Email marketing continues to be the most successful marketing channel of digital marketing, underperforming social media, search engine optimization, and affiliate marketing.
What is the reason for this? Why is it that, despite all the buzz about new platforms, decades-old technology remains one of the most successful marketing strategies?
Despite the rise of social media, people still prefer email over other channels. After all, what good is appealing to someone who isn’t present?
The majority of people use email, according to statistics, and the number is growing every year.
Furthermore, you own the connections with email marketing, so you don’t have to worry about algorithm changes reducing your scope.
That is why it is more essential than ever to create an successful email marketing campaign.
Do you have a good understanding of how to run an effective email marketing campaign? Are you unsure if your email marketing strategy is effective? There’s a lot of competition for your audience’s attention with about 269 billion emails sent every day.
Those email numbers are also increasing. That’s why learning how to do email marketing correctly is critical if you want to meet your target audience and hold their attention.
You’ll know the steps to running a good email marketing campaign by the end of this guide, so you can get more exposure, interest, leads, and sales.
What Is an Email Marketing Campaign?
An email marketing campaign is an email sent from a business to one or more customers or prospects. A effective email marketing campaign can motivate recipients to act, connect with your business, and generate more leads and sales.
One of the major benefits of email marketing is that it is still commonly used. In reality, according to our article on why email marketing isn’t dead, 90% of adults and 74% of teenagers still use email on a regular basis.
As a result, email marketing is an ideal method for developing consumer relationships and generating leads and sales.
However, before you can run a successful email marketing campaign, you must first prepare so that when you actually send that first email, you are ready to succeed.
Top Tips For Successful Email Marketing Campaigns
1. Build a Targeted Email List
You’ll need people to send emails to before you can start sending them. So, how do you begin creating your mailing list? Begin by simply asking people to subscribe via a banner or form on your website.
Did you know that on average, 80% of your website users would leave your site without signing up for your newsletter?
To turn those leaving visitors into subscribers and customers, we suggest using exit-intent popups.
Exit-intent popups track user activity and provide them with a targeted campaign just as they’re about to leave your web for good. This inventive technology has the potential to increase your conversions significantly.
2. Know Your Goals
Setting goals is the foundation of all successful marketing, and email marketing is no exception. Consider what you want to do with your email marketing plan. The following are typical email marketing campaign objectives:
- Greeting new subscribers and informing them about your company and principles so that you can begin to form a relationship with them.
- Increasing content and business interaction, whether you’re promoting a webinar or trying to make an initial sale.
- Existing subscribers are nurtured by supplying them with something useful.
- Subscribers who haven’t been involved in a while will be re-engaged.
- Subscriber segmentation allows you to deliver more targeted email marketing campaigns.
You may also set email marketing objectives based on your conversion objectives.
3. Understand Email Types
It’s also important to understand the various forms of email that can be sent. People classify these in various ways, but here are the three most common email types.
Promotional emails, which speak about discounts and deals and are self-promotional, are all too common.
Then there are relational emails, which execute on your promises to subscribers, such as a weekly newsletter, a free gift, useful information, and so on.
There are transactional emails as well, such as:
- Confirmations of subscriber signup
- Greetings messages
- Confirmations of orders or purchases
- Changes to subscriber details are acknowledged.
Transactional emails are typically caused by subscribers’ activities and are related to a specific action they took on your platform.
Now that you’ve learned about the different types of emails you can send, you can move on to the next phase in creating an effective email marketing campaign.
4. Know Your Audience
If you’ve been doing email marketing for a while, you’ll probably have a good idea of who your target market is. You’ll have to make some informed assumptions to target your content if you’re just getting started. Don’t worry; you’ll start gathering subscriber information the moment you submit your first campaign, so you’ll have real data to work with the next time.
Gather data from Google Analytics and your social media accounts in the meantime. Both sources provide information on demographics, venue, and interests, as well as a lot of normal indicators that will help you get a better picture of who your customers are and what they care about. That’s a good place to start when it comes to creating successful email marketing campaigns.
5. Use Technology Wisely
The best email marketing services provide software that can assist you in creating more effective email marketing campaigns. Look for characteristics such as:
- Campaign design and automation is easy, with templates and workflows included.
- Integrations with existing platforms, such as WordPress.
- Methods for segmenting the target audience.
- In-depth analysis of the success of email campaigns.
Mailchimp’s automations, including the ones shown below, will help you schedule transactional emails and blog updates, respond quickly to customers, and build and send promotional and relational emails. These are all good ways to increase your email marketing success.
Looking for an email marketing service? Contact us!
6. Create Great Optins
To run a good campaign, it goes without saying that you need to get people on your email list.
To do so, you’ll need to design eye-catching optin forms that will entice people to sign up. Experiment with various types of optin forms on various sections of your website, such as:
- When visitors arrive on your web, welcome gates appear. You can also use our page slide feature to direct people to the content as soon as they’re ready.
- Lightbox popups will appear on any page and briefly hide the rest of the content so that the optin can be seen. These are excellent at converting.
- Exit-intent popups appear when a user is about to quit a website. It’s a good time to give your lead magnet at this stage.
Put optins in different places and monitor how they appear with rules and page-level targeting for the best performance. This reduces the level of discomfort while retaining effectiveness.
7. Plan Emails and Followups
It’s time to plan your email marketing strategy now that you know your targets, email type, and audience, and you’ve drawn people to your list with targeted optins. This will give you a general idea of what you’ll be working on when you start designing the emails in steps 7 through 9.
A strong strategy is to make notes:
- We’ll look at email frequency in more detail below.
- As specified in step #2, the type of email.
- A rough outline of the content.
- The most important thing you want your subscribers to do is (such as signing up for an event, following you on social media, buying a product).
8. Craft Your Subject Line
The subject line, which is essential in designing people to open and click your emails, is a good place to start for any effective email marketing campaign. An email subject line, like the headline on your blog post, needs to catch people’s attention and entice them to read on.
Options for improving your subject lines include:
- Telling people what they’ll get when they open your emails; there’s no need to be clever or witty unless that’s the personality of your business.
- Personalization, such as using people’s names in the subject line, will increase engagement.
- To ensure that your emails reach the inbox, avoid spam trigger terms.
- Borrowing and adapting one of these high-converting email subject lines for your own use.
9. Write the Copy
After that, you could write your email marketing copy. You’ll want to start with a hook that will entice readers to continue reading.
Keep your email marketing copy short and stop pitching your offer too soon for best results. You want people to get comfortable first.
Address subscribers by their first and last names. Emails that are personalized are more successful. Buffer also recommends that you personalise your emails based on the needs of your recipients by sending emails that meet a variety of user requirements. As a result, they are more targeted and more likely to succeed. According to some reports, educating and segmenting your audience will increase your email click through rate by up to 50%.
Other things to think about for your email copy are:
- This is a personal story. Being human never harms a business and can also help people bond emotionally. This approach has been used in some of the most effective emails we’ve seen.
- Anything that will be useful to your readers. It might be a piece of material, some valuable data, or the resource you’re promoting. Make it obvious how this would benefit them.
- A poll, survey, GIF, or video have all been shown to increase reader engagement.
You don’t have to include all of them in every email. Your emails should ideally be short, with just a few key points per email. Make your email scannable if you wish to go longer.
The call to action is the final section of your email marketing copy (CTA). When people read your email, your CTA should represent the one thing you want them to do.
CTAs are normally repeated in your email marketing copy. Although you don’t want to pitch readers too fast, there will almost certainly be a CTA near the beginning, middle, and end.
The strongest calls to action are simple and to the point. It should be a no-brainer for subscribers to click your link if you’ve written good copy.
10. Focus on Email Marketing Design
In any effective email marketing campaign, email design is essential. If your emails look negative, it reflects poorly on you and can cause people to avoid reading them. With more people reading emails on mobile devices than ever before, it’s important to use a sensitive email template that automatically resizes your email whether it’s being read on a phone, tablet, or desktop.
The majority of successful emails contain more text than images. There’s no doubt that photos add appeal to your inbox, but keep in mind that many people disable images. That means your email must function even though no one can see it.
Avoid distorting metadata in images, as this is disruptive to email usability. Often, use alt tags to identify images so that people who have them disabled can see what they’re meant to see. A good description can persuade subscribers to allow images, which will improve the appearance of your emails.
11. Test and Track
Finally, sending an email is just the first step toward a successful email marketing campaign. To really master it, you must collect data in order to enhance future campaigns.
This entails putting everything to the test, including design and layout, email marketing text, subject lines, and calls to action. Consider playing with email send times and testing emails with various segments.
You’ll also want to keep an eye on your service provider’s email analytics for opens, clicks, unsubscribes, and forwards. This will help you find out what works and what doesn’t when it comes to email marketing.
Another thing to keep an eye on is the sender credibility, which has an effect on email delivery. Use Sender Score to see if your emails have any red flags that could prevent them from reaching their recipients’ inboxes.
Finally, keep track of your email subscription list by attempting to re-engage inactive subscribers and, if that fails, deleting them. Fewer active subscribers are better for email marketing open and click rates than a large number of inactive ones.
It’s time to rethink your email marketing plan if you’ve been avoiding it.
For marketers who are able to learn how to do it correctly, email marketing has a huge return. It doesn’t have to be overly difficult.
To begin, keep in mind that you’re a guest in your subscribers’ inboxes. Your subscribers are only one click away from losing interest in your newsletters. Be polite, respectful, and helpful.
You’ll need to ask permission when you get started. It is, without a doubt, the best thing to do. It’s also a legal necessity in the age of modern data protections, such as the EU’s GDPR.
It’ll be important for you to keep your promises. Provide people with what they’ve requested, and send them emails on a regular basis that meet their needs.
It’s all about what fits best for you and your company’s voice and style when it comes to email automation.
Once you’ve mastered the fundamentals, you should move on to email segmentation and analytics. To deliver more valuable emails, start sending various types of emails to different groups of people.
What email marketing strategies do you use to keep your subscribers interested? Please Comment!