Do you use email marketing to send marketing campaigns on a regular basis? If so, do you always make it a habit of referring to a checklist before sending campaigns? It’s natural for most of us to treat any repetitive activity as a routine after few iterations. However, here in lies the danger. To start with, email marketing might look simplistic in nature. Why? – you may ask. It’s the tendency to view email marketing as a campaign generator tool and not as another channel a business could use to keep their brand prominent, retain customers, convert prospects, up sell or cross sell your products or services.  We suggest few items, from our extensive checklist, that you could consider as part of your checklist to make sure you are at least heading on the right path towards increasing your ROI using email marketing.

• Check whether the message is targeted to the appropriate audience.
• Make the message personalized at a minimum by greeting the subscriber by his/her name.
• Check the message whether it is communicating the right content and offer.
• Did you include a Call-to-Action in the message? If so, is it prominent and visible for your subscribers to take immediate action?
• Does the subject line of the message naturally flows to the actual content of the email campaign?
• Did you test with multiple seed lists to check where your message lands (inbox or junk/spam) with different email clients?
• Does the Call-to-Action leads to the appropriate landing page? This has serious implications on conversion rates.
• Look through your past campaigns and decide the best delivery time for high response rates.
• Check whether your campaign contains all items concerned with CAN-SPAM laws including your postal address and unsubscribe options.
• Review your campaign metrics that includes receipt rate, reader rate, click rate, bounce rates, conversion rates, referral rates and others to optimize future identical campaigns.