Sending Email

Questions To Ask Before Sending Your Marketing Email

Posted on November 24, 2013 · Posted in Email Design

Raise your hand if you’re engaged in email marketing. If you’ve been doing it for a while, are you sort of on autopilot? Write, post, send. And if you’re new to the whole thing, are you a little unsure about how to get from, ‘I want to do email marketing‘ to, ‘Now that was a successful campaign!

Whether it’s your 1st or 1,000th time sending out a marketing email there are things to think about before you do.

So before you hit send and cross ‘do the email marketing‘ off your list, take a moment to ask yourself these important questions.


‘Do email marketing’ is not a goal. It is, in a way, result – a result of deciding what you want to say, why you want to say it and who should be listening.

As important as it is to be consistent with your email marketing and that means sending on a regular schedule, not every now and again when you get around to it or think of something clever to say. It’s just as important to have a why for each and every email you send.

If you’ve decided to send out weekly campaigns and the only reason you can come up with before hitting send is, ‘Because I said I’d do it once a week,’ then stop, step away from the send button and think!

You may want to sell a product. Or let people know about your next event. You may want to share holiday goodwill or a new blog post with some information your customers need to know.

Whatever your reason, think about it not only before you hit send, but before you compose the email. That will go a long way toward guiding you as you create content. And it will keep your email marketing focused on a goal so that you can ask yourself…


You may have ‘a list’ but that doesn’t mean you need to send every email to everyone on it. In fact, if you’re doing some smart marketing then you probably won’t. Sometimes it helps to filter your list by geography. Or interests. Or your relationship with the person (in marketing-ese, this can be referred to as someone’s ‘place in the funnel’).

For example, when sending an email containing localised information about a one day event in Edinburgh, the email will have more impact if it is sent to local subscribers  to let them know its available as they are more likely to be able to attend the event. Plus it doesn’t make any sense to send that email to our subscribers in America who are less likely to be able to attend and probably just signed up for blog related updates.

Even if you have a small list, don’t be afraid to filter and group people. Why not send a marketing email to a single person if you have the thing that you just know that person is going to love? Sounds crazy, I know. Many people think, ‘My list is too small. I can’t divide it.’

Sure you can. It all comes down to the first question, and that’s why you’re sending the email in the first place. Sometimes you may have offers, ideas or information that are relevant to only a few people. Better to send that email to the perfect few than the arbitrary many. You’ll also get fewer unsubscribes this way.


This is a close cousin to the first two questions. But go even further when you ask yourself why and who, to whether or not there is any real value in your email.

Are you simply repeating an offer or sending generic information ‘just because?’ Or have you found a way to make the content relevant to your readers, something that gives them a benefit – not you?

Marketing is not you-centric. Sure, it’s about getting your message, product or service out there and generating business. But when a marketing email hits your customer’s inbox, it has to be 100% about them and the value you’re providing.


It hardly matters how fantastic your email is if nobody bothers to read it. I don’t know about you but there are some days when I look at the number of unread emails in my inbox and just start checking off those I can delete without opening them. That includes newsletter, marketing emails and just about anything that starts with ‘Here are some pictures of…’ (I’ll see those on Facebook anyway).

Some people may want your email but still not read it if they’re busy, if their inbox is too full or if your subject line just doesn’t sound that interesting. The good news is that if you’ve got a good ‘why’ then writing a subject line should be pretty straightforward. Some good examples include ‘Get 10% off my book today.’ or ‘Sign up for a free event.’

Whatever you want people to know, say it in your subject line so they have a reason to open the email.


You may want people to sign up for your event but did you provide them with a link so they could do it? And a big, fat, ‘CLICK HERE’?

I once got an email once inviting me to an event a local company was organising. However lacking in the email was a link to any information about the venue, how to RSVP, what to do. I suppose I could have jumped in my car on the designated date, popped the location into my GPS and just… showed up.

But I’m pretty sure that’s not how most people would behave. If you want someone to do something, you’ve got to be very specific about telling them what that thing is and how to do it. ‘Click here to RSVP by midnight tonight’ would have been a good start for that company.

If you want someone to buy your book, don’t assume that someone will know how to do that. And no, I am not assuming your audience is stupid, I’m simply telling you about the nature of human beings. We’re busy. We make a lot of decisions in a day. We’re tired, distracted and overwhelmed. So make sure its obvious and easy to do with little effort by making a clear and bold statement, you will be surprised by the results.


‘Pretty’ is subjective, so let’s not get hung up on whether you’ve used the right shade of pink to highlight your sidebar. What I’m talking about is whether your email is formatted well, in a way that’s clean, attractive and easy for people to read.

You can send out plain text emails and still make them pretty if you format them well using white space, dividing lines and even sometimes special symbols like asterisks to highlight important bits.

If you’re sending an HTML email with graphic headers and other images, it’s important that you pay attention to how you’re using these elements so they don’t usurp your reader’s attention to the detriment of your content.

It’s also important that your images are clean and crisp. Be sure to size and output graphics and photos properly so you can avoid messy and ugly stuff. And don’t use imagery for the sake of using imagery.

We sometimes feel compelled to over design things by adding more color, more ‘pop’, more things to look at. But too much stuff can be the death of even the best email and distract your readers so they don’t quite know where to look.

They may even be so busy looking at all the pretty things that they miss the key content. Keep it simple and relevant so that your important content shines.

And if your important content is the imagery (maybe you’re an artist, photographer, designer or even a retailer showcasing products) then make that the focal point and avoid long, verbose introductions and explanations.


Email programs don’t always spellcheck for you. And even word processing programs miss non-obvious mistakes. For example ‘there’ may be spelled correctly but it’s still wrong if you meant to say ‘they’re’.

If you can, then give your email to a second set of eyeballs (a friend or colleague) and let someone else give it a good read. If you can’t, then try to compose your email ahead of time so you can sit on it for a day or more and go back to it to proofread again later. Sometimes mistakes pop out that you missed a dozen times before.

Finally, send yourself a test because seeing an email in context (in your inbox) can help you pick up mistakes or oddities that you otherwise may not have caught in your email program.


Do you know what’s worse than not telling someone how to RSVP to your event? Telling them how to RSVP by providing a link but the link doesn’t work.

It can be a pain, especially if your email has a lot of links, but you need to click on and test every single one. And if you’ve done any work on your template then you also need to test the ancillary links, like those to your Facebook page or Twitter account.

The best way to test your links is to send yourself a test and click on each link as if you were one of your subscribers.

Sure, you can send out one of those ‘oops’ emails that seem so ubiquitous. But it would be better to pay attention and do it right the first time rather than filling up people’s inbox’s.


Here’s one of the more annoying realities of email marketing: your awesome template may look awesome in Outlook but like complete and total crap in Hotmail. Just as websites can look different in different browsers (and if they aren’t tested in multiple browsers they can be quite broken in some), emails can look entirely different in different email clients.

If you’re sending HTML emails then it’s important to test your emails in various clients to be sure that what you think your customers are seeing is what they are actually seeing. The easiest way to do this is to send yourself a test – to as many email accounts as possible.

Before I hit the send button on any email, whether for my company or a client’s, I send a test to myself in Outlook, Gmail and Hotmail. I also test it on my mobile phone.

Sometimes things go well and I breathe a sigh of relief. Sometimes it takes me another hour to figure out why the heck Hotmail is turning all of my links green. (Yes, Hotmail does that. It’s a known issue and has to do with how they set up their stylesheet. So your links may very well be turning up bright green, too.)

The only way to know what’s happening is to test, so set yourself up with a bunch of accounts and get to it!

Are you ready to hit send yet? If you’ve asked and answered these important questions, then send with confidence.

Got any other important things that you think are worth considering? Let people know by leaving a comment below.