A Short Guide to a Successful Email Campaign Strategy

Anyone starting out with a new business knows how frustrating it can be to gain website traffic and let the world know that you exist.  Letting people know about sales, promotions, news and events can feel like the ultimate financial sacrifice when you get hit with advertisement fees.  Worse is when you’ve spent that money and you see absolutely no results.

What you pay for on social media doesn’t always generate organic, genuine traffic. So you get pissed off because you’ve been ripped off.  

There’s another way to generate traffic, engage your audience and inform those that are interested enough in you to follow you by giving you their email information.

Email marketing is cost effective and you can reach target audiences automatically while producing real click through results.  When creating awareness to a specific area of interest or product is necessary to generate sales or traffic, using your email’s address book to do so is an outstanding means of communicating these messages to customers and subscribers.

Without an email campaign strategy, being able to stay focused, relevant and grounded to your specific target audience and goals may be difficult.  It can even become fairly overwhelming.  

With a few key aspects of building a campaign in mind you can extend your voice and be heard  by more people, more intimately by applying some research and coming up with a strategic plan you can follow as you move forward.  As you grow, so can your campaigns.

The Plan




When you began thinking about your business and considered putting the thought into action, you did not do so haphazardly.  Nor should you with an email marketing campaign.  There are a few ways to go about generating a plan of action.  Below is an example of one of the ways you can create an valuable plan quickly.

Goals

There’s a purpose to every campaign.  There’s a reason you are here, learning about boring marketing campaign strategy.  Scouring the internet for as much information as you can before you ever begin.

What are your goals?  What reason do you have to contact your subscribers, followers or customers?  Why would they want to hear from you in one of the most personal areas of their life?  Define your reasons for a marketing campaign by drafting a list.  Here’s an example

  1. Inform people about products or promotions

  2. Engage customers/subscribers to take immediate action

  3. Upsell to existing customers

  4. Grow followers on social media sites

  5. Invite people to an event

  6. Build relationships with existing customers

 

By defining your goals, you know who to target and how to approach your audience.  You will also have a way of measuring your success with your email campaign.  It’s a powerful way to see the results that will be produced from the work you’ve put into yourself or your company.

As you are working on your list, keep in mind that you are creating something that you can use.  So make sure your goals are specific, attainable and measurable.  

Customer/Subscriber Persona

Bust out that address book and start filling in the gaps where you can.  You want to know your audience and you want to know them well.  This will allow you to create a clear picture of who you are marketing your email campaign to.  

Demographic appending services are an amazing way to get to know your audience.  This service helps you define the unique attributes of customers or see exactly what type of people are visiting your site.  With this information you get details on marital status, gender, income levels, residence locations and more to help you better tailor your content to your specific target audience.  Check out this site for more information about demographic appending services.

If you’re just starting out and you are beginning to build your base, figure out who you want your ideal audience to be.  In both instances we can start off with a  few very basic questions:

  1. Who is he/she?

  2. Where does he/she hang out online?

  3. What are this person’s interests?

  4. Where are this person’s pain points?

 

These four very basic questions give us a great idea of how to build content, which content to create and how to deliver said content to subscribers.  But we can further our understanding of our audience persona by asking a few questions still:

  1. Is this person male or female?

  2. What is this person’s age range?

  3. What occupation or industry does this person work in?

  4. What is this person’s interests?

  5. What is this person’s goals?

  6. What kind of digital content does this person consume the most?

 

Gather this information and organize it in a way that will help you lay out the details you have just acquired.  Study it to give yourself a clear idea of the type of person you are looking at.  If you already have a client/subscriber base, organize your personas into categories according to your priorities. Check out this customer persona profile, found on Content Harmony at https://www.contentharmony.com/blog/customer-persona-tools/ where you can find 9 more templates free to use.

Once you have your customer persona defined, you can compare it to your list of goals to ensure that both are relevant to one another.  Further, this allows you to make decisions as to how often you communicate with your customers by way of their inbox.

For example, if you have a group of subscribers that are single mothers working two jobs, you would not want to market to this group on a daily basis.   

This also allows you to decide what type of content you want to communicate and how you are going to present this information.

Content

Laws

It’s important to note here that you should familiarize yourself with the laws according to CAN_SPAM which you can do so by clicking here.  Penalties for breaking these laws will be enforced.  

It would be a nightmare to build up a business only to be unable to use one of the more cost efficient ways of marketing your product.  Below are five bits of information YOU MUST include in the content of each email that you send out.

  1. Accurately and clearly identify yourself or your company in the ‘From’ box.  Clearly identify who the message is intended for in the ‘To’ box.

  2. Your subject line should clearly reflect your intent and purpose for the email.

  3. You must identify the email as an advertisement so that it will not be misunderstood as anything but.

  4. Somewhere within your email you must include a physical postal address whether it be a p.o. box you rent or your home location.

  5. Double check to ensure you have included a way for subscribers to opt out of your email campaign.  (And make sure you honor these requests as promptly as possible)

 

Including these five pieces of information will help keep you safe from complaints, but do not skip understanding the laws associated with email marketing.

Purpose/Intent

Refer back to your list of goals and remember what you want to get out of your marketing campaign.  Be clear in the message you send out.  Define your intentions immediately.  Give your subscribers a definite way to engage with the message by inputting a call to action in a position so that it is easily seen.  

Remember that you do not have but a few seconds of the recipients attention so you want to make sure that what they are being asked to do is one of the first things that person sees.

Types of Marketing Emails

There are several ways to ensure the message you want to deliver gets across to the recipient.  For instance, maybe your company has an event coming up that you want to tell your customers about in hopes of gaining a high turn out, so you would send an invitational email out to all your customers that the event applies to.  

Or your blog just put out a new post and you would like to attract attention to it, so you sent an informational email with an excerpt on it in hopes of gaining interest.  Using your email campaign is a fast way to get these messages across  Here are a few more examples of the ways in which you can create and use your email campaign:

  1. Product Updates – Keep these simple.  Try being informational rather than salesy.

  1. Newsletter – some companies do these daily and others send them out monthly.  If you use this method, keep you subscriber persona in mind.  What type of content do they want to read about and how often do they want to read it?

  1. Transactional – This is usually triggered by an event such as a purchase or a sign up.  Sometimes this is presented in the form of a welcome letter describing the company, purpose and future emails that the subscriber may receive in the future.


Spam Words

Do yourself a favor and keep yourself updated with words that are considered spam words.  Getting docked for spam is no way to run your campaign and can hurt your chances of future marketing through customers inboxes.  Click here to check out this list.

Links

Check that you have included a place for your subscriber to click on for further action as per your request.  Ensure that these links are functioning properly.  Theres nothing thats worse than playing along, clicking on something being presented to you only to find that it either does nothing or takes you nowhere.

Design

The design you decide to use for your email messages is vital to the success of your campaign.  It must be visually appealing without nonsense.  Treat these messages as though they are landing pages.  (Essentially, this is what you are creating)  

If it makes you feel uncomfortable when you look at it, change it.  If your eyes cannot focus on the aspects of the message you want others to see clearly, adjust the content so that it feels good to be pointed in the direction of your intent.  

Keep images and video to a minimum.   Many of your customers are going to be looking at these on a smartphone.  If the page does not load in that magical time where you have caught their attention for a few seconds, you’ve lost them and your efforts will be all for not.

Make sure you keep your text around 65 – 70% of your content while your images say somewhere around 20 – 30%.   This will help your subscribers consume the information being presented without being overwhelmed.

Use the white space around your content as though it were your friend.  Make sure your message is clear but your content is simple and easy on the eyes.  Color is wonderful to include but keep it light.  Use colors that represent your company and only in areas you want to draw specific attention to.

The information you are giving to those that follow you should not only be relevant, but interesting to read.  If it’s boring to you, you can bet it will bore your audience.  Give them something to bite down on, a reason to give you their undivided attention.

For more on how to create a strategy and build a strong email marketing campaign check out these articles and sites:

https://blog.hubspot.com/marketing/email-marketing-examples-list

https://blog.kissmetrics.com/beginners-guide-email-marketing/

http://www.petersandeen.com/email-marketing-strategies/

https://mailchimp.com

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