What is an e-mailing campaign? Why should you use them?
An e-mail campaign is a marketing strategy that involves sending promotional information to potential customers via e-mail.
Email campaigns are one of the most popular marketing methods, with over 95% of marketers using them.
They are an effective way to stay in touch with your customers and can be used for a variety of purposes.
The main reasons to use an email campaign include:
Sending reminders about products or services the customer has already purchased from you
Encouraging customers to take advantage of special offers or discounts
Introducing new products or services to your customers
Even if this channel is top-rated and ensures one of the best ROI (Return on Investment), it is essential to follow 5 key steps to set up a successful email campaign!
What are the steps to create a successful email campaign?
Step 1 - Targeting the contacts to send the email to
In order to create a successful campaign, it is important to segment or create your contacts according to different criteria. The more criteria, the more qualified your prospects are.
This step is essential because we know that recipients are more likely to open and click on e-mails that correspond to their needs.
Step 2 - Create the framework and content to meet the objectives and target
Once you have targeted the prospects of your campaign, you will be able to create a framework with the main lines of your content.
There are different types of objectives such as increasing sales, customer loyalty, or increasing traffic on the website.
It is then important to note the precise information that will be mentioned in the email, the CTA (call to action), the tone, or the added visuals.
Your framework can also be adjusted as the campaigns and the feedback are going on.
Creating the content of your email campaign is a key step. It is important to build your text according to the CTA (the action you want your prospect to perform).
Storytelling is an effective strategy to appeal to the readers' emotions and incite them to action.
Once the text is written, you have to choose the design of the e-mail, the use of images, videos, infographics, etc.
It is important to take into account your previous campaigns to use what works and improve certain points.
Step 3 - Schedule your campaign
Once your content is ready, you can schedule your mailing. The first step is to think about the best period to send your campaign, for example, some campaigns will be more popular in the spring or at a given time.
Moreover, the duration of the rhythm of sending your campaign is an important point, because you should not "spam" the contacts, or conversely not interact with them enough. Each campaign and each target is unique, it is up to you to test and see what works best!
Finally, the time and day of sending are also key! It seems that Tuesday is the best day of the week to get a good open rate.
The time of sending will also vary depending on your target, morning for professionals, or during lunch breaks are popular.
Step 4 - Perform one or more A/B tests
A/B testing has become an indispensable step for every campaign! It's a process that allows you to test 2 different objects or text on a part (or all) of your list and will give you the one that had the highest open rate. You can also use this method for your CTA, your image, or even parts of the text.
Step 5 - Analyze & Improve
The last step is to analyze your first results and performance. You can for example analyze the rate of deliverability, the opening rate, or clicks. This information will allow you to identify your strong points as well as the points to improve.
Don't forget to put a "tracking" in your link in order to know the behavior of the prospects who clicked on your link.
Conclusion
There are many steps to create an effective email marketing campaign, targeting your prospects, defining your objectives, creating your content, planning your sending and your objectives, and analyzing your results are the main ones!
If you want to set up effective emailing campaigns but don't have the time or the resources, don't hesitate to contact us!
Comments