Five Steps to Build an Effective Email Marketing Campaign
Posted by Buffy the Bison | May 25, 2022
It’s estimated that there are over 4 billion email users worldwide. This means at least 50% of people on earth have an email. And while email marketing isn’t as glamorous as something like influencer marketing or creative digital ads, marketers and business owners shouldn’t sleep on the power of an effective email campaign.
Because email marketing remains a powerful and intimate means of connecting with prospects and customers, effectively harvesting an average $42 for every $1 sowed. And with such large returns on investment, email marketing shouldn’t be a game of inbox roulette. Instead, effective email marketing should have strategic pillars.
Not sure what those pillars should be? We’ve got you covered. Let’s go.
Target Your Audience
Sending general emails to a general audience will get your campaign...general results.
Engage with your subscribers by segmenting your audience and sending them targeted emails. By gathering data (demographics, interests, buying habits, placement in the sales funnel, etc.), your company can effectively allocate resources to the proper channels. The customer who has shown interest in your company’s winter sports collection probably won’t gravitate towards your newest line of water skis, and rightfully so. By segmenting your audience, you can effectively promote new products and service offerings, build brand trust and value, and increase the likelihood of upselling/cross-selling which will ultimately yield higher profits for your business.
Hook ‘em With a Compelling Subject Line
This tip might sound like a “given,” but there are a few subtle nuances to mention. Creating a compelling subject line is important when grabbing a reader’s attention; however, it’s important to avoid overusing hot-button words and phrases like “EARN MONEY” and “FREE FREE FREE.”
While there are certainly appropriate times for a variety of these terms in your subject lines, it’s more effective for your email marketing campaign to tease the audience with something that depicts a hybrid of truth, vulnerability, and wit.
That being said, refrain from the long-winded narration and save the impactful storytelling for your body copy. Studies have shown that 41 characters, or roughly seven words, is the desired target length for effective email subject lines.
Want to write a compelling subject line that will hook your reader in?
- Build intrigue. Your email subject line should immediately pique the interest of your readers. “Want to write email subject lines that convert?”
- Relate to a problem. We’ve all got 99 problems, but your email campaigns shouldn’t be one. Hook your readers in by relating to and understanding their problems: “Tired of email campaigns that don’t work?”
- Actually state your offer. We’re all tired of spam emails with subject lines like “Get this great deal” or “Free gift just for you.” Instead of offering more of the same, just tell your audience exactly what you are offering them. “Build email campaigns that actually work.”
- Play on idioms. Idioms are immediately recognizable, so play on them to create subject lines that are interesting and engaging. “The check is in the email.”
Personalization goes beyond simply inserting a name into an email. According to the 2018 Adobe Consumer Email survey, one-third of recipients stated that receiving emails that don’t pertain to their interests is one of the most frustrating aspects of marketing campaigns.
Personalization builds trust and brand value.
Suppose your company misspells a client’s name, offers products that don’t fit with the customer’s interests, provides expired discounts, or a host of other faux pas. In that case, your business runs the risk of losing credibility with one of your greatest assets – your people. Although personalization sounds simple and, perhaps, a seemingly unnecessary afterthought, the outcome can benefit your business greatly and is a critical part of building an effective email marketing campaign.
Keep it simple
Both visuals and copy go a long way when comprising an effective email campaign; however, it’s important to acquire a delicate balance between the two. With more than 70% of people consuming emails on their mobile devices, carefully curating your visuals goes a long way when you have a small window of opportunity (literally) to tell a great story about your product or service offerings.
Craft a compelling email by keeping your layout simple, professional, and mobile-friendly. An overly busy layout will distract the reader from your message and will be more prone to finding itself in the trash.
Add a CTA
Forgetting a call to action (CTA) is like having a birthday cake with no candles to blow out. If you don’t provide your audience with actionable next steps, they are left with no resolution.
That being said, feel free to take a few creative liberties and infuse your brand persona into your CTA when asking the reader to subscribe to your blog or newsletter, download a free resource, fill out a survey, or make a purchase. Your CTA doesn’t need to be complex, but it should be within your email. And with personalized CTAs converting at 202% better than their general counterparts, it’s a best practice to follow suit.
The secret’s out. Email marketing is still one of the most effective, useful, and beneficial tools already at your marketing team’s fingertips. By infusing these tips into your strategy, you’ll notice an immediate increase in open rates and conversions, and who doesn’t want that?
Struggling to build out email campaigns that convert? Don’t waste time and resources on creating campaigns that never create customers. We can be your partner to create emails that engage your audience and turn them into loyal customers.