So now you’ve built a fantastic email marketing list, what’s next? Creating a compelling email campaign doesn’t have to be hard. With a little knowledge and some careful planning, you can put your email marketing strategy to work.
Here are a few of the key things you should consider when launching your email marketing campaign:
1. Have a clear goal
Having a clear goal will allow you to measure the success of your email marketing campaign. Is it to drive website traffic? Increase sales or leads, or perhaps both. Regardless, it’s important to have a clear view on what it is you are trying to achieve as this will inform the kind of action you ask your audience to perform.
2. Segment your audience
While it may sound complex, segmentation is simply the practice of dividing up your audience into more targeted groups. This process allows you to tailor your messaging to specific users based on the shared preferences they may have previously indicated. One way to get the most out of segmentation is by using a CRM to access more individual customer interests.
While you can segment your customers into groups, there are many ways email personalisation can help you engage with your customers in some truly creative ways, these might include:
Initial sign-up: Providing your customers with the opportunity to decide the kinds of communication they receive will demonstrate transparency and place the customer’s preferences first. Setting initial expectations will go a long way in helping you decrease the number of people who may otherwise choose to unsubscribe.
Birthday Anniversary: If you have captured those details why not celebrate your customers' birthday by offering them something special. An exclusive offer or discount will go a long way in building a great customer relationship and will be something they will remember.
Produce recommendations: By leveraging your CRM data you’ll be able to provide your customers with highly personalised product recommendations based on their previous purchase habits. This kind of advanced personalisation will allow you to better understand your audience and build more personal brand relations.
3. Make your email enticing
A well-composed email with an enticing subject line and great offer can be a fantastic lead magnet. Whether you’re using an email template or building a custom design, your email marketing tool will quickly become one of your most valuable assets. Getting your customers to open your email is just the first step.
The following tips will help set you on the path to becoming an email marketing pro in no time:
Have a plan: Before you start, figure out who it is you want to speak to. Is it your entire email marketing list or perhaps your newest customers? Having a plan will help you craft the right message, the kind that will resonate with your audience.
Understand your audience: Put yourself in your customers’ shoes. The key to a great email marketing strategy is to understand not only what to say but when to say it. Audience segmentation will play an important role in helping you identify the moments that matter most to your customers.
Get creative: Get creative with your content choices. A wall of text isn’t fun to read and will likely impact future email open rates. Make your emails more enticing with captivating images that grab your audience's attention, boost engagement rates and deliver better campaign outcomes.
Follow up: Now you've delivered a great email campaign and the leads are flowing through, so what’s next? Remember not everyone will respond to your email the first time so you'll need to have a plan. Consider nurturing those who didn't convert the first time with a gentle nudge in the days that follow. Remember not to overdo it though, you don't want to spam your customers and make them regret signing up.
Whether you’re running an online store or trying to generate more leads, you should consider adding email marketing to your digital strategy. Like to learn more? Stay up to date with the latest news, trends and insights with Salesforce.