When used to its full potential email is the most cost effective e-marketing channel. It’s an easy and affordable way for small and large businesses alike to market to existing and new customers. So how do you achieve inbox cut through and get consumers to not only open but engage with your email as well? As a marketer you need to create content that connects with your audience as well as appealing visuals. Below are a few questions to ask yourself before you started on creating an engaging email campaign.

1. Is your subject line captivating and personalized?

The subject line is what will entice the recipient to open the email, and by personalizing you are also increasing your chances of getting the email opened. For maximum impact use appropriate, powerful words or sentences that will motivate the consumer into action.

2. Is it aesthetically engaging?

Consumers will find a well-designed email easier to engage with and are more likely to keep reading if your content is to the point with well-spaced text. Keep your branding clear and consistent, use relevant images to break up copy, avoid fine print and keep your call to action clear. Many email engines allow for integration of a professionally designed email template and will then allow you to easily add your content with consistent formatting.

3. Is it deliverable?

Test your email and monitor it’s deliverability in order to make sure your message will get through on a variety of email clients and mobile devices. Testing can reveal mistakes before it’s too late and can also predict whether your campaign will get caught in a spam filter. Keep an eye on your bounce rate, and a plain text option is also a good idea.

4. Are you reviewing your stats?

Most email newsletter engines offer comprehensive reporting on campaign activities such as open rates, click throughs, forwards and unsubscribes. Spend some time reviewing these stats and identify any trends which affect the impact of your campaign. Look at the day of the week the email was sent and the time in comparison to your open rates. Review subject lines. Understanding your report will help you to improve future campaigns.

5. Are you being consistent?

Consistency applies to many aspects of an email marketing campaign. Make sure your emails are sent regularly, are have a consistent format. Also make sure your email design is consistent with the website or landing page you are directing through traffic to.  Providing consistency will allow you to build trust with the consumer, as they’ll come to expect relevant and engaging content from you and are then more likely to take steps to become a customer.