Email marketing is not too complex of a concept to be understood by just about anyone. However, being able to craft a killer email marketing campaign that makes your phone ring with activity will definitely require some expert help and a good amount of trial and error.
As the owner of a technology-related business that’s seeing a huge uptick in demand for its services, I’ve been researching and testing various email marketing campaigns for the past year to see which ones resonate with my audience the most.
I’ve found that sending regular blasts of marketing emails to my subscribers is an excellent way to keep in touch and inform them of important news and events related to my business and the industry as a whole.
From a sales perspective, I’ve seen significant results from testing out different approaches to email marketing. Some of my favorite email marketing campaigns are listed below.
Single Opt-In Box
I’ve noticed that some of my competitors, who are also growing their business significantly, have adopted a strategy of using multiple opt-in boxes on their site to collect emails.
The advantage of using one opt-in box is that you can track which methods of communication are performing the best and try to refine your approach based on what is working and what is not.
An example of a solid single opt-in box email marketing campaign that I’ve put together is one for Lucee, a performance engine that makes websites more interactive and engages users with micro-interactions.
This is a product that I actively promote and find value in, so I felt that it was important to create an email marketing campaign to try and drive more people to discover how they can benefit from this product.
The results of this particular email marketing experiment were extremely promising. I captured the attention of my target audience with an engaging message, a strong call to action, and a solid offer.
According to my research, this combination of elements resulted in a click-through rate that was 5x as high as the regular unsubscribe link that I had used before in similar tests.
The take-away from this particular example is that placing an opt-in box in your email marketing is not only a great way to collect subscribers’ email addresses, but you can also use this information to personalize your message and increase the chance of the person opening your email and taking some sort of action.
One of the things that makes marketing emails so valuable is that they allow you to get your message out there to as many people as possible, essentially for free.
While it’s not always possible to automate an entire email marketing campaign, it is possible to leverage existing software and platforms to accomplish specific tasks, like sending automated email messages or publishing blog posts on a regular basis.
The best thing about automated emails is that they allow you to send the same message to hundreds of people without having to create a different email for each one. This can be a major time-saver when pitching an idea to a large audience, so long as you keep a steady flow of emails going out.
The worst thing about automated emails is that they create a lot of friction in your relationship with your subscribers. While it’s not always possible to eliminate this friction completely, you can work to reduce it by having live, human beings engage with your audience, especially when responding to emails.
To increase the chance of my subscribers engaging with my content, I generally avoid using automated emails, opting instead for human-centered messages that explain to the reader why I’m contacting them and what I’d like them to do about it.
Text Version Of An Email
A text version of an email, or a text-only version of an email can be just as effective as its graphical counterpart.
While it may seem that older generations are slowly being phased out, text-based emails still have a fairly significant place in digital marketing.
Depending on your audience and what would make the most sense to them, you may decide that a text email is the way to go.
If you run a B2B business, you may consider using text-based emails to communicate with your existing customer base, as well as potential new customers who you think would benefit from knowing about your company.
The key to a successful text-based email marketing campaign is to craft a compelling message that will pique the interest of your audience, while making them feel that you’re indeed the authority they need to listen to.
One of my personal favorite examples of a text-based email marketing campaign is the one that I designed for the American Institute of Stress. For those of you who aren’t familiar, the American Institute of Stress is a non-profit organization that focuses on educating people about the harmful effects of stress and anxiety. They do this through various teaching tools, including a website, an app, and a newsletter.
To promote their online courses and educational materials, they use a combination of text-based emails, automated emails, and social media to keep in touch with their audience, while also attracting new subscribers. Here’s a sample of one of their text-based emails.
One of the reasons that I enjoy sending out automated emails so much is that I have the option to send them to hundreds of people at once.
While it would be great to be able to send individualized emails to my subscribers, the automated email tool that I use doesn’t allow me to do this.
To get around this limitation, I use a service that merges my list of email addresses with those of my competitors.
By analyzing the emails that my competitors are sending out and the results of my own experiments, I’m able to determine which approach to take when it comes to sending out my own messages.
An example of a personalized email that I’ve designed and tested is one that’s specific to my audience, which is growing rapidly.
This email alerts my subscribers that I’ve recently published a blog post about their specific topic, and encourages them to read the blog post, which contains valuable information about avoiding common errors that they might have made.
From a sales standpoint, I’ve found that combining a compelling offer with personalized messages is an excellent way to drive interest in my product, while also creating a relationship with my audience.
The take-away from this particular example is that you can use tools like mailChimp and AWeber to efficiently create and send out automated emails, while also gaining the ability to send personalized messages, which might make the difference between a good and a great email marketing campaign.