5 Steps to Crafting an Effective Email Campaign
Through engaging, relevant content, an email campaign can educate and engage your audience with special offers, news, and information; however, cutting through the clutter is hard. There are 205.6 billion emails sent every day, and 40 percent of adults report that they never read marketing emails – a somewhat discouraging statistic. However, when done correctly, email marketing can be a very profitable marketing tool. According to Hubspot, “for every $1 spent, email produces an average $38 return.” Hubspot also reports that email delivers a purchase rate three times higher than social media.
Consumers aren’t fond of obvious sales pitches, or being bombarded with multiple emails. A successful email campaign starts with quality content and engaging design.
Here are five steps to creating an effective email campaign:
1. Message creation – Craft content that engages and generates action – whether it’s a sale, a content download, or an inquiry. Your message should incorporate engaging subject lines, personalized greetings, compelling headers and body content, calls to action, and A/B testing. According to GetResponse, emails with personalized subject lines have 26% higher open rates.
2. HTML design – An HTML email with graphics will help communicate your message attractively and effectively. HTML emails can do multiple things at once, without looking cluttered. They can offer a coupon, link to a landing page, have an attractive header image that shows off your product or service, and more. Emails that aren’t simply text and have some kind of visual appeal will hold the reader longer. To your right is an HTML email we recently created for Numberall.
3. Landing page design – You should always develop a landing page to funnel your campaign traffic, with targeted forms to help you get more information and convert leads. The landing page doesn’t have to be complex – simply give them the information you left out in the email, and make sure it acts as a next step in the sales process. We also created a landing page for Numberall’s special discount offer.
4. List segmentation – Segment lists so that you can speak to different group in their own language. You shouldn’t send the same email to everyone. A business owner and someone who doesn’t own a business have different interests, and you should make sure you cater to that. Segmented lists will help you more effectively sell to particular people.
5. Delivery and reporting – Deliver your messages on time and keep track of the results. If you know what went right, you can repeat it again to achieve similar results. But if you don’t track the efficacy of the email campaign, there’s no way to know how to get the same results again.
Following these steps will help you craft an effective email campaign that will inspire your customers to take advantage of the special discount, offer, product or service you’ve chosen to give them.