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How to set up a successful email marketing campaign

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With social media, targeted search ads, video campaigns, and more, it may seem as if email marketing is becoming a thing of the past. But with 269 billion emails being sent every day and growing all the time, email is still an effective way to get your message across to your customer base.

Creating a successful email marketing campaign encourages recipients to engage with your business, which could lead to more conversions, views, leads, and sales. However, with the influx of messages flooding everyone’s inbox it is imperative that your message stand out against the competition and doesn’t get deleted before it’s even opened. Without a proper strategy for your email marketing campaign, your business could be wasting time and resources creating an email blast that doesn’t generate conversions.
Below are some tips for setting up a successful email blast that will not only reach your target audience, but also lead to positive engagements:

Creating an email list

Before you can send an email, you need people to send the email to. Creating an email list is the first step in crafting a successful email campaign. There are a few simple ways you can begin to gather email subscribers:

  • Adding a contact us form to your website- Encouraging site visitors to contact you using an online form is a great way to not only interact with your customers, but gather their email addresses for future marketing campaigns or promotions.
  • Adding a banner to your website- Creating a banner on your website allows users to choose whether or not they want to receive additional information from you. This way you know all the people who submitted their contact info are interested in your business and products.
  • Create a social media post- Social media is a great way to interact with your followers. Make a post highlighting your services, products, or showcasing the unique selling point of your organization. Then, encourage your followers to enter their email to learn more.
Outlining your goals

As with any marketing strategy, clearly outlining your goals and objectives is essential to creating a successful marketing campaign. How can you expect to generate leads when you aren’t even sure what leads you are trying to obtain?  Before you begin crafting your email blasts, ask yourself these questions: Who am I trying to reach? What is my expected outcome? How does this campaign provide value to my customers?

Use branded imagery

When people open an email and are bombarded with a large block of text, they get overwhelmed and are more apt to click out without even reading the content.  To avoid this, try and keep your text to a minimum and incorporate well-placed imagery throughout. Using text boxes, borders, and graphics are all great ways to convey information while still creating something that is visually appealing and doesn’t overwhelm the reader.

Provide the viewer with a clear call-to-action

The entire point of an email marketing campaign is to encourage the viewer to interact in some way; whether that be to sign up for an event or service, encourage sales of a new product, or simply keep your customers up-to-date with what’s new at your company. A campaign should make it clear and easy for the viewer to engage with your intended conversion funnel. Put your call-to-action in a prominent spot in your email that can’t be missed and instruct your reader to take action.

View your campaign from the customer perspective

We all know how it feels to subscribe to an email list and your mailbox suddenly gets bombarded with hundreds of offers, newsletters, and promotions. As a customer, it can be frustrating to receive too much, or too little, interaction from a company you subscribe to. When crafting an email response, think of the viewer’s perspective. Does it contain relevant information? Are you sending consistent email blasts? Does this information matter to my audience?

Monitor your results

As with any marketing campaign, monitoring the results of your email marketing push is a must. What is the point of using time and resources to craft a message, if you aren’t monitoring its effectiveness? After sending an email blast, check your open rate. If this number is high, you know your email campaign is being opened and read by those on your subscriber list. However, if this number is low, you know you may need to tweak your strategy, or even just the subject line to engage your audience and provide value. It is always important to give people the option to unsubscribe. If a subscriber doesn’t want to see your content, it isn’t beneficial to you, or them to repeatedly receive content. It’s important to monitor your unsubscribe rate; if this number is getting higher, you may want to evaluate your strategy to ensure people want to continue receiving your content.

While many people might think email communication is a thing of the past, data tells us differently. Campaign Monitor found that 72% of people prefer receiving promotional content through email than any other marketing channel. Crafting effective, informative, and unique email marketing campaigns can have a positive impact on your customer outreach and lead to impactful conversions.

If you need help crafting an impactful email marketing campaign for your business, give Robert Sharp and Associates a call at 605-341-5226 and ask to speak to one of our digital marketing experts. They can help you develop an engaging, effective strategy to connect with your customer base.

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