Email campaigns done right, remain one of the sure ways to grab the attention of your target market. They are a great way to directly communicate product offers to leads, plus they are cost-effective, convenient and allow for targeted messaging, engagement tracking and measuring campaign success.

People check their emails frequently and receive alerts when they have new emails, so emailing is a reliable way to ensure you reach your audience. Here are four steps you must take to ensure your email makes it to the inbox, gets opened, and read.

Number 1 – Avoid Going To Spam

Email deliverability is the rate at which your emails make it into your recipients’ inboxes. Several things may be affecting your email deliverability, including the quality of email content, sender reputation, email authentication, spam filters, and recipient engagement.

To avoid your emails going to spam, you can try the following tips:

1. Use a recognizable sender name and email address
2. Avoid using spam trigger words in your email subject and body
3. Personalize your emails and send few cold emails at a time
4. Include an unsubscribe link in your emails
5. Ask your recipients to add you to their contact list or whitelist your email address.

Number 2 – Ensure Your Email Gets Opened

After you avoid going to Spam, and make it to the inbox, then you have to ensure your email is opened. A good email open rate typically falls between 15-25%. However, this can vary depending on your industry and target audience.

Aside from ensuring that your email account’s name and image clearly depicts who you are, so your recipient will be sure where the email is coming from, your subject line is the next most important factor that determines if your email will be opened.

Here are some tips to ensure your email open rate does not tank.

1. Personalize your emails by addressing the recipient by their name.
2. Write an engaging preview text that entices the reader to open the email.
3. Keep your emails short and to the point.
4. Use a professional and easy-to-read font.
5. Use a friendly and conversational tone.
6. Include a clear call to action in your subject.
7. Test your emails to ensure they are mobile-friendly.
8. Send your emails at the right time to maximize open rates.
9. Remove contacts from your list that have not opened your last ten emails.

Number 3 -Make sure the email is optimized for mobile devices

After your email is opened, you must ensure that it is mobile friendly, since, depending on the demographics of your target market, the chance that your email may be opened using a cell phone or tablet increases daily.

To optimize your emails for mobile devices, you should:

1. Use a clear and readable font size.
2. Make sure the email is visually appealing and easy to scan.
3. Use a single column layout to avoid horizontal scrolling.
4. Use a responsive design that adjusts to different screen sizes.
5. Minimize the use of images and use alt text for those that are included.
6. Include a clear call to action that is easy to tap.

Number 4 – Have The Right Content in Your Email

Email content should be helpful and relevant. Keep your email concise and explain the goal you want the recipient to accomplish.. For my email content I use the acronym CCC which stands for: Commend, Concept and Convince. Take a look at the cold email below to better understand the concept.

After you implement these steps to create outstanding content, test your emails. Testing emails is important to ensure that they display properly across different email clients and devices, that there are no broken links or images, and that the content is error free. This helps to improve the overall quality and effectiveness of email marketing campaigns.

Try AB tests as well to decide which emails are winning email. Remember with AB, testing one element of your email at a time is a good idea.

Analyzing the results of your email campaign will help you improve it.Analyzing the results of your email campaign will help you improve it. This can include looking at open and click-through rates, conversion rates, and overall ROI.