How to Run a Successful Email Marketing Campaign
An email marketing campaign for our business is still the best digital marketing channel to pull the best ROI. Emails are a great way to persuade customers to engage with the company. Email campaigns are an important part of inbound marketing.
Those email numbers keep going up, too. That’s why it’s essential to learn how to do email marketing right, so you can reach your target audience and keep their interest.
In this blog, you are going to walk along the path of all the best initiatives you can take for running a successful marketing campaign.
What Is an Email Marketing Campaign?
An email marketing campaign is an email sent from a business to one or more customers or prospects. A successful email campaign will get the recipients to take action, engage with your business, and help you to get more leads and sales. It is a series of emails a business uses to communicate with current and potential customers.
Over the years, it has become a central element of business advertising in present times. Businesses are running different email campaigns for their services and products.
Top Tips To Run Email Marketing Campaign Successfully
People who are wholly blank slates regarding this process might get confused with the term email marketing. But by the end of this guide, you’ll know the steps to run an email campaign so you can get more attention, engagement, leads, and sales.
- Identify your goal for the campaign.
Different email campaigns will have different outcomes, requiring different tactics to get there. Once you determine the purpose of your campaign, you can then create the targets you want to hit. Include specific metrics in your goal so that you can determine if your campaign was a success based on quantitative data.
- Put yourself in the shoes of the buyer persona.
After you’ve identified the outcome and the goals you want to hit, you now need to strategize how to get your buyer persona from A to B.
- Build a targeted list and define enrolment criteria.
You need to know your target audience and what you want them to do. From there, you must build the segment. Think about your buyer persona, what properties do they all have in common, etc.
- Determine the timeline you want the campaign to run.
You may be running a seasonal campaign that only requires one or two emails, or you might be building a long-term nurturing campaign. Tailor the length of your email sequence to the length of the buying cycle and think about the persona at the buyer’s end. In other words, deliver the right message at the right time.
- Plan your emails and follow-ups.
Throughout the campaign’s timeline, you may want multiple touchpoints. You may also even consider follow-ups based on the actions that each recipient takes. Plan these emails out, outlining the core message and take-away for each email.
- Formulate click-worthy subject lines.
The subject line is the gatekeeper of the rest of your email. Your buyer will see your content only when they first click the subject line. With that in mind, use this precious real estate for a copy that compels them to read further.
- Create your brand assets.
Deliberate and well-placed images can increase click-through rates, so put thought into not just what you want to say but how you want to say it, using visuals to support your message.
- Include clear calls to action.
Don’t confuse your email contacts by providing too many options. For each email you send, there should be a single action that you want the reader to take. Then, in clear, direct language, instruct them to take that action and fix expectations for what will happen when they do.
- Always provide a way for them to opt-out.
People who don’t want to read your emails don’t belong on your list. Keeping them only skews your bounce rate down and increases the number of people marketing your emails as spam. Typically, the opt-out link is kept in the footer of each email you send.
- Monitor your metrics.
As the campaign runs, take notes. Are your open rates and click rates what you expected? What went well vs. not well? Are you on track to hitting your goals with the campaign?
The more you pay attention to the data, the more you can understand what’s working and what’s not for your audience, leading to more effective campaigns in the future.
A successful email campaign will get the recipients to take action, engage with your business, and help you to get more leads and sales.
Now that you know how to run a successful email marketing campaign, you can easily use these tips to optimize your conversion rate through email campaigns.