The death of email marketing has been a hot topic over the past few years, but recent reports have shown itâs simply not the case. Email marketing isnât just sticking around â itâs on the rise.
So how can you be sure youâre getting the most out of your email campaigns? Over the next few weeks, I’ll be writing a series of posts on best practice for each stage of the campaign process â from planning your email to measuring and understanding your results.
Planning Your Campaign
Any successful email campaign starts with a clear plan, so once youâve got an idea, resist the urge to jump right into building your email.Â For an effective campaign, youâll need more than a general idea of what your email is about and who youâre sending it to.
Here are some key things to consider:
1. Audience and Content
Itâs easy to approach your campaign from the perspective of what you want to tell your customers, but youâre more likely to engage with them by asking, âWhat do my customers want/need to read about?â
For example, say you run a hotel and have two new email subscribers â one is a local university student and the other is a businessman with a family. The student may be interested in last-minute weekend deals with a nightlife-related offer, while the businessman is far more likely to click on an offer of a family-friendly package for the upcoming summer holidays.
Itâs important to separate this content out â if the first offer the businessman sees is for a wild weekend, he may click out of the email before he gets to the content thatâs relevant to him.
Targeting your content wonât be effective if the only information you have on your subscribers is their name and email address.
Information such as purchase history, interests, age â or whatever is relevant to your business â can help you determine the content thatâs right for each subscriber.
Letâs say youâre a hairdressing business offering a range of services, and you have three different offers you want to advertise. Hereâs how you might break them down so the right people get the right message:
If you donât have any of this information, start with a re-engagement campaign. Simply send an email to all of your subscribers asking them to choose the types of content theyâd like to receive, and use the submission form to collect additional information.
Donât set objectives that are unrealistic. Make them attainable, relevant to your business and easy to measure â theyâll be far more meaningful in determining the success of your campaign.
This may seem like an obvious step, but itâs one thatâs often overlooked or dealt with later in the process. By defining your objectives right from the start, it will be easier to ensure that the rest of your campaign is working toward those goals.
Here are a few examples of good, measurable objectives:
- Fill 20 midweek appointment slots, every week
- Generate Â£5,000 revenue every month
- Convert 10 new paying customers every month
- Re-engage 10% of customers who have lapsed in the last 6 months
Make sure you have a way to determine if youâve met your objective(s) â whether itâs through sales revenue, web page analytics or your email softwareâs reporting tool.
Building an effective email campaign is much easier once youâve thought about how you’re going to target each message and how youâll measure the results. Remember to keep your plan to hand as you work through the rest of your campaign, so you can check that youâre staying on track.
In the next post, Iâll cover practical tips for optimising your content to maximise open rates and reduce unsubscribes. Stay tuned!