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8 Tips To Make Your Email Marketing Campaign Management Effective

8 Tips To Make Your Email Marketing Campaign Management Effective

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.

What is email marketing?

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.

Is it working for you now?

The questions to ask yourself to determine if your current email marketing is working or not are as follows:

  • Are my campaigns being talked about?
  • Are my campaigns driving traffic to my website?
  • Are my campaigns making money?

If you answer no to one or more of these, then you will need to look at optimizing further.

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What do you need to implement an effective email marketing campaign?

1. Know your target audience

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:

  • age
  • gender
  • education
  • income
  • marital status
  • family life cycle
  • lifestyle
  • activities and interests
  • attitudes and beliefs

Do your research and you will smooth your path to a successful campaign.

2. Follow the rules

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.

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The basics:

  • Only send to addresses that have opted in.
  • Each email must link to an easy unsubscribe.
  • You must include your physical address.
  • If they have unsubscribed, never email them again (just purge your database of those addresses).
  • Do not buy or sell addresses.

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.

3. Clear objectives

Before you create your first campaign, decide why you are communicating with your customers. Some questions you should ask yourself before sending are:
  • Why are you sending? Is it to educate users? Announce an event? Promote a product?
  • What do you want your reader to do?
  • How will you know you are successful?

Defining clear objectives and how you are going to measure the success of a campaign will make your campaign more effective.

4. Viable, clean, specific data

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.

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5. Encourage opt-ins

If you are starting out with a fresh new list , you want to encourage people to self-select by signing up.

  • Have a sign-up form or feature box on your front page.
  • Have a sign-up form on all web pages or posts.
  • Offering a free giveaway book, audio or video can increase sign ups.
  • Personalized confirmations and thank you emails can increase engagement.

6. Create your campaign

Following your objectives, set up a campaign that encompasses standard and customized elements. Some things to note are:

  • Double opt-in is not only best practice, it is the simplest way to stay compliant.
  • Opt-out links should be clearly visible.
  • Customize your email templates to fit your website and business branding.
  • Turn on tracking with your campaign.
  • Take advantage of auto-responder scheduling.

7. Create your emails

Based on your objective, create your email or series of emails. Ensure that you’re focusing on great copy.

  • Priority #1 is your subject line, this is 80% of the email’s success. This needs to be strong, attention grabbing and benefit driven.
  • Have a balanced text-to-graphic ratio. People are attracted to graphics, but make sure they enhance the email not distract from it. Don’t forget to customize the alt text of the image for people who do not view the images by default.
  • Make sure that you have one clear call to action. If you have more, it will confuse the readers and they will not take any action.
  • Design should match your website and business branding.
  • Add you logo, address and unsubscribe link.

8. Tracking and testing

Setting up the tracking before you launch the campaign will keep you focused on your objectives and allow you confirm you are making progress.

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Metrics that you would want to track include:

  • Deliverability. Did they receive the email?
  • Open rate. Did they open the email?
  • Click through. Did they click on the call to action?
  • Conversion rate. Did they become a customer?

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:

  • copy on the sign up
  • subject lines
  • style
  • font
  • calls to action

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.

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Last Updated on July 16, 2019

6 Effective Ways to Enhance Your Problem Solving Skills

6 Effective Ways to Enhance Your Problem Solving Skills

Have you ever thought of yourself as a problem solver? I’m guessing not. But in reality, we are constantly solving problems. And the better our problem solving skills are, the easier our lives are.

Problems arise in many shapes and forms. They can be mundane, everyday problems, or larger more complex problems:

What to have for dinner tonight?

Which route to take to work?

How to fix a project that’s running behind schedule?

How to change from an uninspiring job to a career you’re really passionate about?

Every day, you’ll be faced with at least one problem to solve. But it gets easier when you realize that problems are simply choices. There’s nothing ‘scary’ about them other than having to make a decision.

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No matter what job you’re in, where you live, who your partner is, how many friends you have, you will be judged on your ability to solve problems. Because problems equal hassles for everyone concerned. And people don’t like hassle. So the more problems you can solve, the less hassle all-round, the happier people are with you. Everyone wins.

Why Are Problem Solving Skills Important?

Problem is something hard to understand or accomplish or deal with. It can be a task, a situation, or even a person. Problem solving involves methods and skills to find the best solutions to problems.

Problem solving is important because we all have decisions to make, and questions to answer in our lives. Amazing people like Eleanor Roosevelt, Steve Jobs, Mahatma Gandhi and Martin Luther King Jr., are all great problems solvers. Good parents, teachers, doctors and waiters all have to be good at solving different sort of problems as well.

Problem solving skills are for our everyday lives.

How to Enhance Problem Solving Skills

Most people believe that you have to be very intelligent in order to be a good problem solver, but that’s not true.

You don’t have to be super smart to be a problem solver, you just need practice.

When you understand the different steps to solve a problem, you’ll be able to come up with great solutions.

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1. Focus on the Solution, Not the Problem

Neuroscientists have proven that your brain cannot find solutions if you focus on the problem.[1] This is because when you focus on the problem, you’re effectively feeding ‘negativity,’ which in turn activates negative emotions in the brain. These emotions block potential solutions.

I’m not saying you should ‘ignore the problem,’ instead, try to remain calm. It helps to first, acknowledge the problem; and then, move your focus to a solution-oriented mindset where you keep fixed on what the ‘answer’ could be, rather than lingering on ‘what went wrong’ and ‘who’s fault it is’.

2. Adapt 5 Whys to Clearly Define the Problem

5 Whys is a problem solving framework to help you get to the root of a problem.

By repeatedly asking the question “why” on a problem, you can dig into the root cause of a problem, and that’s how you can find the best solution to tackle the root problem once and for all. And it can go deeper than just asking why for five times.

For example:

If the problem is “always late to work”…

  • Why am I late to work?
    I always click the snooze button and just want to go on sleeping.
  • Why do I want to go on sleeping?
    I feel so tired in the morning.
  • Why do I feel tired in the morning?
    I slept late the night before, that’s why.
  • Why did I sleep late?
    I wasn’t sleepy after drinking coffee, and I just kept scrolling my Facebook feed and somehow I couldn’t stop.
  • Why did I drink coffee?
    Because I was too sleepy at work in the afternoon, not having enough sleep the night before.

So there you see, if you didn’t try to dig out the root of the problem, you may just set a few more alarms and have it beep every five minutes in the morning. But in fact, the problem you need to solve is to quit Facebook surfing endlessly at night so you’ll feel more energetic in the day time, and you won’t even need coffee.

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3. Simplify Things

As human beings, we have a tendency to make things more complicated than they need to be! Try simplifying your problem by generalizing it.

Remove all the details and go back to the basics. Try looking for a really easy, obvious solution – you might be surprised at the results! And we all know that it’s often the simple things that are the most productive.

4. List out as Many Solutions as Possible

Try to come up with ‘ALL POSSIBLE SOLUTIONS’ – even if they seem ridiculous at first. It’s important you keep an open mind to boost creative thinking, which can trigger potential solutions.

Coming from 10 years in the corporate advertising industry, it is drummed into you that ‘No idea is a bad idea’ and this aids creative thinking in brainstorms and other problem-solving techniques.

Whatever you do, do not ridicule yourself for coming up with ‘stupid solutions’ as it’s often the crazy ideas that trigger other more viable solutions.

5. Think Laterally

Change the ‘direction’ of your thoughts by thinking laterally. Pay attention to the saying,

‘You cannot dig a hole in a different place by digging it deeper.”

Try to change your approach and look at things in a new way. You can try flipping your objective around and looking for a solution that is the polar opposite!

Even if it feels silly, a fresh and unique approach usually stimulates a fresh solution.

6. Use Language That Creates Possibility

Lead your thinking with phrases like ‘what if…’ and ‘imagine if…’ These terms open up our brains to think creatively and encourage solutions.

Avoid closed, negative language such as ‘I don’t think…’ or ‘But this is not right…’.

The Bottom Line

There’s nothing scary about a problem when you start to adapt my advice.

Try not to view problems as ‘scary’ things! If you think about what a problem really is, it’s really just feedback on your current situation.

Every problem is telling you that something is not currently working and that you need to find a new way around it.

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So try to approach problems neutrally – without any judgment. Practice focusing on defining a problem, keep calm and not to make things too complicated.

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Featured photo credit: Unsplash via unsplash.com

Reference

[1] Planet of Success: Problem vs Solution Focused Thinking

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