Email marketing campaigns aren’t new, but they remain a popular choice among savvy marketers. When the right content arrives in someone’s inbox at the right time, it can cut through the clutter, capture their attention, nurture their interest, and convert them.
The question is, do you know how to run an effective email marketing campaign?
If not, now is the time to start learning. Yes, it will take some planning and research, as well as a little snooping into your target audiences’ habits and preferences. However, the end result may pay off handsomely.
Email Marketing Campaign: Takeaways to Remember
Email has the ability to facilitate genuine connections and long-term relationships in addition to generating fantastic revenue.
Email marketing can assist companies of all sizes in achieving a variety of objectives. Begin by establishing a broad goal for each email campaign.
Pay attention to your email’s subject line, body content, and design.
The metrics you choose to track and report on are crucial to the success of your email marketing campaign.
This step-by-step guide to running a successful email marketing campaign has been put together by us. But first, some background information.
What Are the Benefits of Email Marketing Campaigns?
Every day, an estimated 306.4 billion emails are sent and received around the world, with this number expected to rise in the coming years.
From 2017 to 2023, the graph below shows the number of emails sent and received per day in billions around the world.
The data is clear: email isn’t going anywhere fast. If you want to stay competitive now and in the future, you’ll need to learn how to use email to generate more leads and sales.
It isn’t just about making money, either. Email marketing generates $44 for every dollar spent, the highest return on investment of any marketing strategy.
Personalization via email is also a tried-and-true method, and we all know how important the individualized customer journey is in today’s business world.
The Ultimate Guide to Email Marketing Campaigns, Step-by-Step
Step 1: Make a list of your objectives.
Setting goals should be the first step in any marketing effort, and email marketing is no exception. Consider what you want to achieve before you start planning and executing your campaign. Here are a few ideas to get you started:
- Boost your brand’s engagement by inviting your subscribers to a webinar or encouraging them to connect with you on social media.
- Lead nurturing will most likely entail delivering high-value content.
- Subscribers who haven’t been active in a while should be re-engaged.
- Subscribers can be segmented so that you can send more targeted campaigns in the future.
Step 2: Identify Your Target Market
You probably already have a hazy idea of who your target market is, but hazy isn’t good enough when it comes to creating effective email marketing campaigns that help you meet your objectives.
“Because consumers are constantly bombarded with emails, yours must stand out.” It’s critical that your target audiences are properly segmented. You want to stay away from the “spray and pray” approach.” – From Forbes
The importance of segmentation cannot be overstated. Your audience can be divided into groups based on demographics, behaviors, and where they are in the customer journey.
To improve the accuracy of your segmentation, you can use data from previous campaigns, analytics, social media, and even third-party data collectors.
Step 3: Determine the Different Types of Emails
So, you’ve decided on a goal and determined who your target audience is. It’s now time to close the gap between them. You’ll want to choose an email type that fits your goals as well as the needs and desires of your target audience.
The following are some of the most common email formats:
Promotional emails: These communicate details about sales and special offers, new products, upcoming events, and other company news.
Relational emails: These deliver on your promises, such as a monthly newsletter, a discount code for signing up, a conversational email, or relevant information.
Transaction emails: These are usually triggered by a website action and may include:
- Confirmations of registration
- Greetings messages
- Changes to account or subscriber information are acknowledged.
- Confirmations of purchase and shipment
Step 4: Make a plan for your emails
Regardless of the type, goal, or audience, emails must be timely, interesting, relevant, and valuable. A connected campaign should also be consistent and follow a logical path.
In other words, it should make sense and stand alone – referencing previous emails in your campaign is a common tactic.
Try jotting down the following in the early stages of planning:
- Email format
- Theme in general
- A basic outline of each email’s content
- You want your subscribers to take a specific action.
Here’s a step-by-step guide and template for creating a more detailed email marketing strategy.
Step 5: Personalize Your Emails
The subject line, body content, and visual design are the three elements that make up an email. Let’s take a look at each one separately.
The subject line is crucial; if it doesn’t resonate with or capture the attention of your subscribers, the entire campaign will be lost on them. Your subject line should be succinct and intriguing, but it should also be relevant to the content of the email.
The length of your email isn’t always important. What matters most is the content. It must be useful and consistent with your brand’s tone of voice. It’s also a good idea to use the reader’s name and include a single clear call-to-action.
Your email should be readable and consistent with your brand. Make sure your design looks good on your mobile device before sending it.
Step 5: Send, test, and track key metrics
Your email has been sent. But sending the message isn’t the end of the process. Data collection is critical for future campaign optimization.
Everything should be tested, from the subject line to the design and layout. You should also keep track of your analytics, such as clicks, unsubscribes, and forwards.
Now is the time to start planning your successful email marketing campaign.
Email marketing is a process; the more you do it and collect data, the higher your return on investment will be. As a starting point, use this step-by-step guide to see what works best for your brand and audience.