For your brand to maximise the ROI that email marketing can deliver, you need to know how to run an effective email campaign. If you’re not familiar with how to optimize your emails, you won’t get those desired opens, clicks, and conversions.
Read on to learn the four things you need to do in order to run an effective email campaign.
1. Build your email list.
To build an enormous list of subscribers, the first thing you need to do is make it easy for people to subscribe. There are a number of ways you can do this:
Via your website
Provide your visitors with plenty of opportunities to subscribe by placing a subscription form in several pages of your website. You can place a subscription form on your checkout page, your Contact Us page, and even at the bottom of your blog posts.
Via your social media pages
Depending on the email marketing service you’re using, you can add a subscription form on your Facebook page. Here’s an example.
As you can see from the image above, a separate tab appears on your Facebook page after you place the subscription form. This makes it easy for your social followers to subscribe because the tab is highly visible.
If you have a Twitter account, you can also entice your followers to subscribe by simply tweeting the link of your subscription.
2. Create an email marketing campaign.
Regardless of the type of campaign you want to run, you can create an email that converts by following these email design principles:
Make your emails easy to read.
With people’s short attention spans, you can bet that they won’t be reading your email in its entirety. They are most likely just skimming through it in the hopes of finding something interesting in your message.
Therefore, you should structure your email in a way that not only makes it easy to read, but also encourages the reader to take the email’s intended action.
The best way to achieve this is by using the inverted pyramid model of content. This may seem complicated, but it’s pretty simple. This just means you put the most pertinent information at the top of your email and then guide the reader towards the call to action (CTA) at the bottom. Here’s how it goes.
- Headline – Placed at the very top portion of your email, this highlights your email’s entire message.
- Supporting information – This is the main body of your email. It lets the reader know why they need to take your email’s intended action.
- CTA – If you did the other two elements correctly, then your reader will be more inclined to take the intended action, whether it’s making a purchase or downloading a resource.
Your email must be relevant.
Avoid sending the exact same email to your entire subscriber base. Instead, create various segments and send offers that are relevant to each of those segments. You can segment your list based on subscriber data you already have, including:
- Job title
- Job level (entry level vs. CEO)
- Personal interests
- Past engagement activity (emails opened, links clicked)
- Past transactions (the type of products they purchase most often)
Take advantage of all the information you have at your disposal. Better segmentation leads to more relevant emails, which then lead to increased revenue. In fact, segmentation can boost your revenue by up to 760%.
Align your emails with your brand.
Design your emails using the same colors, fonts, logos, and tone of content you use for your brand. Doing so enables your subscribers to quickly recognise your email, which helps build trust.
When you align your emails with your brand, you also reinforce your branding. This allows you to stay top of mind with your subscribers.
Optimise your emails for mobile.
It’s safe to assume that a significant number of your subscribers use their mobile device to open and read your emails. This is why it’s important that your emails are optimised for mobile. Simplify the process by using email templates that are already mobile responsive.
3. Test your email marketing campaign.
Once you’re done creating your email campaign, set up two variations of several elements so that you can perform A/B testing. Basically, A/B testing means sending one variation of an element of your email to a subset of subscribers and then sending another variation to another subset. The variation that gets more opens or clicks is deemed the more effective one.
Elements of your campaign that you should A/B test include:
- Subject line. Test the length (short subject line against long subject line) or test two types of offers (“15% off” vs. “free shipping”)
- Content. Test text-based content against content that has multiple images. You can also test the layout of the content (one column vs. two columns).
- CTA. Test two buttons that have different font, color, and effect (3D, shadow, etc.) combinations.
- Time of send. Test sending emails in the morning, afternoon, or at night. It’s also advisable that you test different days, whether it’s a weekday or a weekend. This type of A/B testing will give you a concrete idea of when your subscribers open their emails.
4. Evaluate the success of the campaign.
The meaning of the term success will vary based on the actual objective of your campaign. Is it to drive more traffic to your website? Is it to sell a specific product? Or is it for your subscribers to register and attend your event?
Depending on your goals, metrics you can measure to determine success include:
Click-through rate (CTR)
Used to measure engagement, CTR is the percentage of email recipients who clicked on the link within your email. Sent out a newsletter promoting a brand new article on your blog page? If the email has a high CTR, then you know that a significant number of recipients clicked on the link that directs to your blog post.
This represents the percentage of recipients who shared the content of your email via the social sharing buttons included in your email. If your objective is to boost brand awareness through subscribers sharing your content on social media, then you need to take a look at share rate.
This is the percentage of recipients who take the action you want. A high conversion rate is a strong indicator that your email campaign was a success. For example, you sent out a welcome email that included a code for an exclusive 30% discount to 100 new subscribers. Upon reviewing your email data, you find that 40 of those new subscribers used the code to make a purchase. That means your conversion rate is 40%.
Building high-performing emails is not all that difficult as long as you know what to do. By following the advice detailed in this guide, you are sure to see opens, clicks, and conversions skyrocket for your next campaign.