Part 2: Campaign Strategy and Creation
In Part 1, I discussed the clear performance advantage that email marketing has compared to social media. To quote myself: “Because email lets you to engage with your audience on a higher level, it outperforms social in regards to reach, personalization and content value. In fact, it has the highest ROI of any marketing channel. Typically, email campaigns have 50 – 100 times the click through rate than Facebook and Twitter.”
Also in Part 1, I stressed the importance of developing a well-segmented, opt-in list of subscribers to send your emails to. There are lots of ways to build your list, check out Part 1 to review them.
So, now that you’ve decided that email marketing is your go-to digital channel, it’s time to put together a campaign or two. A reminder: Your campaign strategy will absolutely depend on the goals you set up in the beginning of your email marketing planning, possibly in coordination with sales and other departments in your company. Here are a few basic types of campaigns that can act as a foundation and get you started.
An eNewsletter is a regularly distributed email that is generally about one main topic of interest. These emails typically follow a templatized format, which makes them easier to create. Your newsletter should contain clear calls-to-action and links to your blog or website.
Marketing Offer Campaign
A major goal of any marketing campaign is to raise awareness about a product, thereby increasing its appeal. Sales offer campaigns have the advantage of being interesting to both new and existing customers by giving new customers a reason to try the product for the first time, while building loyalty in existing customers.
The sole purpose of your email announcement is to share important news in a clear, concise way that will inspire your audience to learn more. This is a great way to promote a new product, feature or service.
An event invite email is a campaign designed to increase awareness of your event and encourage people to attend. If your event is an online presentation like a webinar, send it to your entire list. If your event is presented live and in-person, segment your list and send the invite to a targeted group of people nearby—unless the event is worth traveling to.
You’ve set your goals, built an audience and selected the type of campaign you want to send. Good work. Now it’s time to start building your email! Before you do, think about this: Campaign Monitor claims an average adult attention span is 8 seconds. This means you want to structure your email content for easy reading. And it means you’ll want to quickly draw your reader into the content while guiding them to the call-to-action. Doing some research on design and tactics before building out your email will be beneficial.
Even more beneficial: Creative help from professionals. The pros specialize in adding video, infographics, copy and design upgrades, and other attention grabbers to your content. Additionally, they provide serious know-how relating to helping your emails and landing pages perform nicely from a technological standpoint. Also, professionals can help you track the links within your emails, which is crucial for targeted success measurements (more on that in Part 3). There’s reason so many companies large and small work with creative agencies: Their expertise is worth the investment. Still, if you want to try the DIY route first, there are plenty of templates to design with and Google Tag Builder allows you to easily add campaign parameters to URLs so you can track metrics in Google Analytics.
Oh, and this is important: Be sure to keep your campaign relevant to every subscriber. You can achieve this by segmenting your lists and sending relevant offers and content to each unique segment. Segments can include any number of demographic differentiators and definitely where your target audience is in your sales funnel, and should reflect those all-important marketing goals you’re using as the basis of your campaigns.
Note: As time goes by and data from your email campaigns rolls in, those goals may need refinement or even large shifting.
Your takeaway: There are lots of ways to reach out to your leads through email. Because people receive a lot of them, make yours stand out, possibly with professional help from an agency. In Part 3, I’ll talk about measuring success.