Running a successful email campaign can prove to be one of the best e-marketing tools for your business. It is quite cost-effective and generates higher revenues as a result. Many people believe that email campaigns are not as efficient as social media marketing or advertising on a mainstream channel.
But this ideology is quite flawed because when email campaigns are done correctly, they can generate much more resulting profits on investments as compared to other forms of advertising. In this article, you will get an idea of how much of an impact you can have on your audience using email campaigns, and the best practices that you need to follow for a successful email campaign.
Basics of Email Marketing Campaigns
Before tackling the best practices for making impactful email campaigns, you need to have a clear idea of what they are, in case you don’t. Email marketing campaigns consist of individually curated emails that are deployed to a wide audience to increase brand awareness or other advertisement purposes.
These emails are designed to appeal to subscribers and provide them with offers or valuable content. When done the right way, email campaigns can even increase trust and build a strong relationship with your customers. Next, let’s take a look at some of the best practices that you can employ to make sure your email campaigns are successful.
4 Best Practices for Successful Email Marketing Campaigns
Set a Goal and Make Sure You Have Permission from The Audience
To run a good email marketing campaign, you will first need to set realistic goals. Think about the objective of the campaign, and what you want to achieve. Typically email market campaigns include advertising new businesses and what they bring to subscribers or boosting engagement by promoting webinars or a sale, to name a few. Decide whether you need promotional emails, relational emails, or transactional emails.
Also, one of the most important things you should note before starting an email campaign is that you should never target audiences that are not subscribed to the promotional newsletters that your company provides. You can only have a successful email campaign when the people who receive the emails actually open them. Here’s a checklist to make sure that your campaigns are well-received by the subscribers:
- When collecting a user’s information for your newsletter, do not ask for too many details.
- Don’t force visitors to subscribe to receive emails from your company.
- Give information about the various benefits users can receive by subscribing to the newsletters.
- Allow users to choose a communication frequency that limits how often you can send the emails.
Make Sure Your Emails Lead to Beautifully Designed Landing Pages
Email campaigns are just the first step in the process of getting trusting and lifelong customers for your company’s services. When a user clicks on the emails, most of the time they tend to visit the link attached with the campaign to check out the services offered in detail.
This is why you need to make sure that the link always leads to a well-designed landing page that elaborates on all the main features of your company, and why it is beneficial to them. The design is one of the first things that gets noticed by your subscribers, and you should invest significant efforts to improve it.
Using a website builder to design a landing page is one of the simplest and most efficient ways to do so. Use email marketing services such as Sendinblue to simplify your marketing efforts. Here is an expert review about it. Using these tools allows you to create customized landing pages with funnels, images, forms, and more in a quick and intuitive manner.
Website builders also allow you to optimize your web pages accordingly to convert customers to your company. Additionally, there are also a huge number of templates that you can use to design your landing pages in the quickest way possible.
Emphasize on Valuable Newsletter Content
When subscribers and users click on your emails, they expect to find content that is relevant to them. Your un-subscription and spam complaint rates can rapidly increase if they find completely unrelated content in comparison to what they originally subscribed for.
Keeping the messages matching to user interests is just the first step towards creating a lasting impact on your subscribers. You also need to have a good and consistent visual design that appeals to your audience. Try to avoid changing the message template every time you launch an email marketing campaign. Take a look at this checklist to make sure your emails are well received by your audience:
- Keep the design and template consistent.
- Only send emails that are relevant to the initial customer interest.
- Include a few company details in your campaigns to make them look more professional.
- Make sure to create adaptive and responsive mobile designs to ensure continuity across different devices.
- Avoid sending the same content in bulk to all of your subscribers, and make sure that your emails are segments across different factors that differentiate your audience.
Check the Deliverability of Your Emails
Despite your best efforts, your email campaigns can fail because of the spam filters that most email providers have. If your emails get flagged as spam, it implies that there are technical issues or problems with your content.
Your delivery rate determines the number of successfully sent emails without getting blocked by the spam filters. Be careful with your content and make sure that you are following ethical mailing practices to stop your emails from getting tagged as spam by Email Service Providers (ESPs). You need to maintain a specific sender reputation to avoid this issue. Take a look at some of the tips that you can use to avoid the aforementioned problems.
- Make sure to add unsubscribe links to your content.
- Provide links to web page versions of your emails in all campaigns.
- Use a 1:1 ratio for text to images.
- Avoid using too many uppercase characters.
- Try not to use special characters in the subject line.
- Include company details and privacy policy guidelines in every campaign.
Conclusion
Email marketing campaigns are one of the leading marketing methods alongside other forms of advertisement. If you have faced problems with email campaigns in the past, the tips listed in this article should help you to differentiate between a successful email campaign and an ineffective one, and help you to improve your results and profits in your next marketing campaign.
Amenorhu kwaku is an author, internet marketer, and entrepreneur. He is the founder of SuccessValley, a network community for students and aspiring entrepreneurs. He is also the founder of Republik City News and Whoop, a news portal and a business directory.
