By: Act! Blog | 10/17/2017
Email marketing is still one of the most effective ways to not only reach your customer base, but to convert them into sales. Most people check their emails on a daily basis, and this provides businesses with an excellent opportunity to reach customers where they already are. Whether you are just starting out with email marketing, or you have a campaign running already, you are likely curious on what it takes to run a successful email marketing campaign. Here are the steps that you should follow, and if you do so, you'll hopefully find that your campaign is a success.
Set Your Goals
First, you need to think about what your goals for this campaign are. Are you trying to raise brand awareness? Get people to attend an event? Purchase a product? Whatever your goal is, write it down, and then also write down what numbers would allow you to achieve this goal. If 10 people purchase your product as a result of this campaign, is that a success? Or do you need 100? Knowing your goals, and having them laid out, will help you to keep your campaign focused, and tweak it as you go along.
Know Your Audience
Next, you need to think about who is receiving these emails. By knowing your audience, you can tailor the message to be more appropriate for that demographic/segment. For instance, if you're selling a new baby-related product, you'd tailor your message for new moms, rather than for a general audience.
If you've been running an email campaign already, you likely have some stats about who reads them. You can use these stats to determine your audience, or look at the statistics for your website as well. If you don't have this information, do your best to guess. Once you get started you'll bring in more information, and you can adjust the message based on the audience further.
Make Use of Technology
The point of email marketing is to provide businesses with a fast and efficient way to reach their audience. If you're writing out an individual email for each subscriber, you're wasting your time. Email marketing products allow you to send out messages to a group of people all at once, customize the message based on information like name and address, and track the results. This saves you time and money, so you definitely want to look into any tech options that will help you with this process.
Focus On Content
The most important aspect of any email you send has to be the content. If you're sending emails that contain poor grammar and spelling mistakes, or don't provide your readers with useful information, you'll soon find that no one is reading them and they might even unsubscribe. You have to give people a reason to read the emails you send, and the best way to do this is ensuring that each email you send contains valuable information. This could be anything from advice to a discount on a product, as long as it's useful. Really take your time to craft the content well, and ensure that it is not only interesting, but that it delivers on your goal. If you're not a great writer, consider hiring an outside person to craft emails for you, as content is that important.
Finally, you can't just send out an email and assume you're done. You need to track the results, so that you can learn from them and improve. Which emails are opened the most? Which ones result in the most clicks to your website? Send out different types of emails, with different goals and different copy, and measure the results. This information is invaluable, and without it you can't improve your campaign going forward.
Get Started With Email Marketing Today
Setting up a successful email marketing campaign is not always easy, but when done correctly, it is worth the effort. It might take some time before you start to see results. However, your business will thank you for it in the long run, and you'll have a reliable source of marketing outreach to rely upon.
To learn more about running a successful email marketing campaign, check out our Act! emarketing resources, sign up for a demo, or try Act! for free.