule of thumb is that recipients should be able to open your message and understand what they are to do and why within three to five seconds. Test this on your spouse, significant other, kids, or a department that isnt as familiar with the email. Let them open the message and look at it for five seconds. Then have them close the message and tell you what they think theyre supposed to do. Its a simple test that will tell you a great deal.

Does my message make the recipient want to take action NOW? A great message with a clear call to action includes urgency. Youve seen those segments on Home Shopping Network that tell you the 20-piece set of pots and pans is available for only five more minutes, right? They have a little clock counting down those five minutes and show you all of the people who are ordering those very pots and pans that you must have. This is a traditional off line approach that also works well for online. You should give your recipient the exact way to reach you and the time by which they should respond. Internally, many organizations know that their employees wont respond to something unless theres a deadline. Its the same thing with external email.

Deadlines are crucial. Dont beat around the bush here. Tell them by when. Tell them why its important to meet the deadline.

Email lists for marketing can bring the fastest benefit.

by: Smile2012

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