Step 1: Set Your Email Marketing Goals:
You might want to sign up for an email marketing tool like Campaign Monitor to start sending your first campaign.
But before you dive into your head for the first time, it’s worth thinking about your goals and thinking about what you really want to achieve through email: the type of campaign you’re sending, the people you’re targeting Content that you embed and will be measured because it determines success.
Email marketing is the most powerful channel to reach your audience and can be used to serve a wide variety of goals.
Here is an example of how Campaign Monitor customers use email marketing to determine their goals.
Buzz Feed – Popular news and entertainment websites make money selling ads on their websites. So the main goal of their marketing team is to generate more traffic. With this in mind, BuzzFeed sends out email newsletters with links to articles on our website with the aim of increasing monthly visits and sales.
Rip Curl – Global surf brands make money in wetsuits, jerseys, swimsuits, and other surf gear. The goal of the marketing team is to increase sales. As a result, they use email to promote new product sales and direct people to online and physical stores to buy these products.
UNICEF – A global charity providing humanitarian aid and assistance to mothers and children in developing countries around the world. Since the success of their digital marketing team is in donations, they use email marketing to contact the donor base to raise awareness about UNICEF relief projects and fundraising.
SXSW, Inc. – This tight organization hosts some of the world’s most famous events, including the annual SXSW film, music, and interactive festivals in Austin, Texas. The aim of the marketing team is to increase ticket sales and participation in these events. So when new artists and speakers join the lineup, use email marketing to keep your subscribers updated.
Step 2: Create an Email Marketing List:
Now that you’ve established your goals and what you want to achieve with your email marketing, it’s time to create an email list so you can start sending campaigns to target them To achieve goals.
Import a list of known contacts:
If you want to use email to keep in touch with existing customers, you can build an email list by primarily importing the details of your existing customers into your chosen email marketing tools.
However, before importing your contacts, make sure that you have the appropriate permissions to send email to these subscribers. If you’re not sure, read our permissions guide or contact our support team and they will be happy to discuss permissions and list uploads.
Create a new list from scratch:
If you want to use email to communicate with a target audience who don’t already have an email address, you’ll need to get their email address and create a list from scratch.
Fortunately for you, the formula for building your email list has two parts that are followed by many of the most successful email marketers. The formula is:
Header:
The header is at the top of the website and contains an invitation to join and a form to enter your email address.
Campaign Monitor customers can easily add a header bar to their website using tools like Hello Bar and Sumo Me. The registered email address is automatically added to the list that you select in your Campaign Monitor account.
Slider:
A slider is a small box that “slides” in the lower corner of your website that contains a field for visitors to enter their email address and a call-to-action to encourage users to subscribe . .
A great tool to set this up on your website is the scroll box (part of the SumoMe toolkit). With this simple tool, you can adjust sliders for easy embedding in your website and integrate them directly into Campaign Monitor to feed captured email addresses into your list.
If you follow the above formula for creating mailing lists, you can easily create a new audience for sending out email marketing campaigns by combining valuable incentives with great subscription opportunities.
At the top of the sidebar:
If your website uses a sidebar (usually used on blogs and article segments) this is an ideal place to include a subscriber list. Ideally, the opt-in should be placed above the fold at the top of the sidebar for maximum visibility and initial visibility.
This is more effective with a right-aligned sidebar, as users scan content with an “F” pattern and center the opt-in call-to-action first when they visit a website or blog / article.
End of publication:
When visitors read your content to the end, you can be sure that they liked what they read. So why not sign up so you don’t miss any future content?
Opt-ins at the bottom of the post are a great place to get subscribers, where brands rarely ask for action other than directing readers to comment and share. Instead, include a visual quote on your newsletter subscription.
Providing content updates (on topics) related to posting issues will definitely increase conversions.
If you follow the above formula for creating mailing lists, you can easily create a new audience for your email marketing campaign by combining valuable incentives with great subscription opportunities.
Step 3: Choose the type of email campaign you want to send:
There are several different types of email campaign marketers that you can send to your subscribers and the type you choose will depend on the goals you set in Step 1.
Let’s look at the different types of campaigns and how they can help you meet your email marketing goals.
Newsletter:
Email newsletters are email campaigns that are sent out regularly and are among the main topics of general interest.
As you can see, the campaign is sent out monthly and contains content on specific topics: photo tips and stories.
If your goal is to keep in touch with a list of people you already know (e.g. existing customers), the newsletter is the best type of campaign to send out. It will keep an eye on your business and products and get people to come back to your website.
To learn more about the key elements of your email newsletter, check out our blog post on the structure of the perfect email newsletter.
Marketing offer:
Marketing offer emails are essentially campaigns that are sent out to allow for a direct response.
The campaign contains a green Order Now button that is a direct invitation to offer and buy one of the products at a special promotional price.
Marketing offer emails are effective when the purpose of the email is to promote direct sales. Present a product or discount offer and add a direct call to action so people can click on your website to make a purchase.
Presentation:
An advertising campaign is an email sent to a subscriber to announce a new product, feature, or service.
A great example of an advertising campaign is this email from Campaign Monitor client Showtime announcing the start of the new Penny Dreadful program.
Announcement emails are great when you want to keep your enthusiastic audience (i.e. your existing customers) informed about the latest products and features. While information sharing is the primary goal, email can have the added benefit of directing users to stores and websites where they can shop.
Invitation to the event:
Event invitation emails are campaigns aimed at promoting the event and encouraging people to attend.
As you can see, the campaign invites subscribers to the MKX 2016 launch and includes information about the date, time, location details and RSVP method for the event.
Step 4: create your first email marketing campaign:
After you’ve set your goals, grown your audience a little, and selected the type of campaign you want to send, it’s time to start composing your email.
Creating beautiful email marketing campaigns is a breeze with email tools like Campaign Monitor, but there are a few basics you need to know to make sure you’re getting the best results with every campaign.
Organize your campaign so that it is readable:
Studies show that adult attention averages 8 seconds. With such a short attention span, you can expect people to not read the campaign literally, but to find and scan what interests them.
Writing long email campaigns with text is not the best approach. You need to set up your email address to attract people to read your content and to encourage them to take action.
Interact with images and visuals:
In the pyramid model example above, most emails are visually displayed with minimal text. Ideally, avoid walls and blocks of text. This is because both the video and the picture are more noticeable.
Customize your email campaign:
A survey of marketers found that improving email personalization was the biggest goal for 38% of marketers and the biggest challenge for 36% of marketers. Use email marketing automation, list segmentation, and third-party integration to make email personalization easier and more efficient.
Make sure the campaign is relevant to all subscribers:
Even in the early stages of the mailing list’s growth, it is a good idea to group your subscribers into different segments of the list. List segments make it easy to choose what type of content to send to which subscribers. If you can personalize your content and make it more relevant to a specific group, your response rate will improve.
This type of targeted optimization is far better than sending an entire email to everyone.
Simplify conversion:
To encourage subscribers to click into your email campaign, you need to make it as easy as possible for your subscribers to click.
According to our research, 41% of emails are opened on mobile devices, which can make subscriber conversion unnecessarily difficult if the campaign is not optimized on all devices.
Plan your campaign strategically:
When creating a campaign, it is advisable to take a strategic approach so that your email follows a promotional or editorial calendar. By planning your campaign, you can prevent your subscribers from sending too long or, worse, from having too much content.
Frequency is important, and how often you send email can have a significant impact on your sales and email engagement rates. If you send too much, your subscribers will experience email fatigue and can unsubscribe and unsubscribe. Very few programs distract the viewer. You can forget why you signed up and cancel your subscription.
More than 70% of those surveyed chose email and dominated the list of other options such as SMS, social media, direct mail, and print or online advertising. Not much has changed since then and consumers still prefer email.
Step 5: measure the results of your campaign:
As soon as the first email is out and the subscriber opens and clicks, you can follow the success of your campaign.
In the reports section of your email marketing tool, users can see how they interacted with your email campaign.
For campaign tracking customers, there are several reports that can help you with this, but the most common ones are instant reports.
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