Are you new to the world of email campaigns? Or are you looking to improve the interaction on the ones you’re currently sending out? There are around 269 billion emails sent each day, so you want yours to be the best of the best and stand out in your audience’s inbox.
Check out the list below to discover the best ways to have a successful email marketing campaign, and get more attention, engagement, leads and sales.
What Is an Email Marketing Campaign?
An email marketing campaign is an email sent from a business to members of their audience to get across a particular message, be that a product launch, sale, general introduction to the business, and more. The difference between a standard email campaign and a successful one depends on the amount of engagement it gets, from link clicks, to replies and ultimately, new sales or leads.
Email campaigns allows business owners to reach a huge number of potential customers at a very low cost, pennies per email in fact! For small-business owners who are perhaps on a budget, this sometimes makes it a better choice than direct mail, TV or radio ads. It also has unique value because it’s an easy way to start reaching your audience on their mobiles without having to invest in new technology or software like an app. For a message that will pop up on the owners phone, emails are free for the consumer to reply to, whereas a text will cost them. Not to mention that an email has way more space for content like photos and GIFs than a text, which allows for something a little more eye catching. They can even be personalised to include the name of the receiver!
1. Build a Targeted Email List
By building a targeted email list, you can be sure that your campaign will reach people that are sure to be interested in what you have to say and may even spread the word. There are many ways to gather a comprehensive list. One way is to create social media content that let’s people know about your email newsletter and asks them to sign up via a link in the copy. Another way is to use your website to convert visitors, be this via a pop-up as soon as they come onto the site, or one that appears before they exit. You can even just have a menu navigation link on the side that goes to the email sign-up page, and have it stand out by making it a different colour or thickness.
2. Know Your Goals
You don’t want to be staring at every new email draft with a blank mind, wondering what you’ll be talking about today. That’s why it’s good to have a list of goals you want your business to achieve. These can include:
- An introduction to your business. Welcome your new audience by giving them a short, digestible rundown about your business and it’s values.
- Promotion. Advertise your products and services. You can even run exclusive sales and include a code for discounts that’s exclusive to email subscribers.
- Updates into your business. This can be sneak peeks, behind the scenes content or general updates about the future of your business and what’s in store for the coming weeks. This makes your audience feel more connected to your brand by receiving this exclusive access.
3. Understanding Your Audience
After sending out email campaigns for a while, you’ll start to get a better understanding of who your audience is. If you’re just getting started, don’t worry as you’ll start collecting subscriber info the minute you send your first campaign, so next time round, you’ll have real data to work with.
Here you can gather data on multiple aspects including demographics, location, and interests, and more.
4. Stick To The Schedule
Emailing to frequently can overwhelm your subscribers and cause them to either unsubscribe or send them to the spam folder. Their email provider might even automatically do that for them if they think the emails are coming in too quickly. It’s best to stick to a schedule (usually 1 a week) or whatever you’ve mentioned on your website or email newsletter sign-up post.
If you’re unsure of how many emails are too much, it’s completely fine to ask your audience. Create a poll on your social platforms or even via the emails themselves, thus giving you more content and a better understanding and relationship with your audience.
5. Hook Em’ With The Title
One of the first things seen by your audience is the subject line of an email. The problem is the average email user has multiple new emails a day, so yours has to be engaging and makes them want to know more.
Don’t overthink it, use as few words as possible, especially due to the fact there is less space for subject lines on mobile. Use emojis, and maybe even some click-bait from time to time, as long as it’s not too over the top.
6. Write the Copy
Now for the main event. The email campaign copy.
A lot of people don’t have time to read a whole essay, keep your email’s short, snappy and engaging. Get people excited in the first few lines and even address them by name if possible. Then you can hit them with the main subject matter of your campaign, be that a sale, discount code or business update.
The best and most common way to end an email campaign is to include a “call to action” or CTA. These are the buttons/links you want your reader to hit after finishing your email and are the main thing you want to get across with the campaign.
Keep them short and make them clear. “Click here to buy”, “Let’s get started”, “Sign up here” etc.
7. Design Is Key
The best thing about email campaigns are that they can be designed to fit your needs. Standard emails are bland and generic, with black text on white backgrounds. But with email campaigns, you can customise the background, headers, footers and more. The issue is however, if your emails look bad upon first glance, chances are that your audience aren’t going to continue reading. With mobile devices becoming the more common method for reading emails each day, it’s important to use a responsive email template so your email resizes automatically whether people are reading it on a phone, tablet, or desktop.
Images, GIFs and videos are always a great addition to your email, but make sure you don’t over do it as many people disable images to save on their mobile data and help the emails to load faster. Don’t have an email that relies on images to tell the story, only use them as visual aids or even use tags to describe what the image is so people know what they are supposed to be seeing.
Now that your email is finished, send it out and keep an eye on the stats. With each email, try changing little elements such as the layout, email sending times, the amount of images and more.
Check the “Open rates” & “Click rates” on each sent campaign to see which are working better than others and find out what it might be that’s making the difference. Learning more and more each time until you’ve achieved the perfect formula for email campaigns.
Remember that if this is all too much for you, we are happy to create email campaigns for you, as well as provide other digital marketing solutions, including those social media posts that mention the email sign-ups and more. Get in touch on +44 7496 088297 or [email protected]