Campaigns
Campaign details
When setting up your campaign, take the time to determine the purpose of sending these emails. Without a specific goal you will find it difficult to see if it was a success or not. A very important aspect of email marketing is making sure your lists are segmented. Although tedious, segmenting your lists will prove to be more useful than bulk shipping. Regarding list segmentation, clear out old emails and unsubscribes to get the best results.

Email configured
Have you ever wondered what was the most important part of email? The answer is the subject line. This is what entices readers to click. Without opening the initial topic, the links and images in the email will say nothing. Many times customers will open an email with their name on it. Include personalization when needed.

The sender's name and email should be easily recognizable. If your audience has a history of interacting with your brand, make sure your business name is the sender’s name. If you are including a return address, make sure it is set before you move on.

Email Content
Hours can be spent creating content to fill the body of email. Be sure to edit and customize the sections wherever necessary. Include any desired image. Test hyperlinks and hyperlinks to make your email look more professional. Create a CTA (call to action) and make it very visible. Create buttons and link them to the pages you want your audience to see.

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Test before sending
When you try your email, try it in all formats. Not all recipients will view email on a desktop. Test on desktop, mobile and tablet to make sure everyone has the same look / feel. Direct your email through a spam test to make sure your email can be delivered. Double, triple check if the connections are working and in the right places. Finally, check the personalization. Is it related to the right field? If you do not complete this step, this can lead to some very difficult conversations with the person named [Name].

Once all your i's are dotted and your t's are crossed, you are ready to send. If you have not done so before, try the best open rate time and day of the week for your target audience. This gives you the best chance of reading your material.

Reporting
Finally, there is reporting. With all the talk about how useful email marketing is, you can now try it. Monitor your open rate, click-through rate, response and conversions for the best picture of how your email performed. Another metric is a heat map to see what the audience was clicking or spending more time looking at. These metrics will give you a guide to follow when running your next campaign.

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