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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 31, 2020

How To Break the Procrastination Cycle

How To Break the Procrastination Cycle

How often do you find yourself procrastinating? Do you wish you could procrastinate less? We all know how debilitating procrastination can make us feel, and it seems to be a challenge we all share. Procrastination is one of the biggest hindrances to moving forward and doing the things that we want to in life.

There are many reasons why you might be procrastinating, and sometimes, it is really difficult to pinpoint why. You might be procrastinating because of something related to the past, present, or future (they are all intertwined), or it could be as simple as biological factors. Whatever the reason, most of us follow a cycle when we procrastinate, from the moment we decide to do something to actually getting it done, or in this case, not getting it done.

The Vicious Procrastination Cycle

For some reason, it helps to understand that we all go through the same thing, even though we often feel like the only person in the world who struggles with this. Do you resonate with the cycle below?

1. Feeling Eager and Energized

This is when you commit to taking a new action or getting something done. You are feeling confident and optimistic that, this time round, you will do it!

2. Apprehension Starts to Come Up

The beginning stages of optimism are starting to fade. There is still time, but you haven’t done anything yet, and you start to feel uneasy. You realize that you actually have to do something to get it done, and that good intentions are not enough.

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3. Still No Action

More time has passed. You still haven’t taken any action and probably have a lot of excuses why. You start to panic a little and wish you had started sooner. Your panic starts to turn into frustration and perhaps even irritability.

4. Flicker of Hope Left

You can still make it; there is a little time left and you ponder how you are going to get it done. The rush you get from leaving your task until the last minute gives you a flicker of hope. There is still time; you can do this!

5. Fading Quickly

Your hope starts to quickly fade as you try desperately to understand why you just can’t do this. You may feel desperate and have thoughts like, “What is wrong with me?” and “Why do I ALWAYS do this?” You feel discouraged, or perhaps angry and resentful at yourself.

6. Vow to Yourself

Once the feeling of anger or disappointment disappears, you most likely swear to yourself that this will never happen again; that this was the last time and next time will be different.

Does this sound like you? Is the next time different? I understand the devastating effect that procrastination has on many lives, and for some, it is a really serious problem. You also have, on the other hand, those who procrastinate but it doesn’t affect them in any way. You know whether it is affecting you or not and whether it undermines your results.

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How to Break the Procrastination Cycle

Unless you break the cycle, you will keep reinforcing it!

To break the cycle, you need to change the sequence of events. Here is my suggestion on how you can effectively break the vicious cycle you are in!

1. Feeling Eager and Energized

This is when you commit to taking a new action or getting something done. You are feeling confident and optimistic that, this time round, you will do it! The first stage is always the same.

2. Plan

Thinking alone will not help; you need to plan your actions. I always put my deadlines one or two days in advance because you know Murphy’s Law! Take into consideration everything that you need to do, how long it will take you, and what you will need to get it done, then plan the individual steps.

3. Resistance

Just because you planned doesn’t mean that this time is guaranteed to be different. You will most likely still feel the resistance so expect this. This stage is key to identifying why you are procrastinating, so when you feel the resistance, try to identify it immediately.

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What is causing you to hesitate in this moment? What do you feel?  Write them down if it helps.

4. Confront Those Feelings

Once you have identified what could possibly be holding you back, for example, fear of failure, lack of motivation, etc. You need to work on lessening the resistance.

Ask yourself, “What do I need to do to move forward? What would make it easier?” If you find that you fear something, overcoming that fear is not something that will happen overnight — keep this in mind.

5. Put Results Before Comfort

You need to keep moving forward and put results before comfort. Take action, even if it is only for 10 minutes. The key is to break the cycle and not reinforce it. You have more control that you think.

6. Repeat

Repeat steps 3-5 until you achieve what you first set out to do.

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Final Thoughts

Change doesn’t happen overnight, and if you have some deeper underlying reasons why you procrastinate, it may take longer to finally break the cycle.

If procrastination is holding you back in life, it is better to deal with it now than to deal with the negative consequences later on. It is not a question of comfort anymore; it is a question of results. What is more important to you?

Learn more about how to stop procrastinating here: What Is Procrastination and How to Stop It (The Complete Guide)

Featured photo credit: Luke Chesser via unsplash.com

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