When it comes to marketing online, one platform that is great for turning prospects into customers is email.
The whole process of email marketing is built on creating email campaigns that are targeted at achieving specific business goals.
Today, we will be discussing how to create email campaigns that yield results.
What is an email campaign?
An email campaign is a series of individual email messages sent over a particular period of time, offering valuable content to multiple recipients at once with the aim of making them carry out an action.
Email campaigns are a great tool for building relationships with your prospects and engaging them until you can get them to buy your product or services.
Even after the purchase, you keep on engaging them so they keep coming back.
How to create an email campaign that yields result?
1. Build an email list
The first thing to do, when it comes to creating email campaigns is to get an email list. Without an email list, there would be no one to send your mails to.
First, you need to get an email marketing platform like Mailchimp, Malify, GetResponse, etc. These platforms make it possible for you to send out emails on a large scale.
After that, get down to building an email list. How?
The idea is to get people to subscribe to your mail. To do this, you need to provide a lead magnet, something of value that you offer for free in exchange for their contacts.
So, when people visit your website, you give them a case study, a chapter out of an e-book, a checklist, a report – anything that will be of great value to your audience.
For them to get the free value you are offering, they need to input their mail, so you can send it to them.
You can offer a promo just for subscribing. Promise to give them a percentage off their next purchase if they subscribe to your email.
2. Set your goal
Before you begin creating an email campaign, you need a goal.
Ask yourself, what do you intend to achieve with that email campaign? This will help you in creating content targeted at fulfilling your goals.
Are you trying to inform them about a product launch, provide them tips, offer up a promotion, etc?
Whatever it is, you need to figure that out before you begin writing.
3. Start creating your email
This is where you start working on a particular campaign you want to send. Since you already have an email marketing platform, navigating your way to creating a campaign is pretty easy.
All you need to do is click on the “create campaign” button and start creating.
But before that, you need to pick out your template. When do you, you can begin creating your campaign.
The process of creating your campaign involves three major segments, The header of the mail, the body of the mail and the footer.
Filling the slots in this section might seem pretty much routine, but they each play a great role in determining how well your email will be received.
a. Headline/ Subject line
In every copy, a headline/ subject line has to be very compelling. It is what determines whether or not your audience will be interesting in clicking on your mail when they see it.
So, your subject line has to be very catchy and attention-grabbing.
You can include major benefits in your headline, drive curiosity, imply scarcity, etc. The main idea is to stop your prospect from scrolling past and clicking on the mail.
b. Preheader text
This is also important.
It is a short summary that your prospect sees alongside the headline, even before they open your mail. Your preheader text usually follows your headline.
It is to give the viewer an idea of what the email contains. So, you have to draft out your preheader text skillfully, making sure to reinforce what they will benefit by clicking on your mail.
c. Sender name
Even though this is an email from your brand, it is better to use your name instead of the company’s name. Why?
People are more receptive to emails coming from a personal account than from a business. Seeing a business name as the sender makes them feel you want to sell your product, which might make them not to open your email.
Body of your mail
This is where you create the content of your mail. What message do you intend to pass across?
Make sure not to make your emails too long and talk about something that your subscriber will be interested in. Provide value.
Highlight your important points. You can use bullet points, underline, italicize or make them bold. It makes it easy for your reader to scan through and still get your message.
Do not restrict yourself to texts alone. You can include images when necessary.
And sprinkle your call to action in different places within your copy. It doesn’t have to be the last thing in your mail.
After you are done writing your copy, you would have to fill in some details.
You should make sure you fill in your company’s contact information, include buttons with links to all your social media pages so they can connect with you on those platforms and include an unsubscribe link.
Giving them an option to unsubscribe might not seem to be a good idea but look at it this way. When people who are uninterested unsubscribe, you are left with those that have a genuine interest in the solution you are offering.
4. Automate your campaigns
There are some campaigns you need to automate.
Every subscriber is at a different point in the customer journey. Sending targeting targeted mails to them at every step of the journey is important but you can’t keep sending the same emails manually.
Instead, you automate your campaign. For every stage in the customer journey, a prospect gets a particular message.
For example, a new subscriber can get a series of welcome emails aimed at getting the subscriber acquainted with the brand.
After spending a period of time without purchasing, you can send another series of emails aimed at making them purchase your product. It will be more like a sales pitch broken down in a series of emails.
When the subscriber finally becomes a customer, he/she gets a totally different series of mails and so on.
Sending all these manually to every responder can be a lot of work, but thanks to autoresponders, you can easily automate your emails.
Not every mail is to be automated. For example, your weekly newsletters do not have to automated.
5. Track your email’s performance
The only way to know how successful your email performance is by tracking it. Email marketing platforms provide basic tracking analytics.
You should track your:
- Unique open rate (the number of recipients that opened your email),
- Click-through rate (the number of recipients that click the link in your email, which leads them to a page on your website),
- Click-to-open rate (the percentage of recipients that opened your email and click a link in the email and,
- Unsubscribe rate (the number of recipients that unsubscribe from your campaign), bounce rate (the rate at which email servers are rejecting your emails).
The information you get will help you figure out what to change when next you create another campaign.
With all these in place, you can go ahead to click on the send button.
Email campaigns provide a whole new opportunity for you to reach out to prospects, engage with them, get their trust and finally, get them to accept your offer and become customers.
The tips I have given above will help you in creating your own email campaign. If you have any questions or suggestions, leave a comment and let’s talk.