Today, email campaigns must be targeted, relevant, and break through the noise and hurdles of our inboxes. Gone are the days of effectively reaching your audience with mass emails. To be effective, let’s break down the necessary pieces of an effective email. Ask yourself these questions before you hit the send button.
1. Did you find the right contacts?
Before you even start the email process, you must find the right contacts for outreach. It’s crucial that you identify your desired contacts in a matter of seconds in order to save loads of time.
2: Are the email addresses accurate?
The truth is, an email will not be received unless you have the right data. Therefore, you must have strong data and find the missing data. This will ensure the right email gets to the right contact, each and every time. (Learn how to build great, accurate lists for your emails with the free RingLead ebook, List Building: How to Build the Best Lists Ever.)
3: Will your emails be viewed or put into spam?
If your email went to the correct address, did it hit their inbox or their spam? Check your emails against an email spam system before you hit send. New email spam systems pop up all the time, so go online and search for tools that can check to see if the email that you’re sending looks like spam.
If it does look like spam, and it gets scored like spam, it’s never going to be seen. Email spam systems break your email down, telling you what’s wrong, and allowing you to fix it.
4: Will your emails be read?
Spam emails can also be uncovered by simply reading them. It’s fairly obvious when an email looks like spam. During a recent webinar with Cirrus Insight, RingLead CEO Donato Diorio did a spam test, where he showed four emails and asked the audience for the one that wasn’t spam. He displayed each email on screen for 10 seconds. More than 50% found the non-spam email. As humans, we’re able to determine whether an email is spam by the visual structure of the email…in seconds.
Before you send an email, have someone in the office take a look at it. Ask them if it looks like spam. We’ve been trained for many years on what spam is and is not. Simply exercise that capability.
5. Is the email well written?
If finding the right contacts is the easy part, then writing emails to potential customers can be one of the most difficult tasks for any marketer. That being said, there are steps that can make emailing easier. To start, make sure that your email is personalized. People are wary of being spammed, and your email to even just 15 people with the same message can come across as spammy. You’ve got to write that email to each and every one of your audience members if you want to get traction.
Did you entice them?
Now we shift our focus to the content of the email. It’s reaching your audience, but is it interesting? Should they care? Are you targeting the right demographic? Have you segmented the email? Does it assert influence? The message, audience, and content itself needs to grab attention.
Were they impacted?
Impact is not about gut feelings. Impact is about metrics. Measure the impact of your email by the long-term success of the customer that comes from your emails. I focus on the real numbers, such as opportunities and pipeline, as a result of email. These numbers trump actions, such as open rate and clicks. According to CEO Donato Diorio, “An impactful email is one that creates a customer.”
6. When do you plan to send the email?
There is a right time to send an email, and there is a wrong time to send an email. Sometimes, the timing doesn’t matter. But do you know the difference? A detail as seemingly trivial as the timing of an email can determine whether or not a lead responds at all. For example, many tests have found that emails sent during the workday on Tuesdays and Thursdays tend to have the highest open rates. I receive emails from Jim Keenan (known as A Sales Guy) over the weekend, and it breaks through because it’s the only work-related email I receive on my day off.
7. Do you have tracking in place and are you going to look at it?
We’re in an age where sending emails blindly will no longer cut it. In order to thrive in 2015, you need to know which email strategies are most effective. The way to do that is through analytics. Create dashboards showing email opens and customer engagement and report on it weekly, if not daily.
Check out even more tips on email success with the latest infographic from Heinz Marketing and RingLead.