We’ve got something you need, and by “you,” we mean absolutely everyone.
Yup,— everyone!

Picture this: you’re all set to send out that all-important email marketing campaign.
Subject line?… Nailed it,

Scheduled the right time?…like a pro

Given it a quick scan for those pesky typos? Error-free and good to go…

But hold up.

Wait a minute…
Is that all you need to check?

Did you give those links a thorough double-check? What about that multi-device render check? Oh, and let’s not overlook the importance of your email list. Is it as squeaky clean and up-to-date as it should be?

Because these final touches can make a world of difference and at the end of the day, you want your campaign to be flawless, engaging, and drive outstanding results.

So let’s dot our i’s, cross our t’s and get back to basics to make sure your campaign is top-notch.

Trust us this is definitely one to bookmark.

Preparing the Campaign

Set your goal

First things first, (and yes, we know this is obvious) but you need to ensure you’ve set a clear purpose and goal for your campaign. Define what you want to achieve whether it’s increasing awareness, driving sales, boosting retention, or any other objective, AND make sure it aligns with your overall Marketing strategy.

Once you decide on a goal, determine the metrics you’ll use to track success such as opens, clicks, sales, unsubscribes, or spam reports.

Identify your target audience

Who is your campaign aimed at? Define your target audience based on demographics, interests, behaviour, or any other relevant criteria then segment to ensure the campaign caters to their needs and preferences.

Understanding your audience will allow you to tailor your messaging to truly resonate with them.

Additionally, remove any inactive or unsubscribed contacts to keep your list engaged and responsive.

Find out how to segment your database in Mailchimp. 

Campaign Setup

Choose your ‘from’ name

When it comes to choosing your ‘from’ name, consistency is key. It may seem like a small detail, but it plays a crucial role.

Make sure your ‘from’ name instantly reflects your brand identity, setting you apart from the crowd in your recipients’ inbox.

By keeping your ‘from’ name professional and relevant, you not only improve your chances of bypassing spam filters but also establish trust and familiarity with your recipients.

Subject line and preheader

No clickbait allowed here! Craft a subject line that is relevant, enticing, and snappy, capturing the essence of what awaits your readers inside.

 Related Blog: How to pick a subject line that gets an open

And don’t forget the power of the preheader…

This little gem of copy appears right next to your subject line, it’s the third most important element in the inbox, right after the sender and subject line so take advantage of it!

If you forget to add your preheader text, the inbox provider will grab whatever it can find in the email, usually defaulting to something generic like, “Can’t see this email properly? View in a web browser.” Not exactly captivating, right?

Create a compelling preview that complements your subject line and entices readers to dive into your email.

Remember to test to ensure that both your subject line and preheader appear just right, striking the perfect balance of length and impact in the inbox.

Finally, have an overall scan of your subject line and preheader for any sneaky typos that could sabotage your efforts.

Creating Your Email Content

Design engaging email templates

Captivating visuals combined with thoughtful design choices can take your email campaign to new heights. Make sure your design not only aligns with your brand but communicates your message with impact.

pro tip: Tailor your email design to suit each campaign type. For example, your newsletters should have a consistent template that your readers recognize and associate with your updates. On the other hand, your product announcements deserve a separate template that showcases their uniqueness. By setting different formats for each campaign type, you help your recipients know what to expect when they receive emails from you, fostering a sense of familiarity and anticipation.

Make sure the template is up to date and formatted for all devices.

It’s always wise to seek a second opinion on layout and visuals too!

Craft compelling messaging

Focus on writing clear, concise, and persuasive content relevant to your audience’s interests. This should address their needs, pain points, or desires. Show them that you understand and have the solutions they’re looking for.

Follow our tips on How to craft compelling copy that converts

Decide on your CTA

Every email you send should have a clear call-to-action (CTA) that encourages your subscribers to take action. A CTA can be anything from “Buy now” to “Learn more” to “Download our free whitepaper.”

Above-the-fold placement ensures that even the most fleeting readers will see it. You should use A/B testing to find which copy and design style gets the most clicks.

Your CTA is not just a button in your email. It’s the culmination of your entire email, both in terms of the copy and design.

Everything you’ve written and designed leads up to that moment when your client clicks that button.

Personalise with perfection

Utilise merge tags to address recipients by their names or incorporate other relevant personalisation elements. Personalisation can enhance engagement and make the email feel more tailored to the individual.

Other elements to include in your email

• Company logo: Position your company name and logo prominently in your email template, preferably in the header above the fold. This instantly establishes brand recognition and sets the tone for your email campaign.
• Social sharing buttons: Add social sharing buttons to encourage recipients to share your email content on their social media platforms. This helps expand your reach and potentially attract new subscribers.
• Unsubscribe link: Include an unsubscribe link to comply with email marketing regulations and provide an easy way for recipients to opt out if they no longer wish to receive your emails.
• View in browser’ links: Place a prominent “View in browser” link at the top of your email. This allows recipients whose mailbox might not load correctly to view the email in their default browser. It ensures accessibility and provides an alternative way to engage with your content.
• Contact information: Provide your contact information, including your company’s address and relevant contact details. This helps establish trust and ensures compliance with email marketing laws.
• Footer: Create a footer that includes links to important pages, such as your website, privacy policy, terms of service, and social media profiles. This allows recipients to explore more about your brand and stay connected beyond the email.

Campaign Testing and Review

Proofread, then proofread again!

You need to be checking for typos, grammar errors, and inconsistencies. Have at least one other person go through the entire email to catch any misspelt words or typos that might have slipped through.

You could take it a step further and optimise your copy. This goes beyond mere proofreading. Dive into every header and sentence, ensuring that your message flows smoothly and concisely.

Look for opportunities to trim unnecessary words and replace them with more impactful alternatives.

Test your campaign

Test your campaign across different devices, email clients, or platforms. Preview and ensure it renders correctly and functions as intended. Test all links, forms, and interactive elements to verify they work flawlessly.

Make any necessary adjustments to optimise the layout and ensure a seamless user experience.

Set up tracking and analytics

You need to make sure you can effectively monitor the performance of your campaign to gain valuable insights into it’s effectiveness. Make sure you have established a suitable campaign name, Implement any necessary tracking codes and make sure you have set up relevant analytics tools for your campaign.

Schedule and automate

Determine the best time and date to send your campaign for maximum impact,

Remember, when it comes to timing, it’s about finding the sweet spot that aligns with your campaign goals, caters to your audience’s preferences, and respects their daily routines. So, take the time to analyse, experiment, and optimise your email scheduling strategy accordingly.

Press send!

Review and analyse

Once your campaign is up and running, make it a habit to regularly monitor your campaign reports in Mailchimp. Keep a keen eye on crucial metrics like open rates, click-through rates, conversions, and the revenue generated.

By analysing these metrics, you’ll gain valuable insights into the effectiveness of your campaigns and uncover areas where improvements can be made.

Delve into the reasons why certain recipients opened your emails (and why some didn’t). Explore which links your recipients clicked on, as this can provide valuable information about their interests and preferences.

Remember, ongoing monitoring and analysis of your campaign reports are key to optimising your email marketing strategy. Use the data as your guide, and continuously refine your approach to drive better results and achieve your goals.

Final thoughts

Crafting a flawless email marketing campaign requires attention to detail and covering all the bases. From setting clear goals and knowing your target audience to creating engaging content and optimising design, every step plays a crucial role in driving outstanding results.

Remember the power of subject lines and preheaders to captivate readers from the start.

Personalisation is key for tailored experiences. Include essential elements like your logo, social sharing buttons, and contact information.

Proofread diligently, optimise your copy, and test your campaign across devices and platforms.

Set up tracking and analytics to monitor performance and refine your future campaigns.

Lastly, schedule your campaign strategically and press that send button with confidence. By following these steps, you’ll create a top-notch campaign that captivates your audience and achieves your goals.