How to Run A Successful Email Marketing Campaign

Lady Sending Emails
Email Marketing

How to Run a Successful Email 

Marketing Campaign

Create a Targeted Email List

A lot of successful email marketing campaigns begin with an email list that consists of people who are interested in what you offer. The most proficient way of having a targeted list is converting your website visitors into subscribers.

Studies show most people who visit a website leave without signing up to their newsletter. Using exit-intent pop-ups is the right way of converting visitors into customers and subscribers. They help detect user behavior and then prompt them with a targeted campaign when they are about to leave the site.

I also recommend using email management software such as MailChimp, Constant Contact, Klavio or any CRM program. Doing so will save you time, allow you to automate your campaigns, segment your customers, gather metrics, and more. 

Understand and Know Your Marketing Goals

A good marketer sets goals. The same applies to email marketing. To be successful in an email marketing campaign, you should think about what you want to achieve. Some of the goals for email marketing are:
  •        Re-engaging subscribers, especially those who have not been active
  •     Segmentation of subscribers to enable sending more targeted email campaigns.
  •       Boosting engagement with your business and the content you offer.
  •        Nurturing subscribers by giving them something they will value.

 Understand the Different Type of Emails

There are different types of emails that you can send and understand. They can be grouped into several ways but there are mainly three types. These are:

  •        Promotional emails which talk about sales and offers and are also self-promotional.
  •         Relational emails which offer subscribers what you have promised, for instance, weekly newsletters.
  •        Transactional Emails.

Man Talking to An Audience
Talking to An Audience
  Know Your Audience

Those used to email marketing for quite some time, know their audience quite well, but if you are starting, you will have to make the right guesses so that you can target your content to the required audience.

Gathering data from Google Analytics and your social media profiles such as Facebook will help in determining who your customers or subscribers are. Or you can follow my guide on How to Find Your Target Audience for help.

Opt In or Opt Out Puzzle Piece
Opt-In or Opt-Out for Email

Creating Great Opt-Ins

To get people to your email so that you can run a successful email campaign requires great Opt-Ins.
To succeed in that, you have to come up with attractive Opt-In forms that will get attention and encourage people to sign up. Experimenting with a different type of Opt-Ins is encouraged. They include:

  • Welcome Gates which are found/appear when people arrive on your website.
  • Lightbox Popups which appear on any part of the page. They blank out the rest of the page tempo rarely to focus on the Opt-In.
  • Exit-intent popups. These appear when a person is about to exit the site.

 Plan Follow-ups and Emails

You have known your goals, your audience, email types and you have attracted people on your email list using targeted Opt-Ins. Now it is time to plan your emails and targeted campaign. The best approach to planning emails and follow-ups are noting down:
  •          The type of emails
  •          Email frequency
  •          A rough draft of the content
  •          The action you want your subscribers to take such as signing up.

Timely, relevant, valuable and exciting emails should be created. For example, some companies offer a welcome email to their new subscribers that provide them with information about their products and services.

Don’t email your subscribers too often because this will overwhelm them and the emails will be sent to the spam box. Sticking to the schedule is advised so that they can understand what to expect from you.

Subscriber input is essential, and you should be available to ask for it via mail. You can do this through a poll or a survey. Offering an "Opt Down" option is also essential since it will enable those who love your emails to set when to get the emails.

When email planning is done, you embark on writing.

Word Says Subject
Email Subject Line
 Writing the Subject Line of Your Email

An excellent way to achieve a successful email marketing campaign is crafting a good subject line. A good subject line is crucial in getting people to click on your emails and open them. An email subject line has to get the attention of people.

You don't have to use a lot of words to create an impression. Usage of 41 to 50 characters to create subject lines is the best. It is essential to include the best part of the email as the subject line and keeping it short makes it mobile responsive too.

Use of personalization, telling people what to get when they open the email and avoiding words that trigger spamming are excellent ways of creating attention-grabbing subject lines.

 Writing your Emailing Marketing Copy

Email marketing copies should be kept short and pitching offers early should be avoided while writing the text. Getting people comfortable is the first impression that an email marketer should have in mind.

Subscribers should be addressed by their names. As I stated earlier; personalized emails are more helpful and successful. Segmenting and educating your audience is also an excellent way to boost email clicks. Some studies show they increase clicks by up to 50%.

The other thing you can include in your email is a call to action (CTA). Your request to action should show the most important thing you want people to do when they open and read your email.

CTAs can appear several times in your Email Marketing copy. They can be placed at the start, middle, and near the end of the copy. They should be short and precise.

There are also plenty of free email templates you can use for your business.

Email Marketing Design

For successful email marketing, email marketing design is fundamental. If your emails look terrible, they can make people stop reading. Therefore, it is crucial to design useful emails that will keep people reading.

Good emails have a large number of texts than the number of images. Images make emails attractive, but some people disable images; hence, it is essential to include more text than images to make sure the emails work even after disabling the images.

Information should not be hidden in images. Hiding data in images makes their accessibility bad. Alt tags should be used to describe images so that people who disable them know what they are missing. Good descriptions of the images will make emails to appear better.

Testing and Tracking The Results of Your Campaign

The last step in achieving a successful email marketing is sending the email. To fully nail it, it is vital to collect data that will improve campaigns in the future.

Everything should be tested. From subject lines to the email marketing copy, everything should be checked. Using different segments to test emails is encouraged.

Monitoring email analytics such as number of clicks, opens, unsubscribes, and forwards is also crucial in ensuring you figure out what is working and what is not.

The final thing is managing your subscriber's list by trying to re-engage with inactive subscribers. If your endeavors fail, deleting them from the list is encouraged. It is better to have fewer subscribers that click and open your emails than many inactive subscribers,