Follow this Email Marketing Guide to successfully launch an effective Email Campaign that converts.
The greatest obstacle any fledgling business owner or internet marketer faces is finding the most cost-effective way to market his or her brand to a large audience, without breaking the bank.
The latest statistics show that email marketing has an ROI of 4400%. That means you make $44 for every $1 spent on email marketing. But that is for an email marketing campaign that has been designed in the most effective fashion and implemented correctly.
So let us take a look at how we can go ahead and make magic.
But First, What is an email marketing campaign?
Before we proceed we need to understand that emails are still the most widely used mode of communication worldwide with over 90% adults using emails on a daily basis.
And that is why Email Marketing is the perfect mode of communicating with all your potential customers.
So let us begin with the basics of email marketing.
Building an email list
It all begins with the right audience. So who exactly is your audience? All those who visit your website are the exact audience you need to target. So how do you get these people to part with their email address? Now let’s face it, nobody wants to give away that precious email juice without an incentive. Exit-Intent popups are the way to convert abandoning visitors into customers. It is a give and take relationship and understanding these matters.
What these exit-intent pop-ups do is track and identify visitor behavior and accordingly present them with the most appropriate campaign just as they are about the leave your website.
The other way is by greeting visitors with a pop up with an incentive like a discount, or a free download.
The message here is that always provide your customers with a very credible reason to willingly part with their email address. Now if you haven’t been living under a rock, then you must be aware that parting with your email address will inevitably result in emails inundating your inbox in the near future.
This is where quality content enters the picture because growing a list is just a small part of your overall strategy. Keeping your audience engrossed is the most important aspect of this whole exercise. So let’s take a look at types of emails and understand them better.
Various types of Emails
- Promotional Emails- Do we really need any explanation here? Well, let’s just take a look anyway. Promotional emails talk about upcoming sales, New product launches and basically will be in some way or the other promoting an aspect of your business.
- Relational Emails- These provide customers with a discount or provide a free download as promised in the exit-intent popup we discussed earlier.
- Transactional Emails- These are related to any action your website visitor may have taken on our website. For instance, agreeing to be a subscriber, therefore a subscription confirmation email. A purchase warrants an email with all transactional details.
Why launch an email campaign? Know your Goals.
Any campaign launch requires you to correctly identify the reason behind the process. You will be following the process to welcome your new subscribers, or making sure your existing ones have a reason to be part of your mailing list, like providing a discount or a freebie. No matter what the intention of the campaign, it is important that it is kept simple as overcomplicating the same will lead to disaster.
Know Your Email Marketing Audience.
As your list grows, you will learn to identify your core audience as you start your social media campaign or look at your website demographic details via google analytics. It will clearly display your audience type and this will allow you to tailor your email campaign easily
Use available technology to the maximum
Choose an email marketing service wisely as they all have a plethora of features that you can use, however, some are really good at what they do.
Look for important features like Easy email marketing campaign creation, Automation, and diversity of available templates and the ability to customize. Responsiveness or mobile-ready templates are an absolute must as the majority of emails are accessed on mobile devices. Easy integration with your website is another must. You have to look at services that allow easy segmentation of your email list thereby allowing you to send the right email to the right audience. And last and definitely not the least, Analysis and reporting. The ability to correctly view user behavior on your campaigns is probably the most important aspect of running successful ones. Services like Getresponse has a very advanced CRM and automation service built-in along with their already considerable email marketing capabilities. Aweber has some very good new email template designs and a very large number of them to choose from. Drip is a marketing automation tool that allows users to create complex automation workflows and conditional statements within email messaging. Campaigns, workflows, and triggers are well-organized and Drip is as simple or as complex as you need it to be.
Now plan your email marketing campaign. Here you need to decide your emailing frequency, type of emails, what will be included in the emails and how do you want your users to respond to your emails.
Now below are some of the pointers you need to keep in mind when planning a campaign.
- Set your emails to a fixed schedule.
- Make sure your emails are valuable to the user
- Lastly, the emails need to be relevant to the user.
Ensure that you are not blitzing the user’s mailbox with scores of emails. Make sure your emails are something they should look out for in anticipation and not dread.
How do you write an email for an email marketing campaign?
As they say, first impressions are the best impressions. And nothing says better about the content of your emails better than the subject line. You have approximately 50 characters in which you need to create a powerful enough impression that the user should want to open the email.
So what is the magic formula for a successful subject line?
Frankly speaking, there isn’t any.
Just make sure they contain details of what the user will find inside and secondly they should create a sense of urgency, preferably with numbers. For example,
- Warby Parker: “Uh-oh, your prescription is expiring”
- JetBlue: “You’re missing out on points.”
- Digital Marketer: “[URGENT] you’ve got 1 DAY to watch this…”
Make your subject line Funny,
- Groupon: “Deals That Make Us Proud (Unlike Our Nephew, Steve)”
- The Muse: “We Like Being Used”
- Warby Parker: “Pairs nicely with spreadsheets”
Leverage their ego,
- Jeremy Gitomer: “How Have You Progressed Since the Third Grade?”
- Rapha: “Gift inspiration for the discerning cyclist”
- La Mer: “Age-defying beauty tricks”
Personalize your email subject lines where possible,
- Guess: “Mary, check out these hand-picked looks”
- Rent the Runway: “Happy Birthday Mary — Surprise Inside!”
- Bonnie Fahy: “Mary, do you remember me?”
Just make sure your subject lines do not have spammy material or tricking your customer to open the email. For instance, don’t make your subject lines sound as if you personally know your users.
Now onwards towards the actual email.
The idea is simple. PERSONALIZE. Address the user directly by their name. Make sure you are writing as a human being and not making it clear that the user is a potential customer and what you actually want him to do is buy something off you. Write like a friend, keep the tone warm and friendly and wherever possible slightly humorous.
Add value to the content by providing information that will help the user. However ensure that your emails are short, with the value statement or the sales pitch being in the last section of the email.
CTAs usually appear multiple times within your email marketing copy. While you don’t want to pitch to users too soon, there’ll likely be a CTA near the start, in the middle and near the end. Make it bold and friendly.
Email Marketing Design
If you want your email marketing campaign to succeed, then pay attention to the design. A well-designed email acts as a hook for your user’s attention but a badly designed email will actually cause immense damage to your email marketing campaign. Another important aspect is email responsiveness or mobile compatibility.
Another design aspect is a balance between images and text. But always remember that people may have images disabled and therefore that really flashy image which was meant as a hook will just not be visible. So be prepared to have your text convey a strong message in the absence of any visual stimuli.
So the email is ready. Shall we just send it and hope that it checks all the boxes. No. Test your email on a small percentage of your email list to see how they react. Better still prepare multiple versions of your email (Different subject lines, Different text, Images, etc.) and see which scores better in opening rate. Most email marketing services provide A/B (Split testing) to help you nail the right format. The one with the most opens is the one to be sent out to the rest of your email marketing list.
Always keep an eye on your sender reputation, in order to fathom whether your email will reach the reader’s inbox or will be directly routed to the spam folder. Use service like Sender Score to check your domain or IP address reputation.
As your email list grows it becomes an impossible task to keep up with the spate of new users and to respond to them in a timely fashion.
Enter Autoresponders. It is designed to send out emails automatically as an when a user does a particular task, like subscribing to the list, Altering their personal data, making a purchase, etc.
Most email marketing services provide you with this facility and it is imperative that you learn to use the same.
Most firms have automated their systems to dispatch emails based on the triggers we mentioned earlier.
Email List segmentation
Now we saw earlier that data analysis helps you send the right email. Understand it also allows you to send the right email to the right group of customers.
For example, a user having an electric vehicle will most probably be interested in news about similar technology or upgrades available for his current vehicle. Therefore a segment of similar users will be interested in this kind of news or information and you will see higher open and interaction rates.
With segmentation, you can send a broadcast only to those that didn’t open your last message (ask them why), or to those that showed interest (a second pitch).
You can also A/B test messaging amongst different groups in order to refine your best practices.
Before we conclude this guide, you must understand that there are a variety of techniques that you can utilize to up your email marketing game. But the steps listed above cover the basics and ensure that you will have a head start in your latest campaign.
Always ensure that no matter what you send, make sure it is conveyed respectfully and in a courteous fashion.
Also, you’ll need to ask for permission. Of course, it’s the right thing to do. But in the era of new data protection, like the EU’s GDPR, it’s also a legal requirement.
And as you proceed in this process, you will end up developing techniques that will help you maximize conversions.
Please go through a few email marketing service comparisons here.
Please go through the Email List Guide here to help you create a Killer Email List
Read a review of Aweber
Read a review of Getresponse