In the age of social media, emails still work wonders. An email list is the safest marketing method to rely on in your business. Social media platforms can drop or close down, or experience glitches which means you can’t reach your audience.
Having an email list of people that have opted in for your content is such a powerful marketing form today and it simply cannot be ignored. Since so many people and businesses are now aware of the importance of email marketing, audiences are being flooded with scores of promotional emails.
Therefore, your email marketing campaign needs to stand out from the crowd and be as engaging as possible.
Why do you need to have an email marketing campaign?
Since email is still a widely used tool for both personal and business purposes. In fact, 90% and 74% of adults and teenagers respectively still use email on a regular basis.
Since most people are active on their email, with an estimated 280 billion emails sent in 2018 alone, using email campaigns to deliver value, build relationships with customers and generate leads is the easiest way to accomplish these goals.
Before you dive headfirst in email marketing, there are a few things you need to know. So, here are 10 tips to create an engaging email marketing campaign:
1. Determine your overarching goals
Think about what you want to get out of your email marketing campaign that will drive your business forward. What is the purpose of regularly sharing with your email list?
Do you want to welcome new subscribers, build relationships, announce new products, share special offers, boost sales or increase website traffic? Your overall goal for the campaign will guide you in creating the right campaign to achieve that goal.
2. Plan your campaigns
Based on your overarching goals, you need to start out with a plan. Start with your end goal and work your way backwards, figuring out what you need to include in your campaign to achieve that specific goal.
If you start off with a comprehensive plan, there is no need for guessing games as you deliver the campaign as to what you should do next because it’s already down in black and white. However, if you find that your original plan is not working, you need to adjust as you go along to ensure the campaign’s success.
3. Find the frequency sweet spot
Let’s be honest, no one likes receiving emails from the same business every single day of the week. At the same time, however, you don’t want to be so scarce that people forget they ever subscribed to your list.
Delivering a successful email campaign is heavily dependent on the frequency of your emails. During a launch, you could get away with sending emails more frequently, every second day for a week, for example. Otherwise, it’s best to stick with the tried and tested weekly newsletter.
4. Know your target audience
Building a targeted list is essential to running successful email marketing campaigns. This required that you know your target market well. Create a customer profile for your ideal customer that is interested in your offering and target them to join your list.
The best way to create a good quality list is to target your website visitors first. Add opt-ins to your website in strategic places, or in a pop up to entice them to subscribe.
5. Catchy subject lines (age-old rule)
If you didn’t expect this age-old, essential rule to feature on this list, then you need to take all these tips seriously. Your email subject lines can make or break your email campaign. Since 35% of people will open an email based on only the subject line, it’s important that you craft catchy and enticing subject lines for all your emails.
Convincing people that your email is worth opening can be the toughest part of email marketing. This is what your subject line is responsible for, so it needs to give some insight into what the email is about without giving away too much, encouraging people to open the email and read more.
6. Content rules
When it comes to the content of your emails, you want to follow on from your catchy subject line with a compelling message. This is where your goals also come into play.
It’s important to keep your message clear and personable, while appealing to your targeted audience’s needs and desires. Try not to overcomplicate this and keep your content as simple as possible.
Additionally, it’s important to include variety in the content your share via email. Ensure that you are sharing great value that will improve some aspect of the reader’s life while obtaining your campaign goal.
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7. Invite action in each email
To make the most of the content you’re sharing via email, invite readers to take action at the end of every email.
This can be in the form of inviting them to read further on your blog, reply to your email with the answer to a question you pose, check out a product in your online store, go over and live your Facebook page or follow your brand on Instagram. This encourages the engagement that you are after with your email marketing campaign.
8. Offer great value
The success of an email marketing campaign is also heavily dependent on offering your audience value.
Firstly, to build an engaged email list start by offering a highly valuable and attractive opt-in freebie or content upgrade. Since our inboxes have become sacred space, it’s difficult for businesses to get in without offering something attractive in return.
On average, 80% of people visiting your website will leave without signing up for a newsletter. By offering a great freebie, people are more likely to hand over their email address if they can get something out of the deal. However, once you are in their inbox, you need to keep delivering great value within your emails to keep them subscribed.
9. Make the most of automation tools
There are great tools available for email marketing that will make the process smoother and so much easier. Setting up automation can save you great amounts of time in delivering a welcome series or a launch series.
Email tools can also help to segment your audience if you have multiple offerings. Plus, you get great analytics based on delivery, open and click rates. These tools are also useful for sending out email blasts in real-time or scheduling emails for particular days or events.
10. Testing and tracking
Before sending out your emails, be sure to test them to ensure all text and imagery shows up correctly on different browsers. This gives you the opportunity to fix any errors before emailing everyone on your list and looking like you don’t know what you’re doing.
Adding A/B testing into your campaign can also help to determine what messages and types of content your audience responds to best, which can help you tailor your campaign for the best results.
Creating an engaging email marketing campaign can highly benefit your business if you execute it correctly. Using the above tips can help you achieve the goals you set for your business. While not all of these may work for you and your unique business, they are a great starting point to get on the right track and make the most of the all-important email marketing space.
Lilian Chifley is a digital marketing expert who has been in this field for more than a decade now. Her experience combined with her superior skills has helped many startups scale new heights in the online world. She is currently working for the best resume services and recently published NinjaEssays reviews. When she’s not working, she loves to relax by the pool, read fiction books and enjoy vegan recipes.