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A Simple Guide For Successful Email Marketing Campaign

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Why is Email Marketing Important?

Many organizations today across different industries are considering Email marketing as an important tool in their marketing strategy. Email Marketing enables you to communicate and develop relationships with prospective customers and retrieve important information about them like their taste, behavior etc. This will help boost your companies marketing ROI. But many campaigns tend to miss out on the mark and, as a result, fail to achieve the desired results. In order to build, execute, and maintain effective email marketing campaigns, one must pay close attention to your audience by finding out what their demands and expectation are and then accordingly craft your message which will seem beneficial to them. This will lead them to open and engage over your mail.

Email marketing is one of the leading ways to reach people; it is even a competition runner with social media. Millions of people all around the world have an email account and check it on a daily basis. Use this fact to your advantage; when people receive your emails, you are gaining many potential buyers.

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 Getting People to Sign up for Mails & Gathering Email Addresses

There are many different ways to get people to sign up for your email list. One of those ways is to simply ask for their email address and then offer something in return. Offer special deals, promotions, or even freebies to people who sign-up for your email list. This method is rated in the top five ways of getting new email addresses. Offering to send news updates about your product or service will also gain quite a few subscribers because people often find it to be a very arduous task to go onto a company’s website everyday to look for news and information.

To be successful with email marketing campaigns, you have to acquire as many email addresses as possible. Beyond that there are several other things to remember. One of those things is that the location of your sign-up box can make you or break you. The side bar of your landing page is the most logical and effective place to put your sign-up box because it is visible, easily accessible, and out of the way. Some marketers also use a pop-up lightbox on their landing page with great results, but it can also cause the opposite outcome if website visitors find it to be nothing but a bother.

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Choosing the Content of your Email

Picking your content and what to write can be one of the hardest tasks of email marketing, but it does not have to be. Start off by analyzing what you want people to know – are you pitching a sale, announcing a promotion or any other news, giving tips and advice, or are you welcoming newcomers? Let them know! After you have decided what it is that you are trying to convey, think about what would get you interested if you were on the receiving end of the Email and how that information pertains to your audience. Then the next task would be to write it out, add a few images and headers, arrange the layout to be eye-catching and intriguing to your audience, and click send!

Some important areas to focus when preparing content for your email are:

Subject Line: A great subject line has the power to truly change the success of your Email marketing campaign. The subject line is the first thing your readers will see. Even if they don’t open your email, it still has a lot of power as it gets your brand in front of your customers.

Come up with Content that MattersComing up with content is one of the trickiest aspects of putting together your email marketing campaigns. After all, it’s human nature to worry aboutthat what you’ve written isn’t perfect. The best way to engage and convert customers is to build trust by sending emails that matter to them as individuals. Before creating content. always ask yourself “would I like to receive this email”.

Calls-To-Action (CTA) That WorkIf the subject line is super important for getting your email to open, then the call to action is probably the most important element to ensure you get maximum conversions. So, to ensure your CTA’s are awesome, make sure they are CRAFT: Colorful, Relevant, Actionable, Forceful and Targeted.

Text To Image RatioDeciding on a text-to-image ratio can also be a tricky task. The text area is very important because it contains all of the information that you want your readers to have. Likewise, the images are of great importance as well; a well-placed and wisely chosen image will draw the eye and get readers to look at that section of the email when they would have otherwise skipped over it. But be careful that you do not go overboard with images. While they are important, too many of them can distract the reader from going through the overall message that your email is trying to convey.

Kick Start & Optimize Your Campaign

Segment Subscribers: Segmenting your customers will allow you to send more granular emails. This, in turn, means that you’ll send emails that resonate with each and every recipient. This helps keeps you and your customers happier as they get better emails and you get more conversions. Segmenting your subscribers can be done in two ways: Using Customer Attributes and Tracking Customers Online Behavior. 

Give Customers a Chance to Opt OutThis may seem odd at first, but giving customers the chance to opt-out at any time is, in fact, a great way to keep your list con size and optimized. In many countries, the penalties for not abiding by these rules are quite severe and can include fines of 10s of thousands of dollars.

Best Time To Send (Autoresponders VS Broadcasts):

A common question people ask once they have their basic email plan in order is: what time should I actually send my emails? KISSmetrics pulled together a great infographic detailing the most common times that customers’ engage with their emails, more particularly on mobile devices. An autoresponder message is great to use with sign-ups and other repeated actions. This type of email is always written in advance and is then set-up on a given schedule to be sent out at specified times. For example: When someone first signs-up for your newsletter, one month afterwards, and so on. This saves you the trouble of having to constantly re-write the same thing over and over again to each and every new subscriber, and it saves you from having to remember to send it. A broadcast message on the other hand can be written in advance or sent immediately and they can be a recurring thing or a one-time deal. This type of message is more versatile than compared to autoresponders, but it takes more time.

Analyze Your Results

Once you have sent your emails, it is important analyze what has gone right and what’s gone wrong. Evaluate your open rate, click rate, leads generated via a form, conversion etc. Also, do take into account the lifetime value of your recipient, engagement and referrals of your campaigns. These details will help you to understand prospective interactions with your customers and enable you to improve future email marketing campaigns while also boosting marketing ROI.

Using Email Marketing Services

Using an email marketing service is highly recommended for several important reasons. First of all, when you get new sign-ups there has to be a confirmation process. You will also need a way for people to unsubscribe from your email list. This is a scary thing to think about, but some people do end up changing their minds and will be very unhappy if there is no unsubscribe option. Email marketing services help out with making sure that your emails are compliant with spam laws and other marketing email laws, rules, and regulations. Most services also provide back-ups for your email list, so if something happens to your system or database you do not lose your list.

Conclusion

Emails, provide organizations with a combination of website and customer experience, which helps creates the foundation for interactive marketing. Remember your target audience consists of both smartphone owners and non-smartphone owners, so make sure you’re adapting your email creative accordingly. Always build your own consumer database through various sources and always ensure to get their permission before sending out emails to them. The potential of emails to deliver targeted and exclusive content continues to make it a sound investment of your organization’s marketing strategy.

Image Credits: blog.capterra.com, conciergeandstyle.com

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