I think we can agree that email marketing is a useful and effective tool in any business’ toolbox. The benefits of a well-executed email campaign are too great to ignore. In fact, according to HubSpot Blogs research, 37% of respondents said they’d spend more on email marketing in the next six months, compared to 28% who’d spend more on social media marketing.
If you’re looking to expand your email marketing efforts, but aren’t sure where to start, this post is for you. In it, you’ll learn the basics of creating an effective email marketing campaign. We’ll cover everything from building a solid email list to knowing when to deploy an email campaign and how to measure its success.
Make Sure You Have A Solid Email List
No matter what type of product or service you provide, you’ll eventually need to collect emails to continue operating. When you build a list of subscribers who are interested in your product or service, you’re able to send out occasional information updates, discounts, or special offers. You can also use your email list as a tool to engage with customers and get feedback.
The earlier you start collecting emails, the more time you have to grow and develop your list. Even if you’ve been in business for a while and have acquired a good number of emails, you can still use this article to help you get started.
Set Up Autoresponders
You can use email marketing to send out periodic emails. Depending on your product or service, you might want to send out an email every week, monthly, or even less frequently. You can use autoresponders to make sure that your customers receive your periodic emails no matter what email service they use.
You might want to start with a welcome email, followed by a period of time with no further emails before you start to send out discount offers or other types of emails that aren’t as frequent. This way, your customers know that they’ve subscribed to receive emails and feel special for doing so.
You can use different platforms to create and manage your autoresponder series, like MailChimp or HubSpot, which we’ll discuss in more detail below.
Choose The Right Time To Email Campaign
You might want to consider sending out an email campaign when you have a special offer or new product to promote. However, you also need to think about when your customers are most likely to be interested in your offer or product. In most cases, you’ll want to try to hit the sweet spot between too much interest and not enough interest. This way, you can guarantee that your customers will see your email and be able to act on it.
The best time to email your customers is when they’re already interested in your product or service. According to HubSpot Blogs research, this is the most effective time frame for getting people to do something — actions like subscribing to a mailing list or requesting a quote or order.
Use The Right Platform To Email Your Audience
There are plenty of options for email platforms, and you need to choose the one that’s right for you. The two most popular platforms are Gmail and Yahoo! These are both free platforms that lots of people use, so you may have already got something going there. If you’ve built up a decent amount of email subscribers, you might not have to spend much on your platform.
If you decide to go with a paid platform like MailChimp or HubSpot, you’ll need to spend a reasonable amount of money to get started. However, you’ll only need to upgrade your platform once you’ve gotten going. The monthly fees for these platforms are pretty minimal, and you can get the most basic version of each for free. You should also look into the different plans that each of these platforms offer, so you can find the one that’s right for you. Gmail and Yahoo! are the most commonly used email platforms, and with good reason — they’re free and easy to use.
Make Sure Your Email Looks Professional
Email marketing is mostly seen as a digital marketing tactic, and your customers may judge you by your email’s design. As a business owner, CEO, or marketing director, you’ll want to take care of all aspects of your email’s design, from its subject line and opening greeting to its calls to action. If you’re looking for a hand-me-down email template or want to design an email from scratch, you can find some solid inspiration on the internet.
As you design your email, you want to keep in mind that you’re designing it for humans. Whenever possible, you want to use easy-to-read fonts, large text, and illustrations that are visible without having to zoom in. Remember, your customers are mostly likely to be on their smartphones when they’re reading your email. If you’re not sure how to design a good-looking and effective email, you can always find some help online.
Measure Your Success With A/B Testing
To determine the effectiveness of your email marketing campaign, you’ll need to do A/B testing. This involves splitting your email list in two and sending out different messages to each group. After you’ve sent out your test messages and collected feedback, you can compare the results and determine which version of your email was most effective.
You can use a tool like Google Analytics to track the success of each email version you tested. For example, you might want to try sending out an email with a shorter headline and more text, as opposed to an email with a longer headline and less text. You can use the analytics tool to see which version of your email caused the most engagement (clicks and opens).
Make Sure Your Email Is Search Engine Optimized
If you want your email to be seen by the right audience, you need to optimize it for search engines. This means using keywords in your headlines, sub-heads, and text, and making sure your links are easily accessible. You can use free tools like Google Keyword Planner or WordStream to find the right words and phrases for your optimization efforts.
When adding new keywords to your content, always test them out before you go live. Just because you have a lot of experience with your current set of keywords doesn’t mean that they’ll work for your next piece of content. Always consider the user experience first and make sure your keywords are relevant to what the person is searching for. For example, if someone is searching for a hotel in Nashville, TN, they might not be interested in your vacation offers.
Always Be Adding Value
People are constantly searching for ways to get more value out of their online experience. That’s why you’ll see so many marketers try to up-sale every part of their strategy, no matter how small. From email marketing to social media, you can use the value you’re providing to get more out of each interaction.
In the next section of this blog post, we’ll cover some of the different strategies you can use to add value to your email marketing efforts. Along with the value you’re providing, the platform you use, and the time you put into the campaign, you’ll want to ensure that each email is worth reading.