Email marketing is the process of targeting your audience and customers through email. It helps you increase conversions and revenue by providing subscribers and customers with valuable information to help them achieve their goals. It is the strategy of sending commercial emails to a list of contacts who have given their consent to receive such communication from the brand.
Email marketing should be a key element in your digital marketing strategy.
Email marketing is sometimes complicated and confusing for a beginner, and many mistakes are made when creating a strategy. If you don’t know what you are doing, your marketing will not be very successful. Because of this, people think that EM is not a working marketing strategy.
Email marketing can send information, direct sales, or create a community around your brand. With its help, you can build a much larger audience, even if you are a small business.
According to data from one of the largest email marketing automation platforms – Mailchimp, the average open rate of campaigns is over 21%. It shows that users are interested in promotional emails, despite the bad reputation that spam creates.
In this blog post, you’ll learn 8 steps to creating a successful email marketing campaign.
Steps for successful email marketing
Define your audience
You need to have a clear idea of who you want to sell to. Knowing who you want to reach with this campaign and what you want to achieve with it. It is a prerequisite for effective communication with your target audience. It will increase user engagement, build trust between you and your customers, and improve your sales results.
Finding new customers without knowing your audience is difficult, if not impossible. You need to determine who they are, what they are interested in, and what they need. If you know these things, it will be much easier for you.
Once you know your audience, you must break it down into smaller parts. It will make it easier for you to reach them and offer them something more personal. When everything is more personalized and specially selected for a particular group of people, it will have much more success.
Content is crucial. It is one of the essential steps. If you’ve nailed everything else, but the content isn’t worth it, you won’t have any success.
The content should be meaningful. The recipient should benefit from it. There must be an additional value. This way, it will be much more engaging.
Everything should be precise and clear – without unclear details. Calls to action should be short and to the point. Users need to know what action you expect them to take. If there are too many visuals that distract from the content of the email, customers lose interest.
Define your goals
When you start doing this kind of marketing, you need to define your goals. Before you start your email campaign, you need to know what you want to achieve with it. If you don’t know it, you won’t know how to reach it or what to focus on. You need to know which part of your audience the particular campaign is suitable for.
There are different goals you can choose:
- Submit a new blog post or website news
- A special discount to offer them – free shipping, percentage off, etc.
- Promotion of a new product
- Guide for your products
- Forgotten stroller
Make a schedule
Choose the best time to send emails and not overdo it. You should not send emails too often because it can turn customers off. However, the schedule depends a lot on the niche and the goals you have set for yourself.
The most important rule for sending email marketing campaigns is to be consistent. This way, your audience will know when to expect an email from you.
Use a beautiful design
We already mentioned that the content is the most crucial element of the email, but it must also have an attractive design to stand out and be interesting to the audience. Different automation platforms offer many templates to choose from, but you can also design it yourself if you have experience.
Measure and analyze results
In any marketing company, it is essential to remember to track and analyze the results. That way, you’ll know where you’ve come from and what you still need to do. Analyzing key email marketing metrics will help you improve your strategy in the future.
The most important metrics to monitor:
- Open rate is the percentage of people that open your email once it reaches their inbox. In most cases, it is not very high, but this is normal for most niches.
- Unsubscribe rate – The number of unsubscribes from your newsletter.
- The Click-through rate – (CTR) is the percentage of people that click on your CTAs.
- Bounce rate – The ratio of emails that are not delivered.
Optimize your campaign
Like any other marketing campaign, email marketing needs to be optimized. After measuring and analyzing the results, you need to optimize your campaign. Keep a close eye on what works and what doesn’t. Then optimize it based on the results you got.
Email marketing is still very successful and definitely works. It is difficult for beginners to handle everything. If you need help, we at Dreamtech are always here. In our blog, you can learn 8 good reasons to hire a digital agency.
If you have additional questions, you can contact us or book an appointment for your free consultation.