According to the recent study, 77 % of consumers prefer to receive permission-based emails than any other form of marketing communication. Sending an email is an excellent way to stay in touch with customers, communicate your brand image and increase overall web traffic. Despite the popular belief that email marketing is the one to blame for spam and misdirection, it is still a vital part of any business marketing campaign. Although it may seem that building a successful email campaign can be done in just a few simple steps, most people don’t know how to do it right.
5 Steps to Grow Your Email Campaign
Here, we’ve rounded up a few tips that should help you triumph on your next email marketing campaign.
1. Build your email list
Put yourself in the shoes of your customers and ask yourself :
What will they get in return for giving you their email address?
You need to find the right way to communicate with your customers and consider the value you are providing. The easiest way to do this is to give something away for free like a free trial of your services or provide a newsletter or product updates. Another way you can draw your audience’s attention is to create vibrant valuable content. Also, you can import the list of known contacts. However, make sure you have the permission to email these subscribers. Whatever method you choose, you need to keep in mind that you need to make subscription process as simple as possible. You don’t want your customers to bounce off the site because it took them a lot of time to subscribe.
2. Select the type of campaign
The type of the campaign you would like to run depends on the goals you want to achieve with it. If you want to keep in touch with your regular customers, you should focus your efforts on creating an email newsletter and produce content that revolves around one specific and interesting topic. On the other hand, if you want to drive direct response you should invest your time in sending a marketing offer that should encourage people to purchase such as a discount or special promotion on products. On top of that, you can create an announcement campaign and inform your customers about a new product, feature or a service.
3. Create amazing content
Once you have identified the point of your email campaign, you are ready to start writing your email copy. It has to be powerful, vibrant and direct. It’s always better to keep it short and powerful. However, if you want to present a longer piece of content and provide your audience with some real actionable tips, you need to make sure it’s valuable piece of content that people would really want to read. To be able to seamlessly create and organize your content start using some of the best project management tools out there on the market.
Create a strong and clear CTA that will move your customer one step closer to your email’s goal. Also, be mindful of your tone of voice. To be able to create content that resonates with your audience, you need to ensure that your tone of voice is used in the right places. Finally, before releasing your content, you need to revise it carefully and minimise or eliminate all the grammar and spelling mistake. This will make your project planning a breeze.
4. Schedule your email
Before you send out your email, you need to stop and consider the best time to do it. If you are sending your email to businesses, maybe the best solution is to send it early in the morning os some work days. However, if you are sending it to regular consumers, you should send it in the evening when the majority of people is checking their emails. At the end of the day, you cannot be sure what part of the day would be the best for sending your email before you test out different times and see which one works best for your business.
Email analytics should give you very accurate data about your campaign’s performance. According to Kissmetrics, you should focus on open rate, click-through-rate and unsubscribes. For example, if your open rate is low, it means that people are deleting your email once they receive it. If CTR is low, it means that you failed at capturing your reader’s attention. Also, if your unsubscribe rate is high, your email campaign is ineffective. This data will help you make the segmentation and filter the email lists based on the level of importance. In other words, you will divide your groups into more targeted groups. These metrics give you a high-level overview of the interaction between your subscribers and the campaign and allow you to upscale your future email campaigns.
If you use your email marketing campaign correctly, you can easily upscale your business and create a good basis for future improvement.