Email marketing is an ever-evolving medium that has adapted to customer behaviour and changed with the wavering markets. While we know about the importance of Email Marketing as how it can help with your leads, one should master the art of running an email marketing campaign. Most marketers fall short in this process and forget their goals in the end.
One should be up to date with the developments in email faculty and be quick in implementing the changes to get the best result. Every aspect of the email campaign should be focused or else it might end up with your recipients hitting the unsubscribe button more often.
Email marketing campaigns need to be well-strategized to leverage your right prospects and nail your targeted ROI. A small business can look to drive more revenue from their email campaigns by adhering to best practices.
Let's jump straight into seven tips to consider to plan and deliver a successful email marketing campaign –
Set Up a Well-Defined Objective
Before embarking on an Email campaign, you need to get your objective clear. Define the purpose of sending emails then focus on the content or subject lines. Email campaign goal consists of mainly two things –
- Conversion oriented: This strategy mainly focuses on achieving the targeted ROI.
- Content oriented: This strategy focuses on driving more viewers and converting them into loyal customers.
To understand what content will provide them with the most value, you can reach out to an email marketing company that can help you create meaningful email content and campaigns and efficiently target your audience.
Make it easy to subscribe and unsubscribe
For an effective email campaign, it is vital to facilitate your subscriber with subscribe and unsubscribe options. You can put a sign-up form on your social sites or on your website to engage your audience to subscribe to your offerings. Ensure that it is straightforward to subscribe and collect names and other information with the required fields.
Likewise make it easy to unsubscribe because if your subscribers don't figure out how to remove their email from your list, your emails may be known as spam.
Design your newsletter to fit your brand and content
With plenty of material available to beautify your emails, it is essential to make them more personal and engaging. You can opt to send an email in plain text or go for fancy content to showcase corporate. Even most email providers create or reuse a template from scratch and include its colours, logo, and other branding elements in every individual email to help the reader get familiar with the brand.
Make sure your emails are scannable
As an entrepreneur, a significant change in your email campaign is to make sure your emails are scannable. Otherwise, most of your readers aren't going to read your full email. So, prepare critical points of your content and break them into small paragraphs. You can even consider using bullets or highlight the topics to make your email digestible. This measure will get you the undivided attention from subscribers, thus helping you reach out to your potential customers.
Create a publishing calendar to set the time
Dispatch emails at an appropriate time to boost open rates. Keep a content calendar to maintain your content preferences. For festivals or occasions, deliver fresh content to your readers, thus maintaining a connection with them. If possible, you can plan, write and design the content beforehand and then determine when is the right time to send them by analyzing your subscribers' demographics.
Convey the Right Message
Your email campaigns should always be intriguing and informative. The first step to lead a successful email campaign depends on your subject line and preheader text. Segment your emails depending upon your subscribers' interests and tell them what they can expect from you. Give them as much information as possible through daily deals, weekly tips, or updates about your company. Keep the content design balanced with a direct approach and, most importantly, send relevant content that readers look forward to sharing.
Incorporate Direct copy and An Action-Oriented CTA
After writing concise email content, target your potential customers with a sensitive call to action button. Ensure that the execution should give results to your goals, so you can take several approaches to make it possible. You can ask customers to fill a form or ask them to click a link to make sure your subscribers are in the loop to make a purchase.
While you saw what it takes to run a successful email campaign, everything from personalizing emails to adhering to stringent rules plays a vital role in the success factor. These email campaign marketing tips won't make you a perfect email marketer, or won't necessarily guarantee 100% smashing success, but they'll undoubtedly improve your open rates and ROI. Keep these things in mind and incorporate the tips that will indeed make you better than most!
Chris Donald is the Director of InboxArmy a Professional email marketing agency that specializes in providing email marketing services from production to deployment. He has worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government bodies in all facets of their email marketing services and email campaign management programs since almost 2 decades. Chris’s success track record covers building email programs at competitive email marketing pricing and using data-driven strategies to turn around underperforming accounts.