<!– /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-parent:”"; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:”Times New Roman”; mso-fareast-font-family:”Times New Roman”; color:windowtext;} p {mso-margin-top-alt:auto; margin-right:0cm; mso-margin-bottom-alt:auto; margin-left:0cm; mso-pagination:widow-orphan; font-size:12.0pt; font-family:”Times New Roman”; mso-fareast-font-family:”Times New Roman”; color:black;} @page Section1 {size:612.0pt 792.0pt; margin:72.0pt 90.0pt 72.0pt 90.0pt; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} –> We in the email marketing industry care a lot about “inside business” issues. These issues comprise elements relating to standards, reports, metrics, and templates.

But what does the reader actually care about? We think it’s time we integrate the user experience into our industry’s best practice. Before anybody in my team can start working on designing contact strategies for our clients, we refer to this reader’s checklist to make certain we keep the most important issues in memory.

The reader expects. – Your readers gave you their email addresses because they were expecting something. A invoice, an advert, a report, or something similar. Does the next message you send give them content they expect to see?

Understand that a lot of readers forget quickly. In many situations, readers sign up for your email because they want access to something or as an impulse opt-in. If you wait too long before contacting them, they will forget why you were important. Thin about this when timing your next email.

Where does the email take the reader in the site? Knowing how far in the website the email links your readers is important. Tone of voice and content should match the target page very strictly. That way, the transition makes sense.

Define success metrics first. Reader interest is not determined by the number of emails delivered. It’s derived from the click-to-open rate. Set a target before you send so you can benchmark yourself on success.

Look at the e-mail landscape. Just because it’s not a marketing email doesn’t mean the reader doesn’t receive other email from your company. This is key to determining send frequency. It’s not about what your company’s policy is, it’s about the reader’s experience.

What are your competitors sending? It may not be your company’s email that turns off the reader. It could be the volume of email in the category itself. If the reader subscribes to financial advice email from seven companies and you all send on the same day, the recipient won’t read any of them. This isn’t your fault, unless you knew about the bottleneck. But it’s your responsibility to find out what makes sense from a broader perspective.

These are just highlights from a pretty broad checklist. Yet they paint a strong picture of the challenges readers are subjected to and the marketing and sending side often forget to consider. Ask yourself these questions when you plot the next strategy and see if they make difference.

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