Email marketing is one of the most effective ways to communicate with customers and prospects, and the success of a business or brand relies heavily on the quality of their email marketing campaigns. If you’re looking to create a successful email marketing campaign you’re in the right place, because here, we’re going to walk you step-by-step through the process of launching your own email marketing campaign from scratch.
Step one: Set the goal and the objective of your campaign
The first step in launching your marketing campaign is to set the goal and the objective you’re going for. What is the main purpose of your campaign? Do you just want to generate more leads? Or do you want to increase sales by encouraging people to make a purchase from your site?
Deciding the main goal and objectives of your email campaign is only the beginning. You’ll also need to set the secondary goal and objectives, such as increasing web traffic to a landing page, boosting social media profile pictures, or getting more coverage in the local media.
Step two: Create a content plan
The next step in developing your email marketing campaign is to create a content plan. Just like when you write a business plan for investors, you’re laying the foundation for your marketing campaign by creating a detailed outline of the content you’ll use to drive growth. Your content plan should include everything from the type of content you’ll use (i.e., blogs, case studies, infographics, etc.) to the target audience (i.e., whom you’ll message) and the goals you’ll achieve with that content (i.e., increase web traffic, generate leads, etc.).
When you have a clear idea of the content you’ll use to grow your campaign, you can begin to build out a schedule to publish the content at regular intervals. If you have a blog, you can use tools like Content Calendars and Content Strategy to manage your content publishing schedule and plan content based on what resonates with your target audience.
Step three: Create key compelling messaging
With your content plan in place, it’s time to craft the key compelling messages that will keep your target audience interested in your campaign. To create compelling messages, start by asking yourself questions about your target audience’s everyday lives. What do they care about? What are their challenges? What are their needs?
For example, if you’re targeting business owners, you might want to start with an inquiry about their businesses. Maybe you’ll learn that they’re struggling with employee engagement or getting clients. These are both problems that your product or service can potentially solve. Once you have a clear idea of the problems your target audience faces, you can craft compelling messages that speak to their needs. You might write something like this:
“Being a manager of a business that handles customer engagements can be quite demanding. With more people relying on your product or service to solve their problems, it’s important that you remain committed to quality and provide a satisfying customer experience. Your customers expect a certain level of competence from you as their business partner. People expect great things from you, but fear that you may fall short. To put their minds at ease, let them know that you’re aware of your shortcomings and are working hard to fix them. Tell them that you’re committed to providing quality service and that you value their business enough to warrant their trust. With continued education and training, you can assure them that you’re using the best practices and cutting edge technology to improve your skills. Through transparent and frequent communication, they can feel confident that their investment in you is being well-planned and that their interests are being represented in the proper manner. To bring this more concretely, your key compelling messages could be:
- I’m sorry I’m not good enough yet. (A business manager who’s committed to quality): This could be an apologetic opening or a statement of resolve. Your message here could be that you’re aware of your shortcomings and are working hard to fix them. Through regular interaction with your customers, you can show that you’re committed to being the best you can be.
- I’m confident I can provide great value. (A business manager who’s committed to quality): This could be an assertion of confidence or a promise that you can provide great value to your customers. Make sure that your marketing collateral, including your emails, supports your key messaging.
- I can solve your problem. (A business manager who’s committed to quality): This could be an assertion of capability or a promise to solve a specific problem. Make sure that your marketing collateral, including your emails, supports your key messaging.
Step four: Design a solid email marketing strategy
Now that you have your content plan in place and you have some initial messaging, it’s time to design a solid email marketing strategy. Similar to the plan you’d make for a business trip or a vacation, your email marketing strategy should include goals, objectives, and a step-by-step plan for measuring your progress. While you might not always need an email marketing campaign to achieve these goals, it can be a very helpful tool for tracking your progress and allowing you to revisit your strategy should you experience sub-par performance.
Step five: Build out the rest of your email marketing strategy
Once you have a plan in place, it’s time to build out the rest of the email marketing campaign. Just like any other marketing campaign, you’ll need to decide on the type of emails you’ll use (e.g., sales, marketing, or social media) and create some content for each one.
To create a solid foundation for your business, you’ll want to consider investing in a autoresponder. The autoresponder will help you capture contact information and deliver emails at the appropriate time. You can also use this platform to send out transactional emails such as receipts, purchase confirmations, etc. You might also want to consider using email marketing software such as HubSpot, MailChimp, or Campaigner to make sending and managing emails easier.
Step six: Test and refine your strategy
Finally, you’ll want to test and refine your strategy. Just like with any other new marketing or business strategy, you’ll need to determine the effectiveness of your plan in driving business growth. For the past step, you’ll want to consider looking at the open rates (i.e., the percentage of emails that were opened), the click-through rates (i.e., the percentage of emails that were clicked on), and the conversion rates (i.e., the percentage of people who took a specific action after viewing/reading your email – e.g., made a purchase, signed up for a newsletter, applied for a job, etc.).
Based on the outcome of your tests, you can either continue to use this strategy or develop a new one.
With your business or marketing strategy in place, it’s time to get started.
You now have everything you need to get started – a clear idea of the goal and objectives of your campaign, key compelling messages, and a step-by-step plan for implementing your strategy. If you’d like to get more out of this article, we have an in-house marketing team that could help you with your strategy. Just fill out this form and we’ll get in touch.