What is an email marketing campaign?
An email marketing campaign is a process by which an email or emails are sent to a customer or more through a business. A successful email marketing campaign allows audiences to do something after viewing emails, interacting with the business, and helps leads have more sales.
One of the biggest benefits of email marketing is that people still use emails well.
In fact, research shows that more than 90 percent of adults and 74 percent of teens and young adults still use email on a regular basis. This makes email marketing one of the most ideal channels for increasing sales and customer numbers. But before you start a successful email marketing campaign, you need to take a few basic steps.
11 Steps in Designing a Successful Email Marketing Campaign
1. Create a targeted email list
A successful email marketing campaign always starts with an email list that includes approved Leads and people you know are interested in your suggestions. The best way to create such lists is to turn your website visitors into Subscriber or people who fill out your website registration forms and become so-called members of your website.
2. Plan emails
Once you’ve identified your goals, identified your email text, and targeted your audience, it’s time to plan your email marketing campaign. This will give you a glimpse of the implementation of the email marketing campaign in stages 7 to 9.
Useful approaches for planning this way:
- The frequency of sending emails is as follows
- The types of emails mentioned in the second step
- The main thing you expect your audience to do after opening your email (such as registering for an event, following you on social media, buying a product, or etc.)
To run an email marketing campaign, you need emails with the right timing, business-related, engaging, and valuable.
3. You need to know the types of email models
It is always important to know the types of emails you can send to your audience. These emails are divided into different categories by people, but we will introduce you to the three main groups of emails.
- We are all familiar with promotional or introductory emails, emails that include suggestions and offers that you want to give to members if you do something special.
- The next group is Relational emails, which relate to promises you made to your members when they registered, such as weekly newsletters, free gifts, related information they are interested in, and so on.
- The third category is Transactional emails, which include registrant email confirmation forms, welcome emails, order confirmation or purchase, and notification emails about changing members’ personal information on the site. These email models are usually activated by the audience during certain actions.
4. Get to know your audience
If you’ve been doing email marketing for a while, you probably know who your audience is. If you just want to get started, you need to be able to identify your audience and target your content accordingly. Do not worry; as soon as you send the first emails, you can get the information you want, so the next time you do it with more knowledge.
During this time, you can also retrieve your data via tools such as Google Analytics and social media profiles such as Instagram and Facebook. Both of these resources contain demographics, location and interests, and a number of other statistics to help you better understand who your audience is and what they are interested in.
5. Combine your emails with the appropriate landing pages
Landing pages are one of the most important parts of your email marketing campaign. They’re like a gateway to your email conversions. You’ll need to be able to link your emails to well-crafted landing pages so you can get them to sign up for a form, download content, sign up for an event, and purchase a product. Remember that well-built and email-linked landing pages can greatly increase customer conversion and sales rates.
6. Choose the right title
The most important thing to start a successful email marketing campaign is because it plays a key role in persuading people to open your email. You don’t have a lot of words to write a good title for your email, but studies show that having 41 to 50 characters in an email title has the most impact on people opening an email. But since the mobile phone shows fewer characters, it’s a good idea to put your keywords at the beginning of the title.
You can consider the following to choose the email title:
- Tell your subscribers what value they get in return for opening your email.
- If you write the names of your contacts in the title, the audience’s interaction with your emails will be very high.
- Avoid words that take your email to spam.
It’s time to write your email. Keep your text short to get better results. It’s also a good idea to call your audience by their names. Personalized emails have a much higher success rate.
Following tips below are useful:
- Personal story: A company can not only be like a human being, but it can also cause people to have an emotional connection with the company. Many of the successful emails we saw used this technique.
- Provide value to readers: This value can be good content or useful information.
- Use polls, gifs, videos: Using these items will bring more engagement to your audience.
Of course, you don’t have to use all of this in one email. As mentioned earlier, your emails should be short, with only two to three of all of the above. The last part of the email text, which is also the most important part, is the action button or CTA. CTA is exactly what you expect your audience to do.
The CTA button usually appears in several places in your email text. Typically the three email places are the best places where you can place the CTA button at the beginning of the email text, the middle of the email, and the end of the email.
8. Focus on designing an email marketing campaign
Email design has a huge impact on the success of an email marketing campaign. If your email has a bad design, it will adversely affect the behavior of your audience. Since a large number of your audience will probably open your email on their mobile phone, your email design should be responsive so that it can be displayed well on mobile phones.
It is interesting to know that good emails are emails that have more text than photos. There is no doubt that photography has a positive effect on email appeal, but many audiences disable the ability to display photos in email, so your email should be able to reach its target audience despite such a point.
Tip: Be sure to use the appropriate tag on your photos so that people who have disabled the photo display will know what the photos are about.
9. Follow the audience using strong content
Email marketing is about expectations, and it’s up just to you to determine how much your audience expects of you. If your Call to Actions are strong and you can follow your audience well, your chances of running a successful email marketing campaign are high. But, if you have promised your audience that you will send them an email per week and you will do it every day instead, then you are moving towards failure.
The first follow-up email plays such an important role in the success of your email marketing campaign. Almost all email service providers around the world offer you the option to create an automatic email response process, and you should be able to take advantage of this.
Your primary follow-up email should be sent immediately after registration and introduce you to the recipient and let them know what information they can expect to receive now that they have become a member of your email newsletter. Don’t forget that the follow-up email should tell the audience the full details of this collaboration. From now on, all you have to worry about is meeting the expectations of your email list members.
10. Test and control
In the end, sending an email is the first step in a successful email marketing campaign. In fact, you need to keep collecting information to run your next campaigns. This means to test all email marketing elements of design, template, email text, title, and CTA. Even test emails with different parts of your audience as well as sending times.
From your EMP or the company that provides you with the email marketing service, you can get an analysis of your audience’s behavior, how many emails you have opened, how many subscriptions you have disconnected, how many emails you have sent to others. And … . This gives you a glimpse of your success or failure in your email marketing campaign.
11. Data analysis and classification
Almost all email service providers around the world have analytical information and provide it to you. Of course, while all of these statistics and metrics are important, I think the most important is the rate of opening the email, the click-through rate of the email, and the cancellation of membership. Let’s take a look at each of these three.
The email opening rate shows you the number of people who have opened your email. This information is captured using a secret tracking pixel that is loaded whenever someone clicks on your email. When you look at the rate at which emails are opened, it usually shows you how successful you have been in communicating with readers, and you can see how interested people are about reading your emails.
The next item is the click-through rate on email or CTR; Shows the number of people who clicked on the link in your email. If your CTR is low, it indicates that your message was most likely not targeted enough. In this case, you need to work more on the text of your emails.
Finally, the cancellation rate also shows the number of people who clicked on the cancellation membership button at the bottom of your emails. If this rate is high for you, you have not succeeded in creating value and writing excellent and seductive texts, and you have to do a series of severe things in this regard. You may create a list, and people will leave after subscribing to your newsletter. If this happens to you, try to find out when it usually happens.
If you are unfamiliar with the term email classification, you should know that email classification is the process by which email lists are divided into smaller target groups. You can usually categorize your email list in three ways; Customer list (compared to those who haven’t bought from you yet), newsletter members, and daily email list (compared to weekly, monthly, etc. emails).
With classification, you can send a message only to those who haven’t opened your previous email (and ask them why), or those who have been interested in your previous email.You can also send a variety of messages to all groups to learn more about their interests.
First of all, remember that you are a guest in the audience’s Inbox, your emails are just a click away from losing the audience. Treat them politely and respectfully and create value for your audience. After that, you need to get permission from the audience to send them an email. Then all you have to do is follow the audience and keep the promises you made to them, keep the promises you made to them so that you can live up to their expectations.
Finally, when you master the basics of email marketing, you can move on to data analysis and classification.