- On 12/09/2018
Have you ever struggled with your email marketing campaigns? Are you wondering why your email marketing isn’t working? After sending thousands of emails every day, we compiled this detailed Step-by-Step Guide to Creating A Successful Email Marketing Campaign.
Let’s start with the email marketing fundamentals
A successful email marketing campaign should make the recipients take an action and engage with your business in the desired way. This shouldn’t be hard considering more than 85% of adults use email on a daily basis. Sounds easy, right?
Well, yes and no.
You’re not the only person trying to accomplish this. There are more than 270 billion emails sent every day. This means that there’ s a lot of competition for your target audience’s attention.
Step 1: Define the goals of the campaign
A good first step would be to do some prep work before sending any emails. Define your Ideal Buying Persona and learn as much as you can about them and their problems.
1.1 It’s about them not you
Always keep in mind that this email is about them and not you. Don’t waste too many words on telling what you’re doing but rather why you do it and what’s in it for the reader.
1.2 Ask yourself five questions
Start by asking yourself some of the following questions:
What’s the goal of this campaign?
Which actions do you want your readers to take?
Why should they even care in the first place?
Who are you sending the campaign to?
Finally, how will you define and measure success?
Step 2: Sending the campaign
2.1 Use placeholders
You will want to make your message sound as personal as possible. In order to do that, you can use placeholders that will give your message a human touch.
For example, every time you use a @FIRSTNAME placeholder, your contact’s name will be added in the email. Every time you use a @COMPANY placeholder, your contact’s company will be displayed in the message. You get the point.
2.2 Don’t underestimate the research part
In order to use placeholders, you need to do your homework and get as much information about your contacts as possible.
Most importantly, double check that all of your information is correct. It really doesn’t sound professional if you misspell someone’s name or even worse, use the wrong company name.
2.3 Don’t forget you’re fighting for attention every time you send an email
Next, don’t forget that over 270 billion emails are being sent every day and your customer’s time and focus are limited.
That’s why you should keep your email as short as possible and use attention-catching subject lines.
2.4 A clear Call to Action
Finally, design a clear call-to-action that will be easy to locate and understand.
Use the rest of the email to convince the user why he/she should click on the CTA and don’t forget to keep the ‘what’s in it for me’ approach throughout the email.
Step 3: Setting the conditions for the next part of the campaign
Before sending an automated campaign, you need to define how will you segment the users after the first message.
3.1 Segment your users based on their actions
It’s good to choose a different approach for the people that opened your email and for the people that clicked on your email but also for the people that didn’t even open the email.
3.2 When to send the email?
Next, you need to decide when to send the next message (after 3,5, 10 days etc.).
A good practice is to leave at least 7 days between the two emails because you wouldn’t want to come across as a pushy salesperson.
3.3 Taking actions after the initial stage of the campaign
For the people that clicked on your email, prepare a message that will be aimed at building a relationship with them.
You might not get a lot of sales initially but you will certainly benefit from this in the long run.
For the people that opened the email but didn’t click, use this second message to try to convince them to click on your CTA using a different approach.
They clearly were interested (at least in your subject line) in the first email and you shouldn’t give up on this group right away.
Finally, prepare a “wake-up email” with an eye-catching subject line in order to “shake up” the people that didn’t even open your first email.
Do this a couple of more time before unsubscribing them from your list.
Step 4: Designing your Landing Pages
4.1 Don’t be too salesy
Design a few landing pages for different stages of your campaign and don’t make it only about sales.
4.2 Provide your users with useful content
Give your readers a research-driven content, allow them to learn new things and give them tips on topics they are interested in.
Organize a giveaway.
Only after providing some extra value, it’s okay to go for the sales landing page, at least if you’re starting with a new subscriber list.
4.3 Understand your customer
Last but certainly not least, remember that in order to design a successful landing page, you need to understand your customer’s problems and offer a solution.
And in order to do that, you need to get to know your customer first.