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First, Check Your Ammunition. Then, Check Your Escape Routes

| Blogging Tips | January 7, 2014

E-Mail Checklist for a Better Response Rate

Although there is no definite formula or method, there are certain things that you can check before sending an e-mail list to increase the response rate. For an internet marketer, there are a lot of things that demand his constant attention. More often than not, you design and finalize an e-mail, but you do not edit it enough to make the impact you wanted it to. Whatever the case may be, the following guide contains a lot of useful pointers that you can use before sending any marketing e-mail. Use it as a checklist and evaluate the quality of your e-mail at every point.


Is your E-mail Design Mobile Responsive?

The first point – and probably the most important one, too – is to check whether your e-mail design is mobile responsive or not. Mobile e-mail marketing is the next big thing, and as a matter of fact, more than half of U.S. adults use their smartphones to receive and send e-mails.

Email marketers worldwide can’t seem to stop talking how much the mobile share of email marketing going to increase next year. You’ve probably seen articles similar to this one about mobile marketing trends in 2014 on Internet already. We all know how much we like to talk about trends.

Is the Subject Line Perfect?

After receiving the e-mail, it is the subject line that grabs the entire attention of the readers. A lot of people decide whether to open an e-mail or not, solely on the quality of the subject line.

So before you finalize and send the e-mail, make sure to revisit its subject line. In short, check for the following 3 things:

  • How long is the subject line? (The less the better)
  • Does it contain the important keywords? (Ideally, all the important keywords should be in the beginning of the subject line)
  • Is its length is optimized for the mobile devices? (It should be in between 30-50 characters)

Strangely enough, such a small string of text that takes only a small percentage of the email content is arguably the most important factor in your email opens. There’s always something  new to learn about it. I reccommend you check out the fresh stuff on the subject.

The visible part of the subject line of your email displayed on a mobile device is much smaller, so make sure it won’t wind up like this cat, who can’t fully squeeze itself into the box.

Cat in the box

Make sure your Make sure your subject line fits in

Is the E-Mail Targeted and Personalized?

The next step is to check if your e-mail is well-targeted and personalized in nature. There are various things that you can do to make it look more personalized, congenial and natural. Moreover, the e-mail should be precisely targeted to your prospects and interested audience. Sending untargeted e-mails is a complete waste of time and resources.

Before you hit that ‘send’ button, make sure to confirm if you are sending it to the right people and it is as personalized as it should be.

For a quick tip, the tone of your e-mail copy should be casual and friendly. Moreover, your readers should always be addressed with their first name.

Personalized email

Like you can’t ride a car without a license plate, you can’t send emails that aren’t personalized. Simple as that.

Does it Benefit my Readers?


An e-mail that does not benefit your readers has only one place to go – the trash bin.

It is important that the e-mail does not only engage your readers, but it also benefits them. Moreover, understand that when you are marketing a product or service, there is a fine difference between “features” and “benefits”. In accordance with the best copywriting practices, your e-mail should clearly list all the “benefits” that the users will receive, apart from the features the product has.

Does the E-Mail Have a Clear Unsubscription Link?


The importance of an unsubscription link can never be emphasized enough. Not only is it nice to have a clear unsubscription link – the absence of one can lead to serious legal issues. So give your readers a clear way to unsubscribe if they want. It has numerous benefits. Moreover, it is also considered one of the best online marketing practices.

Most internet marketers fear that it will decrease the number of subscribers they have, but they fail to realize that quality matters over quantity. Furthermore, you also have to build trust and credibility, if you are to achieve sustainable and long-term success.


Does the E-Mail Have a Clear Call to Action?

Traffic Lights

The entire purpose of your e-mail is to influence your readers to “act”. For that purpose to be completed, it needs to have a clear call-to-action.

At this point, check if your e-mail has a clear call-to-action. Moreover, also note if the call-to-action button is properly optimized for mobile devices and phones.

A good tip is to place the call-to-action button separately from every other link. Furthermore, also make it as visible, clear and concrete as you can by using appropriate colors, fonts and design techniques.

All in all, you have to make your call to action have the same effect on the reader as the traffic lights.

Does it Have the Necessary Urgency?Timer

Your marketing and promotional e-mails won’t have the same effect if they do not contain the required urgency. If you want to make your readers act, do it now.

There are various techniques that are used to create a sense of urgency in your marketing materials. Most commonly, try using a limited-time discount offer to encourage response rate.


As mentioned earlier, although there are no definite rules to increase engagement, open-rate and CTR, this “checklist” will prove to be really helpful. Whenever you send an e-mail, refer to this short guide and evaluate your e-mail at every given point. It will save you a lot of editing-time.

Featured images:

It’s me, Eugene Krall speaking. I’m just another warrior like you.

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