Email marketing campaigns are great ways to connect with your audience and promote your company’s content and products. Before launching into campaigns, think about what you want to achieve. What are your campaign goals? Whether you are creating brand recognition or increasing user engagement, data-driven email marketing campaigns are the way to go. We’ll share some of the best practices when running a successful email marketing campaign.
There are three key email types. Promotional emails talk about offers, sales, or events. These emails are self-promotional and are used to keep your users up-to-date with what’s going on within your brand. These can take the form of promotional content, a white paper or webinar, a brand announcement, a product release, and more. The second email type is relational emails. These give subscribers what you’ve promised. These emails are designed to foster a relationship with your subscribers by sharing free content and information in the form of newsletters, blog articles, social updates, and more. The last email type is trigger mail. These are sent out automatically based on user behavior on your site. These are most commonly welcome emails, thank you emails, or transactional emails, such as an order confirmation or a receipt.
Defining Your Audience
The best email campaigns are tailored to the audience that will be receiving them. After sending your first campaign email, you will begin gathering data on your audience. There are many tools out there, such as Google Analytics and Mailchimp, which can be used to collect user geographics, demographics, locations, and interests. After segmenting your audience, you can use your findings to personalize your emails in a way that resonates with each subscriber.
Crafting The Email
Next comes preparing the draft. When it comes to email marketing, every detail matters. Your subject line is the key determinant of whether or not people open your email. If possible, add personalization. Subject lines featuring a first name have a 26% higher open rate. Keep in mind that subject lines with 6 to 10 words have the highest open rate. What’s in the email is equally important as what’s in the subject line. Create an attention-grabbing hook that grabs readers attention right away, and keep your email short to avoid readers losing interest. The most important important part of your email copy is the call to action. The CTA reflects the one thing you want people to do after reading your email. Keep your CTA short and sweet to avoid confusion. Again, personalized emails are the most successful. Address your subscribers by name and consider using a real reply-to email and email signature to build a relationship with your readers.
Looking at the Data
There is so much data to collect, track, and test when sending email marketing campaigns. A/B test email design, subject lines, send times, calls to action, and more. Any time you make a change to your email marketing strategy, consider how the level of engagement changes and use that to dictate future email campaigns. Happy emailing!