The more you know about your audience, the easier it is to create email content that resonates with them and will convince them to take specific actions.
It’ll be easier for you to start seeing results from your email marketing efforts, too.
In the beginning, this can be tricky, especially if you’ve never created an email marketing campaign before.
Consider using your website or social media analytics to learn more about the people who engage with your business the most.
These sources can tell you a lot about people’s location, age range, and interests.
4. Choose the Right Email Type
There are many different types of emails you can send out as part of your marketing campaign, and the type of email that you send to your subscribers will vary depending on your specific goals.
The following are some of the most popular options you might want to consider:
Promotional emails are one of the most common types of emails used in marketing campaigns.
As the name suggests, their purpose is to, you guessed it, promote something related to your business.
You might send this kind of email out to get people excited about a new product or service that you’re launching soon.
You might also use it to share information about an upcoming sale or a contest that you’re running.
Relational emails are used to help you create or nurture a relationship with the people on your email list.
The most frequently used relational email is an email providing a subscriber with a free download or discount code after they’ve signed up for your email list.
Relational emails can also provide subscribers with useful information they can use in the future.
This might include information on how to get in touch with you or other relevant details about your business, for example.
A transactional email is usually triggered by an action that your subscriber has taken.
An example might be an email list sign-up confirmation or a welcome message.
Order and purchase confirmations fall into this category, too.
Admittedly, these aren’t the most exciting emails.
They’re still important to the success of your business, though, and help you to craft a professional image.
5. Invest in Email Marketing Services
The easiest way to launch a successful email marketing campaign is to invest in email marketing services.
There are tons of different online platforms out there that will help you create marketing emails and automate the process of sending them to your subscribers.
When searching for an email marketing service to use for your business, consider the answers to the following questions:
How easy is it to create and automate email campaigns?
Do you have access to email templates and workflows?
Does it integrate with other software, such as WordPress?
Does it provide tools to segment your audience (breaking it up into subgroups for more targeted email campaigns)?
Do you have access to analytics to help you assess campaign performance?
Let the answers to these questions guide your decision-making.
They can help you feel more confident in your email marketing campaigns and ensure you’re choosing the right service for your business’s specific needs.
6. Write Great Copy
If you want your email marketing campaign to be successful, you need to make sure you’re creating great email copy.
It doesn’t matter how good your email marketing service is or how much research you’ve done on your audience if you’re not creating content that appeals to them, does it?
Here are some specific tips to think about when you start drafting your emails:
Be Clear and Direct
When writing copy for your marketing emails, it’s important to be clear and direct.
Face it: People don’t spend a lot of time looking at emails.
The average read time for an email is just over 13 seconds.
If you want people to get the gist of what you’re saying and take a specific action, get straight to the point when creating your email copy.
Consider the Formatting
The formatting of your emails matters, too.
Don’t use large blocks of text when writing the copy.
Keep paragraphs to three or fewer sentences and use plenty of white space.
It helps to include headings and bullet-point lists, too, to make content easier to skim (remember, you only get about 13 seconds, so make them count!).
Include a Call-to-Action
Marketing emails should always end with a call-to-action.
A call-to-action gives the reader a job to do and increases the likelihood that they’ll do what you want them to do, whether that’s checking out your latest blog post or heading to your online store to make a purchase.
7. Don’t Forget About Design
Design matters to the success of your email marketing campaign, too.
If your emails don’t look attractive and align with your brand, people are going to be less interested in reading them.
Pay special attention to the colors you use in your marketing emails, as well as the types of images you include and the fonts you use when writing your copy.
All of these elements play a role in setting your campaign apart from other marketing emails your subscribers might receive.
Good design helps you stand out and make a great impression.
If you’re not particularly design-savvy, don’t panic.
Most email marketing services offer tools that make it easier for you to design eye-catching marketing emails.
Look for one that provides templates or that allows for easy customization so you can change colors or fonts to match your branding and other marketing materials.
8. Try A/B Testing
A/B testing is a great marketing tool, especially for email marketing campaigns.
It allows you to test out different versions of the same email to see which one is more effective and is best received by your subscribers.
Make sure your email marketing service allows for A/B testing, and don’t sleep on this technique when you’re testing out different types of emails.
You can use A/B testing for various aspects of your marketing emails, including the following:
Let the results from your A/B testing guide you when creating other marketing emails, too.
Once you learn more about what your audience best responds to, you can take a lot of the guesswork out of the equation and create emails that help you achieve your desired goals.
9. Measure Your Success
Be sure to measure the success of your marketing emails in other ways, too.
If you’re not paying attention to your analytics and keeping track of email performance, what’s the point?
Here are some key factors to consider when you’re determining the success of a particular campaign:
OR (Open/Send Ratio)
The open/send ratio refers to the number of marketing emails that get opened relative to the total number of emails sent.
If you have a targeted email list, you’ll generally have an easier time increasing your OR.
CTOR (Click to Open Rate)
The click to open rate measures the number of unique clicks your emails receive relative to opens.
It tells you how effective your marketing emails are and whether they inspire recipients to follow through with your call-to-action.
The bounce rate refers to the number of marketing emails that can’t be delivered.
Ideally, this should be as low as possible.
List Growth Rate
You should also keep track of how fast your email list is growing.
How many new email addresses are you collecting?
Pay attention, too, to how many people are unsubscribing.
If that number’s climbing, consider what steps you and your team can take to keep people around.
Conclusion: Create an Impressive Email Marketing Campaign Today
It doesn’t matter if you’re putting together your first ever email marketing campaign or if you’re looking to revamp your current approach.
Either way, it pays to know the ins and outs of creating a campaign that works.
Be sure to keep the tips listed above in mind and you’ll have no trouble seeing great returns on your email marketing efforts!