How much junk mail is stored in your inbox every day? Surely you delete most e-mails without opening them, let alone reading them. Among all the e-mails you receive, there is certainly an occasional one that is interesting and draws you attention with its title. These are the e-mails you want to include in your marketing campaigns.
An e-mail campaign is a current marketing tactics, as it connects and relates to digital advertising. It is an affordable and effective strategy. A good e-mail marketing strategy requires time and sufficient effort.
You can not conduct e-mail marketing without a database of recipients of your e-mail messages, so you must first make sure that you gather as large a database of active e-mail addresses as possible. Gather and find data of existing customers and build on new ones. Manage all your data in an Excel spreadsheet. I.e. names, e-mail addresses, phone numbers, etc. Analyse existing customers and then get contacts of new ones, via e-mails through landing pages or otherwise, so your customer database can grow.
How to create a successful e-mail marketing campaign?
To make your campaign as successful as possible, make sure that the text is clear and legible, as you have to convince the user with the description in the subject.
There is no campaign without tools
You can not run a successful campaign without tools that allow you to compose a compelling e-mail message and send it to many addresses. Some well-known tools for e-mail marketing campaigns are MailChimp, Litmus, Newsletter… With these tools, you can customise, optimise and personalise each e-mail without much design know-how.
Personalise the text and use appealing photos
Once you have a database of contacts, you can prepare the content to be sent. E-newsletters should have the content that will appeal to your target audience. Use interesting and appealing photos or graphics, which should take up more space than the text.
Add a CTA button
When you create a personalised, visually appealing and text-rich e-mail message, you should add a CTA (call-to-action) button. The button must be well-thought-out and perfected. Don’t use words like “BUY”, as no one likes to have an offer forced upon them.
Adapt the design of your campaign to all devices
When creating a new e-mail campaign, make sure it is tailored to all devices, primarily mobile phones, which are used by the vast majority of users to access their e-mail accounts. Of course, e-mail messages must also be correctly displayed on tablets or PCs.
Why is it good to incorporate e-mail marketing into your marketing activities?
Undertake e-mail marketing only if you do it with determination, energy and inspiration. With e-mail marketing, we build a connection with consumers or readers, build on brand recognition, and at the same time promote our products. If you conduct an e-mail marketing campaign half-heartedly and send unimaginative and less informative content, your e-mail message will end up in the spam folder and the recipients will resent you and unsubscribe from your e-mail list – in the worst case, they will also share their bad opinion of your company with their friends.
The following numbers may convince you to try e-mail marketing:
- 3,8 billion users across the world use e-mail.
- On average, e-mail generates $38.00 per dollar spent.
- Two thirds of customers make a purchase as a result of e-mail marketing.
How to start?
As with all other marketing activities, we also define a strategy for e-mail marketing at the start. Your ideal customer receives dozens of emails a day, so you need a good strategy to keep your e-mail message from getting lost in the crowd.
A) Define the target audience – Who is your ideal customer? What do they need, what do they seek? How would you solve their problems? Customise the content of your e-mail messages to their needs. We study the existing database in detail and categorise it by personal characteristics, i.e. gender, age, location. If they have already purchase our product or service, we offer something else – different categories must receive an e-newsletters and offer with different contents.
B) Set goals – Check the statistics of e-mail campaigns in your industry and then set realistic goals of your own.
C) Decide what you will send – Weekly news, blog posts, new developments?
Č) Stick to your schedule – Decide how often you will send e-mails and stick to your schedule. With consistent e-mails, you build your recipients’ trust.
D) Content – Content should be structured in such a way that it always offers a sale, benefit, or VIP offer for subscribed customers.
E) Results analysis – Check the number of unopened and opened e-mails, the number of clicks on e-mail newsletter links, the number of forwarded emails, and the number of people who unsubscribed from the newsletter. The results shows whether you are on the right path.
F) Get new e-mail addresses – You can get new e-mail addresses in a variety of ways. In exchange for an e-mail address, offer a discount on the next purchase, offer a free webinar, e-book, infographic… E-mail addresses can therefore be collected for additional benefits that interest people to the extent that they entrust you with their e-mail address. However, don’t forget that finding and gaining new contacts should have priority – so never neglect getting new contacts.
G) E-mail campaign and advertising – The e-mail campaign must be aligned with advertising on social networks, as these are dominant in advertising nowadays and it makes sense for their contents to match.
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