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Successful email marketing campaigns have the power to generate an ROI of up to 4400%.
So if you don’t already know your way around creating and executing an email marketing campaign, it’s time to learn.
Here’s how to get started in 6 simple steps:
1. Determine the goal of your campaign
Without a goal, it will be hard to get meaningful results, and even harder to measure the success of your campaign.
Some campaign goals could include:
- Boosting engagement
- Raising brand awareness
- Welcoming new subscribers
- Re-engaging existing subscribers
- Launching a new product or service
- Notifying subscribers of new content
- Segmenting subscribers
These are general goals, but when creating yours, make them SMART – Specific, Measurable, Achievable, Realistic, and Timely.
Additionally, there are usually three main types of emails businesses send out:
- Promotional emails
- Transactional emails, which include:
- Subscriber signup confirmations
- Welcome messages
- Order or purchase confirmations
- Acknowledgements of changes to subscriber info
2. Choose your target audience
Once the goal of your email marketing campaign has been established, it will be easier to determine the exact type of audience you want to target.
For example, your goal might be to increase awareness of a particular product by male customers. Then, you’d focus on this segment when collecting email addresses, segmenting your email lists, and when writing and creating the content of your emails throughout the campaign.
3. Collect email addresses
There are a number of ways to build your subscriber list with new email addresses.
You can add sign up forms to your website, including:
- Banner or bar forms, which appear across the top or bottom of a webpage.
- Slide-in forms, which appear after the user has been active on your site for a certain amount of time.
- Pop-ups, which should also only appear after a user has spent a certain amount of time on your site.
- Modal forms, which appear when triggered by the user taking a certain action.
You can also add an opt-in at the end of content such as blog posts, or add a CTA to your Facebook business page to collect email addresses.
Keep in mind that people will only sign up if they think they’ll be getting something of value. Try to avoid viewing your email list as a group of people with whom you’ll only have one-way communication.
Think about why they might want to build an email relationship with your business. What, of value, do you have to offer them?
Offering downloadable PDFs or a free trial that will benefit your target audience in some way or another in exchange for an email address is a great way to show new subscribers that you have something valuable to offer. This is commonly known as a lead magnet.
4. Segment your audience to build targeted email lists
Whether you’ve already got a list of subscribers, or you’ve just created a brand new one, it’s essential to segment your audience.
Not everyone will be interested in every single email or promotion you’re running. Like the example earlier, you might only be interested in targeting males for this campaign. So gender segmentation would be key here.
Other ways to segment your audience include:
- Buying behaviour
- Open rate
- Stage in the sales funnel
- Past purchases
You can also segment your audience using other methods, for example, the Recency, Frequency, and Monetary method (RFM).
There are a number of ways you can gather the necessary data for your list segmentation, including:
- Your CRM or CMS
- Google Analytics
- Social Media
- Facebook Insights
- Progressive profiling
- Link triggers (within your emails)
Segmentation may seem like a tedious hurdle when you’re itching to get emailing, but it’s well worth the effort.
Remember, your content needs to be relevant to your audience in order for them to want to engage. In fact, some studies show that segmenting your audience can boost open rates to up to 40%. With the average open rate around 20%, this is a huge advantage.
5. Create content and copy
Once you’ve honed in on your target audience and segmented your email list accordingly, it’s time to work on the content of your email marketing campaign.
If you have an email sequence in mind, make sure you map it out, with a crystal clear idea of the purpose and goal of each email.
Take into consideration your target audience’s preference for how they like to communicate, on what kind of device, and what type of content or creative most appeals to them.
With this in mind, the most important part of getting your emails not just delivered to your customers, but opened, is your subject line. A substantial 35% of marketing emails are opened based solely on their subject line – so don’t just settle for the first thing that comes to mind.
Mike Madden from Marketo suggests the ideal subject line should be around 7 words – or an average of 41 characters. But this is only a guideline, and it’s important to keep your eye on current trends.
The body of your email should match the subject, be timely, relevant, and valuable to your reader. And don’t just include flashy imagery and graphics for the sake of it. Make sure any graphics you do use are relevant, and support your goal of getting the reader to take action.
What you include in the body of your email should clearly guide the reader towards a CTA. This could be a link to a product, a discount code, a survey, a landing page, content you’ve just published, and more.
But don’t just tell your readers to click. Your body copy should explain why the reader should follow your CTA and how they’ll benefit. Depending on your goal, and audience, you might be able to explain it in one line.
6. Test, track, and analyse results
You’ve sent out your emails, and things have either gone better, or worse than expected.
Either way, you should be keeping a record of what kind of content people engaged with, and what they didn’t like so much.
You can do this using the reporting on your ESP, or Google Analytics. If you haven’t already got an ESP, check out our guide to choosing the best one for your business.
Look at things such as:
- Open rate
- Click-through rate
- Conversion rate
- Bounce rate
- Unsubscribe rate
- Email ROI
Some companies also use click maps, which give a more detailed idea of how people are interacting with your content.
Use this information to guide your decisions in future marketing campaigns, as you learn more about your subscribers and how to communicate best with them.
Now you’ve got the guide…
It’s time to put your email marketing campaign into action!
For more information on how to write emails your subscribers will want to read, and how to welcome new subscribers the right way, keep an eye out for our next posts.