Creating Successful Email Marketing Campaigns

Cedric Jackson | 11.09.18 | 0 Comments

When it comes to email marketing campaigns, you have multiple choices. Although most of them work well, they accomplish goals in unique ways. If you want to reach your target audience, it is essential that you use the right email marketing strategy. With the email marketing campaign tips provided, you will be on your way to a more successful business.

What is email marketing?

As the name implies, email marketing serves as a critical tool for all type of businesses. This direct form of marketing involves sending out emails to communicate with prospects and existing customers. The ultimate goal is to build or enhance relationships as a way of increasing the number of loyal customers and, thereby, repeat business. However, email marketing also helps encourage customers to buy a product or service.

When compared to more traditional marketing methods, the various campaigns used as part of email marketing offer several key advantages. For one thing, they allow you to track your return on investment. They also let you reach a significant number of email subscribers, those who opted to receive emails or have shown interest in them.

When you consider the statistics for 2018 – the number of internet users jumped 7 percent from the year prior to 4.021 billion, and roughly 50 percent of them either read or send emails daily – you can see that well-developed email marketing campaigns have tremendous reach. For success with your campaign, it is crucial that you send emails of interest to your target audience. All emails must be relevant, dynamic, and personalized.

Top email marketing benefits

When using an email marketing campaign as a tool for your business, you can expect to enjoy several benefits. As an example, compared to other marketing methods, email marketing campaigns are substantially less expensive. Ultimately, you will spend pennies on the dollar with emails as opposed to mainstream advertising.

A successful email marketing campaign targets the right audience with a powerful and persuasive message. As an effective tool, these campaigns offer an astounding return on investment. Email marketing campaigns are both flexible and measurable. With customization, you can create highly successful emails. Thanks to advanced analytics, you can also track your emails to determine the ones that work versus those that fall short of expectations, which allows you to change your strategy if necessary.

Marketing email examples

Remember, there are different types of marketing emails. While they share some of the same anatomy, they also work in unique ways. Following are some of the most effective marketing email examples.

Design attributes

You need to use some creativity to capture the target’s attention in the right way. This applies to not only the content of the emails but also the design, meaning the colors, images, and layout. Benchmark offers tons of beautiful templates, and users can also integrate hundreds of different apps, making each email unique and effective.

Relevancy

An email best practice is to make sure what you send is relevant to the target audience. If your company sells pet supply products, you would not send an email that talks about kitchen gadgets. Stay focused, and most people will respond favorably.

Incentives

It is just as important to offer an incentive, whether a discounted price, a sample product, a free e-book or other downloadable content on the topic, or something else. Everyone loves a bargain, so use that to your advantage in your email marketing campaigns.

Timing

You need to think about timing. That way, you avoid sending emails that sit unopened for a long time. When inundated with emails, there is an excellent chance the target will simply start deleting them without taking the time to read the content. Instead, use analytics to determine the best send time for your users.

Content

Unless you feel confident writing the content for your email marketing campaigns, hire a professional copywriter. You want to use clear language and brand-specific words. The content of your emails should entice people to want more information. As part of this, you can perform testing to identify attributes or words that users consider spam, then eliminate them from the content. Also, rather than add a hyperlink in the emails directing the target audience back to your homepage, choose a link that takes them to an exact landing page. When sending an email that promotes a new product or service, link to the page where they can learn about that particular offer.

Integration

When using different types of marketing strategies, find a way to integrate them, so they work together as one powerful message.

Types of email marketing campaigns

email marketing campaigns

Standard promotional email

This email best practice is commonly used because it works. The problem is that most targets are not overly receptive to this repetitive rapid-fire approach. For you to get results from this campaign, instead of sending out 10 emails on the same subject, mix things up.

With this strategy, you need to use different types of email formats. For instance, while promoting your brand, remember to add a little humor, create a call to action that leaves them wanting to know more, offer a free product or service, and so on. For this type of campaign to work, you need to be creative. As an “all-purpose” campaign, it works well for virtually any type of company, regardless of the size or industry. You can easily create auto-responses for this type of email, and GetResponse offers easy-to-use automation to send personalized emails.

Welcome email series

This marketing campaign welcomes people as new subscribers. While perhaps not one of the most commonly used campaigns, it is highly effective. For optimal results, you would send four or five emails that allow you to build a degree of familiarity with the new subscriber.

Remember, your target is most open to hearing from you immediately after subscribing, making this the prime time to educate them on your brand. Any company that strives for more subscribers would benefit from this campaign.

Seasonal campaign

Ranked among the best email marketing campaigns for the retail industry, this one occurs around a major holiday. By using buildups before and after the event, you can send several emails, thereby making the campaign more impactful.

For success, it is essential to have good knowledge of the holiday, start the campaign early before other companies bombard the target, use appropriate colors and language that coordinate with the respective holiday, offer an exclusive discount, and make the campaign time-sensitive. Although retail stores typically use this type of marketing campaign, it can benefit other industries, as well.

Triggered email series

While this is one of several automated email marketing campaigns, it has a distinct perk. For instance, when you send emails to someone who signed up to a campaign list or was manually added, that person’s action triggers a series of relevant emails. That means if the target clicks on a link in one of the promotional email series, downloads content, or buys an item, that action triggers the drip campaign they entered. Any company interested in growth could use this campaign.

Drip email campaign

With this email marketing campaign, rather than selling something, you are following up on a purchase someone already made. In other words, if a target buys a product, that action would trigger a follow-up email giving tips on proper care, recipe ideas, extended warranty options, or something similar.

The primary benefit of this campaign is that it helps build trust between you and your customers. When you offer more information or tips about the product they just purchased, they feel that you care. As you can imagine, this campaign opens the door for up- and cross-selling.

Newsletter

While some people do not lump a newsletter in with other email marketing campaigns, it is an excellent way to create open communication between you and your campaign list. As long as you avoid making your newsletter sound like a sales pitch, it would work great to keep your brand at the forefront of prospective and current buyers’ minds. Because this campaign works for companies that sell products or services, it has a broad reach.

Connect via social campaign

What makes this particular campaign different from other email marketing campaigns is that it crosses the email channel into social media. The goal with this is to encourage people to engage in your newsfeed. You could ask users to post pictures on Pinterest of your product or service, add hashtags on Twitter posts about it, or post brief stories about it on Facebook. ActiveCampaign offers an easy-to-use social media link builder.

Cart abandonment campaign

While not one of the email marketing campaigns per se, this is an automated email triggered by a target’s actions. If someone puts an item in the cart at your online store but does not check out, you would use this type of email as a gentle reminder that they left something behind. For a little bit of persuasion to log back into your site and complete the transaction, you could include a 5 or 10 percent discount code in the email.

Re-engagement campaign

For inactive subscribers, you would use this campaign, which consists of a series of emails. The purpose is to see if you can sway the subscribers to come back or determine if getting them re-engaged is even a viable option. If not, you would remove those targets from your email list, so that you can focus on others with greater potential.

Conclusion

Are you looking to send better emails? At Top5 Email Marketing, we have the right solutions for a successful email campaign. We offer the best email marketing service at a price you can afford. With our email marketing tools, you can watch your business grow. Instead of guessing as to which types of emails you need in your business, allow us to help.

Cedric Jackson
author

Cedric Jackson is a contributing writer. Through his passion for internet marketing he has worked with various tools of the trade, from email marketing software, CRM, and more. When he is not busy writing he spends his time traveling, reading, and keeping up with current events.

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