Email marketing has been around forever—and for good reason. It’s the most direct and effective way of connecting with your leads, nurturing them, and turning them into customers, consistently winning out over all other marketing channels. One of the big advantages of email marketing is that people still use email widely. According to a 2019 article, 90% of adults and 74% of teenagers still use email regularly. This makes email marketing the perfect tool for building customer relationships to help you generate leads and sales.
Based on 2018 data from Smart Insights, email marketing is still ranked as the most effective marketing channel, beating out social media marketing, search engine optimisation (SEO), and content marketing. This means that it’s crucial for businesses and marketers to be up-to-date with the latest trends in the industry.
Given the ongoing importance of email marketing for customer acquisition and retention in most enterprises, understanding and testing the latest email options and techniques is essential for businesses to stay engaging and competitive ‘in the inbox’.
How To Run A Successful Email Marketing Campaign?
A successful email marketing campaign will get the recipients to take action, engage with your business, and help you to get more leads and sales. But before you run a successful email marketing campaign, you’ve got to do some prep work, so you’re primed for success when you finally send that first email.
1) Build a targeted email list
The most successful email marketing campaigns start with an email list full of qualified leads that are interested in what you have to offer. The best way to build a targeted email list is to convert your website visitors into subscribers.
But did you know that on average, 80% of your website visitors will leave your site for good, without signing up to your newsletter? That’s why we recommend using exit-intent popups to convert those abandoning visitors into subscribers and customers. Exit-intent popups detect user behaviour to prompt them with a targeted campaign at the precise moment they are about to leave your site forever. This smart technology can skyrocket your conversions.
2) Know your goals
- Welcoming new subscribers and telling them about your business and values so you start to build a relationship with them
- Boosting engagement with your content and your business
- Nurturing existing subscribers by providing something they’ll value
- Re-engaging subscribers who haven’t been particularly active
- Segmenting your subscribers so you can send more targeted email marketing campaigns
3) Understand the different types
There are various types of emails but let’s focus on three key email types:
- Promotional – talks about offers and sales and are self-promotional
- Relational – give subscribers what you’ve promised, like a weekly newsletter, a free gift, or relevant information they can use
- Transactional – includes subscriber signup confirmations, welcome messages, purchase confirmations, and acknowledgements
4) Know your audience
If you’ve been doing email marketing for a while, you’ll likely know who your audience is. If you’re just getting started, you’ll have to make some educated guesses so you can target your content. Don’t worry; you’ll start collecting subscriber info the minute you send your first campaign, so next time around, you’ll have real data to work with.
5) Use technology wisely
- Easy campaign creation and automation
- Integration with the software you already use
- Ways to segment your audience
- In-depth analytics on email campaign performance
- Automations to schedule transactional emails and blog-driven updates
6) Create great optins
- Welcome gates, which appear when people arrive on your site
- Lightbox popups, which can appear on any page and temporarily blank out the rest of the content to focus on the optin
- Exit-intent popups, which appear when people are about to leave the site
7) Craft your subject line
Options for improving your subject lines include:
- Telling people what they’ll get when they open your emails
- Adding personalisation such as including people’s name in the subject line can keep them more engaged
- Avoiding spam trigger words so your emails make it to the inbox
8) Write the copy
For best results, keep email marketing copy short, and avoid pitching your offer too early. You want people to get comfortable first. Address subscribers by name. Personalised emails are more successful. Other items to consider for your email copy include:
- A personal story – Being human never hurts a company and often helps people make an emotional connection
- Something of value to your readers – That can be a piece of content, some useful information or the resource you’re promoting
- A poll, survey, GIF or video – All of which are proven to keep readers more engaged
The last part of your email marketing copy is the call to action (CTA). Your CTA reflects the one thing you most want people to do when they’ve read your email. CTAs usually appear multiple times within your email marketing copy. While you don’t want to pitch to readers too soon, there’ll likely be a CTA near the start, in the middle and near the end. The best calls to action are short and clear.
9) Focus on email marketing design
Email design matters in any successful email marketing campaign. If your emails look terrible, that reflects badly on you and can make people stop reading. With more people than ever reading emails on mobile devices, it’s important to use a responsive email template so your email resizes automatically whether people are reading it on a phone, tablet, or desktop.
Most good emails have more text than images. There’s no denying that images make your email more attractive, but know that many people disable images. That means your email still has to work even if people can’t see them.
10) Test and track
Finally, sending your email is just the first step in achieving email marketing success. To really nail it, you’ve got to collect data to improve future campaigns. That means testing everything: design and layout, email marketing copy, subject lines and calls to action. Consider testing emails with different segments and experimenting with email send times, too.
You’ll also want to monitor email analytics from your service provider relating to opens, clicks, unsubscribes and forwards. This will enable you to figure out what’s working and what’s not with email marketing.
Like most marketing efforts, becoming successful with email marketing is a process. It’s a combination of good planning, testing and analysing data to make improvements to your campaigns, but the only way to learn and improve is to get out there and start emailing!