How to Create Your First Email Marketing Campaign
So you have decided to make use of email marketing as a part of your whole business strategy. You are off to a good start as emails are not going anywhere—with 3.9 billion users who actively check their inbox every day, you are at a point of advantage. As a beginner looking to launch your first email marketing campaign, you have to learn the various steps on how you can create a successful one.
Email marketing is your best bet in growing your business. It is cost-effective and highly relevant in this generation where everyone is actively looking at their emails. Many businesses have utilized this to boost their sales and reach. According to the Direct Marketing Association, businesses made $40 for every $1 spent on average.
What is an email marketing campaign?
An email marketing campaign is the bulk of emails a business sends out to their customers or prospects. Marketing managers and business owners use these campaigns to encourage prospects to engage in their business, make a purchase, and retain as a customer. A successful email campaign fulfills all these objectives.
Steps to creating your first email marketing campaign
Upon starting your campaign, you ought to follow a series of steps to ensure you will meet your marketing objectives. Here’s how you can launch your first email marketing campaign:
1. Plan your marketing campaign objectives.
Before anything else, you should identify the objectives of your email marketing campaign. You want to avoid being all over the place because of disorganized emails with unclear intentions. Don’t draw your recipients away with confusing messages.
Ask yourself the following question before creating your emails:
- Why are you sending this email? Is your goal to introduce your business, educate recipients, announce promos or promote a product?
- Who are your recipients?
- What is your call to action?
- What’s in it for them if they take the action you are asking them to do?
- How will you measure the success of your campaign?
Having defined the objectives paves the way for an effective marketing campaign so make sure you set them first.
2. Build your email list.
An email list is a collection of emails you gathered from various email building outlets you created. This is an essential step to planning your email campaign as you won’t have anyone to send those emails to if you haven’t built your own email list yet. Having an email list permits you to have tons of potential leads whom you can send emails to as much as you want for promotional purposes. A rule of thumb to remember is to never buy an email list as this will give you dead leads.
The best ways to obtain emails consist of strategic placements of opt-in forms and pop-ups on your business website, incentive and referral programs for customers, promos and giveaways, and many more. You can learn more email building strategies by taking up an online masterclass about email marketing.
3. Pick the right email marketing platform for your business.
Once you have your own email list to send emails to, it’s time for you to decide which email marketing platform to use for the email distribution. Using Gmail and Outlook won’t make the cut for sending bulk emails. You need to get a provider that will also offer you a wide range of benefits like the ability to send bulk emails, manage an email database, get customizable email templates, and receive exclusive campaign-management services.
In addition, your emails are less likely to be marked as spam when you have a popular email service provider (ESP). Some of the most user-friendly providers you can choose from include MailChimp, Drip, Constant Contact, ConvertKit, Mad Mimi, AWeber, Campaign Monitor, and Emma.
4. Abide by the law.
The country is implementing various laws you should abide by when sending promotional emails. These may differ according to the country you are in. But for the USA, your emails should be compliant with the CAN-SPAM Act.
The main requirements of the law include the following:
- Don’t use misleading headers.
- Don’t use deceptive subject lines.
- Disclose your message as an ad.
- Provide your postal address.
- Display how the recipient may opt-out of your email list.
- Honor opt-out requests within 10 business days.
- Oversee what’s happening in your email marketing even if you hired another company.
5. Write your content.
When you have decided what type of email campaign you are going for, it’s time to craft your content! The parts of your email should all be clear and direct to the point. Here are the details you need to focus on for effective marketing content:
- A catchy subject line that makes your readers want to open your email.
- An attention-grabbing headline that will ensure your readers will read further.
- Appealing content that shows them what they can benefit from your promotions.
- Proper text/image ratio that shows your content isn’t just full of texts that will bore your readers.
- Visible call to action (CTA) button to direct your readers to your website landing page.
- A touch of personalization for every recipient which can be in a form of addressing them by their first name.
- Your company address should be placed at the bottom of the emails you send.
- The unsubscribe link option in case your recipient wants to opt-out of your email list.
6. Check campaign results for future improvements.
Once you have sent out the emails, the next thing you have to do is check out the outcome. Your email marketing platform will provide you a report on what went down on the campaign. You will see the statistics of how many emails were opened, clicked through, and turned to conversions.
With the generated data, you can identify what kind of email campaign is the most effective and how you can improve on your next campaigns. As you end a campaign, you will discover lots of other opportunities you can play around with and try to implement on your next campaigns.
And that’s how you launch your first email marketing campaign! You just have to follow a series of steps and repeat the cycle when launching your next campaign. It doesn’t have to be rocket science, but if you are really invested in expanding your knowledge in tripling your sales via email marketing, you can take online courses to guide you. There are loads of valuable strategies you can learn from these resources which could highly impact your business growth.