Email marketing campaigns continue to be among the most successful ways of communicating with potential clients. Undoubtedly, they have served as a distinct and reliable method of boosting businesses. In fact, most businesses today are using email marketing as part of their integrated marketing campaigns.
What is Email Marketing?
Email marketing employs the convenience and speed of one-to-one communication with each business prospect. It is one of the safest and quickest methods of delivering important messages, updates and promotions to people who willingly choose to be part of your mailing list. To start off, there are a few questions you should consider, such as
• What do you know about your customers?
• Why would you want to read their emails?
• How much time will it take for them to view your email and take the desired action?
• Are your users’ early risers or night owls?
All these questions help frame the foundation of a strong and long-term email marketing campaign.
Know Your Target Audience
Prior to even thinking about initiating an email campaign, you should have a clear understanding of your target audience. You can take as much time as you need for research to ensure you are doing it right. Without this, your likelihood of success will decrease over time. For knowing your audience, you have to research about their age, gender, location, lifestyle and other attributes, such as activities and interests.
After thoroughly researching the kind of tone and speech you should adopt for your email marketing campaign, you can…
… Follow the Guidelines
It is your responsibility to be aware and comprehend the “spam” laws for a particular country. At all times, check the laws pertaining to spam in your country and in case you are emailing customers in Canada and the US, you will need to abide by the rules set to prevent spamming. So, how to avoid spamming?
• Target your campaign to only those people who have given you their email IDs willingly
• Every email should have a link to an easy unsubscribe
• A physical address must be included
• In case a user has unsubscribed, make sure you don’t mail them again
• Be wary of selling or buying email addresses
By educating yourself and finding a trustworthy email service provider, you can create an effective email campaign that will best serve your business’ needs.
Set Clear Objectives
As you create your first email campaign, determine in your mind why you are communicating with your clients. Here are a few questions to ask:
• Are your emails sent for educating users? Promoting a product or announcing discounts?
• Have you offered a clear CTA for the audience?
• Do you have any preferred analytical tools to measure the performance of your campaign?
Setting clear objectives and the methods you will use to measure the results of a campaign will help you monitor the results of your campaign.
Find and Use Viable and Relevant Data
In case you have an email list ready for starting your marketing campaign, you should make sure that you have the most precise list. Guarantee that you clip your list to flush out erroneous data and re-engage inactive emails.
For building every fresh mailing list, include something that encourages people to sign up on their own. Here’s a few ways of integrating this element in your campaign:
• Provide a sign-up feature on your home page.
• Flaunt a sign-up form on every web page or post.
• Provide giveaways in the form of books, video or audio for triggering signups.
• Customized confirmations and ‘thank you’ emails make the users feel welcomed and can result in referrals
Create a Spot-On Marketing Campaign
Reflecting your objectives, arrange a campaign that entails standard and personalized elements. A few things to take note of are:
• Opt-out links must be evident
• Modify your email templates for fitting your business branding.
• Track your campaign
• Make use of auto-responder scheduling
Draft Effective Emails
When you have a clear understanding of your business branding, you will be able to set clear-cut objectives that can be highlighted in your email or sequence of emails. When creating emails, place emphasis on coming up with catchy and informative copy.
• The most priority should be given to your subject line, as it accounts for 80% of the campaign’s success. An attention grabbing as well as benefit driven subject lures users to pay attention to your email message.
• With a proportionate text-to-graphic ratio, you can catch the attention of prospective clients who may be attracted to your graphics. However, don’t over-do the use of images or graphics as the main goal is to convert users, not provide them entertainment.
• Integrate just one obvious and well placed call to action. More than one CTAs can confuse the audience and they may decide not to take any action.
• Your address, an unsubscribe link and your logo must be present in the mail.
Testing and Tracking
Learning how to use tracking tools prior to launching the email marketing campaign enables you to stay focused on your core business objectives and facilitates you to ensure an efficient execution of all relevant steps of the campaign. Here are a few metrics you must be able to track for every email marketing campaign:
• Open rate
• Click through
As you begin receiving notable stats for your campaign with the help of tracking tools, you can tweak and play with several elements of your campaign, such as:
• Time of day
• Day of the week
• Product offers
• Hard sell vs. soft sell
• Company name vs. person’s name
• Creative designs
• Subject or tag lines
• Copy of the message
• Product offers
As soon as you conclude a successful campaign, you can streamline the most important components of your email campaign for mapping your future business objectives. When you keep track of what worked for you and what went against you, you can trigger customer engagement and generate a higher ROI with sound decisions based on your experiences acquired during your last campaign. With these steps, you can launch a successful email campaign. Just make sure to complement it with these basic etiquettes to attract users instead of repelling them.
Get a Permission-Based Email List Developed on Trust and Mutual Gain
Always build your email list that is based on offering your clients a valuable service in exchange for their information. Ask them if they would like to receive a newsletter or discount updates weekly, monthly or yearly. By doing so, you are not viewed as a nuisance by your audience. Collect only the information you require and don’t go for irrelevant details.
An unsubscribe feature prominently displayed in each email will ensure unsubscribing is effortless and unconditional. A clear and to the point privacy approach that depicts in plain words how you will use the information by the subscribers will make users trust your intentions rather than doubt them.
Develop Interest with a Catchy Offer
The greatest email messages are not even opened if they fail to provoke any interest amongst subscribers. Why would anyone want to open your email simply to collect more information if they don’t receive anything as a reward? For this reason, it is essential to include an offer, no matter how small it is, that is displayed in the subject line. Don’t go for long subject lines that confuse your target audience. This is where your research comes in. By knowing how your audience thinks and reacts, you can devise a subject line according to the taste and language of your users.
The same continuity in voice should be carried in the message and tone of the email to ensure you don’t disappoint the users who have made an attempt to open your mail. Moreover, when your campaign follows a regular schedule, devoted fans start to look forward to your emails and offers.
Adopt a Conversational Tone
For breaking up large chunks of content, make use of bullets and subheads to turn it into a scan-able material. Your email should be in the form of a conversation and not a sermon. Apply a responsive email design for ensure your email appears just as smooth on a smaller smartphone screen as it does on the laptop. For this, testing your emails on different devices will get you a good idea of how it will appear to your users.
Use Cross Promotional Tools
Personal marketing has two standard methods: Email and SMS. Nevertheless, the world revolving around these conventional technologies has transformed. That’s why emails must also provide a way for letting users like your Facebook or Twitter pages. Actionable directives rewarding subscribers for creating a buzz will also help boost your blog following, social media accounts and will bridge gaps between your email marketing campaign and your online presence. Don’t waste the numerous opportunities provided by emails to direct subscribers to other outlets of your promotion.
Execute A/B Testing for Evaluating Results with Different Variables
Effective split testing will not require a lot of your time or effort. With the help of already successful programs, like MailChimp, they have integrated A/B testing tools that only need negligible data input for getting you on board. Such programs make design convenient on the front and also make A/B testing simpler on the backend.
Every email marketing campaign has a goal, which is to categorize the entire target audience in specific groups for reaching them more easily. Emails can fuel up conversation and establish a communication channel for your business. When you treat your subscribers as mere statistics, your emails become mechanized and lose the personal touch. Treat your recipients with respect and offer something which would make them feel valued and important. More than anything, your email should be compelling enough to be opened and read.
Marketers desire the best possible open rate for their campaign and get the attention it deserves. For increasing the open rate of your emails, convey your unique brand message to your readers by addressing a specific problem and then offering your business solution. As mentioned above, adding a value-added service will also motivate them to refer it to others. Also, due to different time zones and the varying nature of businesses, various email campaigns present different outcomes when they are tested for different time zones.
The first step for testing different sending times is to arbitrarily allocate your email list into a number of different lists with equal numbers of people. Subsequently, select some send times you believe are going to be preeminent for your targeted users. Lastly, queue up the same message to each list. Of course, during these different time zones, the messages must be exactly the same. Here, the only variable that needs to be tested is time.
You may want to repeat this trial several times before you can start to see a clear pattern emerging. With this testing, you may find certain time-frames to be good for receiving beneficial open rates or you may discover that open rates are not influenced with time-frames at all. Make sure you keep a detailed log of these logs to be referred to throughout your marketing campaign.
How To Know If Your Email Campaign Is Working?
For determining if you have created an effective email marketing campaign, ask yourself the following questions:
• Are people talking about your email campaigns?
• Are they directing traffic to your website?
• Did it make any money?
In case you reply in the negative to any of these questions, there is a need to look into your email campaign.
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