Email Marketing Guide: Create Successful Campaigns for Business

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Key Takeaways

According to Statista, email marketing continues to yield an average return on investment (ROI) of $42 for every $1 spent.

Gartner reports that by 2024, 80% of marketers will focus on email marketing as a primary channel for customer engagement and retention.

SEMrush data reveals that personalized email campaigns generate six times higher transaction rates compared to non-personalized ones.

Personalization remains a key driver of email marketing success, with tailored campaigns proving to be more effective in engaging audiences.

Automation tools play a crucial role in streamlining email marketing processes, allowing businesses to send targeted messages at scale.

Email marketing is when businesses use email to promote their product or services. What makes email marketing different is the personalization that helps build trust and credibility with prospects and turns them into leads. Besides, you also give your customers an engaging experience through regular updates and nurture them. The best part is that the email marketing campaign can be automated and isn’t restricted to big businesses. Any business owner can do it and expect a massive ROI when using the right approach and strategy.

1. Benefits of Email Marketing Campaign

99% of consumers, according to a HubSpot survey, check their email daily, making it the most popular way to get brand updates.

Apart from being the most cost-effective marketing strategy with potentially high chances of getting leads, here are other top perks of email marketing.

Email marketing campaign

1. Cost-Effective

Email marketing can be a cost-effective and efficient way to reach large audiences. Email marketing allows businesses to send targeted messages directly to their subscribers for a fraction of the cost of traditional marketing channels like TV or print ads.

2. High Return on Investment

Email marketing offers a high return-on-investment (ROI), with an average ROI at 38:1. Email marketing campaigns can bring about significant business results, including increased sales and revenue.

3. Targeted messaging

Email marketing allows businesses to send targeted messages to a specific segment of their audience. You can send messages that are valuable and relevant to your subscribers by segmenting your email list.

4. Personalization

Email marketing gives businesses the ability to personalize messages based upon subscriber data, such as name, address, purchase history, and location. Personalized emails can be more engaging and increase click-through and open rates.

5. It’s easy to track and analyze

Email marketing platforms offer detailed analytics and data on campaigns. This includes open rates, click-through rates and conversion rates. These data can be used for future optimization and to improve results.

6. Customers are more engaged

Email marketing can be a great way for businesses to build relationships with subscribers and increase customer engagement. Businesses can build trust and loyalty by providing valuable content and personal messaging.

2. 7 Types Of Emails

1. Welcome Emails

Subscribers receive a welcome email when they sign up to your email list. These emails can establish positive relationships with subscribers and introduce your brand to them.

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2. Promotional emails:

These emails promote a product or service and are used to sell it. These emails can drive sales and generate revenue.

3. Subscribe to our Newsletter

Newsletter emails are sent out on a regular basis (e.g., weekly or monthly) and offer subscribers news, updates and information about your company. These emails can build trust and position your business as an authority within your industry.

4. Emails from abandoned carts

Subscribers who add items to their shopping basket but don’t complete the purchase are sent abandoned cart emails. These emails are effective in driving sales conversions and recovering lost sales.

5. Re-Engagement Emails:

Subscribers who have been inactive for at least 3-6 months are eligible to receive re-engagement emails. We can use these emails for re-engagement and to encourage subscribers to become active again.

6. Education Emails

Subscribers receive educational emails that provide useful tips and information to help them solve a problem, or reach a goal. These emails can establish your business as an industry leader and help build trust with your subscribers.

7. Survey emails:

To gather feedback from subscribers, survey emails are sent out to collect insights and opinions about their experiences with your company. These emails will help you better understand your audience and improve your products and services.

3. Step-By-Step Email Marketing Campaign Guide 

One of the biggest nightmares you could think of as an email marketer is your emails landing in the spam folder. But there’s a way you can stop this nightmare from turning into reality if you play your cards right. Like any other marketing campaign, email marketing, too, requires a strategy to get more conversions. This step-by-step guide below will help you level up your email marketing game.

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1. Establish the goal

First and foremost, get a clear idea of what you want from the email marketing campaign. All email marketing efforts aim to retain existing consumers and convert new ones to your business. To achieve this, you should have a specific, measurable, attainable, relevant and time-bound strategy. Once you have your targets set, you can proceed further.

2. Build a segmented email list

Every customer is different, so there’s no point in treating them alike. By developing and managing more targeted and specific groups, you can deliver messaging that speaks directly to their concerns or where they are in your sales funnel. A good email list with potential leads is the next step. Here are some of the different ways to build an email list.

  1. Subscription forms on your website: One of the easiest and most organic ways is to put sign-up forms on your website. You can place it on your home page, landing page, or even as a pop-up on your website, where users will provide you with their email addresses and other details.
  2. Creating lead magnets: A free good or service given to collect contact information is referred to in marketing as a lead magnet. For instance, you can provide any valuable resource or discount coupon to your customers in their inbox by asking them to provide their email. This way, you can build an email list and leverage it in the future.
  3. Website pop-ups: You can use timed pop-up forms, promotional pop-up forms, welcome/exit intent pop-ups, etc., to gather relevant information about your audience. 

These are some of the easiest ways to build your email list. You can identify what attracted them the most based on the different channels. 

4. Choose an email marketing campaign type

No matter what campaign you decide to go for, the core idea should always be to leave your audience with valuable content that helps them achieve their goals. That’s what makes effective email marketing different from spam. Good email marketing delivers value at every click of the send button. Some of the most common examples of campaigns run are as follows:

  • Newsletters: Newsletters are emails sent at regular frequencies, usually daily to monthly, depending on your business and audience. The key is to always offer something valuable to your subscribers. 
  • Survey emails: Email surveys are a type of data collection technique that involves sending surveys or questionnaires to a target audience. They are a straightforward approach to getting consumer feedback.
  • Welcome emails: Welcome emails provide customers with brand information. They contain an introduction to your company along with some valuable content. Welcome emails had a startling 90.09% open rate and a 27.06% click-through rate, according to GetResponse data.
  • Promotional emails: A promotional email’s main objective is to inform potential clients about your goods or services. It also reminds customers of the benefits of purchasing the product.

5. Create an email marketing campaign

Your strategy, approach, and email content are devised according to the buyer’s persona and the audience temperature mentioned below.

  1. Cold audience: They are the audience who are not aware of your brand. Here, the lack of trust persists; therefore, the chances of conversion are the least in this case. So, if you are designing an email marketing campaign for the cold audience, your first step will be to make them aware of your brand, nurture them through your content, and build trust.
  2. Warm audience: These are the audience who could have interacted with you or your services in the past in different forms. They could connect with you through your Facebook or Instagram page, across any of your past ads, etc. For them, you and your brand aren’t alien. 
  3. Hot audience: These are your people! The ones with the highest chances of getting converted. They already know and trust you because of their past purchases and have certainly liked you. This audience will most likely open almost every mail and interact with it.

6. Plan your email sequence

Now that you know your email will be sent out to 3 broad types of audiences, you’ll have to time your strategy accordingly. Your email scheduling significantly impacts the value you add to your list and the revenue you can make from it. Here’s how you can plan your email sequences and design an email marketing funnel to get more conversions:

  • Lead nurturing email sequence: This is sent out in the beginning stage, where the audience engages with a lead magnet. In addition to welcome emails, the lead nurturing sequence may also include educational content or writing, demonstrating your area of expertise. It’s essential to ensure potential recipients don’t perceive the email communications as spam but keep receiving enough messages to keep your business in their minds.
  • Conversion email sequence: This is intended to convert someone from your email list into a potential lead. Your conversion emails should be relevant and specific to what you want the receiver to perform.
  • Engagement emails: As the name suggests, they aim to keep the audience engrossed with your content and brand and not ignore them. The kind of response you get through these engagement emails states the level of trust you have been able to build. Mailbox providers perceive you as a reliable sender and reward you with enhanced deliverability if you send emails that receive a lot of positive engagement.
  • Onboarding email sequence: By this time, your audience has made a purchase, and it’s time to welcome them through onboarding emails. The onboarding email series instructs and directs users on efficiently utilising a product. You can consider sending one email every day in the first three days after every new subscription.
  • Re-engagement emails: Re-engagement is a tactic used by marketers to get in touch with leads who formerly showed interest in and interaction with their business but have now turned into a cold audience. The purpose is to get them interested again in purchasing their services/products.
  • Follow-up email sequences: A follow-up email serves as a prompt or reminder of an earlier email you’ve sent. Instead of starting a conversation, the goal is to rekindle it and elicit a response. The best follow-up emails are concise, engaging, formal, and direct.

No matter what the sequence is, one common point that connects them all is having a crisp CTA (Call-to-action) indicating what you want your audience to do.

7. Measure the performance of the email campaign

Ideally, you should monitor the performance of every email marketing sequence mentioned above. Using Google Analytics and your email marketing service provider, you should be able to track these KPIs and more.

  1. Unique open rate: The number of times a subscriber has opened an email or clicked a link or email is referred to as unique opens and unique clicks. Note that this is different from the open rate. An open rate is the number of times the email has been opened. A unique opening is how many people have opened your email.
  2. Click-through rate (CTR): CTR is the repost card of your email marketing campaign. It allows you to assess the campaign’s effectiveness and whether your copy, design, subject line, etc., can lure users in.
  3. Bounce rate: The bounce rate in email marketing is the percentage of email addresses on your subscriber list that did not receive your message due to a recipient mail server returning it.
  4. Unsubscribed rate: The proportion of users who chose to remove their names from the mailing list following an email campaign is measured by the unsubscribe rate.
  5. Spam complaints: Email recipients who get emails they don’t want in their inbox can report them as spam.

8. Create the content for your email campaign

Content is required for all effective email marketing initiatives. Email content, on the other hand, is difficult because most emails are brief.

According to one Campaign Monitor analysis, the recommended length of email content is 50 to 125 words. While this leaves little area for your company to highlight its product’s merits, it requires your staff to get to the point. Remember that not all emails are 50 to 125 words long.

You can compose emails that are longer than 125 words, and much more effective email marketing campaigns do so. If you want to find out if your campaign is one of them, run split tests to discover which email (the longer or shorter version) works best. After you’ve finished writing your email, have someone reread it and make any necessary changes. 

9. Consider your subject lines

Almost every tutorial on designing an email marketing campaign will discuss subject lines.

Subject lines are critical in email marketing; they select whether to open your email or the one next.

If you want your emails to get opened, you must choose a subject line that is both succinct and appealing. The following are some excellent practices for crafting subject lines:

  • Tell readers what you have presented in your email
  • Personalisation, such as a reader’s first name, should be used.
  • Power words such as “start,” “find,” and “send.”
  • Make the email urgent by including words like “quickly,” “soon,” or “act immediately.”

Spending the extra five minutes coming up with new topic lines can help you think outside the box and create a subject line that breaks your previous open rate record.

10. Send your email marketing campaign

You may now send your email campaign after it has been created, written, and proofread. However, before you send your email, check the following tasks off your to-do list:

  1. Examine your sent list of inclusions and exclusions.
  2. Check for mistakes in your email and subject line.
  3. Check that your personalisation tags have a fallback.

Seeing and engaging with your email inbox might help you notice changes, such as changing your subject line or repairing a faulty link. Once you’ve completed the elements on your checklist, schedule your email to send.

11. Keep track of the outcomes of your email marketing campaigns

Tracking, evaluating, and analysing campaign outcomes is important in understanding how to conduct an email campaign. It’s simple to track your outcomes using an email management solution.

For example, an email management application will offer you information such as:

  1. Links visited
  2. Rate of unsubscription
  3. Bounce Rate
  4. Interactions with subscribers
  5. And much more

All this information is valuable, and you can use it to understand your consumers and campaign results better. You may utilise Google Analytics in addition to your email management tool, and this free and essential tool will allow you to see the traffic brought to your website via email.

12. Conclusion

By following all the steps, you’ll be able to decode a successful email marketing strategy blueprint. If you are still uncertain and looking for a marketing solution with email marketing capability, we’ve got you.

Connect with Expand My Business, and we will help you develop and implement a successful email marketing strategy.

What is email marketing, and why is it important for businesses?

Email marketing is a strategy where businesses send emails to their customers to promote products or services. It’s important because it’s a direct way to reach customers, build relationships, and drive sales.

How can businesses build an email list for their campaigns?

Businesses can build an email list by offering valuable content or incentives in exchange for email sign-ups on their website, through social media, or at events.

What types of emails should businesses include in their campaigns?

Businesses should include a variety of emails such as promotional offers, newsletters, product updates, and personalized messages to keep subscribers engaged and interested.

How can businesses measure the success of their email campaigns?

Success can be measured by tracking metrics like open rates, click-through rates, conversion rates, and ROI. Analyzing these metrics helps businesses understand what’s working and what needs improvement.

What are some best practices for creating effective email campaigns?

Best practices include personalizing emails, segmenting the audience, using clear and compelling subject lines, optimizing for mobile devices, testing different elements, and adhering to email marketing regulations like GDPR and CAN-SPAM.

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