One of the most essential parts of any marketing strategy is an email campaign.
Here’s what you need to know before you get started planning your first one.
What is an email campaign?
An email campaign is a set of emails sent at specific intervals with a specifical, overall goal.
Such purposes can include: downloading documents, signing up for events, joining groups, or buying things from specific websites with coupons or discounts. Each email within a campaign should have well thought out subject lines, valuable content, and CTA buttons or links to make converting as simple as possible for the subscriber.
Remember: An email campaign must be built around the value it delivers to the subscriber, or they’ll just delete and unsubscribe.
Most companies use email service providers like Campaign Monitor to send out their emails to consumers and potential customers.
Typically, a company’s end goals include getting new customers, getting their brand name out in the world, and retaining current customers with the use of promos.
Planning an email campaign
Planning email campaigns takes only a few simple steps and is simple to do.
First off, you’ll want to figure out what your email campaign goal is.
- Are you looking for new customers?
- Are you trying to get new promos out to current customers?
- Are you inviting them to join your webinar?
Once you’ve established that, you can move on to step 2, which is to build your email list.
Figure out who your ideal audience is and go where they are to connect and invite them to subscribe to your email list.
Don’t forget to segment your list as people sign up, splitting up your subscribers into different email groupings.
Your next step is choosing the campaigns you want to be sent out and start creating your very first campaign.
Make sure:
- Every email is easy to read
- You’ve used images to enhance the look of your email that matches your company’s branding
- Every email is personalized as much as possible
- Every email is directed for every subscriber/customer
- Every email builds trust with your customers/subscribers
- Every email is easy to navigate and digest at a glance
- Every email is filled with top-quality content
Lastly, take a look at your results once you’ve begun sending out email campaigns. If they’re coming back with positive results, keep it up.
If not, you may need to adjust your next campaign in order to include more of the content and promos that work.
How to measure the success of an email campaign
Measuring the success rate of your email campaigns is simple. You just need an understanding of email benchmarks.
About 74% of marketers believe that personal emails will engage your customers, and they’ll be more likely to open and read your messages.
Click-through rates will increase by 158% when including social sharing in the email messages, and is 6 times as high as a Tweet. Your click-through rates will increase up to 14% with personal messages, and start up 10% more conversations.
While the average worker checks their email 30 times per hour, they only spend about 51 seconds reading each email, usually starting first thing in the morning.
Having social media for your business is great but when it comes to bringing in new customers, email is the way to go. Typically, an email will bring in 40 times as many new customers than social media accounts.
With the right ESP, designing and sending email campaigns is a breeze.
Does it really matter?
Planning an email campaign will benefit your company by helping to acquire new customers, retain current ones, and show off your business. Thanks to the internet, marketers must have an email campaign, as it’s become more critical and effective than traditional marketing methods.
Seventy-two percent of people would rather receive promo content through email than 17% through social media.
What now?
Now that you know more about email campaigns and how to plan them, Campaign Monitor can help you build and design your emails. Learn more about how to start running an email campaign with Campaign Monitor.