Wait! Consider These 5 Questions Before You Send Your Email

By Jenn Alessi


Marketers and clients alike can be quick to push the send button. We’ve all been there before: “We need to get this email blast out ASAP!” Unless there is some groundbreaking, last-minute discovery that your subscribers just have to know, you should probably put a little more thought into your emails. Don’t be so quick to send. Consider these five questions first:

1. Why are you sending the email?
You need to determine why you’re actually sending the email. What are you hoping to accomplish after you hit the send button? What will be considered a success? Having a clear idea of what you’re hoping to gain from sending the email can help you focus in on what kind of copy, images, etc., to include.

2. Who are you sending the email to?
You need to know who your subscribers are. Knowing what they like, what they don’t like, what has worked in the past, and what they value will allow you to convey your message in a way that will actually influence them. If you know what motivates them, they will take action.

3. What do you want to say?
You can’t send mixed messages. Focus on one sale, one product, one idea, throughout the entire email. You don’t want your subscribers to feel overwhelmed if you’re telling them to “Check out our latest sale, like us on Facebook, sign up for our new contest, and look at our newest products!” Choose one idea and stick to it.

4. Where do you want your subscribers to go?
Not directing your subscribers to the place where they can do what they want to do is a huge mistake. If you’re promoting a specific product in the email, clicking should take the subscriber directly to that product. Sending them to your homepage to fend for themselves isn’t going to cut it.

5. When are your subscribers going to take action?
This point goes hand in hand with knowing your subscribers. You want to send your email when subscribers are most likely read it. Not only is the day of the week or time of day important, but also the time of the month or year. If you know what’s going on in your subscriber’s lives, their birthdays, events, etc., you can send your email at an optimal time.