Four billion people use email on a daily basis, and your next client, customer, or gig will be one of them. Email marketing campaigns are an effective and powerful tool designed to engage your current customer base or audience while expanding your reach in an intentional and meaningful way. Today’s email users rely heavily on their smartphones, so it’s no surprise many prefer email correspondence from marketers over other forms of contact.
An additional benefit of building an email list and using email marketing campaigns is the amount of control you have over your client data. While using social media to raise brand awareness and build relationships with your customers or clients should be an increasingly important component of your marketing plan, platform instability is a risk we accept when building our audiences and clients online. Your email list, however, is yours, regardless of what happens with algorithms or platform changes.
Here are some easy-to-follow tips for launching your next email marketing campaign.
Set Personalized Goals
Before you can do anything, you need to sit down and put some serious thought into the goals you want to accomplish with your campaign. How you implement certain actions, choose your audience, and communicate your product or service will significantly influence your results. Set clear, concise goals that fit your budget, needs, and long-term plans.
Having meaningful goals representative of your brand or skills is important because you can track and measure the success of your campaign and make changes as you move forward. A few metrics you’ll want to look for are the clickthrough rate, conversion rate, bounce rate, and open rate. These metrics will help you understand what is and isn’t resonating with your current or potential customers.
Define Your Audience
Your audience is as unique as you and your products or services are. Knowing your audience and effectively defining it is essential to launching a successful email marketing campaign. Thanks to analytics software and features from commonly used services and apps, you can now access information about your customer base, giving you an excellent foundation to build your email list.
Google Analytics and Insights from Meta are great places to start. Data like locations, interests, and other metrics are crucial to helping you see who your customers are and what they like about your products or services. Once you’ve familiarized yourself with these insights, you’ll be better equipped to launch your next campaign.
Build Your Email
After you’ve set your goals and identified your target audience, it’s time to craft the subject line, body, and call to action (CTA). Your CTA is where you’ll present your value proposition, or a statement of the benefits of working with you, purchasing from you, or hiring you. Focus on personalizing your email with a subject line and body that reflects your customers’ unique interests, identities, and preferences.
A strong call to action is vital to the success of your email marketing campaign. A call to action can be a link, a button, or some other action that helps your subscribers or clients stay connected and invested in what you offer.
There are different forms of CTAs, giving you plenty of room to personalize your emails even further. You could use a button or hyperlink to drive traffic to your website or an “ask,” like a donation to a specific cause or showing up for your event.
Before you click send, build the visual components of your email. Consider using graphics in your emails to draw attention to important details, such as your CTA. Emails that feature walls of text can be visually overwhelming for readers, so consider breaking up large chunks of text into two- to three-sentence paragraphs, and leave some white space.
Consider designing or purchasing a mobile-friendly email template that features your brand colors or other elements associated with your business, product, or service. By fleshing out your email and making it a more visually pleasing experience, your client is more likely to take the time to process the information you’re sharing with them and respond positively to your call to action. How your email is designed dramatically impacts how your customers react to it.
Run Some Tests
Testing your email efficacy should be your next step. Check for errors like broken links or display issues. Access your email from different browsers, devices, and email providers. You want your email to arrive in its intended state, free of overlapping text or sections that are out of alignment. Consider running additional email tests featuring different subject lines, graphics, or calls to action. Examine the varied responses you receive to your emails and which approaches are the most effective. Comparing your open rates is a great way to fine-tune your email campaign.
Monitor Your Campaign Performance
After setting your goals, researching your target audience, building your email, and running tests, it’s time to launch your email marketing campaign. It’s a great feeling to send your hard work out into the internet ether. Now it’s time to monitor your campaign performance by understanding your KPIs, or key performance indicators. A few KPIs you’ll need to monitor closely are the call-to-action conversion and click-through rates. Conversion rates on CTAs will indicate how often your CTA has been engaged with, while click-through rates measure the number of clicks your customers perform.
Know When To Ask For Help
On average, marketing emails generate an ROI, or return on investment, of $36 for every $1 spent, making your email marketing campaign a fiscally reliable form of building your clientele and maintaining solid relationships with your current clients. This process can be overwhelming, which is why it’s understandable if you need a little help. If you’d like intuitive guidance from a dedicated team of marketing professionals, don’t be afraid to ask for it.
At InnoVision Marketing Group, a team is readily available to walk you through the process of launching your next email marketing campaign. Reach out today to see how business can grow in many ways.
