Creating an Effective Email Marketing Campaign: 3 Simple Facts

Many people consider email marketing campaigns dead ever since social media, virtual intelligence, and social bots came to light. But, unfortunately, that’s far from the truth.

Envisage this. For every $1 spent on email marketing, you expect an ROI of $42. Oooh yes! That’s true, and there is room to earn even more. Consider this as exclusive proof that email marketing is worth every dime.

Marketers will tirelessly flood your inbox with numerous marketing emails to turn your attention towards their direction.

But why won’t they give up?

They understand that a well executed email marketing campaign can trigger the reader to behave in a particular manner.

An email marketing campaign is one of the most advanced digital marketing strategies. It aims at circulating personalized and suggestive emails to your existing customers and potential clients with deliberate digital content whose core objective is to get the recipient to take action in a pre determined manner.

Remarkable Email Marketing Statistics!

  1. The Extent of Email Use globally

By 2019, email users around the world clocked 3.9billion users. It’s projected to grow to 4.3billion users by 2025. Almost half of the world’s population has an email address. As a business person, you shouldn’t be missing out on this opportunity.

2. Digital Content Dissemination

87% of marketers circulate digital content via email. Email engagement stands out as the most important metric to evaluate campaign performance. With email marketing, it’s easy to assess how various metrics like opening rate, click rate, downloading e.t.c. are performing.

3. Use of Bots in Email Distribution

Automation saves valuable time, cost and contributes toward converting prospects to clients. Picture this, 51% of most companies have turned to automation to rake in revenue and save on turnaround time. In addition, 64% of most B2B experts use automation skills to reach their prospects.

Source: Getresponce
  1. Fosters a good relationship with your connections.

An email is best at keeping clients informed because it’s read at the most opportune moment. Emails, when personalized, can convey a feeling of belonging and love to your clients. Picture this, “Hello Simon; I’ve been thinking about you; check out this special offer hope you like it!” Any reaction from this client can lead to engagement and, luckily, secure a sale.

2. Generates revenue

You can mount a sales campaign targeting your existing and new customers to encourage upselling or cross-selling. It can also target clients who abandon a cart to convince them finish the transaction they had initiated earlier.

3. Its possible to measure email campaigns objectively.

With a good email marketing software, you can track valuable metrics like; links clicked, people unsubscribing, opened emails, etc. Tracking gives you a chance to monitor your campaign, learn the direction it’s advancing and make amendments accordingly.

4. It’s cost-effective

You can reach a big audience via email compared to advertising on traditional channels like radio or TV. 85% of US retailers preferred email marketing to source for customers. On average, for $1 spent, an ROI of $40 is expected. It’s greater than using alternative methods of advertising.

Photo credit: Inbound rocket

Step 1. Build Your Email List

To set your campaign in motion, you need email addresses. To collect email addresses from your website visitors, insert a banner in your website inviting visitors to subscribe. However, a banner is not enough. You ought to motivate your visitors to subscribe en mass by offering valuable incentives through exit intent pop-ups, welcome gates, and lightbox pop-ups. Examples of incentives may include white papers, downloadable eBooks, or white papers.

Giveaways and online competitions also make a superb way of harvesting emails.

As you collect email addresses, it’s essential to be ethical. Clarify to your visitors how you intend to use the email addresses to rule out malice. Observe all the legal protocols and make it effortless to unsubscribe from a running campaign.

Photo Credit: optinmonster.com

Step 2. Set Your Goals

Now that you have collected sufficient email addresses, how do you proceed henceforth? Well, it’s essential to understand the intention of sending emails to your audience.

Conceptualizing your goals will offer you the direction your email marketing campaign should follow.

Consequently, goals will influence how to; choose your target, your content, and a means of measuring your progress.

Usually, notable goals will either be:-

  1. To engage novice subscribers and creating a warm rapport to convert them into clients.
  2. To generate revenue by holding educative webinars and promotions for your subscribers to initiate the desire to buy.
  3. To boost existing subscribers’ loyalty through provision of valuable and actionable content.
  4. To identify dormant subscribers and send them personalized email campaigns to revitalize their interest in your business.

It’s crucial to get your goals right the first time to save on time, resources and to avoid repetition.

Step 3. Identify the Email Campaign to Pursue

Now that you have your goals in mind, there are different types of email campaigns to undertake. They include:

  • Newsletter campaign- usually sent monthly and covers a particular area of interest, say horticulture, architecture, etc. It informs your audience.
  • A marketing campaign: The objective here is to provoke an engagement and drive sales, e.g., promoting a new product or informing subscribers of a running offer.
Photo credit: campaign monitor
  • Event invitations campaigns- These campaigns encourage people to attend an event to popularize a product or a service.
  • Announcement campaigns. They emphasize a new product line, service, or new feature in existing products that need customers’ attention.

Understanding your areas of pursuit will aid in designing your campaign in detail.

Step 4. Time to Design Your Email Campaign

You can hack this by simply using email marketing campaign software. Piece of cake, right? However, there are some basics you got to understand before you automate. Let’s learn them.

  1. Simplify your campaign to make it extremely easy and sexy for the reader to grasp the gist quickly. To achieve this, use the inverted pyramid model. Here, the heading is ordinarily short and breathtaking, pinpointing the critical message concisely. In addition, it should contain visuals that help convince the reader as they hastily scan through the email.
  2. Let your message contain more noticeable images and visuals rather than block texts that are boring and tiresome to read.
  3. Personalize your emails. Readers will find it easy to read emails relevant to them and seem to solve their problems.
  4. Email segmentation ensures that your campaign remains relevant. When you cluster subscribers, it becomes simpler to recognize which campaign to run to different groups of people in a targeted manner. Segmentation may lead to increased revenue by 58%, as DMA data suggest. See examples of how email subscribers’ can be segmented below:-
  • Demographics, for example, age, gender, geographical locations, etc.
  • Subscribers’ interests such as car accessories, fashion, building, and construction, etc.
  • Subscriber’s preferred time of engagement, e.g., daily, fortnightly, monthly, etc.

Segmentation can be approached by:-

  • Sorting out information entered by subscribers during sign up or;
  • Allowing your subscribers to self-segment. Do it by studying the patterns of subscribers’ behaviors while they click on the links sent to them. For example, for subscribers clicking more on fashion-related links, group them up in the fashion niche.
  1. Optimization is crucial; your emails should be comfortable to read on either a computer or a mobile device for ease of access.
  2. As you craft your email content, beware that most email content should be balanced, i.e., 80% value addition and 20% promotional. It should also be straightforward, personalized with sweet free-flowing, and engaging anecdotes.

Step 5. Measure and Analyze Your Campaign

Virtually all Email Service Providers will offer you a tool for measuring and analyzing your campaign progress. It is crucial to learn how people think about your email campaign for any amendment. The most focal metrics to consider will include;

  1. The degree of email opening.

These are the number of people who open your email campaign. It defines your relationship with your readers. How anxious and thirsty they are for your emails. If fewer people open your email, it portrays that your subscribers are yet to connect with you. Therefore, there is a need for more value-adding content that benefit your subscribers to raise your ranking.

2. The Click-Through Rate

It refers to the number of people who opened your campaign and clicked on the links provided. Low CTR is an indication of poorly targeted email content; adjust by harnessing your copy.

3. The number of recipients who unsubscribed

These are people who unsubscribed from your campaign for various reasons. Well, in this case, if the rate of subscription is higher than opt-in, you have to recheck; your copy, automated email design, and call to action for them to resonate with your original promise.

4. The number of people who did not open your email

It could be that people who didn’t wholly open an email sent to them considered them spammy, with too much bold text or dull images.

A couple of small and medium-sized companies have reaped big by successfully implementing a successful email marketing campaign.

  • Craghoppers, a clothing company, used Redeye’s dynamic tagging system to trace abandoned carts from its potential clients. They sent an email that was then sent to them to follow up in 24 hours and a reminder in 3 days. As a result, Craghoppers realized an ROI of +3088%. In addition, 10% of all abandoned cards were successfully converted as a successful email campaign was mounted.
  • Dell managed to raise its revenue by 109% by launching GIF centric intense email marketing campaign.

Though thought to be dead, an email marketing campaign has proved to be the most strategic means of launching an affordable digital marketing strategy. By setting your goals and identifying your email type, you can design a winning email marketing campaign. Once done, remember to measure and evaluate your movement, then review it to attain an optimum campaign. Then, go ahead, follow the steps and create your unbeatable project.

Simon is a passionate Technology Writer and Copywriter. He writes to inform, engage and inspire. As Ayn Rand puts it “Words are a lens to focus one’s mind.”