Email marketing campaign is an important aspect of any successful marketing strategy. Planning, creation and execution of the campaign need to be done with paying a lot of attention to the target audience, the message, and all supporting elements leading to recipients opening the email and not hitting the “delete” button immediately.
Email marketing boosts ROI and contributes to sales more than any other marketing field. Therefore, it is crucial to follow the right path when you use email as The Number One Channel for open rate, click through rate, and conversion.
Sending the first email marketing campaign can be very tricky and stressful. Mistakes happen often and there are examples of sending the wrong email to even 700K subscribers. We all know that there are no second chances when it comes to the first impression. That is the reason why your first email marketing campaign has to be impeccable. Let’s take a look at the key principles of the well-executed email marketing campaign:
Planning and a clear vision:
“If you fail to plan, you plan to fail”
Without a detailed plan, you won’t know how and when will you get in your direction. In other words, if you don’t organize all activities that will determine a way to achieve what you want from your campaign – you will end up somewhere else without a wanted outcome. Firstly, you need to set smart and clear goals that will reflect your vision. Then you need to set up the actions required for reaching those goals.
“You can’t hit a target if you don’t know what it is”
A good targeting is an essential step in getting the biggest ROI. It all starts with market segmentation. Knowing the audience means that all elements of segmentation are included. Proven and most effective variables for audience categorization are:
- Demographics: a combination of elements usually includes age, gender, education level, income, profession, location. This shows who is your customer.
- Psychographics shows lifestyle, behavior, attitude, opinions, values. Similar to the concept of “culture.” Psychographic profile informs why your customers decide to buy.
You need to identify the needs of your target audience, understand those needs and come up with the solution to their problems.
“Content builds relationships. Relationships are built on trust. Trust drives revenue”
Writing relevant content is a necessity. Informative, attractive, compelling written content will keep your customers concentrated and interested in finding out more. Editing and proofreading is a must – there is no room for error here.
Subject lines might be the most important part of the written content. They need to be attention-grabbing and powerful enough to trigger the recipient’s decisive action of opening the email and reading it. Subject line is a hook and it has to be effective, short and precise. Each message should represent some benefit for a reader. Don’t let emails sound like just some thoughts of a salesperson – being real is essential. Always check everything
Don’t forget about the formatting. Adjusting some of the content elements to better fit into the layout is a great plus.
“Good design is good business”
In digital communication, design plays a vital role in reader’s experience. People are generally visual beings and they remember what they see. Design communicates the brand you’ve built. Good design drives conversions because it is a backbone of click-through rate. Psychological design components refer to creating emails that are easy-to-scan, interactive, memorable and with the clever estimate of where the eyes of the reader will fall first. Email structure is crucial, it makes a visual hierarchy and determines what will consumers see first.
There are some design and layout components you should care about the most:
- Branding: it improves company visibility, positioning on the market and credibility. Company logo is inevitable. Every email you create for your campaigns should be in accordance with your brand guidelines.
- CTAs: Position of CTAs should be logical. Don’t hesitate to repeat them if needed. Call To Action is what your recipient does! Try avoiding cliches, they’ve lost the effectiveness a long time ago.
- Subscribe/Unsubscribe/Contact Us: Subscribe and Unsubscribe buttons are mandatory because they offer an option for the receivers, prevent frustrations and spam reports. Contact Us is necessary because recipients need to have a possibility to get in touch with you.
- Visible Share options: Social media buttons should be easily detectable because social media sharing can increase the number of subscribers and conversion rates.
Every part of the email, starting from sender name should be checked before hitting “send.” Every link, every CTA, every letter in order to avoid any error. Also, you can include A/B testing to check CTA button effectiveness.
Always send a preview email to yourself first – this will surely reduce the possibility of any mistakes and you will be able to see every element of it before all your subscribers.
“If you cannot measure it, don’t do it”
The success of the email marketing campaign can be measured in many ways. After setting the desired outcome of the email campaign, choosing and constantly monitoring measures of success determines the indicators of improvement.
Most important KPIs in email marketing stay the same:
Deliverability – Acceptance from the receiving server. Most common deliverability issues are based on improperly entered email addresses, irrelevant content, and poor design. Deliverability issues include spam, bounces, MTAs, and ISPs. Keeping the list clean and creating relevant content can increase deliverability rate.
Open/Click Through Rate – An impressive open rate is a consequence of truly irresistible subject line. The best subject lines focus on the reader and the reader only. Click-through rate depends on your content and design. This KPI stands between having an email received and consumer converted.
Conversion/Leads Generated – Ultimate goals in most of the campaigns. People you generated and converted are increasing ROI and grow your business.