Email marketing campaigns are nothing new, but they are still a favorite among savvy marketers. Getting the right content in a person’s inbox at the right time can break the noise, get their attention, drive their interest, and convert.
So the question is: do you know how to run a successful email marketing campaign?
If not, it’s time to learn. Yes, it does take some research and planning to do a bit of exploring your audience’s behaviors and preferences. But you can repay the results in dividends.
We have put together these step-by-step instructions for a successful email marketing campaign. But before we get into that, some background information.
Why Email Marketing Campaigns?
An estimated 306.4 billion emails are sent and received worldwide every day, and that number will only increase over the years. The following graphic shows the number of emails sent and received worldwide per day from 2017 to 2023 in billions.
The numbers are clear – emails aren’t going anywhere fast. If your business is to stay competitive now and in the future, it must learn how to use email to its advantage to secure more leads and sales.
It’s not just about generating revenue either. Email marketing makes $ 44 for every dollar spent – more than any other marketing tactic.
And it has the power to enable real connections and build long-term relationships. It’s also a proven path to personalization, and we all know by now how important the customized customer journey is in today’s business landscape.
Your ultimate step-by-step guide to email marketing campaigns
Step 1: set your goals
All marketing efforts should start with goal setting – email marketing is no different. Think about what exactly you want to achieve before you can plan and execute your campaign. Here are some examples to get you thinking:
- Increase brand engagement by inviting subscribers to a webinar or by asking them to connect with you through social media
- Cultivate leads that are likely to deliver high quality content
- Re-activate inactive subscribers
- Segment subscribers so you can send more targeted campaigns in the future
- Make sales
Step 2: know your target audience
You probably already have a vague idea of who your audience is, but being vague isn’t going to change it when it comes to creating successful email marketing campaigns that can help you achieve your goals.
“Consumers are constantly inundated with email, so your email needs to get noticed. It is important that your audiences are properly segmented. You want to avoid the “spray and pray” method. “- – Forbes
The segmentation is critical. Your target audience can be divided into groups based on demographics, behaviors, and the stage of the customer journey they are in. You can use previous campaigns and data from analytics, social media, and even third-party data collectors to improve the accuracy of your segmentation.
Step 3: determine the email types
So you’ve set yourself a goal and identified your audience. Now it’s time to bridge the gap between the two. You want to choose an email type that suits your goals as well as the needs and wants of your target audience.
Here are some of the most common types of email:
- Promotional emails: These share information about sales and specials, new products, events, and other company news.
- Relational emails: These give subscribers what you promised, e.g. B. a monthly newsletter, a discount code for signing up, a conversational email, or relevant information that you have requested.
- Transactional emails: These are usually triggered by an action on your website and can include:
- Registration confirmations
- Welcome messages
- Confirmation of changes to account or subscriber information
- Purchase and shipping confirmations
Step 4: schedule your emails
E-mails have to be up-to-date, interesting, relevant and valuable regardless of type, target and target group. A connected campaign should also be consistent and unfold in some kind of narrative. In other words, it should make sense of logic and stand as a whole – referencing previous emails in your campaign is a common tactic.
During the difficult stages of planning, try to write down the following:
- Type of email (s)
- Overall theme
- A basic overview of the content of each email
- The action you want subscribers to take
Step 5: compose your emails
An email consists of three components: subject line, text content and visual design. Let’s take a look at each one.
The subject line is crucial. If it doesn’t grab or grab your subscriber’s attention, the entire campaign will be lost to them. Your subject line should be short and fascinating, but it must be relevant to the content of the email.
The length of your email does not necessarily matter. The key is the content itself. It has to be valuable and match the voice of your brand. It’s also a good idea to address the reader by name and include a clear call to action.
Your email should be legible and branded. Before sending, make sure your design looks good on your mobile device.
Step 6: Submit, Test, and Track Key Metrics
Your email is ready. But sending the send isn’t the last step. It is important to collect data in order to optimize future campaigns. Test everything from the subject line to the design and layout. Monitor your analytics as well, including clicks, unsubscribes, and forwards.
Create your successful email marketing campaign now
Email marketing is a process – the more you do, the more data you collect, the higher your ROI. Use this step-by-step guide as a starting point and see what works for your brand and audience.
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