Cold calls and mailings were formerly the preferred marketing methods for engaging with prospects and clients. Then, approximately a decade ago, email became the marketing tool of choice for everyone.
However, since information is being disseminated in more locations than ever before, some businesses are changing their focus to other channels, such as social media, as their main mode of communication.
So, does email marketing still have a future? Of certainly, and maybe much more so than before.
According to the Content Marketing Institute, B2B content marketers still utilize email campaigns to nurture their audience 87% of the time, making it by far the most frequent strategy. You have to presume that B2C marketers feel the same way.
With so many companies still depending on email marketing, how can you develop a campaign that will stand out and, more importantly, prove to be profitable for your business? Let’s take a look at this together:
Here are five guidelines to follow when creating an email marketing campaign:
- Establish your objectives.
First and foremost, you must decide what you want to achieve when developing an email marketing plan.
Do you want to sell more of a certain kind of product? Or maybe you need to boost conversion by a certain percentage. Whatever the cause, you must guarantee that all actions taken from this point on are accomplished with those objectives in mind.
Choosing your overall objectives may also help you evaluate the return on investment (ROI) of your campaign. Email marketing has one of the highest ROIs of any marketing activity, with the typical firm in the United States receiving $44 back for every dollar invested.
You may develop appropriate benchmarks for measuring your progress along the road by taking stock of the big picture scope of your present initiatives and upcoming deadlines.
- Select your tools
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Once you’ve determined your objectives, you must ensure that you have the necessary instruments to achieve them.
Investing in email marketing software is the finest and simplest method to do this. The greatest systems on the market today provide a plethora of capabilities that enable you to design your email template, import and segment contact lists, conduct performance tests, automate campaigns, and monitor and analyze your results.
Sure, you could handle each responsibility independently. However, using software will help to simplify your business and optimize your marketing.
- Determine your target audience
The next step is to decide who will get your emails. This is often referred to as your target audience.
Consider who will use your product or service. This might be based on geography, demography, age, or other factors. These are the folks you want to reach out to through email.
If you need assistance establishing your precise target audience, look at what your rivals are doing and then alter based on your company’s specific objectives.
- Build your contact list
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Now that you’ve determined who you want to target, you must choose how to get their contact information. Here are a few quick and simple strategies to develop a solid and dependable email list:
Events: Collect email addresses at your booth, or offer to share your presentation or another resource in return for an email address if you are speaking.
Your blog or website: Create a form on your website or blog that requests visitors’ email addresses in return for updates, special bargains, corporate information, newsletters, unique material, and so on.
Social media: You’ll utilize the same premise as a form on your website, but this time it’ll be shown to your social networks.
It may seem appealing and simple, but avoid purchasing email lists. Not only may these lists include untrustworthy connections, but you also risk breaching spam laws by contacting these individuals without their consent.
- Identify your segments
You won’t be sending the identical email to everyone on your list at the same time.
For example, your 100,000-contact list may comprise half new prospects and half current clients. While it is sense to send your prospects an email outlining your company’s merits, this material is irrelevant to your current customers. This issue may be solved by segmenting your contact list.
When you segment your lists, you are essentially dividing them into smaller groups or buyer personas. You may categorize them based on their stage in the customer journey, geography, or demographics, to mention a few. The better your email performs, the more targeted it is to your unique audience.
It is critical that you do not rush into an email marketing plan. Your team should set objectives and do research to establish what outcomes are realistically possible.
Once you’ve decided what you want to accomplish, spend your time carefully crafting the look and feel of your plan so that each message you send has interesting, relevant, and useful information.
Remember that your email strategy will not be flawless.
You could have some early success if you’re fortunate. However, it will most likely take some time—and testing—to produce outcomes that will have an influence on your bottom line.