Email marketing is marketing basically used to promote products and services. But a better email marketing definition is the use of email to develop relationships with potential customer and clients. Email marketing is the internet marketing segment which surrounds online marketing via websites, social media, blogs, etc. Instead of sending mail through the postal service, messages are sent electronically via email. Email marketing helps you connect with your audience to promote your brand and increase sales.
An email marketing campaign is an email sent from a business to one or more customers or prospects. You can do a lot of things with emails, like sell products, share some news, or tell a story. This makes email marketing the perfect tool for building customer relationships to help you generate leads and sales.
The best email marketing tools are:
- Mail Chimp
- Reach mail
- Target Hero
- Mad Mimi
- Cake Mail
- Mail Jet
- Flash issue
- Constant Contact
- Get Response
- Lead page
- Campaign Monitor
- Active Campaign
These tools offer you all the required features (such as pre-template, multiple contact list, visual email builder, A/B testing, Automation, inserting emojis, etc) you would expect which can help in your email campaign. You can switch to those tools to your email campaign but apart from that, there are other important aspects that should be considered in an email campaign.
You have to do some preparations first in order to achieve success when you are sending your first mail.
- Know Your Goals & Audience
A good start of anything is a start with setting goals to achieve and email marketing is no different. To make an email campaign successful and effective you have to think about the goal that you want to achieve. So, think about your goals first that how you can approach your customer in such a manner that will give you a successful result. The goals, you can approach in your email campaign that will help you to know your audience Such as-
- Welcoming the subscribers
- Nurturing the existing subscribers
- Engaging the subscribers
- Segmenting the subscribers
In addition, if you are working on the email marketing campaign then you should have the knowledge of your audiences. You will have the subscribers but if you just getting started then you can gather subscribers by collecting the info of your subscribers and gathered data from Google Analytics or Facebook. Both sources have data on demographics, location, and interests, plus a bunch of other metrics. These data can help to know and gather information about the customer.
- Use Welcome Emails
The welcome email is a crucial part of email marketing. it is an effective message that you can send. A welcome email is one of the first impressions your brand makes. According to the latest published data, average open rates soar above 80% – and click-through rates are around 22-25%.
First impressions always impact on the last impression so it is most important that where and how you start the approach to deliver. A friendly hello can be a good approach to connect with new customers and encourage them to interact with your product or service. Plus, they help you connect with new subscribers. And at the start of their journey Offer valuable click-throughs rise. Your welcome email should be informative, clear and actionable. Welcome emails also help keep your list clean and improve your deliverability.
Deliverability (Inbox Placement)
Marketers often mix up the word delivery and deliverability. Deliverability or Inbox Placement refers to where that message ends up once it is accepted; in other words, the inbox, spam folder, or another folder.
Email deliverability is the ability to deliver emails to subscribers' inboxes. It is crucial to your campaign success. It doesn’t matter how interesting or beautiful your emails are. If your subscribers never see them, they won’t convert. So what are the important things that you should care about it is –
- How many people reading your emails
- Make sure your emails are not labeled as a spammer
- Deliverability consist of four important aspects that impact:
- list-building methods
However, some marketers use to gauge the likelihood of their email campaigns reaching their subscribers' inboxes related to actual delivery–like ISPs, throttling, bounces, spam issues, and bulking, etc.
- Craft and test Your Subject Line
The subject line of your email is your single chance to convince readers to open your message. Setting aside those who open every email, your recipients will generally only see three things before they decide to open or ignore your message:
- Sender name
- Subject line
- But given that the subject line is much longer than the sender name and preheader, it plays a big part in the action subscribers take.
According to the survey, 47% of marketers say they test different email subject lines to optimize their emails' performance can be an impactful step towards the email campaign. That's why it's so important to craft subject lines that are compelling enough to get people to click through.
No matters what people say but they do judge emails by subject lines and there are some important aspects that should be considered while crafting your subject lines
- Keep it short and sweet
- Use concise language
- Make people feel special
- Use numbers
- Use a familiar sender name
- Avoid the 'no-reply' sender name
- Don't make false promises
- Do tell them what's inside
- Use engaging preview text
- Use personalization tokens
- Segment your lists
- A/B Test of subject lines
- Create engaging content to get more click-throughs
Content is one of the most important parts of any email campaign as it determines the purpose and without any purpose, content cannot be effective. There should be a goal for content that what do you want your audience to do when they receive your content.
Content needs to be engaging if you want to accomplish those goals. You can use marketing email template. Well, it all depends on whom you ask and how it’s measured. Engaging content is all about getting results, such as:
- increase in traffic
- Any of these metrics can be used to measure engagement.
To get the engagement effectively there are some important aspects that should be considered to produce content in order to the engaging audience:
- Follow originality
- Produce actionable content
- Use visuals
- Publish relevant and accurate information
- Master your headlines
- Tell a story and mixed up the content
- Focus on the right metrics
You may think what is the right metrics? What is the purpose to reach the audience? Maybe more revenue per email sent. You need to set the right objectives that depend on your goal. Your key metric should always be closely tied to your primary objective. For example, a good metric might be month-to-month revenue growth. The click-through rate is more actionable, but it still doesn’t tell you how much revenue your campaigns generate. The email open rate is often considered a vanity metric. So it should be considered to focus on the right metrics to get the right audience.
- Create confirmed opt-in to build a responsive list
In confirmed opt-in subscription method, you’ll be sending the first welcome email to each new subscriber. But how to build a responsive list and understand the method. Here’s the solution where you need to understand the process. An email message that is automatically sent to the prospect after the subscription is done. To create a responsive email list you must consider some important aspect such as:
- Write valuable Content on your site.
- Make the subscription process easy.
- Make the subscription form visible.
- Use the Double Opt-In method.
- Tell subscribers about the frequency
- A segment on the Topics of Interest.
- Design attractive Email Newsletters.
- Ask for Feedback.
This is where you confirm the accuracy of the subscriber’s details and set the expectations. And it takes time to compile a good, clear and accurate welcome email.
- Test and Track before hitting send
While creating an email campaign you need to consider all important elements mentioned above and when you are done with creating the final email content. Don’t hurry to send it before testing. We’ve all seen emails with broken subject lines, images, or inaccurate personalization. There should be testing after creating everything in the email marketing and track the records in every possible way to create an effective email marketing campaign. Before hitting the send button you should check every single information whether it is about the content, subject line, images, etc. Take your time to preview your emails in popular email clients, make sure they won’t land in the junk folder, and send the message to yourself – before it reaches your entire list.
The key to long-term success with your email campaigns (and any other marketing campaigns for that matter) is to keep observing, analyzing, and learning what works for you.
- Reminder unopened emails
- Resend emails to the non-openers
Making the first impression once again is tough but you can do with email marketing. There are emails that you have sent, might be unopened or unread. You can send the emails to the same mail id once again but you have to take care of some important factors before sending emails again.
Advantages of email marketing campaign:
The two main advantages of email marketing are price and ease. It is the cheapest way to advertise the company and its products or services compared to many other types of marketing. It is also very easy to set up and tracks an email marketing campaign, making it available for small businesses.
The huge advantage of email over social media is that the customers are more likely to see an email than social media. Just posting something on social media doesn’t mean that everyone you want will see the message. Whereas, an email will be in your inbox until its read or deleted.
Ideally, email marketing should go hand-in-hand with social media. Adding social media "Like" or "Share" buttons to your marketing emails gives an additional way for customers to connect with your brand. Email promoting can generously expand your salary on the off chance that you do it effectively. It's an incredible method to get individuals to visit and additionally return to your site or blog, and more traffic usually compares to more salary.
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