Email marketing campaigns are still the most effective way of directly communicating with your potential customers. They are the single most reliable way to increase your income when you are planning and implementing effective, integrated marketing campaigns.
Email marketing is using the speed and ease of email to communicate directly with your potential customers. Important messages, tips, updates and promotions can be delivered to people who have opted in to your mailing list.
The questions to ask yourself to determine if your current email marketing is working or not are as follows:
If you answer no to one or more of these, then you will need to look at optimizing further.
Before you even think about starting a new campaign, you need to have an ultra-clear understanding of who your ideal audience is. Take as much time as you need to ensure that have done this; without it you are greatly decreasing the level of success before you even get started.
Do you know your audience demographics and characteristics? Areas to look at include:
Do your research and you will smooth your path to a successful campaign.
It is your responsibility to know and understand the “spam” laws for your country. In the US, it is the “Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003,” or CAN-Spam. In Canada, it is Bill C-28: Canada’s Anti-Spam Legislation, or CASL—this comes into effect on July 1, 2014. Check your country, and if you are planning to email to customers in the US and Canada, you will need to know these laws too.
This is definitely not legal advice—educate yourself! Selecting a reputable email service provider will make your work easier as they will not allow you to do anything that would impact their reputation and that of their other customers.
Defining clear objectives and how you are going to measure the success of a campaign will make your campaign more effective.
If you have an email list already, you want to ensure that you have the most accurate list. Ensure that you are pruning your list to purge inaccurate information, re-engage inactivate emails and clean unsubscribes.
If you are starting out with a fresh new list , you want to encourage people to self-select by signing up.
Following your objectives, set up a campaign that encompasses standard and customized elements. Some things to note are:
Based on your objective, create your email or series of emails. Ensure that you’re focusing on great copy.
Setting up the tracking before you launch the campaign will keep you focused on your objectives and allow you confirm you are making progress.
Metrics that you would want to track include:
Once you have had some time to collect some data you can tweak and retest. I would recommend eight weeks or 150–200 email addresses.
You can change various elements of both the sign up and the emails themselves, such as:
Once you have completed a successful campaign or two, you will have the process streamlined for what is successful for you and your website or business. Over time you will definitely see an increase in your customer engagement and investment.
Love this article? Share it with your friends on Facebook