Skip to main content

How to carry out an Effective Email Campaign.

 


An email campaign is a concerted effort to reach out to your target niche or market in order to create awareness, request new business, increase sales or retail customer trust.

If done right, email marketing can done your business around resulting in increased brand awareness and ultimately sales.

Of course there are a number of challenges, and  we're not rulling out that there are inndeed other more up to date strategies for speaking with your crowd and clients. Specialized techniques like online entertainment, live visits, social media outreaches among others, but as compared to all these email marketing requires the least amount of resources to get the same results with other forms of modern-day marketing. Moreover, of all these strategies are perfectly synchronized them you'll have a water-tight marketing strategy that will guarantee you both short and long-term benefits and returns.

While many people might not be as active on email as they're on social media, many people check their emails at least once a day, with the number of new email sign-ups increasing on a daily basis based indicating an increasing market reach.

Email marketing is therefore a viable and powerful form of promotion considering the best amount of email users worldwide as well as the low investments required to carry out a large campaign as compared to other forms of marketing.

Likewise, if you manage to gain trust of an email users (with a smartly designed campaign that will considerably reduce your emails being considered spam), then you have a lifetime customer or client you will always come for more. That sounds sweet, isn't it?

Having said that, then we both agree that the success of any email campaign depends on it's execution,an issue a great many people don't have the foggiest idea how to get it done well. 

This post will walk you through tips and procedures for executing significant email advertising efforts, and we're going to cover the topic in detail as follows:

  1. What is Email marketing?
  2. How does Email Marketing Work?
  3. How to come up with an Effective Email Campaign.
  4. How to Execute your Email Campaign.
  5. How to measure the Effectiveness of your Email Campaign.

What is Email Marketing?

As stated earlier on, Email marketing is a strategic move to reach out to clients by use of email message in order to create awareness, request new business or increase sales. This usually involves sending out large amounts of email messages either of similar or different contents over a given period of time.

Email marketing if done right allows you access new leads, keep customers engaged and up-to-date, collect vital customer statistics that will help you improve your products as well as fine tune your marketing strategies and last but not least convert to sales.

How Does Email Marketing Work?

Email advertising is one of the top-performing procedures that allows you reach out to a large client base over a short time with minimal resources and amazing returns.

In its fundamental structure, a successful email advertising effort requires three fundamental components:

1. Set up Defined Goals for your Campaign.

Every marketing strategy is geared towards achieving specific goals and objectives, of which will form the basis for measuring the effectiveness of the said marketing strategy.

Email marketing is therefore not different and for you to realize a success you must set up timely defined goals for your campaign.

What do you want to achieve with this campaign? Is it:

  • To increase your subscriber base,
  • Create awareness of a new brand, product or service,
  • Create new business deals,
  • Increase brand awareness,
  • Or build a relationship with your clients?

2. An Email List

For you to pull off effective email crusades you want a functioning email list. This is an information base of email contacts whom we're targeting with our campaigns in order to create the brand awareness and hopefully concert them to our clients. Remember also that since you're offering a really eunique product or service, a number of first buyers or users will likely recommend your products and services to their family, colligues or friends creating a marketing avalanche that will work in your favor.

There are numerous ways of building an email list including member sign-ups, use of ad campaigns, newsletter sign-ups and offering timely freebies like discount coupon codes, PDF or video tutorials and guides, workbooks and so much more. The best way to do this however is to consider using an email Service Provider.

3. An Email Service Provider

Email service providers specializes in providing you with an automated way to effectively carry out your email campaign by providing you with necessary tools including a huge email database, sign-up forms, pop-ups as well as landing pages. All these will work towards creating your email list which forms the most critical step in email marketing. 

Utilizing an ESP permits you to effectively and efficiently carry out your campaign by fist providing you with the tools, automation as well as customization features in order to improve your email targeting and increase conversion. 

There are quite a number of such providers but you can first try out the free plans on MailChimp or convert, then choose a paid plan that is suitable to you.

Coming up with a killer email campaign.

Once you have a clear objective for your campaign and have already identified your email marketer or created a sizable mailing list, then it is time to come up with a killer email that will largely determine the success of your campaign.

You should design your email in such a way that it is enticing, clear and up-to-date. Ensure you include an image at the top, some texts and a call to action (CTA) tab or icon.

Don't forget to incorporate your company's theme color and logo. If these sounds like alot of work then you can get a free template online or get one from your email marketer. You can also consider hiring a freelancer to do a customized email to your satisfaction.

Make sure you use a responsive design which is able to adjust to the various devices like mobiles, tablets or desktops.

A single look at a well design advertising email should make one easily identify with your brand or company. This increases brand awareness/loyalty as well as increasing the click through rates this reducing bounce rates. This will become a critical factor when determining the overall success rate of the campaign.

How to Execute your  Email Campaign.

To execute a compelling email advertising effort, your email rundown, ESP, and objectives should adjust. Then, at that point, you can get to work.

The initial step is to section your email list as indicated by endorser socioeconomics or activities.

Then, make an email or series of messages intended to get shoppers to follow through with a clearly visible call to action button.

Next it's time to run a small test to see the effectiveness of the campaign on a smaller scale before sending the email(s) to all emails in your mail list. You can include a number of workmates, friends and family whom you will request to give an honest feedback of the email. This gives you an opportunity to do final adjustments and touches before officially kick-starting your email campaign. 

At long last, utilize your ESP to naturally send messages and screen the mission.

This is a rundown of measures that empowers you to screen the email mission's productivity.

Measuring the Effectiveness of your Email Campaign.

After running your campaign for a gives duration of time; let's say one, three or six months, then it's time to measure and determine the effectiveness of your email marketing campaign. The information catered will greatly influence on the next course of action, whether to slightly adjust some metrics, overall design or the objectives of the campaign in order to roll out the second phase or to totally drop the idea all together (something I don't see the reason to).

In order to do this we need to look at a number of key metrics which are;

Sent messages. This represents various messages that were shared or sent during the campaign period. Note that not all sent messages will be delivered, and not all delivered emails will be opened. Likewise not all opened emails will result to conversions through clicking the Call to action button.

Bounce rate. This is the level of messages that were not conveyed or delivered due to various reasons including counterfeit email addresses, a full inbox, improper size of the email, or ID as spam by a beneficiary's server.

The Open rate. This measurement recognizes the number of messages which were opened out of the number conveyed. Regardless of whether the beneficiaries open your email relies upon the nature of the shipper's name, headline, and preheader, the primary things the beneficiaries see.

Active clicking factor. Also known as click-througn rate, this is the exact number of people who clicked your call to action button after viewed the contents of your email. Assuming the active visitor clicking percentage is high, it demonstrates that the substance of the email is applicable and significant for your supporters.

Unsubscribers. Withdrawing isn't lovely, however it tidies up your mailing list, as individuals who are not intrigued leave with regards to harmony with practically no work from your side. In any case, assuming this number is excessively high, you want to rethink your way to deal with email promoting.

Spam grievances. On the off chance that your email turns up in the spam box, it's the most dire outcome imaginable on the grounds that this is extremely destructive to your business. When an email lands on the spam folder of someone who's never heard of your brand before it becomes equally a burden to them, especially if you automated the frequency of sending emails to either daily or weekly, since they will even be afraid to reach out to unsubscribe since they're careful on clicking links on spamy emails.

Advantages and Disadvantages of Email Marketing

Very much like other forms of marketing, email marketing also comes with a number of advantages and disadvantage which you should be fully aware of before carrying out an email campaign.

We might not discuss all of them here and we will do a detailed list but these are the more critical ones:

Benefits of Email Marketing

Highly Affordable and time saving.

Unlike other forms of marketing which can substantially increase your marketing expenses, email campaigns require much less resources and saves time.

More Personalization Capabilities

You can utilize personalization and/or segmentation to send targeted emails to specific demographic clients. This will incredibly increase your overall success in your campaign. 

Quantifible and Measurable.

As discussed above, you can easily determine the overall success of your email marketing and make relevant decisions on the next best cause of action.

Greatest high level of brand awareness.

Wether a given email user clicks the call to action button or not, opening an email is enough to inform them of your brand this increasing brand awareness which will in the long run increase your sales and the worth of your brand.

High flexibility and scalability.

Just like cloud services, email marketing has a high scalability allowing you to increase or decrease the number of targeted emails. You can also change the nature and objective of the campaign Midway without negatively impacting on the overall success of the campaign.

Hindrances of Email Marketing

Intense Competition

Hanging out in a jumbled inbox can be all in all a test. You must be inventive to guarantee your messages get seen and opened.

You Need an Email List

With email showcasing, you should as of now have an email list for your missions to be viable.

Interesting Rules and Regulations to Navigate

There are a great deal of rules administering the utilization of email for business purposes. Normal models incorporate GDPR, CAN-SPAM, and CCPA. These state you can't send spontaneous messages.

Tragically, a few endorsers additionally report your messages as being spam even after they bought into the rundown. Subsequently, your shipper notoriety endures a shot.

Instructions to Automate Your Email Marketing

While the computerization interaction shifts starting with one ESP then onto the next, there are a widespread strides to robotizing your email showcasing.

Characterize Your Segments

Compelling email promoting efforts start with list division. Utilize the information you have about your endorsers of gathering them. This permits you to make more customized crusades.

Plan an Efficient Workflow

In the wake of dividing your email show, now is the right time to plan a work process. This is the series of messages to satisfy the target of the mission.

Decide the Right Triggers

Whenever you've planned your work process, decide the triggers that will set off the accompanying email in the grouping. Instances of triggers can incorporate clients opening your email, tapping on a connection, or not opening it by any means inside a foreordained time span.

Also Read: Best Email Marketing Platforms

Best Email Marketing Strategies

To prevail with email showcasing you must be vital in the manner in which you plan your missions. Here are probably the best email promoting methodologies you can utilize.

Utilize the Right List Building Strategies

The progress of your email showcasing efforts relies upon the nature of your email list. To assemble such a rundown, you should utilize list-building methodologies intended to draw in your ideal interest group. Ensure that your email list is up to date with real active email accounts which are well segregated or grouped according to relevant demographics or metrics like new customers, inactive customers, new target etc.

 Good Email List Hygiene

Another fundamental email advertising methodology is rehearsing great email list cleanliness. Clearing out inert endorsers and email tends to that are presently not being used will guarantee you have a decent shipper notoriety.

Used Personalized emailing.

It gives a warm feeling when you send personalized emails than general emails resulting in higher open rate and higher click through rates. However you must be very careful not to get too much personal otherwise the strategy will work against you.

There are various ways you can send personalized emails including using names of specific clients or customers or sending emails during special days like Easter weekends or birthdays.

Ensure to always stick to the first names only and to keep your lines simple and specific with a clear call to action button.

A good example is:

"Happy Birthday Robert. In order to help you celebrate this special day we're giving you a 25% discount on any item you buy from our store today."

Keep Your Customers engaged.

Routinely send messages to your rundown to keep your supporters connected with new products and services, constantly reminding them of new launching events, discounts, black Fridays and so on. 

Ensure you also reach out to inactive subscribers or customers considering them as equally important as active ones. Nonetheless, be careful not to go so much to their privacy or send too much reminder emails as this will turn them off and they could click that unsubscribe button. 

Zero in on One Objective

As stated earlier one, any email campaign should have a clear goal and objective, and every email should target to achieve a single objective e.g encourage new subscriptions, promote a discounted product and so on. 

Look for optimal time to send your mails.

While emails can be send at any given time, research shows that different products tend to get higher engagements when send on specific days of the week at specific times.

Use your automation or carry out a brief research to find out which day and what time works best for you. Ensure you keep the number of emails per week or month to a minimum and don't overdo it.

Remember to carry out constant analysis to determine the effectiveness of your email campaigns and do necessary adjustments when need be.

Conclusion.

Email marketing is still a powerful marketing strategy that any serious marketer should seriously consider, and if you're not already using it then you're missing alot on hastening the growth of your business, organization or company.

If you keep an up to date email list, settle on a single objective and use a good campaign email then you should be able to see both short and long term benefits of email marketing.

Comments

Most Popular

Telkom 4G CPE router. Connect your home, business or office with secure high speed internet.

Do you want to connect your office or business premises with internet and probably looking for a router that will give you fast, stable secure and affordable internet? Telkom CPE router could be the exact device you have been looking for. With its simplicity and multiple connection options, it gives you strong secure high quality internet without any complications or hiccups. It's a pluck and use WiFi router. And Telkom's affordable data bundles makes this router stand out among it's close competitors. The router can support up to 32 users at a go either through WiFi or LAN, for either internet browsing or voice calls, making it ideal for SME's, cyber cafes, offices and home. Since it's rebranding from orange, Telkom Kenya   has been restructuring itself in order to regain it's place as the market leader when it comes to internet service provision in the country and the region at large. To achieve this, Telkom has been heavily investing in upgrading it's inf

How To Buy Safaricom Tunukiwa Offers including Minutes, SMS And Data.

Safaricom Tunukiwa daily  has now become part and parcel of Kenyan life and many Safaricom customers have embraced it due to it's  high affordability as compared to normal rates be it on data, SMS or call minutes. For instance, instead of buying 150 Mbs at ksh.50 daily you can get Tunukiwa 180 Mb daily at the same price. What are Tunukiwa Bundles? Tunukiwa is a Swahili term for 'rewarded'. Safaricom Tunukiwa, therefore, is one of the many Safaricom' s loyalty programs aimed at rewarding their customers for staying loyal and using Safaricom products and services. Others are : Safaricom bonga.  Allows you to earn bonga points when you buy various Safaricom products and services. You can later on redeem the points for various goods and services including Bonga Points Phones . Storo bonus. where you get free airtime to be used for SMS and calls once you reach your daily storo target. Tunukiwa was introduced in April 2017, immediately after Airtel Kenya launched a produ

Breaking Boundaries: Starlink's Satellite Internet Launches in Kenya. Here's the Pricing And How To Get Connected

The digital revolution has reached new heights with the arrival of Starlink's satellite internet in Kenya. In a move that promises to redefine internet connectivity in the country, Starlink has embarked on an ambitious mission to break the barriers of traditional internet services and provide high-speed, reliable, and accessible internet to even the most remote areas. This blog post delves into the groundbreaking launch of Starlink's satellite internet in Kenya, exploring its impact, challenges, and the exciting possibilities it offers for individuals, businesses, and the nation as a whole. A Leap to the Stars: Starlink's Vision for Global Connectivity At the heart of Starlink's initiative lies a vision to bridge the digital divide and bring the world closer together through satellite technology. Founded by SpaceX, the brainchild of Elon Musk, Starlink aims to deploy a constellation of low Earth orbit (LEO) satellites to provide broadband internet access across the glob