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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 10, 2020

The Power of Ritual: Conquer Procrastination, Time Wasters and Laziness

The Power of Ritual: Conquer Procrastination, Time Wasters and Laziness

Life is wasted in the in-between times. The time between when your alarm first rings and when you finally decide to get out of bed. The time between when you sit at your desk and when productive work begins. The time between making a decision and doing something about it.

Slowly, your day is whittled away from all the unused in-between moments. Eventually, time wasters, laziness, and procrastination get the better of you.

The solution to reclaim these lost middle moments is by creating rituals. Every culture on earth uses rituals to transfer information and encode behaviors that are deemed important. Personal rituals can help you build a better pattern for handling everything from how you wake up to how you work.

Unfortunately, when most people see rituals, they see pointless superstitions. Indeed, many rituals are based on a primitive understanding of the world. But by building personal rituals, you get to encode the behaviors you feel are important and cut out the wasted middle moments.

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Program Your Own Algorithms

Another way of viewing rituals is by seeing them as computer algorithms. An algorithm is a set of instructions that is repeated to get a result.

Some algorithms are highly efficient, sorting or searching millions of pieces of data in a few seconds. Other algorithms are bulky and awkward, taking hours to do the same task.

By forming rituals, you are building algorithms for your behavior. Take the delayed and painful pattern of waking up, debating whether to sleep in for another two minutes, hitting the snooze button, repeat until almost late for work. This could be reprogrammed to get out of bed immediately, without debating your decision.

How to Form a Ritual

I’ve set up personal rituals for myself for handling e-mail, waking up each morning, writing articles, and reading books. Far from making me inflexible, these rituals give me a useful default pattern that works best 99% of the time. Whenever my current ritual won’t work, I’m always free to stop using it.

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Forming a ritual isn’t too difficult, and the same principles for changing habits apply:

  1. Write out your sequence of behavior. I suggest starting with a simple ritual of only 3-4 steps maximum. Wait until you’ve established a ritual before you try to add new steps.
  2. Commit to following your ritual for thirty days. This step will take the idea and condition it into your nervous system as a habit.
  3. Define a clear trigger. When does your ritual start? A ritual to wake up is easy—the sound of your alarm clock will work. As for what triggers you to go to the gym, read a book or answer e-mail—you’ll have to decide.
  4. Tweak the Pattern. Your algorithm probably won’t be perfectly efficient the first time. Making a few tweaks after the first 30-day trial can make your ritual more useful.

Ways to Use a Ritual

Based on the above ideas, here are some ways you could implement your own rituals:

1. Waking Up

Set up a morning ritual for when you wake up and the next few things you do immediately afterward. To combat the grogginess after immediately waking up, my solution is to do a few pushups right after getting out of bed. After that, I sneak in ninety minutes of reading before getting ready for morning classes.

2. Web Usage

How often do you answer e-mail, look at Google Reader, or check Facebook each day? I found by taking all my daily internet needs and compressing them into one, highly-efficient ritual, I was able to cut off 75% of my web time without losing any communication.

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3. Reading

How much time do you get to read books? If your library isn’t as large as you’d like, you might want to consider the rituals you use for reading. Programming a few steps to trigger yourself to read instead of watching television or during a break in your day can chew through dozens of books each year.

4. Friendliness

Rituals can also help with communication. Set up a ritual of starting a conversation when you have opportunities to meet people.

5. Working

One of the hardest barriers when overcoming procrastination is building up a concentrated flow. Building those steps into a ritual can allow you to quickly start working or continue working after an interruption.

6. Going to the gym

If exercising is a struggle, encoding a ritual can remove a lot of the difficulty. Set up a quick ritual for going to exercise right after work or when you wake up.

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7. Exercise

Even within your workouts, you can have rituals. Spacing the time between runs or reps with a certain number of breaths can remove the guesswork. Forming a ritual of doing certain exercises in a particular order can save time.

8. Sleeping

Form a calming ritual in the last 30-60 minutes of your day before you go to bed. This will help slow yourself down and make falling asleep much easier. Especially if you plan to get up full of energy in the morning, it will help if you remove insomnia.

8. Weekly Reviews

The weekly review is a big part of the GTD system. By making a simple ritual checklist for my weekly review, I can get the most out of this exercise in less time. Originally, I did holistic reviews where I wrote my thoughts on the week and progress as a whole. Now, I narrow my focus toward specific plans, ideas, and measurements.

Final Thoughts

We all want to be productive. But time wasters, procrastination, and laziness sometimes get the better of us. If you’re facing such difficulties, don’t be afraid to make use of these rituals to help you conquer them.

More Tips to Conquer Time Wasters and Procrastination

 

Featured photo credit: RODOLFO BARRETO via unsplash.com

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