By the end of 2021, the total number of business and consumer emails sent and received per day will reach 319.6 billion. Half of the global population already use email regularly. By 2021, the number of worldwide email users will increase to over 4.1 billion people, too. In other words, you’re missing out on big opportunities to boost your business if you’re neglecting online email marketing.
Creating an effective email marketing campaign takes more than typing out a short message and clicking “Send,” though. With these 11 tips, you can craft a successful campaign that helps you draw in business.
Ready to boost your business and step up sales? Get started with these 11 tips for a successful email marketing campaign!
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1. Choose the Right Provider
Before you can start sending out emails, you need to equip yourself with the right tools.
There are dozens of different online email marketing providers you can choose from. While there are numerous options, you should consider your company’s unique needs, first.
For example, consider using Constant Contact if this is your first email marketing campaign. Constant Contact is also ideal if you’re a small business, a new blogger, or a non-profit. Their pricing is ideal if you’re on a budget.
Meanwhile, Constant Contact’s support and onboarding teams will help you craft a great campaign if you lack experience.
If you run an online store or e-commerce website, try using Drip instead. Drip offers great e-commerce email marketing software. They also provide powerful personalization and automation features you can use.
Make sure your website loads quickly!
If you’re a content creator or professional blogger, try using ConvertKit instead. This platform is easy-to-use. They also offer advanced segmentation and funnels that can help boost your business.
For business owners, you’ll need a powerful marketing automation tool that combines SMS messaging, SMTP bulk emails, and email marketing. Try using SendinBlue. This platform is easy-to-use with an interface that combines everything you need in one space.
Here’s a list of possible email providers to get you started:
- Constant Contact
- SendinBlue
- Drip
- ConvertKit
- AWeber
- GetResponse
- Mailchimp
Choosing the right email marketing provider will make creating and tracking your email marketing campaign a lot easier.
2. Gather, Add, and Segment Your Contacts
Once you choose the right email marketing provider, you’ll want to start growing your list of subscribers. You might want to consider a conversion optimization toolkit like OptinMonster. This tool helps you turn website visitors into email subscribers and customers.
Most businesses already have a few existing contacts that they can use to start their email list. Take a look at some of the customers and people you already have business relationships with. Then, consider adding them to your list.
You can add supportive friends and family members to the list, too.
If you’re building your email marketing list from scratch, that’s okay. Start by putting a paper sign-up sheet near your cash register or bulletin board. Make sure to add an online sign-up form to your website, too.
Then, encourage your social media followers to subscribe.
Give your customers every opportunity to sign up.
If you’re starting from scratch, don’t feel the need to purchase a subscriber list. Instead, think of online email marketing as a chance to build and nurture relationships with your customers. You can’t do that if you’re sending emails to people who know nothing about your brand.
Next, add your contact to your email marketing account. You can use a spreadsheet or import contacts from your email account.
Then, take the time to organize your contacts into separate lists. Try to segment these lists based on what you already know about your customers. For example, you might segment customers based on the items they purchased.
Segmenting your lists will make it easier for you to send targeted emails based on your subscribers’ interests. You can also use personalized language to make sure your messages better connect with your subscribers. Taking the time to segment and personalize your emails will boost your open and click-through rates.
3. Design a Reusable Template
If you don’t have graphic design skills, that’s okay. You can either work with an experienced design company or try using an email template. Either way, you have the chance to send a beautifully-designed, professional-looking email to your subscribers.
Take the time to create a reusable email template that looks clean and eye-catching.
If your email design looks messy, you might scare off subscribers. Instead of reading to discover what you have to offer, they might decide to unsubscribe.
An eye-catching, appealing template can help you lead readers to your call-to-action (CTA). Then, you can convert those subscribers into paying customers.
Make sure your template is responsive. People spend a lot of time on their smartphones. If your email doesn’t respond to their smaller screens, they’ll have a difficult time reading your message.
Next, make sure your brand appears throughout the email.
The visual components of your brand can include your font, color scheme, and logo. Make sure your logo appears at the top right of the email. Then, link the image to your website’s homepage.
Close your email with a footer that includes your company name, contact information, and links to your social media channels.
Once you’re satisfied with the design, make a copy and save it as a master template. That way, you don’t have to start from scratch as you develop your online email marketing campaign.
4. Set Up a Welcome Email
Your welcome email is the first message people receive after subscribing to your emails.
These emails are an essential part of your email marketing campaigns. They’ll make the first impression and engage subscribers with your business. If you have a high open-rate for your welcome email, you can retain subscribers throughout your campaign.
Start with a warm greeting. Then, convey an overview of what people can expect from your emails.
Finally, make sure to offer something useful. For example, you can link subscribers to an exclusive ebook or offer a coupon. Providing them with a useful benefit will help them anticipate more in the future.
Once you set up your welcome email, make sure to improve your email deliverability. If your email doesn’t get delivered, your campaign will never increase conversions. Here are two ways you can improve your deliverability.
Use a Professional Email Address
First, make sure you’re using a professional email address. It’s usually best to use an email that includes a first and last name. Try to avoid using a generic address.
Using a first and last name in the email address will make it feel more personal.
Otherwise, consumers will feel like you’re marketing at them instead of trying to spark a conversation.
Email platforms like Outlook and Gmail also use algorithms that look for spammy behavior. Sometimes, that behavior includes the sender email address. If your email address looks strange, you could end up in everyone’s spam box.
Using a professional business email address will increase your email deliverability rate. The more inboxes you appear in, the better for your open rate. Once people start opening your emails, you have a chance to convert them from readers into customers.
Send Targeted, Personalized Emails
Next, take the time to personalize your emails based on the segmented groups you created. It’s not enough to split your subscribers into these groups. You also need to create emails that appeal to those segments.
Consider your segments as individual people. What problems are they facing? How can you appeal to their interests?
You can also use your email marketing software to segment subscribers based on:
- Most active
- Not active
- Specific topic interests
- Custom segments
These segments will help ensure your email marketing campaigns have the highest click-through rate and open rate possible. Improving both metrics will help your future email deliverability.
5. Craft Persuasive Messages
60% of consumers say that email marketing influences them to make a purchase. In order to make the most of your email marketing campaign, make sure to use persuasive messaging.
What do you want people to do after reading your email? Pretending your speaking with them face-to-face. Try breaking your email into:
- A headline that highlights your offer
- Body text that explains how your offer will help the reader
- A call-to-action that encourages them forward
This three-step formula will help you inspire your readers to take action. Then, you can boost your click-through and conversion rates.
6. Focus on Your Subject Lines
If you’re having a difficult time getting people to open your emails, focus on your subject lines. Your subject lines are one of the most important components of your emails. Otherwise, people might click “Delete” and move on without reading your content.
Make sure your subject line is short and snappy. You can ask a compelling question, generate the fear of missing out with a deadline, or tease your readers.
Here are a few more tips for a strong, compelling subject line:
- Keep it short (under 40 characters)
- Take out spammy language (“Buy Now” or “Free”)
- Ask an open-ended question
- Include a deadline for an event or special offer
- Try teasing readers to spark their interest
- Give a command with direct instructions
- Use numbers to hint at a list
- Tell a joke
- Say the unexpected
- Make an announcement
As you craft your subject lines, make sure to remain unique. You don’t want to look like any other email in their inbox. A unique subject line will stand out and help you draw in readers.
7. Add Some Imagery
A bland email won’t help you attract readers. Instead, use images and videos to increase engagement.
Most emails use the inverted pyramid model. First, start with a headline and image. Then, shrink the content so that less text appears on the email as you guide them lower. Finally, finish it off with a call-to-action button.
The inverted pyramid model will help you keep the reader’s attention. Huge blocks of text, on the other hand, might scare them off.
Adding imagery will help you remain memorable, too!
8. Don’t Neglect Your Brand
Don’t forget your brand! Your brand elements (colors, fonts, imagery) will make it easier for customers to recognize your company on-sight. Building brand awareness and recognition will make it easier for you to convert readers into customers.
Make sure the branding in your emails reflects the brand on your website, too. If your brand isn’t cohesive, people might think they’re looking at a completely different business.
Show people the benefits of choosing your brand by becoming an influencer in your industry.
9. Preview and Test
Don’t rush to send out your email. Instead, make sure these online email marketing tips actually work for your customers.
Start by sending yourself a test email. Make sure to read over every line. You might notice a broken link or typo.
Fix your errors. Then, send the email to someone at your company. Let them review your email with fresh eyes.
Sending a test email will help you catch mistakes before you send it out to the entire list.
10. Time It Right
The highest open rates for email marketing campaigns fall on Thursdays and average at 18.6%. Sunday is usually the worst day to send a marketing email. Before you start sending out your emails, make sure to time it right.
Every audience is different. You might need to send out a few emails to determine the best timing for your subscribers. You might also notice that your segmented lists prefer opening emails at different times.
Once you start collecting data, create a sending schedule. For example, you might consider sending out a newsletter on the first Tuesday of each month. If you have a new blog, send email updates based on how often you post new blogs.
That way, your subscribers will anticipate your emails and look forward to your content.
11. Track Your Results
85% of retailers in the country consider email marketing the most effective tactic for customer acquisition. In order to make sure your emails are accomplishing your marketing goals, make sure to review the data.
When are people opening your emails? Are the open and click-through rates increasing, or dropping? Which email subject lines are boosting your open rate?
Explore the data based on your different segments, too. After all, different customers behave differently.
Reviewing the data will help you determine which tactics are working. As you explore the data, you can get a better understanding of how your emails perform. Then, you can make improvements to ensure your email marketing continues drawing in customers.
Don’t Just Press Send: 11 Tips for an Effective Online Email Marketing Campaign
Don’t press send just yet! Instead, make sure to review these 11 tips for an effective online email marketing campaign beforehand. With these tips, you can make sure your emails accomplish your goals and convert readers into customers!
Ready to attract more customers? Take action with these tools today!
