It’s not rocket science but it takes time and thought to tweak and get it on target . Even then , you are on shifting sands and a changing landscape so don’t get complacent.
- Know your target audience – not as simple as it sounds and takes much thought
- Ensure your message is simple and clear – whether it’s a product or a service you are peddling
- Have a clear call to action , such as click here or call this number
- Do you need words or picture or both ?
- Will the subject line encourage them to open the email – you have even less than a fraction of a second
- Remember that “less is more” – you only have a fraction of a second to grab their attention even if they do open the email
- Check for errors ….then check again
- Send a test – not sure , then change it and be patient
- How good is your mailing list – is it existing punters or did you purchase it ?
- Follow the ant-spam rules as well as data protection rules – don’t cut corners because it will come back to bite you
- Send samples , possibly as an A/B test – and do this twice at least and compare results
- Timing is everything – choose the best day of the week and the best time of day . Small variations in timing can have a huge effect of the open and the click through rate
- Analyse the results and tweak your next campaign until you get a feel for it – as usual follow your gut , it’ll let you know when you’ve got it right