Here are some things to keep in mind when creating your campaigns:
Your goal. I hope you enjoy the email.
Time – How many times, time of day, day of the week, etc. Sure Sure, the email is available whenever the user wants to see it, but it is more likely to open as soon as it is sent. The better your time, the better your opening rate.
Customize open rates with great pre-headers, users see the details when they check their email.
Make your email easy to read and invite multiple screens (especially mobile) with great design.
So what are the keys to running a successful email marketing campaign?
1. List building
You need a good list before you can run a successful email marketing campaign. In the old days before can-spam, you could just buy a list and spam a bunch of people with your message. Some experts advise against this kind of “cold messaging”, but it probably works if you are very selective about buying a list of buyers. List buying was an industry in those days and I got a lot of money to run businesses that could result in higher returns. And, listings are sales that kept many small, specialized magazines of the business – they provided unique access to highly targeted customers.
Now of course you can’t buy the list, so you have to develop your own (and you can follow the SAN-SPAM rules by following the link above). Since the law makes your email clients (for example, Constant Communications, Auiber, or Mailchimp) liable for your violations, they can incur a hefty fine, so they have invested in you, to be honest about it.
So how do you go about building a list?
Include your sign-up form everywhere – on the home page and on every page of your website, in your store (if you’re a brick and mortar), at events, on social platforms.
Offer something (such as an ebook, coupon, etc.) in exchange for signing up for your email list
Don’t ask for the information you need so it’s quick and easy for visitors to sign up. All you need is an email address and name. Don’t forget that you can get additional information after signing up.
Make your sign-up form clear without interfering with user experience (I hate popups that block content until you sign up or X out). I like a small band at the bottom of the screen that pops up when someone asks for an email address or when visitors start moving away from your site. Remember, your website is critical for SEO and you don’t want to bother with anything that reduces site visits, bounce, or time.
Include subscribers’ ability to socially share and forward your email to a friend when you send an email. These are great ways to build your list.
2. Strong content
Like everything in marketing, the message is everything.
Make your content (both text and images) interesting and inviting, use plenty of white space, and don’t hit a little joke. The more an email looks like a private conversation with a friend, the better the performance.
Personalization does not end with the inclusion of the person’s name. Make the email look like it was designed specifically for each reader.
Don’t waste your readers’ time: say what you need and provide links to more information.
3. Time
You don’t want to overload your readers by sending too many emails, but you do want to use your email marketing to build loyalty and engagement with your target audience. It’s a tough balanced job.
And, there is no size-fits-all answer to this question. The right frequency comes from a good gauge analysis. If your exposure rates drop or you start getting complaints or subscribing to a bunch of people, you’re probably emailing more often. If you haven’t received people subscriptions or complaints, you can probably send emails more often.
The key is to send emails when you have something to say to your audience.
4. Marketing automation
Marketing automation often receives a negative knee-jerk response because it seems like you’re treating your customers like robots who all behave the same way. But, it’s actually the opposite. Whether you like Salesforce or Hubspot or any other marketing automation tool, for successful email marketing you need to send the right content to the right people at the right time and that means using marketing automation.
No marketing automation platform works well without spending timekeeping information up to date to ensure that the content that customers receive is targeted to other key elements such as customer interest, the stage of customer travel, and gender.
5. Analytics
The wonders of digital marketing provide a plethora of metrics that will guide every marketing decision you make. Here are some metrics you should look for:
Customer data as new subscribers and subscribers
The performance of your email form Google I do this by setting goals in Google Analytics, but Aubrey shows me how many times my form was displayed and how many subscribers were created. I regularly do A / B checks to determine the optimal form, placement, etc.
Campaign performance op opens how many opens, how many clicks, and if you install tracking codes, the goal is completely based on each campaign.
6. Mobile-friendliness
Making your content mobile-friendly is the key to successful email marketing. According to Buffer, 47% of emails are opened on a mobile device. Here are tips for making your mobile content easier for users:
- Convert your mobile into a column template for a simple mobile fix.
- Run the font size to improve readability on the smartphone.
- Follow the iOS guide of at least 44-pixel buttons 44 pixels tall.
- Make call-to-action clear and easy to tap. Folding is good on top.
- Consider ergonomics. Many users tap and scroll with their thumb, so place important tappable elements in the middle of the screen.
7. Customer focus
Rob Crackstein explains how to use email to drive real business results: Don’t just send emails. Create a top equivalent of sales pipeline and new customer sales earnings.
Even in the current environment where it seems like we each get 50 emails a day from companies that sell their services, emails can still work.
Here are some tips on how to make it a success, as well as some metrics as proof points:
The email should be simple and concise. A lot of times we want to try and the email offers us a lot of prices and wants to sell the product including the word cycle. This is done in an attempt to increase the likelihood that the email will “open”, but in reality, it will only reduce your response rate. Open with a mandatory statement (or hard offer), then get 2-3 bullet points, then that action button at the bottom.
Messaging should be mandatory. Don’t use generic messages or some information from the industry, but be direct and bold with your statements. Let potential people know why they need to read them in a matter of seconds and finally click the action button below. This usually requires some prior analysis or understanding of your target audience.
The CTA must be precise. The whole purpose of the email is to get you to click the action button as much as possible. Make sure to use and use virtualization that accurately explains what they will get once clicked, do not be ambiguous and make sure you are using a compelling strategy (demo / free trial / free study), “white papers” is not too strong.
The landing page should be informative. You can add more explanations of your services here and add resources that may be of interest to the prospect. People are willing to spend more time on the landing page so this is the chance to give them a “wow factor”.
You need to follow up within 24 hours. Most “experts” will say that the value drops most significantly after 48 hours of the response, but I feel that immediate contact is necessary to achieve optimal results. You need to create a process that responds to all possible openings or clicks via email within hours, as well. Technology that displays their activity on your landing page so you can follow their specific interests.