How to Manage a CRM Event in an Email Marketing Campaign

Have you ever felt like you’re spending more time planning your marketing strategy than actually executing it?

It’s a common feeling, and you’re probably not alone. Your marketing plan is probably due soon, and you may be wondering how to make it all happen. You have a vision in mind for your brand; a strategy to match your brand voice, messaging, and goals. But when it comes down to actually doing the marketing, things feel like they’re falling apart. You’re not organized enough; you lack the expertise to do what you need to do. And worst of all, you may be over-complicating things and wasting precious time.

The good news is, you don’t have to. With the right plan, approach, and strategy, you can roll-out a comprehensive email marketing campaign in no time and ensure it brings you the results you want.

Here’s how.

Set Up the Email Campaign Correctly

There are several things you need to check before you send your campaign off to the marketing teams. First, make sure you’ve got a working email account set up for each of your contacts. It’s easy to set up a catch-all email account for your organization, but unless you’ve got specific contacts in mind, you’ll probably end up with a lot of irrelevant email.

For instance, if you’re sending the email from your main account, @yourcompany.com, you may miss out on reaching some of your contacts because their email provider doesn’t recognize your main account. And even if they do, you don’t want to overload your contacts with too much email, otherwise, they’ll mark you as spam.

Create An Event Calendar

Keeping track of all the events that happen week to week can be a pain. Not only do you have to remember each event individually, but you also have to search for them on your own. When you create an event calendar, you can mark events as they happen, and you can also delegate specific tasks to team members.

For example, if one of your team members is in charge of contacting the local churches to see if they’re willing to protest the event, you can add that event as a task for them on the calendar. And if you need someone to follow-up with the media after the protest, you can add that task as well. The event calendar is a great place to keep track of all the tasks you’ve got going on and ensure that nothing gets overlooked. Plus, it’s a centralized location where you can easily find all the information you need without having to go to different places (e.g., Facebook, Twitter, and Google+).

Find People Who Should Be Addressed In the Email

It’s no secret that every marketing campaign needs a target audience, but it’s equally important to have the right people on your email list. Only, you don’t want to be sending bulk emails to a huge list of contacts, because you may end up spamming people.

Before you send the email, make sure you’ve identified the right people. Who are you trying to reach? What do they need or want? What are their interests? Think about the person you’re writing to and how you know them. This will help you pick out key words and phrases to use in the subject line and throughout the email.

Focus On the Benefits To The Reader

People love to read articles that share valuable information. Everyone wants to feel like they’re learning something new, and that’s exactly what you’re providing with an informative email. But to make sure you stand out, you need to tailor the message to be concise yet comprehensive. Your reader doesn’t want to spend their time wading through a lot of unnecessary information. Instead, they want to get to the point and learn something new about your product or service.

To make sure you include only the most relevant information, you need to ask yourself, “Will my audience gain enough value from this information that they’ll feel motivated to take action?” Whatever the answer is, you’ll need to keep what you have to offer in mind as you craft the message.

Avoid Off-Topic Posts

One of the biggest mistakes you can make is posting about topics that aren’t related to your product or service. Remember, people are going to be reading your email for marketing purposes, so you want to keep the content valuable and relevant. If you start to stray from the point, the reader will quickly lose interest, and subsequently, so will you.

For instance, if you’re selling luxury goods and the topic of the email is beauty, but you actually have something valuable to contribute in the area of business, you can write an informative email about the growth of your business or how to properly take care of your clients.

However, if the post is about something totally different, such as fashion trends, you can bet your bottom dollar that your email won’t get opened. Just remember, people are less likely to open emails with marketing or advertising content in them.

Use Personalized Salutations

Personalized salutations aren’t just a fancy way to say hello. The language you choose for your greeting determines how your message will be perceived by the recipient. To make sure they feel like you’re personally taking an interest in their specific situation, you can use phrases such as, “Hey there, ” or “Hello, ” to start your email.

The first thing prospective customers will notice about your product or service is your brand voice. To match your voice, you can use language that’s simple yet effective. Your brand voice, messaging, and goals should all match, so when you send an email with a personalized salutation, the entire email feels consistent.

Test Different Subject Lines

What’s the theme music from the movie, Jurassic Park? If you’ve got a moment’s thought about it, you’ll immediately recall the distinctive sound of John Williams’ thrilling score. What do you get when you combine a T-rex with a velociraptor? You get the unstoppable force that is Jurassic Park.

Even though the theme music is over 20 years old, the question is still relevant: can you create a subject line that will get people to open your email? For years, email marketing strategists have been putting themselves out of jobs by teaching digital marketers how to create insanely catchy subject lines. If you’re trying to decide what to write about, simply look at what your competitors are doing and see what hooks you can use to get attention.

For example, if your competitors are posting about Christmas, you could write an email subject line that says, “Tis the season to be jolly” or “12 Days of Christmas: A Merry Maker’s Guide to Holiday Gifts” and you’ll be able to tell whether or not your email was opened by checking the click-through rate (CTR). A high CTR means the email was successful and probably led to an action being taken, such as a purchase or signing up for a newsletter.

Always Be Closing

Last but not least, we have the close. Your close will depend on the style of your email; however, most experts agree that a short and sweet close is the best policy.

Your email should end with something that will make the recipient want to continue reading. If you don’t already have a closer, you can use a call-to-action such as, “Learn more,” “Get the latest news,” or “Take advantage of this special offer.” Whatever you do, make sure you have a call-to-action somewhere in the last sentence of your email.

As you can see, all it takes is a little bit of planning to make sure your email marketing campaign is going to go as smoothly as possible. With a little bit of research, you can find out what your ideal customer is thinking and make sure you hit them with an email that sticks out.

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