This type of digital marketing conveys messages through emails, targeting a particular list of clients or subscribers. When rating digital marketing strategies, you can place email marketing anywhere between the personal touch of a handwritten note and the impersonal reach offered by a billboard. Today, many businesses undertake regular email marketing campaigns.
An email marketing campaign entails a well-coordinated set of separate emails sent over a given period, with one primary purpose: a call to action (CTA). Examples of email marketing CTAs include making a purchase, signing up for a webinar, or downloading a white paper. To roll out an effective email marketing campaign, you must learn how to create marketing emails.
Creating an Effective Email Marketing Campaign
Setting up an email marketing campaign is not a complex undertaking. You only need to have a clear goal, pick the best provider, and follow simple steps.
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Have a Clear Goal in Mind
Have a clear idea of what the campaign should accomplish for your business. It will help you to make crucial decisions and guide you through the entire process. Some of the most common email marketing goals include:
- Endorsing products and services
- Stimulating website traffic
- Sending news
- Asking for donations
- Promoting in-person or online sales
- Welcoming new members
2. Pick an email marketing Provider.
The email campaign’s main goal and unique business needs will largely determine your chosen service provider. The one that seems to serve your business interests well carries the day.
3. Prepare an email list.
Preparing an email list is likely to be the most involving process of creating an email marketing campaign, but an essential one. Your email list is vital since it entails your target audience. It is usually tempting to purchase email lists.
However, it is always advisable to build your unique list organically. This is the only way you can be sure that you are targeting customers who are most likely to be interested in your emails and interact with your content. Some places where you can quickly get email addresses to build your email list include:
- Email accounts
- Current email lists
- Customer relationship management software
- E-commerce systems
- Contact management systems
- Requesting new email addresses through your social media accounts or website
4. Categorize Your Email List.
Once your email list is ready, it would be helpful to categorize it into various common groups. This action is aimed at enabling you to send targeted emails to different groups of your audience, depending on their demographic information and interests. Ideally, individuals are more likely to open and interact with emails that seem relevant to them. Some factors to consider when categorizing your audience include:
- Demographics
- Geography
- Past purchases
- Expressed interests
- Buyer behavior
- Email Engagement
5. Prepare Your Marketing Email and Start a Campaign
An email marketing platform makes it easier to roll out an email campaign. However, the procedures may vary depending on the service provider. Most platforms offer templates and guidance regarding where you should fix elements like headers and calls to action (CTAs).
6. Utilize Autoresponders
Most standard email marketing platforms come with autoresponders capable of suggesting, automating, and sending emails. The feature is usually timed to send emails regularly or triggered by particular actions, such as a client providing their email address. Autoresponders save you plenty of time and effort by automatically sending scheduled or triggered emails such as welcome emails or newsletters.
7. Activate Tracking and Analytics
The most effective way to know whether your email marketing campaign strategy works is by monitoring the analytics regularly. It is the only way you can tell how many customers interact with your emails, where you need to make improvements, and much more. Some key metrics you can accurately track through analytics include:
- Unique open rate. Refers to the number of individuals who receive and open your emails
- Bounce rate. Refers to how often your emails get rejected by email servers. A high bounce rate may mean many unreliable addresses.
- Click-through rate. Tracks the number of individuals clicking links within your email.
- Unsubscribe rate. Refers to how many people have requested to stop receiving your emails.
Conclusion
When used correctly, email marketing can be a practical yet cheap way of digitally marketing your business. It can help you convince prospective buyers to make their first-time purchases while converting one-time buyers into loyal customers. Email Marketing has been touted as an efficient digital marketing strategy with one of the highest returns on Investment (ROI).
