Email Marketing Fundamentals: 7 Point Checklist


Despite its sometimes spammy reputation, email marketing is still considered one of the most effective methods for reaching and engaging customers by marketers. In fact, data from marketing software company HubSpot offers the following impressive data points revealing the success of email as a marketing channel:

  • 91% of consumers check their email daily.
  • 77% of consumers prefer email for marketing communications.
  • Email Marketing has an ROI of 4,300%

Surprising in a way, right? But think about how many emails you receive daily from brands. I know I personally receive at least a dozen every morning, and there are several brands I almost always open messages from. Marketers also love email because its metrics are easy to track which makes it easy to judge ROI.  It is also a significantly cheaper channel compared to old fashioned snail mail and a lot better for the environment too! So now that I’ve hopefully convinced you of the efficacy of email, let’s cover some fundamental items to check before you press that send button!

1. Are all links working and pointed to the right place?

This might sound beyond basic, but you’d be surprised how often I see this in my own inbox! Double check and test all of your links to make sure they are functioning and linking to the correct places before you hit send!

2. Is the email clear and direct with one central theme or idea?

It’s easy to get carried away with too many messages or calls to action in one email. Keep your point clear and to the point. If you find yourself with too many things to say, consider breaking your messages up into separate emails.

3. Do you have a clear call to action?

What are you asking for from your audience? Are you asking them to sign-up for your next event? Subscribe to your YouTube Channel? Or check out your latest product offering? Make sure whatever action you would like them to take is presented in a way that is clear and as eye-catching as possible. Consider using a graphic instead of plain text as your call to action.


4. Is the email layout and design clean or distracting?

Utilize short paragraphs, bullet points, and images to keep the design clean and the content of your email accessible and to the point.

5. Are both HTML and TEXT formats available for viewing? Is the design responsive for mobile/tablet?

Ensuring you have all of these items guarantees your email will be readable across all email clients (gmail, yahoo, outlook etc) and devices.

6. Did you include social share and follow buttons?

Never miss an opportunity to grow your social network followings! Include social “follow” buttons or “share” buttons at the bottom of your emails to help your contacts easily subscribe to your social channels and let them share your message or offer with friends on their social profiles.

7. Finally, track, analyze and adjust!

As I mentioned earlier, one of the great things about email is how easy it is to track. Even basic email marketing platforms like MailChimp or Benchmark offer free Google Analytics integration and basic analytics like open rate and click rates. Think you might need some help getting started? We’re here to help! Get in touch with us today.


Comments (3)

  • Nice tips! What software would you recommend for someone beginning their journey with email marketing? I’ve heard GetResponse was a good one?

    • Hi Ellie, thanks for your question! We’ve used a bunch of different solutions here for ourselves and clients alike, including larger marketing automation systems like Hubspot and Marketo, and it kind of comes down to what you need and whether the user experience works for you. For straight email marketing, we find a lot of people like MailChimp (their interface is very user friendly), Constant Contact remains a big player (they continue to add features but can be buggy), and AWeber is popular for light automation and email marketing (the interface isn’t nearly as nice, though). We’ve heard good things about GetResponse but can’t speak from experience because haven’t used them directly. Absolutely take advantage of the free trials to test drive them. Let us know how it goes and what you like!

      • Thanks for the reply! I looked earlier at some of the tools you’ve mentioned. GetResponse so far seems easy to use. I like the pre-designed templates. As I can’t code layouts for email it’s a huge help. Another feature I liked is the landing page creator. That can be useful in certain campaigns.

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