Email Marketing

Improve Your Email Marketing With 12-Point Checklist in 2017

Email marketing is a very powerful tool to target clients; make offers and nurture leads while providing a unique shopping experience to buyers. Gmail has 1 billion users and it is expected that there will be over 3 billion email users by 2020. But email-marketers should remember the 12-point checklist while optimizing their emails.

1) Send emails to lists that want to hear from you

Filter your email list to locate clients with very low rate of engagement activity. Stop mailing to these clients as unresponsive email list impacts your domain reputation and blurs your chances of connecting with others that could be your potential clients.

2) Have a goal for each email before you press “send”

Determine your objective before sending mails. If you don’t have a goal, you can’t achieve success as you don’t know what you want the recipients of the mails to do. The objective could be to get a contact form filled or promo code redeemed. Or you can make the clients click on links. Keep behavior of targeted customers in mind while determining email-marketing goal.

3) Personalize and test your emails

Email personalization has a deep impact on mind and behavior of the recipients. It is like giving a very personal touch to the communication. It is learnt that emails that start with first name of recipient have high CTR. Or you can simply use “dear customer”. Test your emails using first name or company name but avoid being ambiguous.

4) Send emails from a personalized account

Always use a personalized email account for email-marketing as sending emails from a “noreply” email account seems to be spam. But a personalize account boosts engagement with recipients.

5) Experiment with sending emails on different days of the week

Schedule your emails according to chances of the mails getting opened. For instance, Tuesday, Wednesday and Thursday aren’t suitable for making offers as these are very busy days for email marketing. Clients could miss your mail and you could miss the leads. Saturday is the best day for making offers. Monday and Friday mails have better chances of getting viewed.

6) Engage with contacts who’ve submitted forms, not contacts whose information you’ve imported

Viewers that take the desired action like clicking on a link are more likely to become customers than those that are imported from a source. A viewer shows his interest by taking the desired action and not engaging with such customers could hurt your business in the long run. And don’t rely on email lists you’ve imported as it could impact your credibility.

7) Suppress your unengaged subscribers to avoid sending graymail

Are you sending spam? You don’t know but you’re. You’ve consent of the recipients to send them mails but they aren’t opening your mails. Technically, your emails aren’t spam but little do you know that definition of graymail has changed. Inbox providers now take mails that get no response as spam. What should you do now? Remove the unresponsive clients from your email list. The process will increase open rate of your mails.

8) If people are unsubscribing, don’t worry too much

Unsubscribing is a part of subscription process. It is an option to quit in a decent manner. The subscribers can easily unsubscribe from your mailing list instead of marking your mails as spam. Don’t worry about unsubscribing of customers until it happens at mass level. Try finding cause of unsubscribing and find a solution.

9) If people stop opening your emails, figure out what’s going wrong fast

Determine open rate of your emails and suppress the unresponsive subscribers to show the email service providers that you respect opinion of your subscribers. Also you should find ways to strengthen opening rate of mails. Try different mails to increase the open rate of mails.

10) If people mark you as spam, immediately stop sending email and identify the source of the complaints

If your mails are marked spam, the email service providers could blacklist your email account and this will adversely affect your domain reputation. Stop sending mails to unresponsive customers before the email service providers take notice of the spam mails and start identifying the cause of spam. If you’re neither getting response nor spam mark then your mails are going into junk folder.

11) Be thoughtful about your subject line

Focus on subject line and try keeping things personal. One thing you should for sure is to avoid writing clickbait like subjects as the recipients can bounce back from the mail and also mark you spam. On the contrary, a personalized subject could increase your CTR.

12) Remember: Email is getting harder, but it’s still working

The open rate of mails is slipping day-by-day but it is due to stiff competition and not because email marketing is losing its efficacy. Today every business relies on email marketing but most marketers don’t know how to and who to send mails. Try keeping things simple and clear so that your mails are opened are read and the CTR remains high.

Take every email seriously; give it a theme and also determine its objective. Make the mail personal and respect the feedback like unsubscribing.


Email marketing is certainly a great way to target customers but every client should be given individual treatment. There is a way to write mails and to encourage the readers to take the desired action. These 12-points are the basics of email marketing and you need learning more from an expert.


Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

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