Social media is all the hype. Content marketing is still king; but email marketing never changed. It has always been and it still remains one of the best communication channels for companies and their customers.
From the sidelines email looks easy. It simply lands in the inbox and no one thinks twice about how it got there. Yet despite this perceived ease, even top performing marketers have yet to master the art of email marketing. Subject lines, send times and everything in between, these are the variables we have to consider when sending out an email, but it’s not always easy to remember all the steps that are needed in order to create a successful campaign. We’ve decided to make things easier for you. We’ve put together a list of 5 steps to get your email campaign off the ground. From creation to execution, the list below will lead you to crafting the perfect email campaign.
You’ve got to start off by knowing exactly who your audience is. Who are you targeting? What do they need? What message is going to hit home with your subscribers? Way before crafting content and deciding on the best time to send off that email, you need to understand your customers and their needs. Are you targeting prospects by the same title? Gender? Geographic location? Before creating that email, you need to figure out who your audience is.
Your message is the key to customer engagement. The content within your email has to be compelling and refined. And it has to target your customer’s pain points. Creating targeted, relevant messages means tailoring content by targeting the interests and preferences of your audience. Make sure you’ve got a compelling subject line and an effective call-to-action.
You need to test for deliverability before sending out your emails. After spending time creating that email, it would be a shame to see it go into the dreaded SPAM folder. A good email platform enables you to conduct deliverability tests to find red flags that could impact your deliverability rates.
Choosing Send Time
The right email platform enables you to calculate the optimal time to send an email to your recipients based on past mailing behavior. You can analyze the times that your recipients interact with your emails through their past histories and interaction with you, and then calculate the ideal time to deliver an email to them.
Track and Analyze
Make sure you are continuously tracking open rates, click-through rates, and email bounces to better understand your audiences and their needs, what subject lines work, and which areas you can improve on. There you go. Working with these five steps brings you closer and closer to sending out the perfect email and developing a successful campaign. What precedent are you using when crafting your emails? Got something to say? Go for it!