5 Steps for Running a Successful Email Campaign |
Posted: May 18, 2023 |
Email marketing is constantly evolving in an attempt to keep up with the rapid technological developments. Sometimes, new approaches are successful and sometimes they’re utterly futile. There’s no one-size-fits-all approach, but some aspects are definitely universal, so let’s take a look at them. Email DeliverabilityObviously, if nobody reads your offer, it doesn’t matter how stellar it is. That’s why you should make sure your emails are being delivered to recipients’ inboxes. In other words, be sure to avoid spam filters. How to do this? By using proper email infrastructure. What is email infrastructure? The most common parts of it include your IP address and Domain Name System (DNS). A DNS links domain names to specific IP addresses, telling emails where to go exactly. DNS records are used by email service providers to verify whether a sender is authorized to send and receive emails and whether it is using a legitimate emailing program. This procedure is also known as email authentication protocol and is aimed at protecting recipients against spam, hacking, and phishing. That’s why the first step is to set up authentication properly. The authentication protocols include: sender policy framework (SPF), domain keys identified mail (DKIM), and domain-based message authentication, reporting & conformance (DMARC). Perform Competitor AnalysisAnalyzing competitors’ email campaigns is a great approach. In order to stay on top of the offer and find new ideas, this step is simply crucial. There are several methods to run an email competitor analysis satisfactorily, and we’ll mention the best practices in brief hereby. The simplest way to perform a competitor analysis is to subscribe to their newsletters. Don’t waste time on all the brands operating within the same industry. Rather, focus on successful businesses that you find inspiring. There’s a catch here: observation and analysis differ greatly. Reading competitors’ newsletters constitutes an observation. Analyzing the context constitutes analysis. The analysis is performed by creating a spreadsheet and noting the most important factors. Typically, the points of interest include content, promotional value, personalization, days and times when messages are being sent out, and the discount value- time limit relation. By using these factors, you should be able to define the extra value competitors offer and you don’t. Determine Your AudienceTo define your audience, look for the answers to the following questions:
Further segmentation is made possible by observing customers’ purchasing habits and also by keeping an eye on feedback. Communication must be running strong at all times. Use social media to further this goal but also don’t shy away from asking for feedback directly. Typically, this is done by sending an email after the customer has received the order and asking for feedback. Prepare Varied ContentTake your time composing your messages and especially subject lines because they determine whether your email will be read at all. The majority of emails are being accessed on mobile devices, so make the subject line is short, mobile-optimized, and eye-catching. The message that follows should be consistent with the subject line, trustworthy, clear and concise. It should include a CTA, an unsubscribe button, and preferably some contact information as well. As for the types of emails to send, they depend on the purpose, interests, and the occasion. Order confirmations, receipts, special offers, and delivery confirmations are all universally well received. Newsletters are a useful tool for marketing your goods and exclusive offers, but do use caution. No matter how stellar the material, readers will lose interest if the form is too long. Hence, be concise and make it obvious what the recipients can expect. To maintain customer attention, seasonal and promotional emails should only promote one or two special deals rather than bulk products. Mind the Timing of Your CampaignsMind the timing of your email marketing campaigns. You don’t want your email to be disregarded simply because the recipient doesn't have the time or patience to even glance at the offer because your email was sent in the middle of the night or at a busy time. The majority of emails are read within an hour of their arrival, so keep an eye on different time zones. Sending informative emails earlier in the week and actionable emails later in the week is a good strategy as, in this way, you’ll manage to build anticipation. As you can see, in many ways, email marketing is similar to starting school all over again. It comprises a lot of learning and a lot of pleasure. You won't need to look back if you let your brand grow together with the audience. That’s why you should put in the effort to always maintain efficient communication.
|
||||||||||||||||||||||||||||||||||||||||||
|