Email marketing provides the best ROI amongst mainstream marketing channels. Research typically puts the estimate of $42 back for every $1 you spend.
But simply setting up an email campaign is not enough. You need to get the most out of your campaign and exploit all the benefits of email marketing.
Keep reading for our top email marketing campaign tips!
1. Segment Your Audience
The first and perhaps most important thing you can do to make the most out of your email marketing campaign is to segment your audience. This involves grouping your audience according to their behavior and tailoring the email content to each group.
For example, you might have a group that contains all of your potential customers who added a product to their online basket without making a purchase. You can then send this segment emails that are specifically designed to encourage them to complete this final stage of the purchase journey.
Meanwhile, you could send loyalty rewards (such as discount codes) to your most valued customers who tend to make purchases on a monthly basis.
2. Consider Your Branding
Our next piece of marketing advice is to ensure that your branding is consistent throughout your email campaign. From just the color scheme, style of content, and tone of voice, your customers should immediately be aware that they are interacting with your business when they scroll through their emails.
It is important to pay attention to detail when designing your email marketing campaign. Make sure that your business’s values translate to the email content, and be sure to capture the right tone.
If your business is known for being a friendly, family-run company, ensure that the font, images, and email copy reiterate these values.
3. Use Call to Actions
Every email that makes up your marketing campaign should have an intended result. Remember that this result is not necessarily making a purchase.
Some emails might be designed to encourage interaction with your brand and increase your social media presence. Therefore, references to your social media channels will be front and center of this email campaign. In turn, the calls to action (CTAs) you include will direct your customers to engage with you.
For example:
- Follow us on Facebook
- Slide into our DMs
- Catch up with us on TikTok
Other email campaigns could have the intention of directing previous customers to make a second purchase or simply be to build your brand awareness. Make sure that your CTAs reflect the purpose of the email.
4. Plan, Plan, Plan
Next up, a crucial part of your campaign is to develop your marketing strategy. This can seem overwhelming at first, so start small and then increase your breadth and depth as your campaigning skills grow.
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Your email campaign plan should take different considerations into account. These include which of your customers you are targeting (see tip 1), the time and frequency that you send your emails, and the progression of emails you’ll be sending.
An important mistake to avoid is sending too many emails. Nobody wants their inbox inundated with marketing emails from a business they aren’t regularly interacting with.
5. Test Throughout Your Campaign
On a related note, it is essential to test throughout your email marketing campaign. Your plan needs to take into account A/B testing which can indicate which content gets the best results.
However, content isn’t the only thing you should be testing. Try sending out emails at different times of day to see if the levels of engagement differ. Remember that B2B campaigns should bear in mind office hours and the time and day of the week when potential customers are most likely to be receptive.
Other aspects you can test for efficiency are your sender name, the pages of your website that you direct customers to, and different personalizations.
6. Analyze the Results
Your digital marketing campaign doesn’t finish once you’ve hit ‘send’. The campaign will inevitably give you lessons about what went well and how you can improve for next time.
Take time to analyze the results of your campaign. Most email campaign software features an analytics dashboard that will give you useful insights.
Some of the most important metrics to keep an eye on are the click-through rate (CTR), open rate, and click-to-open rate.
You can also use the analytics dashboard to reveal data about whether your email campaign was more successful with men or women, a particular age range, or users on their laptop or mobile phone.
7. Include Engaging Content
You could nail every tip in this article: segmented audiences, a carefully planned campaign, and excellent branding. But without engaging content that highlights the new and exciting features of your products or services, your potential customers will not be interested.
Make sure that your email campaign captures the best that your business has to offer. Deliver this information in a compelling way that doesn’t allow readers to skip past your email.
8. Review Then Review Again
Our final piece of advice is to read and re-read your email content. Create a checklist that you can tick off that verifies your grammar is correct, your links are working, and that the tagging is in place.
Poor grammar or broken links are an easy way to frustrate and ultimately lose potential customers. Don’t let these easy fixes stand between your email campaign and a great ROI.
Have a colleague check your campaign with a fresh pair of eyes, or read the content aloud to make sure no errors have slipped through.
Now You Know How to Run a Great Email Marketing Campaign
We’ve now covered some of the ways you can make the most out of your email campaign. By following these tips, you’ll create more engaging content that helps push customers down the marketing funnel.
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