Why create an email marketing campaign?
Nearly half of all people worldwide use email. According to a 2020 study by SaleCycle, 59% of customers shopping online say that email influences their decision to purchase. When considering your digital marketing strategy for your brand, the power of email marketing cannot be ignored.
Check out this video of Joe talking about what brands need to know for email marketing.
Build an audience
For email marketing to be successful, you’ll need an audience. Taking some time to visualize your target audience is a worthwhile strategy for any brand seeking success online, but especially so when it comes to building out marketing emails. But if you’re starting out, the first step is to establish an audience. So, how do you start collecting email addresses?
Signup forms are the little boxes, plugins, or pop-ups often placed throughout websites, encouraging visitors to leave their email address and subscribe. These forms should be clear as to what the subscriber will receive after signing up. Even a sentence explaining the types of email you plan on sending can be sufficient. It should also be clear that submitting an email address will result in them being added to your subscriber list.
Craft your email
Once you’ve started to build out an audience of email marketing subscribers, you can focus on creating your first emails. Email lengths can vary, but with all the email that your subscribers receive daily, it’s a good idea to focus on shorter messages. A couple of paragraphs should suffice.
It’s helpful to first think about the call-to-action (CTA) you want your reader to take. What would you like them to do after opening your email? Visit your online store? Check out your “About” page for more information? Read a recent blog post or watch a new video? Once you have that CTA in mind, your email should be designed around it.
The tone of your email is where some understanding of your target audience can come in handy. If you’re looking at a blank template, unsure of how to start, a good exercise is to imagine how you might write to a specific person. This person could be your ideal customer or possibly someone you’ve already had a positive interaction with on behalf of your brand.
The final piece of your email design should be a compelling subject line. This is, after all, the very first thing your potential reader will see in their inbox. Keep your CTA and audience in mind, and you’ll have an easier time crafting a subject line that stands out!
Check the stats
After you’ve sent any email, it’s best to check on the metrics. Statistics like open rate, clickthrough rate (CTR), unsubscribe rate, and bounce rate, are things you should always keep a close eye on. If you see higher open rates and CTRs from certain kinds of emails, you want to consider using those tactics in the future.