How to Run a Successful Email Marketing Campaign
A tailored email marketing campaign remains one of the best ways to reach and convert your company’s target audience. In fact, a McKinsey study found that email marketing delivers up to 40 times more customers than social media.
But considering that virtually every business engages in some form of email marketing, you need to develop a strategic approach to realize the maximum benefits. AI-driven personalization is just one tool which can help you with this, as it can truly revolutionize how you engage your customers.
Ready to learn more? Here, we explore the basics of email marketing, how to grow a subscriber list, and ultimately how to make an email campaign more effective.
What is Email Marketing?
Email marketing is a strategy which businesses can employ to send targeted messages straight into their customers’ inboxes. Whether you’re looking to promote a new product or advertise your latest event, spreading the word with an email newsletter can deliver incredible results.
This form of digital marketing is also highly productive because it suits numerous objectives. For example, email campaigns are great for increasing brand awareness and making customers aware of your latest items. However, emails are also great for building trust and generating leads.
By constantly keeping your target market informed about your brand’s movements, you ensure they remember your business when the time comes for them to purchase. By developing a precise email marketing campaign, you can also skyrocket your growth.
How to Make an Email Marketing Campaign More Effective
As a fundamental digital marketing strategy, email marketing continues to be incredibly relevant to high-performance campaigns. Below, we take a look at the key considerations for developing a campaign, particularly one which successfully engages your audience and achieves your business goals.
Understand Your Audience
To design and implement a first-class email marketing campaign, you must clearly understand your audience and their desires. This starts by forming an unambiguous picture of their demographics, including age, gender, salary, and location.
Next, it’s best practice to research your ideal customers’ interests and pain points, to ensure the solution you produce resonates with their needs.
This basic information is crucial to achieving a high email conversion rate, as you can create messages around this data to convince consumers to open your email. You can then look to optimize your subscription process, to grow your reach.
Specify Your Goals
There’s no point embarking on a time-consuming email marketing campaign without having clear goals that define your success. So, how do you develop accurate objectives? Create a list of specific and measurable targets that highlight your performance.
This approach gives you a positive direction, helping to keep your eyes on the prize. For example, you might decide you want to increase your email open rate by 15% in the next three months, or increase sales generated by email newsletters by 25% within 12 months.
Although it’s essential to aim high, try to keep these targets realistic to avoid constant disappointment. Then, reflect on your email marketing data to implement the changes needed to reach your goals.
Deliver a Targeted Message
As we’ve explained, the more specific your emails are, the more success you can expect to generate. Fortunately, the latest email marketing tools make it possible to send wonderfully distinct messages to segments of your customer base.
Email marketing services like Mailchimp and Campaign Monitor allow brands to reach their subscribers based on exact characteristics. For instance, you can send a specific email to customers based on a shared location or previous purchase behavior.
Alternatively, you can simply target email subscribers who opened your previous email, which signals they remain actively interested in what your business has to say. Segment your audience to boost your campaign’s productivity.
Feature Visual Content
Although the offer you present to customers in your emails needs to be carefully considered, you can’t overlook the visual aspect either. Designing an eye-catching email is a great way to showcase your personality and get people to take action.
However, with almost 70% of businesses using email marketing, how can you ensure your business stands out? Consider how you might reflect your existing brand image in an email newsletter through appealing color blocking, subtle gradients, or even fun animations.
Besides high-quality imagery that highlights the best of your products and services, you might embed fresh content like a recently uploaded YouTube video. This way, you can increase awareness and keep customers thinking about your brand.
Personalization is Crucial
Don’t communicate with your audience via generic messages – use the power of personalization to deliver a sophisticated newsletter that appeals to individual needs. Backed by artificial intelligence, you can ensure your email marketing presents a tailored experience.
Based on each customer’s purchase history and past engagement, you can send custom emails featuring products, services, and discounts that correspond to their interests. Naturally, this leads to a vastly improved email conversion rate.
By implementing a range of automated processes, your business will not only experience a stellar email open rate but will also save you plenty of time and effort.
Test Your Approach
To generate the maximum return on investment (ROI) from email marketing, you can’t overlook the benefits of A/B testing. This process involves strategically measuring slightly different emails to identify which delivers the best response from an audience.
For example, you might send two almost identical emails apart from the subject line. Does one generate a much greater open rate? Perhaps this knowledge can be used to your advantage across the rest of your campaign.
You can take this same approach with the featured imagery, the call-to-action, and virtually every other aspect of your email marketing campaign. Test, measure, and apply your learnings to enhance your results.
Boost Your Email Marketing Success
Email marketing has proven to be one of the most reliable digital marketing methods for countless businesses around the globe. Consider how the tips in this article will help level up your success within your target market.
To ensure your email marketing campaigns hit their target audience, consider partnering with the experts at First Page. Our digital marketing specialists deliver research-driven strategies for leading international companies day in and day out.
Start a conversation with our talented team to discover how we can plan and execute a campaign that surpasses your expectations and achieves your goals.