Email remains one of the most effective ways to reach potential customers.
Whether you’re selling B2B solutions or promoting new offers to consumers, your digital marketing campaign should always include email. As marketing budgets continue to grow, we can expect more companies to double down on email to engage new leads and nurture existing ones.
According to HubSpot, more than 81% of B2B companies using email newsletters as your primary form of content marketing. Email can also be used to drive more online purchases. To get the best results from your email marketing efforts, you need to know and apply the right strategies. In this article, we look at how you can structure an email campaign that gives you a good ROI and supports your business’ long-term goals.
Begin
Before you write a newsletter or cold email, you’ll need to come up with a plan for your campaign. Email marketing is not just about writing messages and hoping someone clicks on them. A lot of it is about establishing a solid foundation based on accurate data. For this reason, you need to set the right type of person who will receive your messages.
With audience research, you can develop an email marketing plan that meets the needs and preferences of potential customers. Besides defining your target audience, you also need to determine the goals you will need to achieve with your campaign. Do you want people to sign up for a free course? Are you promoting an upcoming product or service? Having specific goals in mind can help you focus on designing emails that align with your goals.
Create a mailing list
After defining your goals and identifying your target audience, you should be able to build an email address list. This may take a long time as you will need to verify each email address if they are active and correct. Fortunately, there are a number of strategies you can use to encourage people to sign up. For one, you can start by adding a lead capture form to your website.
Each time a visitor lands on your website, they may be greeted with a pop-up form that encourages them to subscribe to your newsletter. You can also reward visitors for their subscription with exclusive coupons and other benefits. Content published on your social media pages can also encourage people to sign up. All it takes is knowing how to craft compelling calls to action that will get prospects to share their email addresses.
Use the right platforms
The success of your email marketing campaign will depend on the type of software you use. With the amount of work involved in building and segmenting your email list, copywriting newsletter contentand scheduling email sends, you might as well use an email marketing platform that automates every aspect of your campaign.
Tools like MailChimp and Omnisend come with email builders that let you design engaging messages that match your brand identity. You should also use a platform to analyze and track incoming messages from interested customers who might need more information about your business. Look for one that can help you improve Outlook inbox performance and improve response times.
Using the right software is key to ensuring your emails are sent to the right people at the right time. You may have to pay to use some of these platforms, but it’s a necessary expense to get the most out of your campaign.
Write good content
It’s one thing to make sure the email addresses on your list are correct, but it’s another serious challenge to deliver content that meets your campaign goals. Whether you want to educate your prospects or encourage them to schedule a consultation call, bad writing won’t help you hit the right targets. For this reason, you need to make sure your prospects are getting enough value from your emails.
This involves tailoring each message to each prospect’s needs and preferences. You should also use simple and clear language and avoid words and phrases that could redirect your emails to the spam folder. To be safe, use a spam checker before planning. A good rule of thumb is to A/B test by creating two versions of an email, sending them, and determining which one works better. With an A/B test, it will be easier to determine the types of messages that guarantee the best results.
When done correctly, an email marketing campaign can help you grow your business and build customer loyalty. It can also bring high-value business opportunities and bring your brand to the fore.