What to include in your email marketing…and what to leave out

Below is a quick overview of some of the many pieces each of your email marketing messages should include, or not, to up your email marketing ROI. We’ve drawn this list from our newest ClickMail Marketing whitepaper: You’ve made it to the inbox. Now what? Definitely download the email marketing whitepaper to get more details about each of these components. But for now, here’s a high-level list to get you thinking-and checking. Because email marketing and design are much more complicated than some marketers realize! And checklists can help make our jobs just a little bit easier…

To get your email opened, include:

• A From address that is recognizable to the recipient
• A clear, compelling subject line
• As much personalization as is appropriate and possible
• A quick, to-the-point hook

To get your email acted upon, include:

• A professionally crafted description of your offer/message right at the beginning
• A reason to act right away
• A simple and easy way to respond
• 3 to 5 instances of your call-to-action

To follow best practices and please your recipients, include:

• A “view as web page” link
• A straight-forward unsubscribe to opt-out
• A link to a profile center or preferences page

To organically grow your in-house email marketing list, include:

• A FTF/FTC (forward to a friend, forward to a colleague) link

To increase your email marketing ROI even more, do not include:

• Competing links in a campaign email; include only one action

Like I said, this is just a summary, but can at least get you started double-checking your email marketing and design. For more details about these email marketing components, and many others that will help you maximize your email marketing ROI, download the email marketing whitepaper at http://www.clickmailmarketing.com/resources/whitepapers.html.