How To Create An Email Marketing Campaign

Email marketing is the most effective way of marketing, as it enables businesses to pitch directly to their targeted customers at large. There are approximately 4.5 billion email users across the globe at present, the number of global email users is expected to increase in the coming years. Similarly when it comes to B2B marketers nearly 72% use email newsletters in their marketing strategy, with the click rate of 3.1%.

If you are a business, professional or enterprise, that is interested in promoting its product and services to prospective customers, using a list of business emails for email marketing campaign can be a profitable investment. Not only will you engage with authority professionals in the business industry, but can also convert them into actual customers.

In this blog, we will take you through various steps involved in an email campaign, to ensure you get the desired result out of your marketing campaigns.

Understanding The Benefits of Email Marketing Campaigns

Understanding The Benefits Of Email Marketing Campaigns

Email marketing campaigns is beneficial marketing tool for any business that is engaged in B2B business. Let’s take a look at some of the exclusive benefits of email marketing campaigns: 

a. Increase brand awareness

Email marketing is a valuable tool for creating awareness about your business among your targeted customers. A personalized email content as per your business objectives can create better outreach.

b. Generate website traffic

You can generate more traffic to your website by sharing fragments of your blogs or can include call-to-action (CTAS) to your promotional emails that will take the audience directly to your landing pages. 

c. Drive sales and revenue

You can imply business tactics such as offers, discounts, or free shipping to increase sales. Email marketing can help you make your products and services easily accessible to customers to generate more revenue.

d. Boost other marketing channels

Email lets you do multi-channel marketing strategies, bringing in more customers. You can use the same email content on different platforms such as Facebook, official website etc., to make the customers more aware of your business.

e. Keep customers engaged

Keeping the customers engaged is the key when it comes to email marketing campaigns, you can customize your email campaign to make your brand stand out from the competitors, by adding some exclusive offers.

f. Gain valuable business data

Businesses can use email marketing as a strategy to collect valuable data about their customers. Tracking their customers’ behaviour can help them improve their marketing strategies in future.

Step-By-Step Guide To Create An Effective Email Marketing Campaign

Step By Step Guide To Create An Email Marketing Campaign
  1. Know your targeted audience
  2. Set your marketing goals
  3. Understand your campaign type
  4. Select an email template
  5. Create your email marketing lists
  6. Plan your emails
  7. Review, test, and track

1. Know your target audience

First of all, to create an effective email marketing campaign you need be aware of your targeted audience, and should have access to their contact information. You can start with maintaining a separate customer email list to ensure your email marketing campaign will reach the right audience, making it a success.

Opting for a segmented email list where you can choose your target audience base and categorize them according to their age, location, gender, occupation, and preferences is always ideal. The better you know your target audience and what makes them click open your email instantly, the higher is the chances of your email campaign becoming a success.

2. Set your marketing goals

Moving forward, the next step in creating an email marketing campaign is setting desirable goals, such as what is the purpose of your email. When your vision is clear about what you want to achieve in the long run through your marketing campaign, it can help you navigate through this entire process. Not only will you be aware of what you want to gain from an email marketing campaign, but you could also evaluate the results on those criteria. 

Once you have identified the purpose of your email marketing campaign, moving forward you can now focus on those pain points. Here are a few examples of goals that you can set for your business while planning an email marketing campaign:

  • Welcoming new customers
  • Increase conversion rates
  • Promoting products and services
  • Driving website traffic
  • Sending reminders

3.  Understand your campaign type

Next, you need to use a strong call to action (CATs) in your email campaign, these are the links or buttons that you want your customers to click on. Call to action is very essential as it can help you reach your set goals. Your call to action depends on what your motive is, which can be divided into various categories mentioned below:

  • Promotional or announcement
  • Reengagement
  • Transactional

4. Select an email template

Moving forward, your next step is to select an email template that will encourage customer engagement. You can customize this template design adding in your branding to stand out from the crowd. Here are a couple of design elements that you can apply while designing your email template:

  • Add white space: Don’t make your email look too crowded, let it be visually appealing by adding white space around the texts and images.
  • Use images: Adding eye-catching and call-for-action visuals can make your email look more attractive. You could opt for adding GIFs or colorful images to grab attention.
  • Create responsive emails: You should ensure that your email is adaptable to both desktop and mobile devices to ensure the images load properly on all devices.

5. Create your email marketing lists

As you can see your email marketing campaign building up, you need to make sure you have the right resources i.e, email marketing lists, to connect with your target audience. Creating an email list from scratch can become a hefty tack, to resolve this issue, you can choose the service of private data providers such as TargetNXT to get your own highly segmented and authorized list of business emails. 

Going ahead, you should make sure that the resources that you get access of should be used for ethical business purposes only.

6. Plan your emails 

Your next step after you have decided your goal, CATs, and audience is to plan your marketing campaign, which includes: deciding your email frequency, your email subject line, closing signatures for emails, and the overall content of the emails that you will be sending to your customers. You should ensure that your emails are timely, relevant, and interesting, and they should add value to your customers.

For instance, you can start by sending a welcome email to your new customers and later follow this email with a more relevant email sent to keep your subscribers engaged but stay aware not to overwhelm your subscribers by spamming them. 

 7. Review, test, and track

At this stage, you need to review your email checklist to avoid any chance of sending emails with errors. Go through your email to ensure there are no spelling or grammatical errors, or broken or incorrect links, to ensure your email is the exact visual representation of your intent.

Next, consider planning an A/B testing for your email, which means creating two different designs and layouts, email marketing copy, subject lines, CATs, and different segments, and experimenting with their send times. 

Last but not least, keep track of your email marketing campaign to determine the level of its success. Email marketing tools generally offer in-depth analytics and dashboards, which can help you understand if your emails are creating the desired effect or not. 

Here are key areas of analysis:

  • Unique open rate
  • Click-through rate
  • Bounce rate
  • Unsubscribe rate
  • Spam complaints
  • Conversion rates

There are various email analysis areas, for you to keep track of, we are mentioning a few of them for your reference, the areas of analysis can further include: 

  • Most visited pages,
  • Best-performing links 
  • mobile open rates 
  • revenue per email, etc. 

There you have it! Now you are well equipped to kick-start your highly efficient email marketing campaign, following the steps mentioned above. 

What is a Campaign in Email Marketing?

A campaign in email marketing is a strategy, which involves sending a series of emails with the same content to multiple audiences at once to promote products and services. Email marketing campaigns are essentially done to create brand awareness and to educate targeted audiences about your business.

What Are The Different Types of Email Marketing Campaigns?

There are different types of email mail marketing campaigns, where emails that you send out are based on intent, which can include:

a. Re-engagement emails

Re-engagement emails are sent to generate interest among the non-engaged email subscribers, these emails work as a reminder to get customers interested in your business contents.

b. Announcement emails

Announcement emails are sent to make customers aware of a new product, service, sale, event, holiday, or anniversary. These emails are used to create a buzz among the customers.

c. Triggered email series

These emails are mainly sent to customers based on their specific actions such as a welcome email series or an abandoned cart series.

d. Post-purchase drip

Once a customer is done making a purchase, businesses send them follow-up emails to enhance their user experience. 

e. Connect-via-social campaigns

These emails are sent to customers with offers such as free credit or loyalty points, after they follow your business on social media platforms.

f. Testimonial request emails

The purpose of the testimonial request email series is to collect feedback and reviews from their customers and to generate data.

Email Marketing And Email Campaign What’s The Difference?

Email marketing

Email marketing as a marketing tool that is used to send targeted emails to a group of prospective customers. The purpose of email marketing is to encourage these prospective customers to either make a purchase or join their business mailing list. 

Email campaign

Email campaign is a marketing strategy that involves sending emails to a targeted list of prospective customers, to promote your business. The process of creating an email campaign is more complex and can be time consuming as it involves creating, sending, and monitoring your email campaign. Email campaigns are also notorious for generating high lead conversions and are a very useful tool of creating brand awareness.

What Are The Key Components of a Successful Email Marketing Campaign?

What Are The Key Components Of A Successful Email Marketing Campaign

The success of your email marketing campaign can be decided based on various factors, which are listed below:

  • Clickthrough Rate 
  • Email Marketing ROI 
  • New Subscribers 
  • Bounce Rate
  • Email Sharing
  • Conversion Rate 

Conclusion

Though the process of creating email marketing can be daunting, the return that your business gets out of its success is always worth it. By creating a successful email marketing campaign, you get an abundance of benefits, such as getting higher ROI, expanding your business reach, business profit and more. It is worth mentioning that an email marketing campaign is the right business move as the returns are always higher than the investment.

FAQs

How long can it take to create an email campaign?

Generally, to create an email marketing campaign it can take somewhere around 2-4 weeks of time.

How is the success of an email campaign determined?

Click rate along with lead conversion of potential customers into actual customers can be the deciding factor for the success of an email campaign.

What are the 3 keys to a successful campaign?

  • Engaging Email Subject Line. 
  • Segmentation.
  • Compelling Content

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