Email marketing campaigns may be the most cost-efficient way of advertising, but they are by no means easy to manage. This holds especially true if you run multiple campaigns at the same time, which many businesses nowadays do for best results.
Since email marketing has proven to be highly efficient if done the right way, both in terms of engagement and increased ROI, it is only understandable that setting up and adjusting your campaigns are paramount.
Every effort starts with selecting an efficient marketing strategy, which may be tricky and time-consuming, but is nevertheless necessary and will be of great benefit in the long-run.
Tasks to Keep in Mind
An efficient email campaign doesn’t end with a good strategy. There is lots of fine-tuning, adjusting, personalization and research to consider.
For one thing, managing a growing subscriber list is not an easy task, as you’ll wish to personalize all emails. More subscribers spell more potential gains, but also more demographics to keep in mind.
In this regard, it is of utmost importance to define your audience. Not every subscriber will necessarily become a client or the other way around. To determine your audience, look for the answers to the following questions:
- Do you have repeat customers and what do they have in common?
- What kind of solution are they looking for from your brand?
- What is their motive to purchase your services/products?
- What is it that your brand has that the competitors don’t?
Once you know the answers, write them down, so that you may expand your list later using these insights.
Next on is email composing, a never-ending challenge in its own right. You’ll wish to make certain that all emails you send will hit the mark, which means absolutely no compromises on account of quality and reliability.
Then there is scheduling. Even the best of emails will amount to nothing if they reach customers’ inboxes at the wrong time.
Last but not least (and certainly not the least consuming), you’ll need to analyze the results of your campaign and adjust as needed.
Before you even start thinking about the content (which must be impeccable at all times in order to build trust), you should decide on the tools to use.
There are numerous email marketing tools available, and there is no one single recommendation as to which one is the best. It all depends on your approach and goals. Some quality tools include Constant Contact, MailChimp and Campaign Monitor, to name a few.
As regards to automation, which is recommended if you are planning to run voluminous and multiple campaigns, there are also a couple of reliable tools available. Again, there’s no one-size-fits-all approach, so choose wisely. Some generally recommended automation tools include Marketo, Pardot and Autopilot.
Segment Your Customer List
Segmentation is the key to successful email marketing campaigns in the way that good company is crucial for a successful party… literally!
In terms of email marketing, segmentation simply means coupling customers with similar behavioural patterns together. The best advice for every email marketer is to send personalized offers to clients, as even the best offers will fall short of your expectations if the recipient isn’t actually interested in them.
Insights speak volumes about your customers. Teenagers will not be interested in the same products as middle-aged people, neither will men and women look for the same products and services… and that’s only the tip of the iceberg.
There are other criteria such as purchase range. Contrary to popular belief, not everyone is looking for cheap products. E.g., people with higher budgets are likely to be interested in premium offers.
It is, therefore, advised to draft at least two different email offers: one for the average buyer and another for high spenders. You can go from there.
Keeping the Audience Engaged
Keeping your audience engaged is of utmost importance, as good marketing is all about a healthy relationship with your clients. This holds no less true in terms of email campaigns than it does in a traditional setting.
To that end, don’t shy away from asking your customers for feedback and by all means, encourage them to communicate with you.
- There are various ways to do that, most common ones of which are:
- Including contact information in every email you send
- Encouraging surveys (you may offer a reward in return, to inspire your customers)
- Communicating with your audience via social media channels
Maintain a polite tone, deal with complaints in a timely manner and always offer some incentive. Incentives don’t necessarily have to come in the form of discounts. They may also include free e-books and interactive content or inside offers for VIP clients.
Brainstorm the Content
Content rules supreme online, so take your time composing your messages and (even more importantly) subject lines. The latter is the one single factor to decide the fate of your email. Will it be opened and read? Will it be deleted? Will it be flagged as spam?
A stellar subject line is concise, mobile-optimized (the majority of emails are being accessed on mobile devices) and tempting, but by no means sufficient to prompt the recipient to perform the desired action.
To achieve that goal, the message following it must be relevant, reliable, clearly communicate the offer, and include a call to action and an unsubscribe button (preferably some contact information, too, for reasons mentioned above).
As regards to the types of emails to send, these largely depend on the purpose, your niche, customers’ interests and the occasion.
Special offers are generally welcome, and so are order confirmations, receipts and delivery confirmations.
Newsletters are a good way to advertise your products and special offers, but be careful with them. Too long forms will not keep the recipients engaged, no matter the quality of the content, so be clear and mention specifically what the recipients are to look forward to in the newsletter.
Seasonal and promotional emails should advertise one or a couple of special offers rather than a bunch of them, as you will wish to keep your customers focused.
Last But Not Least
Mind the timing. You won’t wish to see all those efforts go to waste simply because your email arrived in the middle of the night or during a busy time when the recipient doesn’t have enough time or patience to even begin to consider the offer.
According to Customer.io, emails sent on a Tuesday have the highest open rates (afternoon for opens, evening for clicks). Why? Nobody knows!
Most emails are opened within an hour of their arrival, which means you should keep the time zones in mind.
The same source recommends sending educational emails earlier in the week and actionable emails later in the week.
Feeling overwhelmed already? Don’t be! Email marketing is really like going to school all over again. Lots of learning, but also loads of fun. Allow your brand to grow with your customers, and you will never look back. Keep your audience happy, and it will keep you growing in return. It’s as simple as that!
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