Creating Emails That Click: The Ultimate Checklist

by | Oct 11, 2023 | Marketing

If you’re running a business, you know how powerful a strong email campaign can be for communicating with and engaging customers. However, randomly sending emails without a plan falls short. To fully tap into the potential of email marketing, you must have a strategy supported by a well-thought-out checklist. Follow along as we outline the key process for designing emails that engage your readers and inspire them to click.

1.  Know Your Audience

Know who you’re talking to before hitting that “Send” button. Understand your audience’s needs, preferences, and pain points. Make your message feel personal to them.

2.  Compelling Subject Lines

Your subject line is your first impression. Make it count. Create a short, intriguing subject line that gives an idea of what the email is about. Avoid clickbait and focus on giving something valuable.

3.  Make It Personal

People respond better to personalized content. Use their name and consider segmenting your list to send customized messages based on their actions, likes, or purchase history.

4.  Keep Things Clear and Engaging

Get to the point quickly. Use concise and engaging language that’s easy to understand. Use headings, bullet points, and pictures to make it easy to skim through.

5.  Tell Them What to Do Next

What should people do after reading your email? Make your call to action clear, actionable, and benefit-driven.

6.  Mobile-Friendly Design

Lots of people open emails on mobile devices. Make sure your email looks good on both computers and phones. Test different devices to ensure compatibility.

7.  Use Pictures the Right Way

Pictures can enhance your message, but don’t overdo it. Use high-quality images that relate to your content and reinforce your message.

8.  A/B Testing

Test different parts of your email, like the subject line, CTAs, or pictures. A/B testing helps you learn what works best for your audience.

9.  Use A Real Sender Name and Address

Use a recognizable sender name and a professional email address. Don’t use generic email addresses like “” This makes it more personal and trustworthy.

10.  Let Them Unsubscribe

Always provide a straightforward way for recipients to unsubscribe from your emails. Not only is this a legal requirement, but it also ensures that your email list consists of engaged and interested recipients.

11.  Ensure Quality and Timing

Before you send your email to everyone, test it by sending trial emails to yourself and your colleagues. This helps catch any problems with formatting, links, or mistakes. Also, be mindful of when you send emails – choose when people will likely read them. And remember, find the right balance between sending enough emails to stay on their minds and not overwhelming them with too many.

12.  Analyze and Optimize

After each email campaign, analyze the results. Look at open rates, click-through rates, and conversions. Use this data to make your future campaigns even better.

Creating compelling and click-worthy emails requires strategic planning and attention to detail. By following this checklist, you’ll be well-equipped to send emails that don’t just share information but also make people trust you and get excited about what you’re saying. Remember, email marketing isn’t just about typing words and hitting send. It’s about building relationships and providing value to your subscribers. So, start improving your email strategy today and watch your click rates soar!

Michelle Allen

Michelle, Equivity’s Assistant Marketing Director, brings over 20 years of marketing experience and holds a degree in International Business. For more insights and updates, connect with Michelle on LinkedIn.

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