If you’re not running email marketing campaigns, you’re missing out – on A LOT.
In fact, research shows email marketing is one of the most cost-effective ways to promote your business. With an astounding 42:1 return on investment (that’s over 4,000% gains!), a well-run email marketing campaign can make the difference between your business’ success and failure.
Your business needs an email marketing campaign – and we’re right here with six best practices, organized in a simple step-by-step guide, to ensure you reach the audience you’re looking for and get the clicks you need.
Step-By-Step Guide: How to Run Your First Email Campaign
1. Define Your Goals
The first thing you must do is define and detail the goals of your email campaign. Ask yourself these questions:
· What is your ultimate goal?
· What are your secondary goals?
· What are you trying to accomplish with this campaign?
· What do you want the reader to do once they read this email?
Remember: it’s vital to stay focused on one goal at a time. Otherwise, your message may overwhelm the reader.
2. Understand Your Audience
Understanding your audience is critical for any marketing campaign. For example, you wouldn’t market to bank clientele in the same way you appeal to patrons at a brewery. Identify your audience and do plenty of research to establish the tone you need for your company.
Additionally, you don’t want to send the same email you would send to a new customer to a long-time customer as well. To solve this, your must segment your audience and send specific messages to certain groups of customers. This audience segmentation allows you to send more relevant marketing messages to different customers, improving your open, click, conversion rate.
It’s crucial to break up your audience into categories:
A cold audience has not yet seen or engaged with your business.
A warm audience is one who opened a previous email, visited your site in the past, or engaged with any of your online content.
A hot audience is anyone who has visited your site and provided you with contact information.
3. Strategize Your Email Sequence
You don’t want to send the same type of email over and over and over. There are multiple email sequences you can use to drive conversion rates. It’s crucial to set up a strategy that targets your intended audience to increase open rates.
Here are the most popular email sequences:
· Welcome Email Sequence
· Onboarding Email Sequence
· Abandoned Cart Email Sequence
· Repeat Customers Email Sequence
· Re-engagement Email Sequence
4. Craft Subject Line, Email Copy, and Preview Line
Now that you know which direction you want your email campaign to go, it’s time to actually write it.
Subject lines should be catchy but not spammy. Too many punctuation marks in a row may look like spam or even trigger the spam filter, so keep that in mind.
Try to keep subject lines under about 55 characters or 10 words, or the user won’t be able (or won’t bother) to read all of it.
You don’t want your emails to be too long, either. Stick to no more than 150 words for the copy and focus on one main goal. Just like the subject line, shouting in your email copy is spammy as well (this is just an example, please don’t mark us as spam!!!), so try to avoid that.
One last thing about email copy: be conversational. Build a relationship with your readers through your emails.
The preview line is just that: a preview of what the reader will see in the email. The preview line is your last opportunity to draw the subscriber into opening your email. It needs to be captivating and short yet give enough detail about what you are sending to entice the reader into wanting to know more. Preview lines are typically 40-130 characters long.
5. Personalize Your Emails
Do NOT make the mistake of sending out emails that aren’t personalized. While this may work in some instances, in most cases, it simply shows the reader that they are just another email in your database.
Personalized emails, even just those with the subscriber’s first name and an email signoff or signature from a real person (not just your company), help build better relationships.
6. Design and Extras
As you may have noticed with your inbox, emails aren’t simple text anymore. They include relevant and eye-catching graphics, interactive links, and downloadable content.
Plus, how annoying is it when you open an email on your phone, only to find you can’t read it? That’s not Gmail’s fault – it’s up to you to design an email that works on any and every screen. My point? Don’t forget to optimise for mobile, too.
You don’t have to be a graphic design artist to craft the perfect email. An email builder is an online tool that allows you to easily create attention-grabbing emails by customizing pre-made templates.
There are plenty of email-building services that offer templates to help you create emails that fit even the most abstract markets. A couple of popular options include:
ClickSquad offers email services such as customised email templates, automated campaigns, and audience segmentation to get you into the email marketing game in an easy, successful, stress-free way.
MailChimp is an easy-to-use email builder for both pros and newbies that will help you showcase what your business is all about.
Are You Ready for Email Marketing?
All this information may seem overwhelming – audience segmentation, strategizing email sequences, optimised email marketing content – but if you use our step-by-step guide, you’ll be an email marketing pro in no time.
Check out ClickSquad’s Email Marketing Services today and take the first step to launch your email campaign!