Email marketing has been an irreplaceable tool for business. Lead generation, outreach opportunities, and turning prospects into customers are the primary reasons why companies use emails within their strategies today.
Some may question their efficiency, having the rise of messengers and social media as the main counterargument. However, the data shows the opposite. Subject to Statista, the number of emails worldwide is increasing. Besides, Australians opened their emails quite often in 2020.
What does it mean, then? Marketers are likely to continue getting profits by improving the process of email marketing.
Making an email campaign work
Improvement is always about asking questions. How to run an email marketing campaign? What are the points to consider?
Creating a successful email campaign contemplates answering a goal, targeting the right group, developing a proper email structure, and engaging with your audience.
Here are some tips to follow if you want your emails to give you the best outcomes:
Develop a clear goal
The mature way to get any campaign successful is by setting a purpose. The better you determine your goal, the better it serves your overall strategy. So make sure that it is measurable, actionable, realistic, and time-bound.
You can use an email campaign to welcome new subscribers, increase engagement with the existing ones, re-boost sales, or improve segmentation. Besides, one can send an email for cold emailing or link building.
That’s why some of them may need call-to-action blocks, while others can be limited to witty subject lines.
Lastly, the goal determines the email campaign structure. Thus, pick the one and stick to it.
Gather and group contacts
No data – no campaign, right? To run an email campaign, a successful one, you’d better do some research, gather enough contacts, and create an email list.
The best strategy depends on the size of the database you have. So, there are specific scenarios you should consider:
- If you have just started your business and lack some contacts, database enrichment is what you need. There are different ways to achieve it. You may use an opt-in email strategy, promote a lead magnet, ask for feedback, hold an online contest, or collect emails offline.
- If it is a cold email operation, then Linkedin email finder, or any other finder, can be very helpful.
However, you should know that there are special rules regarding emails in Australia.
Under the Spam Act, senders can not send emails without the recipient’s prior consent. Also, their messages should identify them as senders, include contact information, and be easy to unsubscribe.
- If you already have valuable contacts, it is better to group them. Grouping eliminates the chances of sending duplicates or having the recipients mixed up. In this case, the best way is to use an automation mail service for your convenience.
Know Your Audience
Segmenting your audience is usually not enough, as email marketing has communication at its core. And what makes your communication successful? RIght, knowledge of your audience.
In this case, one can use Google Analytics to explore insights about the subscribers. If your marketing efforts are more media-focused, then Facebook tools may make the difference. The knowledge of these insights can be inspiring and give an idea of how to hook a reader.
Lastly, if you still lack some data, search it manually. You can find a person’s profile and analyze their hobbies or lifestyle. The process of email marketing is always concerned with researching and experimenting.
Adjust your email: personalization and value
As you know some hobbies or likes of your audience, you can develop your templates and emails. If a solid email campaign structure offers clarity, creativity ensures engagement.
This tip is about the message being more appealing to the reader. Make it more personalized and add value to it. Prospects can become your customers if they feel you satisfy their needs.
What can a marketer do to ensure a more personalized email?
Improve subject lines
How often do you turn around when you hear your name? The odds are that you do it often. The same applies to the recipient of the email. The studies underline that if the email’s subject line has the recipient’s name, it is more likely to be opened.
Also, add a grabber deriving from the recipient’s needs. For instance, a person’s Instagram bio says: “Discount lover.” Add discount info in the line, and you are likely to get a higher open rate in this campaign.
Make your email interesting to the reader. How? It’s not as hard with some data you have. Use it to hook them into reading your email and provide relevant content.
For example, the holidays are ahead, and you know a person did some buying from you. What should one do? Select a group of contacts, design a template, write a caption, and include the goods that may be interesting to the recipient.
Besides, some humour or witty sayings can bring benefits. However, make your message clear and short. The abundance of emails in an average email box is quite an issue. It decreases an attention span. Thus, a marketer would need to combine creativity and conciseness.
Think of design
Email design is another part of a successful email campaign. One may consider it just an unnecessary detail. However, details often matter. Why? Before all, design makes your message unique. Secondly, if the visual communication is excellent, it appeals to the readers.
It is not only about aesthetics; it is about the perception of your product or service. If you input, you care. Thus, ask designers to add a cute card behind your message and use a nice-looking template. Design is not as crucial as the message.
However, if it refers to B2B communication, make sure your email signature looks great. It improves credibility and response rate.
Prepare follow-ups beforehand
Be ready that many of the emails wouldn’t be opened at all. They may go straight to “Trash”. Or, your prospects may forget to answer you. How to remind them? Create a follow-up sequence for your email campaign. Two follow-up letters can be enough.
Simultaneously, the timing is vital. It is good to send the first follow-up email after a day or two and repeat the same procedure with the second one. Why? Just put yourself into the recipient’s shoes. Being annoying can worsen your reputation. In the end, remember to state the goal, add value, consider CTA and mince your words.
Lastly, do not forget to track your results. A successful campaign depends on many factors. To identify the right ones, one may need some email tests. The different email campaigns can give you insights on open rate or click rate. Also, there is room for experiments on the quality of your templates. As a result, the email campaign, whether successful or not, gives you a vital lesson if you find time to reflect on its outcomes.
All in all, these tips can help you understand how to run an email campaign in the right way. Remember about the goal and audience you target as well as the contact list. The first grants you an email campaign structure, while the second provides you with engagement. And do not forget about updating your database from time to time. The better you prepare, the better your campaign will be.