Email Marketing Campaign: What is It?
An email has become one of the ways of exchanging information a long time ago. Is email marketing still effective? Yes, it is. With so many users sending emails every day, the competition for attention is rather high now. That's why you should completely understand what an effective campaign is, and how to make it successful at last.
An email marketing campaign is a letter that a certain company writes to one or several clients or prospects. It can be called successful if the recipients start taking action, become interested in your business, and help you boost sales. There are many efficient tips on how to fix your email marketing strategy. You can easily gain knowledge and put it to use. But, is the game worth candles? What are the email marketing benefits? There are lots of them, but the most important one is popular with users despite lots of other new options that modern technologies offer people. According to Statista, the number of email users will even grow over 376 billion in 2025. Now you can see that email marketing appears to be a great tool for establishing effective customer relationships and generating more sales.
10 Steps to Effective Campaign
To understand the path of developing an effective marketing campaign you should be ready to do some preparation work:
1. Understand your goals
Efficient marketing always begins with understanding and stating the goals. Clarifying your long-term goals is crucial. Among common aims are:
- Attracting new subscribers
- Enhancing the clients' engagement
- Re-engaging existing subscribers
- Sorting the subscribers
- Providing clients with important information
2. Build a targeted email list
It is impossible to imagine a good campaign without a targeted email list. To build it, you should shift your site visitors into subscribers. Unfortunately, most people exit the website without signing up for your newsletter. That's why it is recommended to use popups to offer such an option to everybody who showed interest in your company. Eventually, you will receive a list of potential clients and start providing them with current news and offers.
3. Understand email types
Once you have a definite base of available clients and prospects, you can send them an email. However before, you should understand what types of email exist and which one better suits your present goal:
- Promotional. They are self-promotional and talk about current hot offers, sales, and discounts.
- Transactional. These emails are usually triggered by the person’s actions on the site. For example, order or purchase confirmation, welcome messages, etc.
- Relational. They are supposed to give the person what you have promised before. For example, a gift, an interesting newsletter, etc.
How do you send an effective email? You should understand what type of email can help you realize your aim, and work at its content.
4. Learn your audience
In case you entered the market some time ago, you probably know your target audience. However, if you have started recently, then you are at the very beginning to learn your audience. The good news is that dedicated tools may assist you to do it fast and efficiently. For instance, Google Analytics. It deals with location, demographics, interests, and plenty of other metrics. It is a great starting point to build an efficient marketing campaign.
5. Use technology wisely
Top email marketing services are equipped with the tools that aim to help you create a successful campaign and succeed with it. Check whether the service which you want to choose has:
- Options to segment your target audience
- Handy integrations with software that you have been using
- Ready templates for better automation
- In-depth analytics
6. Create unique options
It is evident, building a successful campaign requires having an email list of prospective clients. This is when you need to create unique forms that will grab their attention. Work with various types of opt-in forms, and experiment with their location on the website, including:
- Lightbox popups
- Welcome gates
- Exit-intent popups
7. Plan your emails
Once you know your goals and have a ready list of people that you have attracted with opt-ins, you can start planning a marketing campaign. Consider this list to help you understand the main idea of your future planning:
- Email frequency
- Email type
- Content idea
- The actions that you expect the person to take (become your follower on social media, join a particular event, etc.) After making sure that you have data for all these points, move on to crafting text.
8. Prepare a copy
The first thing that your subscribers will see is a subject line. Depending on it, they will decide whether to open the letter or not. In simpler words, it must catch their attention and encourage them to read the letter. Avoid adding spam phrases/words. Finally, make a copy with a call to action.
9. Focus on design
Design can either play into your hands or make people stop reading your emails. That's why you should work at it well. Because most people use mobile devices to read emails, you should care about resizing. It is better to add more text than images.
10. Test and track
The final step is to send your email and collect the data. You can't know for sure that you are doing everything properly, without knowing how your campaign works. Test everything, from design to time that you send a letter. Use analytics tools to understand the number of subscriptions, clicks, etc. Assignment writing is the best way to reach your goals.
Summing - up
How do you create an effective email marketing campaign? You should make sure that you understand what it is, and its main peculiarities. Following all the above-mentioned steps, your path to a successful marketing campaign will be easier and more effective.