Email marketing is one aspect of digital marketing that some businesses fail to look into. I will share some skills to running a successful email marketing campaigns that can help generate or increase leads/sales.
Do know how to run a successful email marketing campaign? With email marketing campaign, I got a client (who is into baby product sale) sales that he never expected. Currently, i still get results from campaigns sent out.
Wondering if your email marketing strategy is working?
Hence, this guide will let you know the steps to run a successful email marketing campaign so you can get more attention, engagement, leads and sales.
What Is an Email Marketing Campaign?
An email marketing campaign is a series of emails sent by a business to communicate with one or more prospect/customers. Email campaigns is geared towards getting the recipients/target audience to take action, engage with your business, and help you to get more leads and sales.
The mega advantage of email marketing is that the number of people using emails has increased in the last two years. this is due to the use of Smartphones.
On Android/Ios phones, you are required to use an email account and as such, if you do not have one, you will be asked to create an email id so as to have full access to the smartphone features.
So this has made the number to increase and as such increased reach potential from a marketing point of view. There is an article by optinMonster on why email marketing isn’t dead and this revealed 90% of adults and 74% of teenagers still use email regularly.
Ways To Run Successful Email Campaigns
1. Build a Targeted Email List
When you want to run or start Email marketing, it is important to build a mailing list. The best way to build a targeted email list is to convert your website visitors into subscribers.
You must note that 80% of the average visitors to your website will leave your site without signing up to your newsletter?
Currently, it is recommended to use exit-intent popups to convert those abandoning visitors into subscribers and customers.
Exit-intent popups detect user behavior to prompt them with a targeted campaign at the precise moment they are about to leave your site. This smart tech can tremendously increase your conversions.
2. Define Your Goals
There is a saying that “if you fail to plan, you plan to fail”. To run a successful email marketing campaign, define what you want to achieve. Sample goals for an email marketing campaign:
- Welcoming new subscribers and telling them about your business and values so you start to build a relationship with them.
- Boosting engagement with your content and your business, whether that’s promoting a webinar or trying to make an initial sale.
- Nurturing existing subscribers by providing something they’ll value.
- Re-engaging subscribers who haven’t been particularly active.
- Segmenting your subscribers so you can send more targeted email marketing campaigns.
- Conversion goals.
3. Understand Email Types
It is recommended that you know the kind of email you wish to send. Here it is categorized into Three:
- Promotional Emails.
- Relational Emails.
1. Promotional Emails – This type of email marketing purpose is to make an offer to your email list. The offer could be promotional content, a white paper or webinar, a brand announcement, a new product release and more.
2. Relational Emails – May not make an offer, or sell a product or service directly, but they are designed to build relationships with the customer by adding value up front. These are things like subscriber welcomes, newsletters, blog articles, surveys, social updates and more.
Email Newsletter is used for marketing to prospects, nurturing your existing customers with company news and events, product announcements and feedback requests.
3. Transactional emails – these are emails sent in response to an action that a customer has taken with your brand. Such messages may include things like order confirmations, receipts, coupon codes, shipping notifications, password reminders and more.
Transactional emails are usually triggered by subscribers’ actions and relate to an action they’ve taken on your site.
Once you understand what kind of email you are about to send, you may move to the next point.
4. Define Your Audience
It is a good practice in digital marketing to define audience before proceeding to any action. Understand who your target audience are. Ensure to have a means of collecting email id so as to build your audience list.
Once you defined your audience, you can start sending them messages and see how they respond to each campaign. You can use your analytics for future forecasting and in crafting a successful email campaign.
5. Effective Use Of Technology
There are so many tools or tech platform for email marketing campaigns/services available. It is wise to use the tool that suites your need and that you are comfortable using. Look for features like:
- Easy campaign creation and automation, including templates and workflows.
- Easy Integrations with software you are using, like WordPress and mailchimp.
- Easy steps to segment your audience.
- In-depth analytics on email campaign performance.
Ensure they have features that can help to schedule, respond quickly to customers, and create and deliver promotional and relational emails. These are all good ways to build success with email marketing.
6. Create Great Optins
You need create ways to get people on your email list so as to run a successful email campaign.
Ensure to create attractive optin forms that audience may be encouraged to sign up. Experiment with different types of optin forms on different parts of your site, including:
- Welcome gates: Shown to people arriving on your site.
- Lightbox popups: This appear on any page and temporarily blank out the rest of the content to focus on the optin popup. Known to convert very well.
- Exit-intent popups: This appear when people are about to leave the site. That’s a good time to offer your lead magnet.
For best results, put optins in multiple places and choose how they appear with rules and page-level targeting. That cuts down on the annoyance level while maintaining effectiveness.
7. Email Plan and Followups
The moment you have defined your email goals, your audience and the type of email you want to engage in, then it is time to plan your email marketing campaign.
To plan, you can involve the following steps or plan
- Email frequency (how do you wish to send the emails)
- Type of email
- Sketch of content (idealization)
- What call-to-action do you want subscribers to take (such as signing up for an event, following you on social media, buying a product)
You may create a welcome email for first time subscribers. later, you can send them another email depending on a particular goal you wish to accomplish.
Never overwhelm your subscribers with too many emails by emailing them too often. That will send them straight to the spam button. Instead, develop a schedule and maintain the frequency.
Once you’ve outlined your email plan, it’s time to start writing.
8. Attractive Subject Heading
For a successful email marketing campaign, it is good to start with an attractive subject line. Subject lines can attract or be a turn off. So make it catchy.
You must note that the subject line should not be longer than certain length. Campaign Monitor’s data shows that most subject lines range from 41 to 50 characters. Even less of your subject line shows on mobile screens, so it’s wise to put the most important parts at the start.
For the subject line to improve, here are few things to note:
- Keep it short and sweet. Lengthy subject lines may be cut off on mobile devices.
- Telling people what they’ll get when they open your emails; do not be mischievous
- Adding personalization, as including people’s name in the subject line can keep them more engaged.
- Avoiding spam trigger words so your emails make it to the inbox and not in their spam box.
- Avoid the ‘no-reply’ sender name.
- Segment your lists.
- Time it right.
9. Write the Copy
Create a mail that will attract the attention of your audience to read your email content.
It is advice-able to keep email marketing copy short, and avoid showing offers too early. Let your audience get comfortable first.
Address subscribers by name. Personalized emails are more successful. A survey and post by Buffer also suggests that to personalize your emails based on need by sending emails that meet different user expectations. This makes them more targeted and more likely to be successful.
Ideally your emails should be short, with only a couple of main points within each one. If you do decide to go longer, make it interesting.
The last part of your email marketing copy is the call to action (CTA). Your CTA reflects the one thing you want people to do when they’ve read your email.
CTAs can appear multiple times within your email marketing copy. It can be a CTA near the start, in the middle and near the end. The best calls to action are short and clear.
10. Focus on Your Email Marketing Design
Design your email with aesthetics in mind as this is a factor in achieving a successful email marketing campaign. Always create a good design so as to have a lasting effect on your audience.
With more people than ever reading emails on mobile devices, it’s important to use a responsive email template so your email resizes automatically whether people are reading it on a phone, tablet, or desktop.
It is cool to have more text than images. There’s no denying that images make your email more attractive, but know that many people disable images. That means your email still has to work even if people can’t see them.
Alt tags should be used to describe images so people who’ve disabled images in their email system will know what they’re supposed to see. A good description might make subscribers enable images, which will make your emails look even better.
11. Test and Track Email Campaigns
Once you send out your first email campaign, that is just a step to your email marketing success. You need to collect data to improve future campaigns.
This involves testing everything from your design and layout, email marketing copy, subject lines and calls to action (CTA). Consider testing emails with different segments and experimenting with email send times, too.
Ensure to monitor email analytics from your service provider relating to opens, clicks, unsubscribes and forwards. This will enable you to figure out what’s working and what’s not working in your email marketing.
One thing to note in Email marketing is the sender reputation. This can affect email deliverability. Use Sender Score to see if there are any red flags that might stop your emails from reaching subscribers’ inboxes.
Finally, manage your email subscriber list by attempting to re-engage inactive subscribers, and by removing them if your attempts fail. It’s better for email marketing open and click rates to have fewer active subscribers than large numbers of inactive ones.
Read More on 14 Email marketing mistakes to avoid
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