The capability of email marketing can not be overemphasised. With email marketing campaigns, you are communicating as well as building relationships with your customers / recipients.
According to Marketo, email marketing campaigns are essential elements of any marketing strategy, they enable you to gather important data, and help boost marketing ROI.
If properly done, a performing or successful email marketing campaign can turn out to be one of the most efficient business strategies in any company.
It can bring tremendous returns on investment as compared with traditional means of advertising and business promotion. But the question some people are still asking is whether email marketing is still relevant today. I will say yes, it’s still relevant. You don’t believe me? See Why Email Marketing Is Still Relevant And Stylishly Thriving Today
What makes email marketing campaigns successful?
For an email marketing campaign to be a success, you must pay close attention to your audience, the message, and avoid the common trap of simply blasting out self-promotional messages.
Also, to build, execute, and maintain effective email marketing campaigns, one must understand the fact that it’s not just about sending the campaigns out to the recipients, it’s more about getting the right message to them.
Many miss the mark and continue to fall short on their email marketing campaign’s return because the right messages are not being sent out. And this only leads to recipients hitting the delete button more than opening your message.
Below are some really good tips for a successful email marketing campaign you should consider:
#1]. Dialogue / Engagement
Use your email marketing campaigns to engage your recipients
Email marketing campaigns are not just meant for information dissemination, there is also the need to get your audience engaged. The primary objective you want to achieve with your email marketing campaigns is to send out email, but that often does not get your audience engaged.
It’s imperative to always try to get your audience engaged through the inclusion of relevant value and meaningful communication.
Courteously ask for your audience’s participation and always integrate social share buttons into your email marketing campaigns to encourage your audience to continue the conversation through social media.
#2]. Recipient segmentation
Segment and monitor your email marketing campaigns
Always collect information and statistics on and about your email marketing campaigns to understand your recipient behavioural activities such as who opened the email, whether they downloaded the offer, the length of time they spent on the web site, and what they downloaded while they were on the site.
Try to collect and explore all the information available. Pay attention to things like where prospects went on the web site, number of visits, visit frequency, social sharing, and how you can segment them based on their behaviours.
You want to make sure you are measuring engagement in addition to traditional metrics.
#3]. Message / Information
Your email marketing campaigns should always focus on the message
One thing you should always remember is that your email marketing campaigns are the channels through which you communicate with your customers as well as the prospective ones.
Therefore, focussing on the message you are sending out in your email marketing campaigns will enable you to get more positive results from your campaigns. Make sure your campaigns include information that fits into your recipient profiles and interests.
This is why recipient segmentation is good because it will help you tailor your messages/emails to different segments of your list, and this will ensure that you are actually sending out the right messages/emails to the right recipients.
#4]. Response Analysis
Always analyse the responses to your email marketing campaigns
To ensure that your email marketing campaigns are not under-performing, make sure that you analyse the responses you are getting from your campaigns.
It’s very important to know how well your campaigns perform so that you will be able to make necessary improvements where and when needed.
Email marketing campaign reports will give you the opportunity to understand how recipients engage with your campaigns as well as how well the campaign is performing.
You can use these details to understand prospect interaction and improve future campaigns while boosting marketing ROI.
#5]. Social share buttons
Don’t send your email marketing campaigns out without social share buttons
Considering how powerful social media is, it will be a huge mistake not to include social share buttons in your email marketing campaigns.
By including social share buttons on your emails, you will have a better chance of keeping your readers engaged. This is because you are encouraging your readers to continue the conversation with their peers.
Whether it is a content piece or an event invite, you will have more opportunities to spread your word if you include easy functionality for your readers to evangelise your message.