The overall goal of email marketing is to connect with an audience. It allows to communicate the value proposition of a business. It should builds trust, loyalty and drive conversions. We will present the main elements to manage an email marketing campaign. It takes time and dedication to maintain a strategy that stands out and delivers results.
According to McKinsey & Company this strategy is 40 times more effective than advertisements on Facebook and Twitter combined (1). Getresponse evaluates that 1 dollar invest in email marketing returns an average of 38 dollars in your business (2).
Know your goals and audience.
Before you start sending emails, you need to have a clear idea of what you want to achieve and who you want to reach. What are the main objectives of your email marketing campaign? Who are your ideal customers and what are their pain points, needs, and preferences? How can you segment your audience based on their behavior, interests, or demographics? Having a clear understanding of your goals and audience will help you craft relevant and personalized messages that resonate with them.
Choose the right tools and platforms.
There are many email marketing tools and platforms available in the market, each with its own features and benefits. You need to choose the one that suits your needs, budget, and goals. Some of the factors to consider are: ease of use, design options, analytics, deliverability, automation, integration, and customer support. You also need to make sure that your email marketing platform complies with the relevant laws and regulations, such as GDPR or CAN-SPAM.
Create engaging content and design.
The content and design of your emails are crucial for capturing attention and inspiring action. You need to create content that is informative, valuable, and compelling for the audience you’re targeting. You also need to design these emails in a way that is visually appealing, responsive, and consistent with your brand identity. Some of the elements to include in your emails are: a catchy subject line, a clear and concise headline, a compelling call to action, relevant images or videos, social proof or testimonials, and a personal touch.
Test and optimize your emails.
Email marketing is not a one-time activity. You need to constantly test and optimize your emails to improve their performance and achieve your goals. You can use tools like A/B testing or split testing to compare different versions of your emails and see which one performs better. You can also use analytics to measure key metrics like open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, and revenue generated. Based on the results, you can make changes to your content, design, timing, frequency, or segmentation to improve your email marketing strategy.
Build relationships and loyalty.
Email marketing is not only about selling products or services. It is also about building relationships and loyalty with your audience. You need to provide value and nurture your subscribers throughout their customer journey. You can do this by sending them welcome emails, educational emails, newsletters, surveys, feedback requests, birthday emails, re-engagement emails, or loyalty programs. You also need to respect their preferences and privacy by giving them the option to opt-in or opt-out of your emails.
