Email marketing is one of the tactics which is largely recommended for improving communication, getting new subscribers, and maintaining existing clients.
However, there are a lot of mistakes that happen; after all, even though you are a savvy marketer, you are still human. But it’s important to prevent those errors and for that, you need to understand what to check before sending the emails.
What Are The Things You Need To Check In Your Email?
Silly mistakes happen; it might get easier than you believe. And you realize when you click on the hint button it can be the broken link or wrong information. This leads to embarrassment and a waste of opportunity.
And that’s why you should check these things to check the emails in your email marketing.
Email Marketing Checklist includes:
Having Broken Links In Email
One of the most common mishaps that happen, and it’s considered the nightmare of marketers, especially when you have the goal of lead generation.
This is why it’s important that you check the links you have added to your email.
Make sure the links are working, and this should be on your list.
It should be easy to click, and every single one should load faster.
There should be no 404 error or broken link in the email.
The Forgotten Links
A close second to the broken link is the links that are forgotten.
The most common instance is a forgotten link; this can be when you are using an image to serve as a CTA or Call To Action button.
Do double-check to make sure that the link works, and also it’s linked to the exact page you want your subscribers to reach.
It includes different links, including social media follow, sharing icons, CTAs, anchor text, images, etc.
Social Media Sharing Button Is Broken
While you are talking about social media buttons, it’s important that you know that they work as they easily break.
Make sure you know how you can use LinkedIn, Facebook, Twitter, etc., which can be less painful.
There are different tools that can help; make sure you are testing all those buttons for sharing, so you know that there is no problem for your subscribers.
Check The Spelling And Grammatical Errors
When you are doing marketing, no matter how great content you make but if it contains spelling and grammar, this will affect the result.
Whether you are creating an eBook, blog post or drafting an email marketing message, it’s important to check the grammar and spelling errors.
Do not send emails that have errors and mistakes; it won’t give a professional look.
Having Images Which Are Distorted
This is another point that you should check, see how your image looks. Is it squished, stretched or pixelated, or overhauled large?
That’s why you need to understand how your image looks in the email.
Check The Functioning Of Your Dynamic Tags
If there are any dynamic tags such as the first name etc., check if it’s working or not properly and have all the information corrected.
Also, keep the list clean and add tags on which you have the information.
For example, if you are using the username of the recipient on Twitter within the email, the contact list you send should never provide the information, but you might end up getting into some problems.
So focus on tags that you can get the information about.
Format That Seems Wonky
When you see the email in your inbox, it’s important that you see the format and how it looks overall.
See if there are any line bleeding because you have added the extra space; if you are using bullets, check if it’s displaying in the right way, etc.
Check Recipient’s Name Spelling And Accuracy
The spelling, as well as the accuracy of the recipient’s name, are some of the things that are often overlooked.
You also need to do the personalization that goes beyond the template, such as adding the company name, industry role, position, etc.
The database should be checked in order to make sure all the information is accurately added to the email.
Check The Shade And Color Issues
Color is another factor you should be checking before you send emails.
Make sure it doesn’t have hard-to-read or strained eyes because the shade of color is odd.
Next is checking for the background color, as sometimes it can be too dark, making it hard to read what’s written on it.
Well, even though adding the block of color is pretty, when you are following this, let’s say you create the email or just a section; the background is in dark grey, so the text can be readable, while the font color is in white.
Sometimes, the recipient’s email fails to render the background, which leads to invisible text.
Here, you should never let your email’s visibility be based on the background level.
Look For The CAN-SPAM Requirements
If you don’t want your email to end up in any scam or legal problem, it’s important that you are aware of the requirements which are enforced by the CAN-SPAM act.
With this, there are some rules set for the commercial message.
Here are some of the points you need to check :
- Each mail you are sending should have a physical mailing address which should be physical, and it’s about snail mail.
- Check if you are not using any false information which is misleading and deceptive in your From, To, Reply-To, subject line, as well as routing information.
- Clear about whom you are sending, including your dignity as an individual and company.
- Make sure the email subject is clear about indicating the content the readers will get in the mail.
- The email you send should have a clear way of unsubscribing from emails and communication from you.
- Also, you need to add the opt-out link, as if not, it might get you into trouble.
- If you fail to follow the CAN-SPAM Act, this leads to penalties which are $16,000 for each email.
Option To View The Web
The email should have the link to the web-based counterpart. And there are many ESPs that will help you in creating the web-based version of the email.
That’s why if the image and anything fail to render properly, which is for the recipient, this can cause a problem, and you need to click over to the web-based version, and know the intention.
Plain Text Format
See how your plain text version looks; you need an email client that should enable you to view the test email in plain text and HTML formats.
And it’s important that you optimize both, and to make sure it’s optimized for pain text, you need to follow the test sent.
Accessibility Across Browsers And Devices
To understand how different browsers, devices, and email clients might interpret the email you are sending; you can’t sit on your own.
And it will help in saving from trouble by testing every single email to every single option. You should also test to see how they will access through different devices and browsers and create a template based on what you are sending.
Check The Content
The next but most crucial is to check what you have written. It’s important as your receipt will open the emails only if the content is good and offer value to them.
Check the actionable language, vibrant vocabulary, and strong values to the readers in which they are interested.
You should also write using ‘ you, and it should be in the second person as it will keep the language natural and conversational.
You should keep it brief; the message should be easy to understand and value.
Check Your List
You need to double-check your list; it should target the group of customers and leads that are correct.
You don’t want to send emails to the wrong group of people; you can end up losing them as it’s not for them.
Remove The Jargons And Insider Language
If you are targeting the people, it should be something that is easy to understand and for them.
In other words, it should not contain any insider language, industry jargon, or acronyms.
It is written in such a way that it is pleasing to the eyes and easy to understand.
The words should be easy for them to understand even though they are not part of the industry and have no solid knowledge about it.
See How CTA Will Work
When you are sending the email, it should have the call to action, but make sure it suits the content.
Also, the CTA should lead to the action which actually works, and you want them to take.
But whatever goal you have, it should be something that ensures that email is set up and the goal in mind.
Keep it easy to find and simple for the readers to know how they can get the actions.
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I am certified and awarded Email marketing expert. I’ve spent the last decade reading and writing marketing books and blogs as well as my articles helps people to start their Email Campaign from scratch or boost their existing business.