Email campaign checklist

Setting objectives for the campaign

• Define what you are trying to achieve: motivate purchasing, reinforce your brand, increase number of website visitors, obtain donations etc.
• Define how you are going to achieve it and in what terms
• Set the measures of your success

Defining target audience

• Define the target audience and create a list of target customers
• Find out what are their needs, wants and interests. This will be helpful to discover what motivates them to take actions
• Make sure these customers are agreed or, at least, loyal to receive the email, otherwise it will be considered as spam
• Based the selected target audience, think over the kinds of campaigns to be used: newsletters, press releases, event invitations, holiday or seasonal promotions, new product or service announcements and more

Setting frequency and delivery timing

• Think over what is the best time the target audience most likely to open and read your message
• Note that midday delivery is better than mornings or evenings
• Choose the right day of the week. Usually Tuesday and Wednesday bring better results than the beginning or the end of the week
• If the target audience is different, do some testing to define the right timing

Creating message

• The field “To”

Input customer’s email address. To send message to a group, insert addresses in bcc field because of privacy reasons

• The field “Subject”

  Create a subject line trying to capture the recipient’s attention and stating the purpose of the message. Avoid long subject line (5-8 words, 40 characters including spaces) and do not use capital characters and specials symbols

• The field “From”

  Insert only business name as your customer will automatically identify the sender. There can be also included brand name in the field

• Salutation

  Consider customer ...

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