The Ultimate Guide To Running Effective Email Marketing Campaigns.
By Ayandola Ayanleke
Email marketing is the use of emails to communicate with your customers and target your potential customers. It is as simple as sending a mail to someone but in this case, to convert them to customers or retain customers and keep them updated.
One of the mistakes many businesses make is to lump email marketing together with traditional marketing because let’s be real, emails have been sent for decades. However, although emails are older than the more recent digital marketing strategies, it will be a huge mistake to ignore it because it is as effective – if not more – than some of them. But we cannot help but point out that understanding the effectiveness of email marketing is one thing, knowing how to run effective email marketing campaigns is another thing. And you will only see the effectiveness of your email marketing campaign if it is done properly.
Here, we are going to be showing you how to properly run effective email marketing campaigns.
Build An Email List
If you want to send an email, you need email addresses to send your email to. So, the first thing you need is to build an email list. How do you do that? The usual way is to create a notification on your website that encourages visitors to subscribe to your newsletter. However, most people are so scared of being spammed, they will ignore your request. This is why it is more effective to use lead magnets to attract them to subscribe. A lead magnet is basically a free item or service given to get contact details for marketing. Now, this begs the question of what you think you can offer that your target audience will be attracted to. Think of a service or gift that your potential customers will want to acquire and offer it to them in exchange for their email address.
Identify The Different Types Of Emails And Their Audience
Each type of email sent has its own purpose and goal, so you cannot afford to send the same email to everybody on your list. Luckily, email marketing tools offer you the option to segment your list. This will be based on your kind of business and whether you are a service-providing or product company. Whichever the case, you should not, for instance, send a welcome email to all your subscribers, even to those who have subscribed for years; neither should you send a purchase confirmation to everybody.
On the other hand, you need to understand your different audiences and what will appeal to them. Certain customers of a certain income-bracket might be attracted to certain email content while others will not. Don’t take the lazy way out in sorting out your subscribers if you want to run effective email marketing campaigns.
Take Advantage of Marketing Tools
The great thing about technology is that there is always a tool to make your life better. There are so many email marketing tools out there that can make email marketing easier. However, you need to choose wisely. Some of the things to look out for before choosing an email marketing tool is the email campaign creation and automation, detailed analytics, integration to CMS and ease of sorting subscribers.
Be Creative With Your Subject Line
No clickbait, that’s the first thing to remember. The reason this needs to be pointed out is that often times when you tell people to craft attention-grabbing headlines, they mistake it to mean using clickbait. Be honest with your subject line but remember that you don’t want your email to be immediately deleted or flagged as spam, so be creative with it. Choose a subject line that your customers or potential customers will be interested in opening.
Craft Amazing Copy
The first thing to note when writing amazing copy is that people have a short attention span, so you have to find a way to keep them glued to the email. Keep them glued from the get-go; don’t keep it uninteresting at the beginning and save the best for last. You should also try to be as concise as possible; you are likely to get more people to read something shorter than a lengthy copy. Another point to note is to make it personal and conversational. Address your subscriber by name and let them feel like you are talking to them personally.
Choose A Good Design
Email marketing tools usually offer different templates and sometimes, having different options can affect our choice. Remember to keep it simple and classy. Don’t choose a busy design because you want to impress your audience with how good you are at designing.
Don’t Abandon Your Campaign
The only way you can know how effective your email campaigns are is to properly monitor them. Try different methods and see how effective each are. Take advantage of your analytics; don’t just run the campaigns and abandon them. Monitor your email campaigns and see what needs improvement.
In conclusion, remember that email marketing will help you stay in constant communication with your audience and keep them updated on your brands While these tips will help you achieve your email marketing goals, you need to actively pay attention to them. What other ways do you know to run effective email marketing campaigns? Let us know in the comment section.