A Comprehensive Guide on Running a Successful Email Marketing Campaign

An email is a powerful tool for collaborations and communication. Today, almost everyone uses email for work and personal purposes.

However, if you’re a business owner, email can be one of your best resources as a marketing tool. It helps you to reach out to your target audience and keep your business top of mind, as well as create new clients and strengthen relationships with existing ones.

In this post, we’ll discuss what email marketing is and how to adjust an email marketing campaign to get the best results.

What is email marketing?

Email marketing is a strategy that helps entrepreneurs to work with their target audience and promote their services online. It doesn’t matter whether you own a retail network, create an app, sell products via an eCommerce website or provide consulting services — email marketing can help you attract new clients.

Email marketing involves sending electronic communication via an email provider, such as Gmail or Outlook. One of the most important advantages of email marketing is its cost. It’s an affordable option that allows you to inform customers about various sales and unique offers without incurring the cost of other tactics like advertising. 

How does it work?

The audience you choose for your email campaigns should be interested in your offer or message. Otherwise, they won’t read the message. So, it’s important to first understand who you are sending communications to.

Once you know that, you can craft a short message that talks about a product, service, new articles, ebook you are promoting, event attendance or something else altogether that resonates with your selected audience.

So, how do you craft and email that connects with your target audience? Here are some tips that will help you to write a promotional text that gets the job done:

  • Unleash your creativity. Don’t make your message look like a spam. The text and images you include should engage potential customers to make a purchase. If the message doesn’t attract attention, most likely, it will be ignored and deleted.
  • Don’t use stereotypes. Your email should be unique. Don’t go for classic selling headlines. Instead, put yourself in customers’ shoes and try to understand what you’d want to see in the email and what would make you open it. 
  • Be short and sweet. Brevity is the soul of wit. The longer your email is, the faster you lose your customers’ attention. That’s why you need to describe your offer briefly and creatively and have an enticing, to-the-point call-to-action.
  • Don’t lie to your audience. Don’t try to get more clients by making misleading offers. Write only truth and make offers that really exist. If your audience realizes that the promotions you are representing are fake or not exactly as advertised, they will never become your customers. 

How to create a powerful email marketing campaign

Emailing can be an efficient marketing approach, as long as you follow a precise pattern and your email efforts are part of a complex marketing strategy. Email marketing can’t stand along, so it should tie into other things like: social media marketing, search engine optimization, content marketing, advertising and other tactics you’re using.

Now, we’ll discuss the steps you should follow to succeed in email marketing

Define your goals

To create a successful email marketing campaign, you should clarify your goals first (just like with any marketing strategy). It’s so important that you create metrics for email marketing to keep you focused on reaching your goals and achieving an ROI. 

If you’ve drawn up your ideas correctly, it’ll be much easier to write efficient email that aim to help you achieve your stated goals. Whatever your idea is, don’t forget about the final goal of the campaign.

That could include increasing website traffic, boosting sales on a particular item, gaining new subscribers from content downloads or any number of other macro- and micro-conversions

Handling a subscription database

Another step to a successful email marketing campaign is the creation of a subscription database. To integrate an effective subscription database into your marketing workflow, you should heed these hints:

  • Subscription database adjustment. First things first, you need to put all addresses in order. Remove emails that are inactive for a very long time and enter useful data that will be used to supplement emailing campaigns. Such data include gender, location, occupation, date of birth, preferred goods or services, and other details that will allow you to target your message through properly segmented lists. 
  • Gather more data about your clients. Data like customers’ interests, hobbies, tastes, and more will come in handy to create more targeted offers to customers. You can gather this information after you start a conversation with the customer. Later on, the client will be redirected to pages with preferred goods. 
  • Separate active contacts from passive ones. Inactive customers are just customers that need a bit of personal treatment. Make sure that the contacts are separated to apply different strategies both for active and inactive users. 

Landing pages

Landing pages are a great way to supplement your offers to customers. They’re bright, informative, and, at the same time, the laconic design contains the information that will engage clients to make new purchases or hire your services. If you set up your landing pages properly, you can really give a boost to your results. 

Here’s a great example of a nicely designed landing page from Lyft.

Professional landing page design
Image: Professional landing page design – Source

Email structure

To persuade your customer that you provide quality products or services, you should supplement your email with a quality message. The main question for a customer is “What value does this product offer to me?”

Your email should cover this question. It’s a good idea to add a call to action with a button or a link to the page with the product. 

To build a message that will connect with your customers, you should consider these three important points:

  • Content of your email (text and subject);
  • Email structure. A template you’re following, number of pictures, their location in the letter, call to actions, links, and so on;
  • The relevance of information in the email and correspondence of it with the information on your website.

There’s no need to write a completely unique letter each time you want to launch an email campaign. Instead, you can create several templates and write your letter in accordance with these templates. However, make sure that these templates are flexible and allow you to use them for different purposes. Here’s a good example:

Example email template
Image: Example email template

Personalized emails

In the email above, you can see that it uses my name (it was sent to me, but this would change depending on who it was sent to). This is a feature most good email technology platforms offer. MailChimp, ActiveCampaign, Pardot and so many others are set up to personalize emails with your name. But personalizing an email goes beyond just the name.

Customers like to feel a personalized approach when making a purchase. A subscription database, which was discussed earlier, will help you to write personalized emails.

Thus, you’ll be able not only to call your customers by names but also to refer to their personal traits and place emphasis on their hobbies or occupation. You can also personalize product recommendations based on activity of your users when they visit your website.

Mind that a successful email is the one that the customer believes feels has a personal touch. So, make sure that your email feel personal.

Assess and improve your emails

It’s obvious that the first email you send won’t bring you the desired results right off the bat. To succeed with this approach, you should gain experience and make improvements in your emails constantly.

Analyze the metrics for email marketing to understand your progress and the cost of attracting new customers. Try A/B testing where you test two different messages or calls-to-action to see which ones have the open/click rates or conversions. Then take those findings and apply what you learned to future emails. 

Wrapping up

As you can see, email marketing is a powerful strategy that can bring new customers to your business with minimal expenses. However, it requires a lot of strategy direction, and you need to clearly define the subject of your emails, understand customers’ needs and craft high-quality messaging.

That’s why this task isn’t the simple one. But with proper experience, you’ll be able to launch outstanding email marketing campaigns and attract new customers to your business with ease.

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Vitaly Kuprenko

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