Email marketing has the best return on investment of any marketing channel. However, effective email marketing entails more than just delivering a monthly newsletter to your email list. You need a complete grasp of every step that goes into a good email marketing plan if you want to acquire, engage, nurture, and convert your prospects into paying customers.
There's a lot of competition for your audience's attention with about 269 billion emails exchanged every day. That's why learning how to perform email marketing correctly is critical if you want to reach your target audience and maintain their attention as well.
With this in mind, we'll walk you through the stages of running a successful email marketing campaign that will increase awareness, engagement, leads, and sales.
What is Email Marketing?
Email marketing is a method of informing people on your email list about new products, promotions, and other services. It may also be a softer pitch to educate your audience about your brand's worth or keep them engaged in between transactions.
Modern email marketing is individualised, typically automated, and tailored to each subscriber's unique experience, with the objective of guiding them through the buyer's journey and generating recurring business.
For more information on digital marketing, visit our blog “Why you should invest in effective digital marketing strategies.” which outlines the importance of expanding your business in the digital realm, as well as how to build your business using other digital marketing tactics.
Why should I invest in Email Marketing campaigns?
In 2019, the total number of email users worldwide surpassed 3.9 billion, with predictions indicating that this number will climb to over 4.4 billion by 2024.
Those figures alone should be taken into account when deciding whether or not to use email marketing in your digital marketing plan. This is especially true if you've been concentrating on your local market and now want to expand to a larger market.
We'll go over why it's important to expand your business in the digital realm, as well as the major ways you may use to do so using other digital marketing tactics.
While social media and search engine results are beneficial, there is a slew of reasons why you should engage in email marketing.
We’ll outline some of the main reasons in the following list:
- Email delivers the highest return on investment of any digital marketing channel;
- Email is preferred by your customers;
- The most effective way to reach your mobile consumers is via email;
- Email marketing can help you increase your sales;
- Allows you to learn more about your target audience.
What do I need to do before starting an Email Marketing campaign?
Before you can conduct a successful email marketing campaign, you must first prepare so that your first email marketing campaign is effective.
Here is what you need to prepare first:
Create a mailing list
Create email lists according to how you wish to segment your leads. The region, industry, kind of business, and job title may all be used to segment data. Cross-segment your audience based on where they are in the buyer's journey.
For each email list, create a campaign.
Examine each list and begin composing a sequence of emails to send to each one. Send them tutorials or long-form content that is specifically oriented toward small companies as well. Make use of your content to assist your leads as they progress through the email marketing funnel.
Measure the results
Keep track of how effective your emails are. This might help you identify whether your emails are resonating with your audience and, over time, improve your results. Examine engagement indicators like bounce rate and click-through rate to see if your emails are achieving their goals.
How can I start an Email Marketing campaign?
If you want your new leads to become paying customers, you'll need to think about what kind of email marketing to send them. This entails spending the time to get to know your prospects better.
These are the steps you should take to create a successful email marketing campaign:
Buyer Personas
Creating buyer personas is one of the first things any company should do. The following information should be included in your personas:
- Name + age;
- Occupation;
- Demographic details;
- Behavioural traits;
- Likes and dislikes.
Use the personas you've created to better understand your audience and to guide the sort of material you develop to support the campaigns you'll be launching.
Create high-quality content
It's critical that you provide continuous blog material as well as products such as whitepapers and manuals that are useful to your prospects.
The value and placement of this material in your email campaigns will be assured if you build it with the path and buyer profiles in mind.
Learn about the buyer’s journey
You'll find a multitude of chances by delving into your consumers' journeys to learn more about your brand and finally consider it as a solution to their problems.
You'll discover locations where you can offer them the correct type of information and message to help them progress through the buyer's journey.
Offer personalised emails
It's never a good idea to send identical emails to all of your contacts. After all, each customer within your mailing list is distinct. For distributing tailored content, list segmentation is essential.
Make sure that leads who are at the same stage of the buyer's journey are on the same list so that you can give them material that is relevant to that stage. It's also a good idea to separate by demographics like geography and industry.
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