In previous post Email marketing: an effective marketing channel, we discussed that email marketing is one of the most valuable marketing channel. It is most cost-effective online medium for organizations, small businesses & startups. Customers still prefer email because email marketing has higher ROI ( For every $1 spent, $44.25 is the average ROI ) than any other marketing channels.
To get more visibility & recognition, your email campaign must be effective. In this article, we will discuss how can we create a successful email marketing campaign.
1. How to Get Subscribers
The very first step to an email marketing campaign is getting subscribers. Subscribers are very important to learn & grow. Here are some tips to get subscribers.
A) There are some casual visitors who visit your blog, you can turn these visitors into subscribers by put a smart CTA (call to action) button on your blog like “Like our blog? Click here to subscribe”.
B) On-site Survey- This is for existing or regular customers to get their updated contact details.
D) Pop-up forms or Sign-up forms on your relevant pages.
E ) Form on landing page to collect more contact information such as name, comapny name, job title, email id, phone number, website url etc. and provide some educational information like ebook, guides, product demo, video etc.
2. Segment Subscribers
Subscribers segmentation is most important to make your campaign effective. There are two ways to segment your subscribers.
A) You can segment customers according their age, location, interests etc.
B) Segment subscribers according their behaviour such as how many times they have purchased or used any service, and their last visit etc.
After, you have got subscribers & segment these subscribers, now it’s time to send email campaign.
3. Spam Free Subject Line
Subject line is the first part of email recipients will see in their mail box. The subject line tells what you offer in your email newsletter. Studies shows, approx 64% of people open an email because of subject line. Here are some tips for subject line which can make your campaign effective & successful.
- Subject line should be eye-catchy & promising to get recipients attention.
- You must keep it within 50 characters.
- Never use recipients name & promotional words like “free”, “deal” or “discount” in your subject line.
- Don’t place your company name in subject, put this in “from address”.
4. Create Relevant & Engaging Content
An email is a way to communicate with your customers. You must deliver useful, informative & relevant content according your target audiences. Your content must keep “trust & context”. Customers engage easily with relevant, interesting & personalized content. You must offer right content to right people.
Content of email newsletter should be concise & clear because readers have less time to view your message. Don’t use sales pitch, Do use valuable. Subscribers only purchase a product from you when they find it valuable for them. So, always offer a content which can solve subscribers problems or queries.
Your message must contain text & images in proper manner, don’t use a lot of images. Use Alt tag for your image which describes it. Your message must include an opt-out option or unsubscribe link and it should be one click process. Make it easy to find.
5. Call-to-Action (CTA)
You must add an action oriented & relevant call-to-action (CTA) button in your email newsletter. Using of big, colorful CTA button can help you to get conversions. Linking CTA to relevant landing pages. So, subscribers know what they’ll get when click the button. It is a way to invite subscribers to take an action which avoid spamming.
6. Social Media Channels
Social media buttons like Facebook, Linkedin, Twitter, and Google+ must be placed in your email newsletter. You should make your campaign shareable on social media channels. So, your customers can forward it to friends or colleagues and share it on social media. Studies shows that, email which include social media buttons have 158% higher CTR.
7. Evaluate Campaign
Before sending out a campaign make sure you send yourself a preview to evaluate your campaign. Test it in some modern clients & ensure it looks good. Make sure that images & media in your email are mobile friendly & display clearly on different devices.
8. Track Your Results
After sending email campaign, its time to track your campaign. To track your results, there are some important factors- opens, clicks, bounce rate, unsubscribers & conversions. There are two types of open & clicks- Unique & Total.
Unique Open- If you send email 10 people, 5 people open it and one of these people opens it 4 times, your unique opens would be 5.
Total Open- If you send email 10 people, 5 people open it and one of these people opens it 4 times, your total opens would be 8.