In today’s technology-driven world, digital marketing has far surpassed the more traditional marketing methods. Just like with changing and evolving technology, the methods of digital marketing are always changing and creating more and more channels.
The king of them all? Email marketing. Creating email campaigns to reach your target audience currently brings in the highest ROI of any marketing channel.
What is an email marketing campaign?
During a recent study, we asked small businesses where they ranked their top opportunity for garnering new business. While the first response was social media, it was closely followed by email marketing.
Source: Campaign Monitor
Email marketing campaigns are a great opportunity not only for bringing in new business but for nurturing your relationship with your current audience as well. So what exactly is an email campaign?
Email marketing campaigns are a set of individual email messages deployed over a specific period of time. These collections of emails have a common end goal, which can include any of the following:
- A download
- A signup
- An opt-in
- A purchase
2 popular types of email marketing campaigns
When it comes down to it, there’s no one way to use an email marketing campaign. In fact, there are many different campaign types that brands can—and should—take full advantage of when trying to create and send valuable content to their audience.
A welcome email campaign is one of the most vital forms of email marketing campaigns a brand can take advantage of. A welcome campaign can include various emails, but they all serve one purpose: to make your new subscriber feel welcomed.
Content that can be used here includes a secondary opt-in to make sure they really wanted to receive your information, a “finish account setup” reminder, and even an account preference email reminder.
Source: Really Good Emails
Another favorite example of an email marketing campaign is a newsletter. These are sent out to inform our target audience of the latest goings-on in your brand, tips pertaining to your niche, and updates that may be to come for your product or service. It’s also a great way to flex your niche expertise, because newsletters are an excellent example of sharing curated content.
Source: Really Good Emails
How to measure the success of your email marketing campaign
Measuring the success of your email marketing campaign is simple, especially if your marketing team is using marketing tools like Google analytics and even Campaign Monitor’s analytics.
These tools allow marketers to monitor key performance indicators (KPIs) that tell them exactly how well their email marketing campaigns are doing.
A few KPIs marketing teams will want to watch include:
- Open rates
- Click-through rates
- Bounce rates
- Unsubscribe rates
Does having an email marketing campaign really matter?
Given that email is the king when it comes to ROI, yes, having an email marketing campaign is important.
In fact, when it comes to the customer’s viewpoints, 72% of consumers would much rather receive promotional content through email than any other digital channel, including social media.
You want to be where your audience is, and, if the majority wish to receive emails, then creating and sending relevant, top-quality email marketing campaigns is the way to go.
Now that you know just how vital email marketing campaigns can be, you’ll want to take the time to decide which campaign types would best suit your audience’s needs. The best place to start is with our complete email marketing guide for beginners. Not only does it cover email marketing campaign types, but best practices that are essential to know.