5 Steps to Creating a Successful Email Marketing Campaign
Did you know customers are 6x more likely to click through to your website through and email than an advertisement on Facebook or Instagram? Email marketing has been shown to have an excellent return on investment. Follow these 5 steps to get your email campaign started correctly!
Step 1: set your goals
Are you trying to drive traffic? Increase sales? Educate? Ask for donations? Increase ticket sales? Keep people up to date on events and functions?
The best approach to email marketing is creating focused, high performing email campaigns that will help achieve your goals.
Step 2: Who to send it to
Option 1:Import list of known contacts (manually from excel file). Ensure you have permission to email the subscribers.
Option 2: Start capturing emails and building list from scratch.
To build an email list, you’ll need:
1. A valuable incentive. This can include compelling content, first order discounts if they subscribe (gives people incentive to subscribe and make a purchase), offer free/upgraded shipping with signup (getting a desired item quicker by signing up is powerful motivator to subscribe)
2. A simple way to subscribe. This could be a subscribe button on the header bar of your website, slider bar (small box that ‘slides in’ to the bottom corner of website & contains subscribe button), top of sidebar, or at the end of post. Popups can also be used, and are shown to be more effective when a reader scrolls through around ¾ of the page, rather than an immediate pop up.
Step 3: Select type of campaign (depending on goals)
1. Newsletter: regularly distributed, generally about one main topic of interest.
2. Marketing offer: any campaign with the goal of driving a direct response, special promotion or discount on products/services, latest stock & encouraging people to purchase.
3. Announcement: about a new product, feature, or service. The goal is to keep existing audience engaged and up-to-date on latest products/features.
4. Event invitation: create awareness of your event & encourage people to attend. Detail date, time, location, and info on how to rsvp.
Step 4: Create Campaign
Avoid long, text heavy emails, most people are likely to scan through. Structure the email in a way that draws people into reading the content, while guiding them to the call-to-action. An inverted pyramid works well for this; a headline highlighting the key messaging, followed by supporting information and visuals, and a clear call-to-action. The content should convince the reader of the benefits of clicking through.
Images and visuals can boost engagement and make the content stand out and more memorable.
Personalize: readers are more likely to engage when the content is relevant to them, so add their name in the subject line to boost engagement.
Step 5: Measure results
2 ways to track the success of your campaigns:
1. Through your email marketing tool (campaign monitor-reports tool)
2. Web analytics tool (Google Analytics)
You are tracking the number of opens, number of bounces, # of emails not opened, percentage that opened campaign, opened campaign then clicked a link, unsubscribe through campaign, spam complaints, and shares (i.e via twitter/facebook).
Be sure to monitor interactions and adjust campaign based on engagement and response!