How to Create and Run a Successful Email Marketing Campaign
Email marketing has numerous advantages for any business in today’s digital era. From building a connection with your audience to informing them about your latest offers and discounts, you can do a lot with email marketing. It can, in fact, aid you in getting the best ROI as well. Hence, it becomes imperative that you know how to run a successful email marketing campaign.
In order to do that, the first thing that you must remember is that you should not self-promote yourself through an automated message all the time. If you keep sending that self-promotional message every time to your audience, it would not take them too long to simply delete you from their list. Instead, you should focus on getting to know them better so that you can create an email marketing campaign that would appeal to them.
Here, we have compiled a list of some useful tips/suggestions to help you create and run a successful email marketing campaign!
1. Set your goals
Every marketing campaign should begin with a goal. You should be clear in your mind about what you intend to achieve with the campaign. Instead of being impulsive, you must take your time to decide what you want to accomplish. For instance, to begin with, you should focus on getting new subscribers and welcoming them in a way so as to build a long-lasting relationship with them. Never forget your already existing subscribers either and keep sending them relevant content every now and then to keep them engaged. If you are a website that earns every time someone clicks on an ad, you should also concentrate on sending emails that contain the links to your most liked content.
2. It has to be easy for the audience to subscribe
If you do not have any subscribers, you would not be able to send emails to anyone. After all, there is no point in sending emails to random people who are not interested in your content. So, make sure that subscribing is easy for your visitors. You can have a sign up form on the homepage of your website or any other social media page that you already have. Do not make the form too long or confusing. The visitors might change their mind if they aren’t easily able to subscribe to your website. Always remember that all you need is their contact details and everything else is just an add-on.
3. Organic email list and segmentation
While creating a marketing campaign, you should try to build an organic email list instead of a paid one. Paid lists can more often than not turn out to be fake and will, therefore, be of no use. No wonder the click-through rates are much better in case of organic lists. The subscribers from the organic lists have more chances of opening your emails and thus, would actually help you in reaching your goal.
Segmentation or dividing your subscribers on the basis of their likes, dislikes, interest and demographic criteria is essential for an email marketing campaign to be successful. With segmentation, you can target your subscribers separately and thus, you can create more personalized content for them. Most subscribers these days prefer a personalized experience over a generic one. Personalized content would make them more interested in your business and hence, the conversion rate would get higher.
4. The message sent through an email should be clear
It goes without saying that the copy of your email should be concise and clear. Do not try to put too much information in one mail as it will be difficult for the subscribers to follow. Also, as we have mentioned before, target your audience and give them a personalized experience. In other words, make sure the content is relevant to the audience you are sending. Keep the copy short and use a hook right at the beginning to engage them. Also, instead of calling them Sir/Ma’am, address them with their own name to sound more personal, as in to sound like someone who knows them and whom they know as well.
5. Use automation whenever necessary
An autoresponder is extremely necessary for running an email marketing campaign. With automation, you can send certain specific emails to your subscribers at a fixed time or after a regular activity. Automation is used in email marketing for various purposes. For instance, you can send general welcome emails to all subscribers once they have subscribed to receive mails. Likewise, you can also send a note of thanks, transactional emails, post-purchase emails, activation emails and cross-promotional emails through automation.
6. A/B testing is the way to go
A/B testing is nothing but an email marketing strategy to send two types of emails to two sets of subscribers. On the basis of which type, that is type A or type B got the better results, you can make changes for the remaining subscribers. For instance, a subject line plays a big role in making the subscriber read the mail. So, you can try sending two different subject lines to two different sets of subscribers. Quite obviously, the subject line with the most engagement should be used for the rest of the subscribers. You can also use the same email marketing strategy for the copy of the mail, or for any other image or audio that you plan to send with your mail.
Email marketing is one of the most reliable ways to get connected with your potential customers. We hope that the aforementioned tips would help you just a little more to make all your email marketing campaigns successful in the future.