Guide for a Successful Email Marketing Campaign

If you are a marketer looking for opportunities to increase your brand awareness and reach new customers, start using email marketing to boost your sales. Indeed, emails have proven to be one of the most powerful and effective channels for digital marketing communication. According to a list of statistics revealed by the marketing company Hubspot, 3.9 billion people use emails on a daily basis. Companies that use targeted campaigns through emails have seen an increase in revenue of 760%. In addition, 73% of the millennials which is an important target audience nowadays have a preference for email communications from businesses. In sum, using email marketing is highly profitable as an email report published by the Marketing Consulting Company Email Monday found that for every dollar spent, $38 is generated from your email efforts. These statistics show how important it is to consider building a successful marketing campaign through emailing.

What is Email Marketing ?

Email Marketing is the process of sending messages to prospects as well as customers with the goal of promoting and selling your products or services through emails. The most effective emails are the ones succeeding in achieving conversion and attracting customers into becoming loyal to your company. In fact, using email marketing effectively also allows you to build long-lasting relationships with your customers.

Tips for Email Marketing that will Boost your Results

Here are some important tips you should follow to make a fruitful email marketing campaign :

Building your List 

Building your list consists of getting the right people to which you want to send emails to. It is the basis when starting the email marketing process. In order to obtain emails from your potential customers, you can simply add a form in your website in which people can subscribe. Here, it is important to inform customers of the benefits of entering their email addresses to stimulate people into receiving them. Indeed, in order to motivate people in subscribing, you can offer a special incentive as a reward of sharing their email addresses. For example, companies offer special discounts or something for free as a condition of submitting the form. Otherwise, you can simply offer your customers to receive updates as far as concern your products or services and newsletters.

Here is an example of a sign up form of the fashion company Kate Spade where users are enticed to share their email addresses as they will receive a special discount :

Make sure to follow the Email Marketing regulations and Getting Users Permission 

In order to build trust with your potential customers, it is important to adhere to CAN-SPAM laws which authorize your subscribers to have the right to choose of not receiving your emails anymore. Make sure to follow the CAN-SPAM regulations to avoid being in violations with the act subject to paying a penalty of up to $43,792. There are several requirements according to the Federal Trade Commission to ensure being in compliance with the Act. It is also crucial to get the permission from your customers to get into their inboxes. Below is an illustration showing permission from the customers to receive emails retrieved from an article of the Marketing Company Iubenda.

Providing Attractive Content and Setting the Right Expectations

In order to create efficient emails, it is important to make sure to include in it appealing content to your target audience. It is also crucial to ensure the receivers understand the purpose of collecting their emails and make sure to follow your customer’s expectations based on what you are offering. For example, if you promise to send weekly product updates, and you do not do it, your campaign will not be successful.

Here is an example of a follow up and welcome email sent by Dominos Pizza with a Thank You note for subscribing to the rewards programs listing all the expectations:

Segmenting your Email List

This process consists of dividing your list into separate groups for the purpose of having more targeted customers for the different types of emails you would like to send. The Marketing Consultant Neil Patel suggests examples of how to segment your list into the following groups which are customer lists, subscribers to newsletters, demographics (age, job title, gender, etc) or interests. Segmenting your email list will be highly effective as it will allow you to transmit more targeted marketing communications.

Make the Most Use of Email Analytics

Thanks to email analytics, you will be able to assess the effectiveness of your campaigns. Here are the three most important metrics you must know in order to understand how your emails are performing:

  • Open-rate : Open-rate can be defined by the number of subscribers who opened your emails. If a specific email campaign has a high open-rate, it means that your email was appealing to your audience at first sight. Indeed, your emails were highly effective as people were enticed to open your emails quickly as it provided value to them. Here are some strategies to increase the open-rate of your emails according to the company Constant Contact.
  • Click-through rate : Also known as CTR, it indicates the number of people who clicked on a particular link located in your email. If you find out that you have a low CTR, it means that your email was not attractive enough and that you may not have succeeded in transmitting your expectations from your customers through the message. In this case, you must work on improving your email copy. The marketing expert Neil Patel mentions 14 tips about how to improve email CTR.
  • Unsubscribe rate : This metric simply shows the number of people who have unsubscribed to your email by clicking on the button ‘‘unsubscribe’’ in your email. If you have a high unsubscribe rate, you must rethink the strategy you are employing. Here it is important to identify when people are leaving in the marketing funnel in order to determine ways to offer more values to your customers in your emails.

In today’s digital world, email marketing should definitely be one of your top priorities. If used effectively, you will be surprised how it will be the most profitable communication channel for your business. Do not leave money on the table and become an expert in email marketing to generate more revenues for your company. If you are a beginner, consider taking the courses with Hubpost and get certified in email marketing to have a better idea about how to build successful marketing campaigns !

Here is a link to the previous article if you would like to learn more about marketing especially in the digital world :