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How to create an amazing email marketing campaign in 5 steps?
Email marketing is a successful tool that refuses to die. If you don’t run email campaigns yet, you’re missing out on three things: savings on advertising, increasing conversions in your online store and, perhaps most importantly, reaching all the people who use your email account on a daily basis.
An email marketing campaign is that tactic you are looking for to create better communication with your customers, improve the experience of your users and boost the sales of your business.
In the digital world there are many channels to be in contact with your customers and taking advantage of each one of them will be important for the growth of your company regardless of the line of business.
Bring a pen and paper, because here we share tips, examples, dos and don’ts so that you can apply your own campaign in the best way and better understand what email marketing is.
What is email marketing?
USA Email marketing, defined above, is any communication that a company maintains with its customers or community through email.
We have all come across several of these emails in our inbox. They offer promotions and discounts, inform about new releases, products and services, or invite us to read a note, access a certain page or perform another action.
Email marketing is a widely used tool today , and to understand why, it is enough to take into account three things: its low cost , the conversions achieved and, perhaps the most relevant point, the large number of people who use your account daily. of e-mail.
The people who use an email service in 2021, globally, are more than 4 billion, according to Statista.
So, a good content, with a personalized presentation, fired from time to time to the email accounts of the community that already knows your business (ideally, the email marketing is directed to a database obtained organically), It will positively impact your brand wherever you see it.
Have you already nailed the topic? So do we, so here are some recommendations and examples of how to create an incredible email marketing campaign , starting with the goals you should set for yourself.
Objectives of an email marketing campaign
There are several approaches to consider before defining the objective of your USA email marketing campaign.
To start your own strategy, you must be clear about what you want to achieve , the audience you want to impact and the frequency with which you will shoot the emails.
- Make your business known
- Improve communication with your client
- Sell products or services
- Share news about your brand
- Make your business known
One of the most used email marketing campaigns today is the welcome email. There are newsletters to which we subscribe, brands to which we give our mail, which immediately after our interaction with them, send a welcome message.
This personalizes the experience for customers and better positions brands. In addition, with email marketing you can attract new customers, if you reach the right accounts.
For that audience that already knows you, adding extra information about the company and its procedures will be the best.
Improve communication with your client
Email marketing will help you communicate with customers more fluidly, as long as you communicate honestly and without being too insistent.
The No Reply is our enemy for this case.
A personalized email is a plus for your brand , an added value in communication with your community.
Sell products or services
If your goal is to improve sales, the golden rule is not to write in a misleading way. It is recommended to create urgency, with phrases such as “the first 20 people who enter”, but you should avoid using many commercial words and saturating people’s mail.
The prices must be perfectly explained, while the matter must not be ambiguous for the recipient. In an era of so much spam, deceptive email marketing strategies only guarantee one destination: the spam folder.
Share news about your brand
People don’t see emails as social media posts, but tend to pay special attention to their content.
Choose well the days and dates on which you will inform your community. Strategies of this type, with an email at the beginning or end of the week, with key points of what happened or will happen within your brand, for example, work very well.
Advantages of email marketing
How many people without USA email do you know? Almost all social networks , subscription pages, internet services, etc, require an email account to register.
Let’s be honest, creating an email account is one of the first things you do when you learn to surf the net , so almost all users have an account, and I dare say two or three.
In contrast to social media posts, people pay special attention to their emails on a day-to-day basis. As an individual point of contact, it is prioritized, and personalized messages attract more easily.
Here are some advantages of email marketing for your business:
- Personalized messages
- Convert more than a social media post
- You stay top of mind with your customer
- Segmentation of your audience
- It’s economic
Now, to explain each of these points:
1- Personalized messages
You should always think about the recipient and how they will engage with the content of the email. A personalized message, with the name of the client in the subject or some characteristic that defines that audience, will improve the impact of your campaign.
2- Convert more than a social media post
What is a conversion? It refers to the percentage of users who complete the proposed action in your email marketing campaign , such as visiting your page or downloading a file.
Due to the personalization and careful management of email accounts, the conversion is usually higher in email marketing than with advertising strategies on social networks or other pages.
The actions most driven by an email marketing campaign are subscriptions, filling out forms, downloading files, and of course, purchases. Be careful, of course you can measure success by the clicks achieved within the content of the email, but this does not necessarily represent a conversion.
3- You stay top of mind with your customer
Email marketing will help you improve communication with clients , and for this, a good schedule is necessary, which will lead you to stay present among your clients and community.
Perhaps it has happened to you, it has happened to me; many times we stop consuming a certain brand or product because we simply forget about it, we do not remember its existence. One of the goals of email marketing is also to stay current and always remind your customers that you exist.
4- Segmentation of your audience
When creating an email marketing campaign, it is advisable to segment your audiences . This achieves absolute control of who will receive what emails.
Customer segmentation is dividing your audience into different smaller groups according to their profiles, interests and actions.
Good segmentation will help meet the objectives of your email marketing campaign.
5- It's economic
Of course, the costs will depend on the content to be developed and the objectives set, but email marketing campaigns are cheaper than buying advertising in the media, networks or other internet sites.
The ROI ( Return On Marketing Investment ) of email marketing campaigns is high, as long as good recommended practices are followed.
In addition to saving advertising budget , you can also save time , since the tools and software that run email marketing campaigns are scheduled and will trigger the mail without the need for long processes.
5 steps to create an amazing email marketing campaign
You already know the benefits that email marketing can bring to your business, now, we will tell you how to start your campaign and not get stuck trying.
- Define your target audience
- Create a template or design
- What will the content be?
- Plan your shipments
- Track your metrics
Define your target audience
Marking a target audience will help to have better parameters to measure our results. It will not be the same communication for those who already buy from you as for potential customers , for example.
To define the audience, you can rely on monitoring user actions on your website , the medium from which they subscribed to your information, if they have bought before or not, or even in their jobs, relevance in the sector, etc.
Create a template or design
In addition to following the same guidelines in each email, in order to create identity, it is highly recommended that you use colors, design patterns or images so that the recipient knows which company it is without having to read the information.
Some good practices for creating templates are: always use calls to actions , find a balance between images and text, and take care of the quality of all included artwork.
Standardizing a design will improve the click-through rate in your email marketing campaigns.
What will the content be?
The content will be defined by the stated objectives. Being direct in ideas will always be the best. Short paragraphs and with the most relevant information in the first lines.
Review the content well to avoid clashes with the language of the company and confirm that it really drives the specific actions.
An important part is adding, in each email, the option to unsubscribe. In this way, the risk of being classified as spam can be reduced and, therefore, mailing campaigns are closer to their objectives.
Plan your shipments
How many are many emails, and how many are few? This answer varies according to the case and the objectives, but as in everything, balance is the best option.
If you saturate your users with emails, the opening rate will drop. If you send too few emails, the community will forget your content and the effort will be wasted.
Plan your emails consistently. That they be sent on the same days and with established schedules. Here you can take into account special dates, such as Christmas or Day of the Dead, to take advantage of the context and boost ideas, sales and more.
You can start with a defined frequency, and try modifications little by little.
Track your metrics
The metrics are those indicators that will let us know if the result is favorable or not. You can divide them into positive and negative:
Positive metrics: they are the number of emails sent, opened, registered clicks and of course, the conversions achieved.
Negative metrics: These are spam marking, bounce rate (the number of emails rejected by the client’s server, compared to the number of emails successfully sent), and perhaps the most painful, unsubscribed.
Tips and example of an email marketing campaign
As you can see, the direction of an email marketing campaign will be determined by the good practices used.
With the points reviewed here, email marketing can help you attract new customers, strengthen your relationship with those who already have a link and also remind old users that you are still valid.
There are certain details that you can take care of to improve your strategy and they are applied by international brands. Take note of the examples of email marketing that we are about to show you, extracted from the Vice newsletter .
Think of an eye-catching subject
Whether or not the recipient opens the message will largely depend on the subject.
In addition to being creative, the subject of an email within mailing campaigns must consider factors of interest , such as promotions, personalization and, of course, be short and honest.
The subjects of the Vice newsletter are usually the title of the most striking article of the day. This way they attract easily and, once you enter the email, the content varies and the chances of getting a conversion grow.
Look for a simple design, but that captures attention
An optimal design has no reading complications , takes care of the balance between images and text, and is easy to interpret to execute actions.
Homogenizing this design facilitates the interaction of those who receive the mail and reinforces the identity of your brand.
Always include your brand logo in the header
Let it be seen on top of everything.
Don’t forget to add your social media buttons!
There is never a lack of clueless people who do not follow a brand of their choice on their favorite network, or who do not know that they can find some content on these platforms.
Always leave buttons that lead to your social networks, it could increase your interactions.