In this modern era of social media, emails are often regarded as an obsolete, outdated platform. However, the fact is, there are almost 5 billion email accounts in 2017, with 225.3 billion emails sent every day, 120 billion of those are business-related emails including promotions.
Also, contrary to popular belief, you are 6 times more likely to get a click-through from email compared to Twitter or Facebook engagements. Email marketing still has the highest ROI of any digital marketing channels available.
So, how can we start a successful email marketing campaign? In this guide, we will show you all the necessary steps to ensure a successful campaign.
Without further ado, let us begin with the first one.
Before starting any marketing campaign, we should establish clear and realistic goals that will benefit your business the most. Invest some time to think about what you really want to achieve with your campaign. This will largely determine the type of campaigns you will need, the types of contents, and how you will measure the success of the campaign.
The first thing to consider is that your goals should align with the overall KPI and goals of your company, especially marketing goals. Is your company currently introducing new products and need more coverage? Do you need more leads? Do you simply want more traffic and growth in revenue? The good news is, email marketing is pretty versatile to achieve all those goals.
Here are the common goals for email marketing campaigns you might consider:
Once you’ve figured out your goals, you should also be able to figure out the right prospects to achieve your goal. This is when you should build your email list to include those prospects.
There are several different ways to build an email database, depending on your goals we have discussed above. However, here are a few ideas:
If your goal is to nurture customer relationship, your email list can be built by importing your existing customer emails into a chosen email database tool.
There are a few tools you can use to hunt for email addresses, such as the handy hunter.io. If you are planning to create a campaign for new audiences, you will need to build a new database from scratch.
Of course, you can also combine both options to get the most effect. This guide by Campaign Monitor will help you with building your email list.
You can also utilize your existing website or social media accounts to capture more email addresses. A common practice is to use pop-up offerings in the middle of your site or header bar.
There are several different types of email campaigns you can choose from. One type is more effective for certain goals than the others, so the type you choose will largely be dependent on the goals you’ve set.
Here are the different campaign types available:
Probably the most common email campaign type. With email newsletters, you distribute emails that cover stories about specific topics. Generally, email newsletters are focusing on just one topic or theme, such as a newsletter about cooking tips, holiday destinations, and so on.
Email newsletter campaign is especially useful if your goal is to engage with your existing customers. When you have a new product launch, you can also include it in your newsletter from time to time.
Although we have mentioned that you can include new product announcements in your email newsletter, it is better to have an announcement campaign on its own. This way, you can keep your existing audiences engaged and get more awareness for your new products or services.
If you are also running offline activation campaigns, you can also use email marketing to increase awareness of your events and get more attendees.
Generally, a marketing offer campaign will include a call-to-action aspect, encouraging your audiences for an immediate response. The most common practice is an email offering special promotions or discounts, followed by a direct response button or form. If your campaign goal is primarily sales, this is the type you should choose.
You’ve set your goals, you’ve built your email list database, and you’ve chosen the correct campaign type. So, we finally come to this step, setting up your email marketing campaign.
There are several email marketing tools that can help you with this step. However, it is important to first know the important principles to ensure your success:
I’m sure you’ve got marketing emails sent to your inbox before. Now ask yourself this question: what made you click-through the email? There can be various answers from good design to interesting products or anything else. However, with so many reasons to click the email, there are even more reasons not to.
It is no secret that we have shorter and shorter attention span in this modern life. So, keeping your email structured, easy to read, and interesting are a must. There are several content writing tactics and structures you can follow, but the inverted pyramid structure is arguably the most popular (and effective) one.
When your emails are sent to the right people who are actually interested in your products/services, studies suggested that you can get more than 700% increase in revenue.
So, segment your email database, and send the right campaign to the right target.
Yes, getting conversion can be really tough. However, sometimes they didn’t convert because we didn’t make the conversion easy enough for them.
Consider the fact that most of us open our emails on mobile devices nowadays, so make sure your email content is optimized, and the call-to-action button (if any) is easy enough to see (and click!) on mobile devices.
Put yourself in your customer’s’ shoes, and think about anything that would make you convert. Even if it seems minuscule, it is worth trying.
Monitoring your progress is essential in any digital marketing campaign, if not any campaign at all. When you do proper monitoring, you can quickly figure out when things are not going according to plan, and can immediately adjust your strategies when necessary.
You can generally measure your email campaign through two different tools: your email marketing tool and your website analytics tool (like Google Analytics).
Here are some of the metrics you should monitor in your email marketing tool (they might have different names depending on your software):
With your web analytics tool (especially Google Analytics), you can measure the traffic to your website generated by your email campaign. This is useful if traffic is the goal of your email campaign, so you can measure the ROI.
While working with digital marketing and SEO consultant, you should definitely put more focus on your email marketing campaign. While email marketing seems saturated, it is still very effective, as long as you keep your campaign interesting, well-structured, and engaging as we have discussed in the steps above.
The keys to successful email marketing campaigns are targeting the right people, having the right content, and constantly monitoring your progress to be able to make changes when necessary.
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