Emails have been in permanence for ages now, and for all the right reasons. Email Marketing is one of the most personal and powerful ways of making connections with potential leads, transforming them into consumers, and consistently acquiring other marketing channels.
To put your best email forward, one must create an enthralling campaign with all the requisites of strategic balance and performance. Let’s find out some simple steps in procuring leads and generating sales through email marketing.
What is Email Marketing?
Email Marketing is an effective digital marketing strategy for entrepreneurs used in business where the company sends emails to a database of contacts. These emails could either be promotional or informational. This marketing strategy targets potential prospects who later turn into loyal customers. Email marketing mostly centres on permission, division, and personalisation.
Step 1: Setting an Objective
The primary step of email marketing is to find the main objective of marketing a particular segment. It could drive sales, send re-engagement emails to wipe off your marketing list, provide a piece of information, etc. No matter what the aim is, be sure that they are easy to measure (for example, Increase your open rate by 15% in 3 months), simple, effective, and clear. It’s essential to implement a framework to document the progress over time and analyse the improvements.
For any campaign to be captivating, one should envision several areas involved in creating an email marketing campaign, such as gathering content, writing it, adding custom images, review, and feedback.
It’s essential to focus on these aspects as it saves a lot of time and if any permissible changes, the creative process of the campaign can be reconsidered.
Step 2: Building or Picking an Email Template
The following step in creating a successful email campaign is to decide whether to build afresh or use pre-made custom templates. Consistent with the templates, better the campaign. Ensure the chosen template delivers the right information and is easy to understand; there should be no pressure to make it look decorative and complex.
Using elements such as header/footer and using white spaces in your email template will enhance the information, and the delivery would be just right.
The header column consists of the brand logo. The footer will have the company’s address, social media links, subscribe links, etc. The use of white space in an email template will define the designs executed.
Step 3: Crafting an Email Copy
Once the aim, target audience, and the template have been decided, the next step is to write the email. The email copy must offer value and generate information on topics that amuses the readers. To be appealing and engaging, the email copy should entail
- From Name (the brand name, so the readers know its not spam)
- Subject Line (highlighting what your email is all about)
- Preview text (snippet of the body) when the recipients open the email.
- Signify headlines, call-to-action, and images to make it look impressive.
Step 4: Obey Email Regulations to avoid being in the Spam Folder
Despite creating an appealing and engaging email campaign, some people would want to unsubscribe because of their flooded inbox. Inculcating an unsubscribe group and removing unengaged subscribers would guarantee the success rate of your email campaign reach.
Step 5: Track your Email
Before sending out any campaigns, you must set up the proper tracking options as assessing the effectiveness of a campaign will help in maximising your ROI
Some of the metrics used to track them are:
- Open rate
- Click-through rate
- Conversion rate
Step 6: Review, Test and Measure your Email
The most integral step in any email marketing campaign is to review the campaign. Any mistakes such as spellings, links, browser variations, subject lines, call-to-action, formatting, styles, fonts used, etc. are all important details to review before starting a marketing campaign.
The final part of an email marketing campaign is to measure the reach. Some of the metrics which help in measuring the campaigns are unique opens, unsubscribe rates, spam complaints, etc.
Following these steps will ensure an efficient email marketing campaign.
If you’re interested in learning about digital marketing, or would like us to create a customised digital marketing strategy for you, contact us at Bunjy.co for a FREE strategy call.