How to setup an effective email marketing campaign

How to setup an effective email marketing campaign

Email marketing is one of the most effective ways to communicate with your customers. It can help you nurture leads, increase brand awareness and sell your products.

According to recent studies by 'Constant Contact', the average return on investment with email marketing was $40 for every $1 spent.

Email campaigns are an important component of any marketing strategy with success relying largely on how well you craft your message.

To get you started or to optimise your current campaigns we’ve created some tips for you to follow below.

Define your goals

Before creating your email campaign you need to understand why you’re creating one in the first place. Ask yourself… “What is your desired outcome and what actions would you like your customers to take?"

Some typical goals could be to:

  • Drive traffic to your website or social channels
  • Increase brand awareness
  • Generate revenue
  • Nurture leads
  • Ask for feedback in surveys

Define your target audience

Depending on the industry, your business might have several types of customers each with their individual needs. To optimise conversions you should split your customers into segments so they can be used for different campaigns.

It’s also important to use the right list building strategies. Think quality rather than quantity.

Grow an email list

There are many ways to grow and email list, some of them are:

  • Add a signup form on your website
  • Ask customers to sign up at checkout
  • Drive sign ups through social media
  • Host contests or offer discounts for signing up
  • Create valuable content that requires an email to access
  • Update contacts

Select your email campaign type

There are several types of campaigns you can use to achieve specific goals.

For example:

  • Welcome series: A single or series a user receives when signing up to your newsletter or making the first purchase.
  • Win-back series: Reconnect with customers who have not purchased for a while.
  • Cart abandonment emails
  • Recommendations: Personalised emails featuring the products each of your customers is most likely to buy.
  • Regular newsletters: Update your customers with news, tips or offers.

Design tips for your emails

When designing your campaigns focus on the outcome and keep the messages clear, the design clean, uncluttered and straight forward.

  • Hook your subscribers with a great subject line. The more straight forward, the better.
  • Offer real value to your subscribers with the most important information, such as your call-to-action towards the top of the email.
  • Try to sell benefits not features.
  • Keep the message short and to the point.
  • Leverage colour psychology.
  • Keep in mind that some email clients (like Outlook) don’t open images in emails automatically.

KPI tracking and analysing

Before you send out your campaigns make sure you define and track your KPIs. As always, in marketing it’s very important to measure and analyse the return on investment (ROI) of your campaigns.

Ideally you should also A/B test your campaigns. This can vary in complexity from sending multiple subject lines to test which one generates more opens, to more advanced testing which could include different images and messages to see which one generates more click-throughs.

Any questions? Our team is more than happy to assist. Get in touch with an expert now.