Did you know that email has the highest ROI of any marketing channel? This isn’t new news, as email consistently outperforms other marketing channels. Everyone uses email, the messaging can be personalized and it works at almost every stage of the customer journey. Plus, we can’t overlook the fact that email is extremely reasonable compared to other channels.
With so much to love about email marketing, let’s look at the steps to creating the perfect email campaign.
Establish Your Goals
When you realize how effective email can be, it’s tempting to start your first campaign. Before you do this, think about your goals and what you hope to achieve by sending out your email. This will influence the campaigns you send, the people you target, the content you include and how you measure success.
Common goals for email marketing include:
- Introduce a new product or service
- Increase customer loyalty
- Capture new clients
- Interact with customers
- Increase sales
- Get to know your clients
Build an Email List
You need people to send your emails to, which is why you need to build a strong email list. There are a couple of different ways to do this.
- Import a list. If you want to keep in touch with your customers, you can import your existing customer details into your email marketing tool. Manually upload your list or sync your accounts. Just be sure that you have permission from your contacts to send emails.
- Build a list. If you want to use email marketing to reach new customers, you’ll have to build a list from scratch. To do this, offer people valuable incentives to subscribe to your emails. Examples include compelling content, discounts off a first order and free shipping.
- Header bar. Another way to grab email addresses is to include a header bar at the top of your website. Add a call to action and encourage people to input their email address. If you download a tool like Hello Bar or Sumo, you can instantly capture the emails entered.
- Slider. You can also encourage new signups by having a small slider box “slide” into the bottom corner of the screen. Include a call to action to prompt users to enter their email address. Use a tool like Scroll Box so that you can feed all email addresses into your lists.
Pick Your Campaigns
There are different campaigns that you can send to your subscribers, and the one you pick is based on your campaign goals.
Here are some examples of the types of emails you can send:
- Newsletter. Newsletters are simple and cover one topic of interest. It’s great for keeping customers up to date with your latest news.
- Marketing offer. If you want to send your customers a discount or special offer, choose an offer email. Include a call to action such as “Buy Now” or “Start Today.”
- Announcement. To announce a new product or service, send an announcement email that keeps subscribers in the loop.
- Event invitation. An event invitation increases awareness of an upcoming event and encourages people to attend.
Use Simple Text and Visuals
Your emails should be structured for easy reading. Users should be able to open your email and get the main gist within a few seconds. Write compelling headlines and use bullet points or lists to convey important information. Avoid long blocks of text that will bore users – this makes them less likely to convert.
No email is complete without some type of image or visual, such as an infographic, product image or introduction video. Visual content is important because it supports your message and keeps people in the funnel. At the end of the email, include a call to action so that people know what to do next.
Personalize Your Campaigns
The last step is to personalize your emails using tools like marketing automation. Personalization is more than adding a name, however. It’s also about sending the right emails to the right people. The more relevant the email is to your subscribers, the more likely they are to open and engage with it.
You can target your emails to certain groups of people based on their:
- Geographic location
- Market or industry
- Past activity
- Workflow activity
- Customer data
Email marketing is a powerful tool that keeps your customers connected to your brand. It has a greater return on investment than any other marketing channel, so it’s certainly worth looking into. As you discover what works for your audience, you can develop more effective campaigns that drive sales and revenue.