If you take a look at all the successful email marketing campaigns, you will find that there are 4 components or rather factors that determine its success. You can take into account these very 4 factors as parameters for making your email campaign strategy a success. So, let us delve deeper into the same.
What is an email campaign?
We know that there are different types of digital marketing that will help you in connecting better with your consumers and new clients. An email campaign is just one of them. And here we will focus on just this single medium alone that can help you to reach out to your target audience.
During the pandemic, there is minimal person-to-person interaction is concerned especially unless it is absolutely necessary. So, email is one way to keep your audience posted about your new launches, new products, and services, whether or not you are organizing webinars, workshops, and so on.
When you promote your brand, products, services, and make an effort to bridge the gap between you and your prospective leads with the help of email, it is email marketing.
Every digital marketer will organize email marketing campaigns once in a while to sell their products, get feedback about them, and in turn rework his marketing strategies for optimum returns. Working out different email campaign ideas and which ones will succeed is also a part of marketing. This is because unless you reach out, you will not be able to assess which email campaign idea will work for your business.
Having said about the essence of email campaigns, let us go through the 4 factors that we spoke about in the above paragraph that determine the success of these campaigns.
What are the 4 factors that determine the success of email campaigns?
Let us find out more about them.
Personalized email for optimization
If you address your customers by name and persistently stay in touch with them individually and give a personal touch, you tend to build a relationship of trust over the days.
An email that is relatable has a tendency to attract more clicks or result in a higher click-through-rate. You will also be able to reconnect with your target audience from time to time. Personalizing emails is a step closer to your client. However, whatever you write, make sure there is a human touch to it. It is not always about products and services that pay-off. Compassion matters.
For optimization purpose keep headers clear
Headers and pre-headers are an essential part of composing your emails for clients. Although the header in an email is most of the time overlooked, it is an HTML code that is present within the email. It gives you information about the sender, the recipient. This is helpful because it helps in identifying emails that are spam.
Pre-header is the content that you see in the subject line prior to the email being opened. If you are able to provide a strong header and pre-header, it appeals to the reader even more and you will also be able to get a greater number of conversions.
Optimize email marketing CTR
Once you open the email, a CTA or call to action is required. This enables generating leads and improve sales. When you are seeing the email campaign design, make sure you also take into account the design of the CTA button. It is usually recommended that keep the text precise, use first-person voice, and write the text that will instill a sense of urgency.
Few email campaign examples pertaining to the CTA text include stuff like-
- Join free for a month now!
- Schedule a call soon…
- Get your free report today. Hurry!
Update Email Lists regularly
One of the most important aspects that you must keep in mind is that all the emails that you send will not be received with the same interest. But that does not mean that you will give up. Perseverance is key and so is being on your toes, updating the recipient list, designing new email campaigns, and working with different email campaign software.
You will also come across different email campaign templates that you can try from time to time.
So, if you are able to plan out the above four steps in the email campaign, your half battle is already won.
How to create an email campaign?
Prior to creating an email campaign, it is important to understand and realize what you expect from the campaign. Make a note of the same. Identifying the purpose of the campaign is crucial, whether or not you would like to introduce new products and services, promote the existing ones, or you want to let your clients know about a webinar or workshop.
The essence of the campaign will determine how you create the campaign. Assign a budget for the same, write down the text that you would like to send across. Whatever be the purpose, your advertisement must draw attention and necessarily encourage or persuade consumers to take action following the receipt of the emails.
What are the few mistakes you must avoid?
Few mistakes that you must avoid at all costs include-
- Not segmenting your target audience
- Not offering an opportunity by means of which your clients can communicate or revert if they want to.
- Sending offers instead of actually sending useful information through emails. Talk about your products but also add value and let them know how your product will help them.
- Many times marketers forget to include a clear CTA option. Avoid this.
- Keep the message simple and not complex or beat around the bush. Often emails come to the point after the recipient has lost interest in the email.
In a nutshell, be clear about what you are seeking from the email campaign, draw up a strategy, choose the correct text and language, and then be ready to send across the emails.