Maybe you have heard that email marketing is very old now. And it is quite right. Since we were introduced to email as our first-ever social media platform, it is primitive.
However, that doesn’t mean that a good email marketing won’t benefit your business. For your marketing campaign to be effective, you need to know how to do email marketing, how to design it, and the tips to make it useful.
Don’t believe the rumor that email marketing isn’t as effective as other social marketing that you might hear in the marketing forums. This myth can be busted with the very fact that there are more daily users in email than any other social media site. Not only that, but the conversion rate for email marketing is 6.05%. Whereas, for any social media marketing, it is only 1.9%.
So, not that you know the benefits of email marketing lets learn how to do it in the following steps:
Step I: Before you design an email marketing campaign:
At the very beginning of your marketing campaign, there are certain things you need to understand before all the preparations. As you are just a beginner, you need to know how to do email marketing from the basics. So, the first step for any marketer should be to outline the things you might need for marketing. In this case, you need to prepare for the following items:
1. Decide on the Long term objectives/ goal of the campaign:
This is one of the essential tips to make your campaign effective. You need to outline what is the result that you expect out of this campaign. Whether you want to increase your sales, inform about offers and discounts, let your customers know about the updates or whatever.
As a marketer, you will have to set a goal for the campaign, which you will be able to measure at the end of the program.
2. Design an email marketing list:
You probably were waiting for this particular point to come up. Yes, it is crucial to have a set email list for any marketing campaign that you perform.
You also need to make sure that you have the proper permission to send emails to the list. Another essential tip for email marketing is to understand how not to end up in the spam folder.
You can get access to the list of potential customers from hundreds of places, including your customer database. However, it is better to start with a list that you already know. Also, ensure that you have adequate permission to send your emails to the targets.
If you want to opt for new customer bases, you can have the list of subscribers to your promo emails. For this, you need to ensure that the content you design is compelling and attractive for potential customers.
3. Segmentation and Targeting:
Any good marketer would always aim for a bunch of people that are most valuable to them. Rather than wasting your efforts on someone who is not interested in your products or services, find someone who might.
It depends on what your offerings are to know who you are going to aim with your email marketing and how to target a particular group. Your customers need to see the value in the things that you offer to them.
Step II: Designing the Campaign:
After you have understood who are your potential targets and prepared a list of those people, the next step is to design the campaign itself. This is a very crucial phase in the marketing process because this will decide whether the customer will choose to make a purchase or not. So, learn how to design a proper email marketing campaign using the following tips:
1. Resources for email marketing:
At the beginning of the designing process, understand the resource you have for the campaign. These resources include human resources, which will invest creativity. It will be comprised of the financial support that you can invest in the program and the tools that are available for you.
2. Competitive Advantage :
There is always a chance that your competitor will take away your existing customers with a better offer. So, you will have to look for a factor that makes you stand out in the market. In marketing terms, we call it a (USP) Unique Selling Point.
In simple terms, you will have to find out your competitive advantage from your competitor. Whether it is the cost that you can reduce or quality that you can improve in your product, you will have to analyze.
3. Design great content for your campaign:
After you have made all the necessary research, the next step in your email marketing campaign is to prepare the actual content. This depends on the type of product you have, the promotion campaign you want to have, and the resources that you can allocate.
If you are doing B2B marketing, you should be careful and follow a different strategy. There is various type of email promotions. For instance:
-
You might aim to promote your new products in the emails to your existing customers.
-
Welcome or Thank you emails.
-
Seasonal Campaign Emails.
-
Newsletters
4. Using Autoresponder:
This is another crucial tip for an email marketer. As your email marketing list starts growing, you need to understand how to keep responding to your customers. It is easy to maintain a balance when you don’t have a large number of customers.
But as your customer database grows, you will have to use this tool. This will help you save a lot of time and effort. The customers will be happy with a prompt reply as well.
Step III: Measuring the result of your email marketing:
After you implement your email marketing campaign, you shouldn’t forget about measuring how your campaign is doing. You might need to change your design or approach. Therefore, understand the following tips to measure the performance of your marketing campaign.
1. Measurement Metrics and KPI:
This will be a continuous measurement after you have implemented your marketing plan. It is not enough that you send the email. As a marketer, you also need to follow up on the results. There are certain ways in which you can measure your performance. They are:
-
Open Rate
-
Click-Through Rate
-
Spam Rate
-
Spam Complaints
-
Bounce Rate
-
Click to Open Rate
-
Conversion Rate
-
Unsubscribe Rate
The benefit of email marketing is that you can track the results of all of the performance indicators above. These results will give you an idea about how effective your campaign was. This is the immediate indicating tool. Whereas, there are other mediums of finding out the performance, such as the revenue of the company or the traffic rate on the company’s website.
2. Tools for measuring the results of email marketing:
There are tons of tools out there that you can use to make your marketing more effective. Some of the most famous ones for small businesses are Sendinblue, Constant Contact, Drip, and convert kit, which is best to start with.
In conclusion, if you follow these simple tips for your email marketing, you will understand how to gain more from the investments you make. There is no full-proof plan on how good your campaign will perform. It largely depends on other factors that you cannot control as well. Nonetheless, you can try your best and expect for the most effective results.
