Email Marketing helps you connect with your audience to promote your brand and increase sales. You can do a lot of things with emails, like sell products, share some news, improve your cart abandonment rate or tell a story.
How to Run a Successful Email Marketing Campaign
1- Build a Targeted Email List
The most successful email marketing campaigns start with an email list full of qualified leads that are interested in what you have to offer. The best way to build a targeted email list is to convert your website visitors into subscribers.
But did you know that on average, 80% of your website visitors will leave your site for good, without signing up to your newsletter?
That’s why we recommend using exit-intent popups to convert those abandoning visitors into subscribers and customers.
2- Know Your Goals
All good marketing starts with setting goals. To run a successful email marketing campaign, think about what you want to achieve.
Typical goals for an email marketing campaign include:
• Welcoming new subscribers and telling them about your business and values so you start to build a relationship with them.
• Boosting engagement with your content and your business, whether that’s promoting a webinar or trying to make an initial sale.
• Nurturing existing subscribers by providing something they’ll value.
• Re-engaging subscribers who haven’t been particularly active.
• Segmenting your subscribers so you can send more targeted email marketing campaigns.
3- Understand Email Types
It’s also important to understand the different types of email that you can send. People group these in different ways, but here are the three key email types.
We’re all familiar with promotional emails, which talk about offers and sales and are self-promotional.
Then there are relational emails, which give subscribers what you’ve promised, like a weekly newsletter, a free gift, relevant information they can use, and so on.
There are also transactional emails, which include:
• Subscriber signup confirmations
• Welcome messages
• Order or purchase confirmations
• Acknowledgements of changes to subscriber information
Transactional emails are usually triggered by subscribers’ actions and relate to an action they’ve taken on your site.
4- Know Your Audience
If you’ve been doing email marketing for a while, you’ll likely know who your audience is. If you’re just getting started, you’ll have to make some educated guesses so you can target your content. Don’t worry; you’ll start collecting subscriber info the minute you send your first campaign, so next time round, you’ll have real data to work with.
In the meantime, gather data from Google Analytics and your social media profiles, like the Facebook Insights data.
5- Use Technology Wisely
The best email marketing services have tools to help you create more successful email marketing campaigns. Look for features like:
• Easy campaign creation and automation, including templates and workflows.
• Integrations with software you already use, like WordPress and OptinMonster.
• Ways to segment your audience.
• In-depth analytics on email campaign performance.
6- Create Great Optins
To do that, you’ll need to create attractive optin forms that get attention and encourage people to sign up. Experiment with different types of optin forms on different parts of your site, including:
• Welcome gates, which appear when people arrive on your site. You can also use our page slide feature so people can get straight to the content when they’re ready.
• Lightbox popups, which can appear on any page and temporarily blank out the rest of the content to focus on the optin. These convert very well.
• Exit-intent popups, which appear when people are about to leave the site. That’s a good time to offer your lead magnet.
For best results, put optins in multiple places and choose how they appear with rules and page-level targeting. That cuts down on the annoyance level while maintaining effectiveness.
7- Plan Emails and Followups
It’s time to plan your email marketing campaign. This will give you an overview to use when you start creating the emails in steps 7 through 9.
A good approach is to note down:
• Email frequency
• Type of email
• A rough idea of content
• The main action you want subscribers to take (such as signing up for an event, following you on social media, buying a product)
In creating your emails you need to make them timely, relevant, interesting and valuable.
For example, many companies welcome new subscribers with a short email series to help them get to know their products and services.
8- Craft Your Subject Line
A good starting point for any successful email marketing campaign is the subject line, which plays a crucial role in getting people to open and click your emails.
Campaign Monitor’s data shows that most subject lines range from 41 to 50 characters. Even less of your subject line shows on mobile screens, so it’s wise to put the most important parts at the start.
Options for improving your subject lines include:
• Telling people what they’ll get when they open your emails; no need to be clever or witty unless that’s your brand’s personality.
• Adding personalization, as including people’s name in the subject line can keep them more engaged.
• Avoiding spam trigger words so your emails make it to the inbox.
• Borrowing one of these high-converting email subject lines and adapting it for your own use.
9- Write the Copy
You’ll want to create a hook right at the start that will get people to want to read on.
For best results, keep email marketing copy short, and avoid pitching your offer too early. You want people to get comfortable first.
Address subscribers by name. Personalized emails are more successful. Buffer also suggests to personalize your emails based on need by sending emails that meet different user expectations. This makes them more targeted and more likely to be successful.
Other items to consider for your email copy include:
• A personal story: Being human never hurts a company and often helps people make an emotional connection. Some of the most successful emails we’ve seen use this technique.
• Something of value to your readers: That can be a piece of content, some useful information or the resource you’re promoting. Make it clear how this will help them.
• A poll, survey, GIF or video: All of which are proven to keep readers more engaged.
10- Focus on Email Marketing Design
Email design matters in any successful email marketing campaign. With more people than ever reading emails on mobile devices, it’s important to use a responsive email template so your email resizes automatically whether people are reading it on a phone, tablet, or desktop.
Most good emails have more text than images. There’s no denying that images make your email more attractive, but know that many people disable images. That means your email still has to work even if people can’t see them.
Our tip: avoid hiding information in images, because that’s bad for email accessibility. And remember to use alt tags to describe images so people who’ve disabled them know what they’re supposed to see. A good description might make subscribers enable images, which will make your emails look even better.
11- Test and Track
To really achieving email marketing success., you’ve got to collect data to improve future campaigns.
That means testing everything: design and layout, email marketing copy, subject lines and calls to action. Consider testing emails with different segments and experimenting with email send times, too.
You’ll also want to monitor email analytics from your service provider relating to opens, clicks, unsubscribes and forwards. This will enable you to figure out what’s working and what’s not with email marketing.
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