At some point in the day, we read an email, or send one. In fact, 269 billion emails are sent daily! Reportedly, 94% of adults and 74% of teenager use email – So, it would be unwise to not include emails in your marketing campaign. That is why it is very important to get it right.
Email marketing campaigns send information to current and potential customers – increasing your brand awareness with the hope that they will engage with your business, generate leads and eventually, sales. Successful email campaigns will see more leads and more leads, means more sales. Email has the highest conversion rate than other channels, like social media or content marketing. Email is also perfect for building relationships with customers.
HOW TO SET UP A CAMPAIGN
- BUILD A LIST
begin with building a list of all the email leads that are interested in what you have to offer. Aim for the website visitors that are not subscribing. Exit intent popups are ideal for this the use of Exit -intent popups allows you to observe a visitor’s behaviour on your website. With this, you can strike with your campaign at the right time – in other words, make a move before their leave.
- SET YOUR GOALS
a. Campaigns will only see success if they have clear goals and for that you need to plan for everything on what they want to achieve
b. Re-Engage Subscribers – for those subscribers that have not engaged with any of your promotional emails recently, invite them back with a special offer just for them.
c. Welcome New Subscribers – use this opportunity to tell the reader all about your business and brand and begin a new relationship.
d. Nurture Existing Subscribers – use special offers to show how they are valued as a customer.
e. Segment Subscribers – this allows you to plan more targeted email campaigns.
- CHOOSE YOUR TARGET AUDIENCE
Once you have set out your objectives, now is the time to look at who your target audience. Around 80%of people who visit a website choose not to sign up to a newsletter – so it is of the utmost importance that your emails are being sent to the right people. Segmenting your subscribers leads to more efficient targeting, therefore ensuring that the right content is sent to the right people. Always help to know your audience. This can be difficult at the start of any campaign especially at the start of a new business, so that means a lot more guesswork – but once you have sent your first campaign then you will have more information to work with. Always handy to look at analytics and social media to get more info and form profiles which include demographics, location and interest
WHAT TYPE OF EMAIL SHOULD YOU SEND?
There are various email types to suit your campaign. However, there are three key email types:
- PROMOTIONAL EMAILS
Everyone is familiar with this type of email – promoting sales, offers, and generally promoting your brand.
- RELATIONAL EMAILS
Used to help cement customer relationships. Give them information via a newsletter or offer a free gift. Ensuring that you are giving the customer what they want.
- TRANSACTIONAL EMAILS
Occur due to activity on your website these tend to subscriber sign up forms; welcome messages; order confirmations and anything that acknowledges a change.
HOW TO MAKE YOUR CAMPAIGN SUCCESSFUL
You don’t have to do this alone; the technology is there to help, but make sure you use it wisely – it can provide you with analytics on your campaign’s performance. Platforms like MailChimp can help by using automations to schedule emails and blog updates, while also helping to create and deliver your promotional and relational emails.
- GOOD COPY
In order to attract the attention of your audience you need to have good line to reel them in and to encourage them to keep reading. Personalise them by addressing your customer by name; use personal stories to add the human touch; add surveys and GIFs to increase the readers engagement. Keep it short – too much reading can increase the likelihood that your audience will switch off.
Bad design can equal a bad look for your business. Images are important, but they will only work if they are full accessible. Ensure that your emails can be viewed on both mobile and desktop devices.
Test everything – and we mean everything. The design, the copy, the call-to-actions; send your emails to different segments and at different times in the day. All this provides important information on what is successful and what is not and allows you to plan better in the future.
Get in touch with us to find out how Kuka can help you set and maintain a successful email campaign for your business.