Tips to Build A Killer Email Campaign
Email is an easy and effective way to connect with your customers.
Not only can this tool be used to nurture relationships, but it can also be used for brand awareness and sales. Many businesses, both small and large, benefit from email campaigns — but there is a thin line between informative communication and spam. I’ve got some tips to help you successfully master email marketing for your business.
What is email marketing?
Email marketing is the act of sending emails to an existing database of subscribers. The goal is typically to increase brand awareness, drive engagement, nurture leads or make a sale. Email marketing yields one of the highest conversion rates of all marketing channels, and should not be ignored in a digital marketing strategy.
Benefits of email marketing
There are many reasons to incorporate email marketing in your digital strategy. They include:
Brand awareness. Spread the word about your brand, products, and services. Align content and design with your brand identity for consistency.
Website traffic. Email helps direct traffic to your website. Include snippets of articles and clear calls to action.
Sales and revenue. Put your products in front of your subscribers and offer incentives to purchase like discount codes and sales.
Boost marketing channels. Cross-promote your other marketing channels (social media, website, etc.) in your emails to grow all of your channels simultaneously.
Engagement. Experiment with your emails and be creative. Teach subscribers about your brand via your emails.
Business data. Like social media, email marketing offers clear and specific metrics to measure your success and find out what works and what does not.
How to build an email marketing campaign
Thinking about launching your next email marketing campaign? Good for you, I’m proud of your first step! Here are simple steps to walk you through the process and to create a killer email marketing campaign!
Step 1: Understand your campaign
First thing’s first, why are you sending this email? What do you hope to achieve from this send? What is the main action you want your subscribers to take when they open your email?
Understanding your goal will help you build an email and create strong calls to action that will convert.
Step 2: Define your audience
If you want to truly dial into your audience, consider using segments. This will allow you to filter your audience by a ton of factors, from age and gender to location and online activity. For example, if I were a real estate agent working with clients, I would not send a new multi-million-dollar home to a client with a much lower budget. Segments come into play when you are working with various clients, and want to deliver relevant messaging to only parts of your audience.
Step 3: Choose your email campaign type
There are infinite amounts of different email campaigns you can send. They include everything from announcement emails to newsletter emails, all the way to seasonal campaigns and cart-abandonment emails. Simply narrow down the type of email campaign you will send, and be aware of the specific goals needed to achieve this type of email.
Step 4: Choose the perfect time to send
A core component of any campaign is knowing when to send the email. To get the most engagement and results from your emails, send them out at the right time — including the hour and day of the week.
The best days to send emails are: Tuesday, Thursday, and Wednesday.
The best times to send an email are 10 am, 2 pm and 8 pm.
Be sure to take location and time zone into account when scheduling emails.