An email marketing campaign is a series of marketing efforts sent by email to multiple people simultaneously. The main goal of an email campaign is to encourage potential customers to learn more about your business and purchase your product or services.
There are five critical steps to consider when creating a successful email marketing campaign:
WHY?
Know your target audience and what they would gain from your content so you can set the goals for your email campaign.
WHO?
Knowing your customer's needs
Segmenting your email list
WHAT?
Write relevant content that is friendly, professional, and personalized. Create an email marketing template for branding consistency that you can use with various campaigns.
WHEN?
Plan your email marketing calendar so you know the start date and a schedule for the triggered emails. Double-check all the details before you start the campaign.
RESULTS
Review, measure, and improve as needed. Tracking your results will help you make the necessary improvements as you proceed with your campaign.
"Nurture" campaigns send informative emails based on potential customers’ behavior as they move through the buyer’s journey.
Email marketing campaigns are essential for your business's digital marketing. However, determining the best campaign for your needs can be challenging. “Drip” and “nurture” campaigns are two complex campaigns that could benefit your marketing needs.
Drip campaigns are a series of automated, personalized emails sent to people over a period of time. The emails “drip” helpful information to the leads over time, moving them toward a purchase.
Nurture campaigns send informative emails based on potential customers’ behavior as they move through the buyer’s journey. These emails are more personalized and triggered by the user’s actions.
Behaviors that may prompt an email include:
Visiting your website
Reading your blogs and articles
Registering for a seminar
Drip
Time-based
Saves time and resources (easier to set up)
Guides customers down the sales funnel toward a purchase
Each email builds on the one before
Focuses on immediate sales
Nurture
Emotionally based and focuses on building relationships
Requires more planning because it focuses on long-term goals
Provides the customer with the education they need to choose your product
Identifies interested leads and shows them relevant offers when they are ready for them
Relies heavily on understanding the buyer’s journey
"Drip" and "nurture" campaigns are two complex campaigns that could benefit your marketing needs.
As you create the content for your email campaigns, consider these suggestions:
Create an inviting subject line
You want people to open your email, so the subject line needs to draw them into your content
Ensure your emails are short and to the point
Your goal is to get people to click through to your site, so offer them only enough to get them to want more
Send only the necessary amount of emails
People don’t want to be overwhelmed with tons of emails, so research the standard for your industry
Produce email content that is relevant and appealing
Use images wisely and change up the format to keep your emails engaging
Know the best time to send your emails
6am when people wake up and often check their phones
10am when customers check emails at the beginning of their day
2pm when people take breaks
8pm to midnight when people are usually free and might read emails before bed
We have provided you with the basics of creating an email marketing campaign. Now check out the Companion Piece for information about specific types of campaigns. If you need help with your email campaigns, contact MLC Expert Consulting at 843.819.0103 or message us through our website.
Types of Email Marketing Campaigns (Blog 3 of 3)
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