An email campaign is an email sent from a business to members of their audience who have signed up to receive their news. Whether it’s a product launch, sale or company news, email campaigns are a vital channel when it comes to communicating with your customers. 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 allow business owners to reach a huge number of potential customers at a very low cost! For small-business owners who are on a budget, this can make it an attractive choice. 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. There’s also the opportunity to pack in more content than a standard email, you can even throw in photos and GIFs which are a little more eye-catching!
1. Build a targeted email list
By building a targeted email list, you can be sure that your campaign will reach people that are 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 lets 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, via a pop-up as soon as they come onto the site, or one that appears before they exit.
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 rundown of your business and it’s values.
- Promotion: Advertise your products and services. You can even run sales and include a code for discounts that’s exclusive to email subscribers.
- Company news and updates: This can be sneak peeks, behind the scenes content or general updates about the future of your business. This makes your audience feel more connected to your brand by receiving this exclusive access.
3. Understand 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. This way, you’ll have real data to work with next time.
You can also collect data from Google Analytics or your social media profiles. Here you can gather data on multiple aspects including demographics, location, and interests, and more.
4. Stick to the schedule
Emailing too much 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 a good idea to ask your audience. Create a poll on your social platforms or even via the emails themselves, not only does this give you more content, it also gives you a better understanding of your audience.
5. Catch their attention 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 dramatic.
6. Write the copy
A lot of people don’t have time to read a long email. Keep your email short, snappy and engaging. Get people excited in the first few lines, and then you can hit them with the main subject matter of your campaign.
The best and most common way to end an email campaign is to include a ‘call to action’. These are the buttons/links you want your reader to press 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.
8. Keep an eye on the statistics
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 number of images etc.
Check the ‘open rates’ & ‘click rates’ on each sent campaign to see what’s working well and what needs improvement. Learn more each time until you’ve achieved the perfect formula for email campaigns!
If this is all too much to take on, we are more than happy to create email campaigns for you! As well as providing other digital marketing solutions, including those social media posts that mention the email sign-ups and more. Get in touch by calling 01752 746890 or get in touch.