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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 March 15, 2019

How to Be a Leader Who Is Inspiring and Influential

How to Be a Leader Who Is Inspiring and Influential

When I began managing people 15 years ago, I thought having a fancy title was synonymous with influence. Over time, I learned that power is conferred based on likeability, authenticity, courage, relationships and consistent behavior. When leaders cultivate these attributes, they earn power, which really means influence.

Understanding influence is essential to professional growth, and companies rise and fall based on the quality of their leadership.

In this article, we will look into the essentials of effective leadership and how to be a leader who is inspiring and influential.

What Makes a Leader Fail?

A host of factors influence a leader’s ability to succeed. To the extent that leaders fail to outline a compelling vision and strategy, they risk losing the trust and confidence of their teams. Employees want to know where a company is going and the strategy for how they will get there. Having this information enables employees to feel safe, and it allows them to see mistakes as part of the learning journey versus as fatal occurrences.

If employees and customers do not believe a company’s leadership is authentic and inspiring, they may disengage, or they may be less inclined to offer constructive criticism that can help a company innovate or help a leader improve.

And it is not just the leadership at the top that matters. Middle managers play a distinct role in guiding teams. Depending on the company’s size, employees may have more access to mid-level managers than they do members of the C-suite, meaning their supervisors and managers have greater influence on the employee and the customer experience.

What Is Effective Leadership?

Effective leadership is inspiring, and it is influential. Cultivating inspiring and influential leaders requires building relationships across the company.

Leaders must be connected to both the teams they lead as well as to their own colleagues and managers. This is key as titles do not make a person a leader, nor do they automatically confer influence. These are earned through trusting relationships. This explains why some leaders can get more out of their teams than others and why some leaders experience soaring profits and engagement while others sizzle out.

Eric Garton said in an April 25, 2017, Harvard Business Review article:[1]

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“… inspiring leaders are those who use their unique combination of strengths to motivate individuals and teams to take on bold missions – and hold them accountable for results. And they unlock higher performance through empowerment, not command and control.”

How to Be an Inspiring and Influential Leader

To be an inspiring and influential leader requires:

1. Courage

The late poet Maya Angelou once said,

“Courage is the most important of all the virtues, because without courage you can’t practice any other virtue consistently. You can practice any virtue erratically, but nothing consistently without courage.”

Courage is required in the workplace when implementing new strategies, especially when they go against professional norms.

For instance, I heard Lisa TerKeurst, bestselling author and founder of Proverbs 31 Ministries, explain her decision to move away from her company’s magazine. While the organization had long had a magazine, she saw a future where it didn’t exist.

In order to make the switch, she risked angering her team members and customers. She took a chance, and what started out as a monthly newsletter, has grown into a multi-dimensional organization boasting half a million followers. Had Lisa not found the courage to change the direction of her organization, they undoubtedly would not have been able to experience such exponential growth.

It also takes courage to give and receive feedback. When leaders see employees who are not living into the company’s mission or who are engaging in behavior that may undermine their long-term success, one must risk temporary angst and speak candidly with the colleague in question.

Similarly, it takes courage to hear constructive criticism and try to change. In business, as in life, courage is necessary for being an inspiring and influential leader.

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2. A Commitment to Face Your Internal Demons.

If you feel great about yourself, enter a leadership position. You are likely to be triggered in ways you didn’t think possible. You are also likely to receive feedback that may leave you second-guessing yourself and your leadership skills.

The truth about leading others is that you get to a point where you realize that it is difficult to take people to places where you yourself haven’t gone.

To be an influential and inspiring leader, you have to face your own demons and vow to continually improve. Influential leaders take their personal evolution serious, and they invest in coaching, therapy and mindfulness to ensure that their personal struggles do not overshadow their professional development.

3. A Willingness to Accept Feedback

Inspiring and influential leaders are not afraid to accept feedback. In fact, they actively solicit it. They understand that everyone in their life has a lesson to teach them, and they are willing to accept it.

Inspirational leaders understand that feedback is neither good nor bad but rather an offering that is critical to growth. Even when it hurts or is an affront to the ego, influential leaders understand that feedback is critical to their ability to lead.

4. Likability

Some people will argue that leaders need not worry about being liked but should instead focus on being respected. I disagree. Both are important.

When team members like their boss and believe their boss likes them, they are more likely to go the extra mile to fulfill departmental or organizational goals. Likable leaders are moved to the front of the line when it comes to being influential.

Relatedly, when colleagues feel management dislikes them, they experience internal stress and can spend unnecessary time focusing on the source of their manager’s discontent versus the work they have been hired to do.

So, likability is important for both the leader and the people she leads.

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5. Vulnerability

Vulnerability is critical for being an inspiring leader. People want the truth. They admire leaders who can occasionally demonstrate vulnerability. It promotes deeper relationships and inspires trust.

When leaders can showcase vulnerability appropriately, they destroy the illusion that one must be perfect to be a leader. They also demonstrate that vulnerability is not a dirty word; they too can be vulnerable and ask for a helping hand when necessary.

6. Authenticity

Authenticity is about living up to one’s stated values in public and behind closed doors.

Influential leaders are authentic. They set to live out their values and use those values to guide their decisions. The interesting thing about leadership is that people are not looking for perfect leaders. They are, in part, looking for leaders who are authentic.

7. A True Understanding of Inspiration

Effective leaders are inspirational. They understand the power of words and deeds and use both strategically.

Inspiring leaders appropriately use stories and narratives to enable the teams around them to see common situations in an entirely new light.

Inspirational leaders also showcase grit and triumph while convincing the people around them that success and victory are attainable.

Finally, inspiring leaders encourage the teams they lead to tap into their own genius. They convince others that genius is not reserved for a select few but that most people have it in them.

As explained in the article True Leadership: What Separates a Leader from a Boss:

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“A leader creates visions and motivates team members to work together towards the same goal.”

8. An Ability to See the Humanity in Others

Inspiring and influential leaders see the humanity in others. Rather than treating their teams as mere tools to accomplish organizational goals, they believe the people around them are unique beings with inherent value.

This means knowing when to pause to address personal challenges and dispelling with the myth that the personal is separate from the professional.

9. A Passion for Continual Learning

Inspiring and influential leaders are committed to continual learning. They invest in their own development and take responsibility for their professional growth.

These leaders understand that like a college campus, the workplace is a laboratory for learning. They believe that they can learn from multiple generations in the workplace as well as from people from diverse racial and ethnic backgrounds.

Influential leaders proactively seek out opportunities for learning.

The Bottom Line

No one said leadership was easy, but it is also a joy. Influencing others to action and positively impacting the lives of others is a reward unto itself.

Since leadership abounds, there is an abundance of resources to help you grow into the type of leader who inspires and influences others.

More Resources About Effective Leadership

Featured photo credit: Markus Spiske via unsplash.com

Reference

[1] Harvard Business Review: How to Be an Inspiring Leader

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