Email marketing is one of the most cost-effective ways to reach out to your clients and grow your business.
According to Constant Contact, the average Return on Investment (ROI) for email marketing is $38 for every $1 spent. That means you get back 38 times what you spend on email marketing.
Both big businesses and small startups currently leverage the power of email marketing to reach their ideal audiences, generate leads, and convert them into buying customers.
For a business owner or a marketer, email marketing is no longer an option but a necessity. However, there is much more to email marketing than just collecting addresses and sending emails.
If you already have an email list, well and good. The next step is to learn the fundamentals of how to run a highly successful email campaign to market your products or services to your already loyal prospects/fans.
In this article, we define an email marketing campaign, explain why it matters to your business, and explore 10 strategies for a highly successful email campaign.
What’s an Email Marketing Campaign and Why Does it Matter?
An email marketing campaign is a series of promotional or educational emails you send to your email list to achieve a specific goal.
The goal of an email campaign could be to get your prospects to purchase your product, download a white paper, subscribe to a service, or sign up for a webinar.
You could also run an email campaign to generate traffic, increase engagement with your audience, or nurture your leads for future sales benefits.
However, the ultimate reason why Email marketing campaign matters to your business is to increase your sales and revenues.
It is also the easiest and most personalized way to walk your prospects through the buyer’s journey and convert them into loyal customers.
For first-timers or small startups who have no budget to hire a skilled email marketing assistant, there are a few basics you need to understand before embarking on the task of running an email campaign:
10 Strategies for Running Your First Successful Email Marketing Campaign
Some of the things to consider to run your first effective and highly successful email marketing campaign include:
- Know Your Audiences and What They Want
Knowing your target audience is the first key to a successful email campaign.
When you know your audience and their needs, you craft the type of email content that resonates with them, answers their questions, and solves their problems.
Use Email segmentation strategies (and tools) to segment your audience by age, gender, geographical location, profession, industry, job function, buying frequency, among other strategies.
Audience segmentation will help you deliver high-value content that is relevant and specific hence, increasing your chances of conversion.
2. Set Your SMART Goals
What do you want to achieve with this campaign? Do you want to
- Create or increase brand awareness
- Educate your audience
- Drive traffic to your website or social media page
- Promote a new product
- Increase subscriber engagement?
An email campaign without defined goals is as good as none.
Before you start sending out emails, set the goals or targets you want to achieve by the end of the campaign. Make sure your goals are SMART
- S- specific
- M- measurable
3. Draw Out an Email and Follow-up Plan
Once you know your audience and have set your SMART goals, it is time to create a well-crafted email and follow-up plan.
The plan should outline the following:
- The type of mails you will be sending (promotional or educational).
- A rough outline of the content (or draft headlines).
- The core message and CTA of every mail.
- When to send the mails (day and time of the day) and the frequency.
- How to track the performance of every mail.
- How long the email campaign will run.
- After how long will you follow up? (If you will need to).
The more strategic and organized you are about every email sent out, the more you expect to achieve with your email marketing campaign.
4. Choose an Automated Emailing Tool/Software
If you already have an email list, you probably already have selected an emailing software for your business. However, if not yet, then you have to choose one for automated emails.
Reports show that automated email campaigns have higher open rates and generate more ROI than standard emailing.
They also save you time and energy.
For an effective email campaign, choose an automated emailing software that is user-friendly, within your budget, and has all the features you need.
Some good email automation tools to consider include;
- Sendloop, and
5. Learn How to Craft Short, Compelling Subject lines
Now it is time to draft your emails.
And that starts with your headlines.
Campaign Monitor states that the average person receives 120 emails per day, and the average email open rate is 20-40%.
One of the main factors that determine whether your mails will be part of the 40% is the subject lines. Email recipients only open emails whose subject lines are compelling enough.
To gain a high open-rate and more success with your email campaign, learn how to write short, interesting, and compelling subject lines for your emails.
This will make them stand out from the crowd and get the readers to the CTA.
6. Learn How to Write Valuable, Engaging, and Interesting Email Copies (or Hire a Copywriter)
Ok, you have crafted your short, sumptuous, eye-catching subject lines to get your audience clicking in 1 second.
What next? The email body.
Are you just going to over-promise in the headline and under-deliver in the email body? Don’t do that!
In the email body, provide maximum value by sharing content that is helpful, engaging, and relevant for every stage of the buyer’s journey.
Make every paragraph valuable and interesting to read. With every paragraph, make your audience want to read the next until they have read to the end, where they will take the necessary action.
If you don’t know how to write compelling and highly converting email copies, hire a skilled email copywriter for assistance.
7. Send Personalized, Relevant Content
Every customer wants to feel special and recognized.
Email recipients are more likely to open and read emails that sound personal and specific to them than those sent out to a group of people.
They want to feel like you are talking directly to them individually and not in a hall of thousands. And that is how personalized emails make them feel.
When sending mails, use email personalization tools such as Optin Monster and Bronto to make your emails sound more personal.
Always address prospects by name and avoid anonymous titles like sir, madam, or customer by all means.
8. Include Visuals
Visually appealing content such as videos and images makes your emails easier to understand and more engaging.
They also increase the click-through rates and lead to higher conversion.
Your readers may get bored and stop reading halfway if you share only large chunks of texts with no visual appeal.
Ensure every mail you send out has at least one visual content in the body.
9. Have a Clear Call-to-Action
A call-to-action (CTA) is what you want your email recipient to do after reading the email.
Do you want them to purchase, subscribe, sign up, or register?
Every email sent out should have a clear call to action that is easy to execute, often at the end of the mail.
Depending on your overall goal, you may have one CTA throughout the campaign, or different CTAs for every email sent out. Different CTAs can coordinate to help your audience move from one stage of the buyer’s journey to another.
However, it is more effective to have only one CTA per mail and make sure that the CTA button (or link) is very easy to find.
10. Track the Progress
As you continue with your campaign, track the progress by monitoring metrics such as:
- Open rates
- Click-through rates
- Purchase rates
- Sign-up rates, and
- Unsubscribe rates
Monitoring progress will enable you to know what is working and what is not.
You will also get to know which type of email content performs better than others for future improvement.
In this digital era, Email marketing is one of the largest sources of revenue that no business owner should ignore.
A successful email marketing campaign will benefit your business by bringing in new customers or serve as a great retention tool for existing customers. It is also the best medium to build trust between you and your customers.
As explained in the buyers’ journey, customers are more likely to purchase from a business that has engaged them, built a relationship with them, and walked them through the journey to purchase.
And what better way can you achieve this than through an email campaign?
Utilize these strategies to make your first email campaign highly successful and achieve your most critical business goals.