4 Steps to Email Marketing Campaigns
Email marketing is the best resource to get in front of your consumers one-on-one, with the ability to send personalized content to each of your audience segments. Email marketing is far from dead.
Email marketing has come a long way. Nowadays, you can pretty much slice and dice your email list with as many fields as you can possibly imagine, given that you collect the data. This allows you to send personalized upgrade offers to recent buyers, related accessories or guarantees upsells, birthday congratulations, relevant content based on interests… you name it, you can probably do it on email.
For successful email campaigns, you’ll want a marketing automation platform. This can be anything from a free Mailchimp account if you are just starting off, to powerful tools such as Salesforce’s Pardot. These will give you the ability to send email campaigns and collect your email list.
When it comes to building an email campaign, follow these four simple steps:
Establish Your Goal
What you do want to communicate? Who are you sending it to? What do you want to achieve with your email? Answering these questions will help you determine your email list and the content of the email.
Set Up the Email
There are a few things you’ll want to keep in mind here: Choosing (or creating) your email list depending on what you want to communicate, writing the email (are you including an offer? Sending a newsletter? etc.), and setting up the template (depending on what you want to communicate, you’ll want to choose your template design).
Make sure to include clear Call To Actions (CTA) with buttons and links.
Send the Email
What day and time do you want to send your email? Studies suggest that sending emails during normal working hours (especially in the morning when everyone is checking their email) is a good idea.
The rule we’ve always heard was mid-week and mid-day. 11-2, Tuesday-Thursday, but we can tell you every list is different and needs to be tested.
You can also look into A/B testing different things, such as subject line or headers.
Monitor And Review
An email campaign is not done when you press send. You’ll want to make sure to monitor your campaign performance. Two key metrics to watch out for are open rate and click-through rate. The open rate is the number of people that opened the email / how many people the email was sent to. The click-through rate refers to how many people clicked on a link in the email.
This information will help you tweak future email campaigns to optimize their performance. If your open rate is low, you can try different subject lines to incite people to open your email more. To increase your click-through rate, try using bigger buttons and clearer CTAs so people know exactly what you want them to do.
With these recommendations, you can start a successful email program. Remember that your contacts want to hear from you! Don’t be afraid to email them.