Then why is it that so many enterprises, especially small and mid-sized businesses, overlook email marketing and do not give it the attention it deserves?
Generally, the lack of interest in the email marketing lies in the cynicism about the ROI it will accrue juxtaposed to the input it will take. However, a few simple and inexpensive strategies can make your email campaign a smooth and painless experience.
Take the following strategies into consideration to run a successful email marketing campaign for your business.
1. Know your goals
If you think that you can start your email marketing campaign without setting a goal, then you are simply going in the wrong direction. In fact, not just an email marketing campaign, it is true to every other marketing campaign. To run a successful email marketing campaign, set your goals, write them down and think about what you want to achieve.
What goals should your email marketing campaign include?
Welcoming new subscribers is the first step before you move further with your blog posts, offers and discounts or launch and promotion of your product.
Engage your customers by sending weekly or biweekly blog posts, newsletters, ebooks or visual content like videos, infographics and more.
Nurture your existing subscribers by providing an offer, a free trial or something else they’ll value
Send a targeted email by customising your message so as to make it more powerful and personalised.
2. Know your audience
If you are a seasoned email marketer, then the chances are you are likely to be aware of who your audience is. On the other hand, if you are just getting started with your email marketing campaign then you will have to do some prolific research to get a better insight into who your audience actually is which will eventually lead you to important answers like what are the needs of your audience? What type of content would they like to see more often?
You can gather data using reliable tools like Google Analytics.
Or Facebook Insights.
Both the tools will give you a perfect insight into your bounce rate, the location of your audience, interests and other important demographics.
3. Make your subscribers happy
You are here finally! With sheer hard work and a whole lot of tact and convincing you have sought entry into your prospects’ emails.
Now, it’s up to you whether you take your subscribers for granted or not. If you indeed try to take this easy way out by not putting any efforts for your subscribers, you are going to regret it a lot. Because tomorrow if not today, your subscribers will eventually press that dreaded “unsubscribe button”.
So, it is suggested that you do your best to live up to their expectations because if you don’t, you are simply throwing all the efforts that you put into getting your users to subscribe away.
For example, you have promised daily updates regarding social media strategies to boost sales, but somehow you fail to deliver, then your subscribers are likely to be upset. On the other hand, if you have promised one email per week but you end up inundating their inbox daily, then also you have set yourself up for a failure.
The point is – deliver what you promised to the dot. Don’t sidestep your promise for any reason because follow-up is the most crucial part of your email marketing campaign.
Apart from the promised goals, what else can you do to make your subscribers happy? How can you make your subscribers happy? How will you live up to their expectations?
Make sure to include this in your follow-up actions:
Before bombarding your subscribers with too many emails or before simply leaving them without any update for weeks, try to envision yourself in your subscriber’s shoes. How often would you like to receive such emails?
Make sure to include relevant or valuable content in your email. However, if your emails border on SPAM then the user would not probably think twice before unsubscribing.
Integrate links to your blogs, your social media channels and any of your product that is of value to the subscriber or any other form of media content.
Balance your newsletter with product updates as well as a personal message or friendly anecdote.
4. Use an Autoresponder to provide instant response
Many marketers overlook talking to their subscribers unless they have something to sell. Sometimes it gets tedious to send a response And it comes across as a bit unideal.
This is where Autoresponder comes in.
What is Autoresponder?
An autoresponder is a computer program that automatically answers e-mail sent to it. They can be very simple or quite complex.
For example, you can design a programme of a series of autoresponders so that after a few minutes of subscribing to your newsletter, your subscribers will get a welcome mail. After a week they will receive a link to your blog post or some discount code for your product or service. And then 2 to 3 weeks later, they can receive a link of another one of your blog post or product… and so on.
Autoresponder ensures that you remain in touch with your subscribers before announcing a new product or sale. It is better to make your customers familiar with you and your product, rather than sending an out of the blue email about your product launch.
Although, it is important to ensure that your autoresponder is scheduled for specific days. You can’t afford to annoy your subscribers because that “unsubscribe” button is never too far away.
5. Write an eye-catching subject line
A subject line is the main starting point for your email marketing campaign, not to say, your perfect chance to grab eyeballs. If your subject line itself is boring, spammy or promotional, then chances are that the viewers might end up deleting the mail without even opening it.
However, don’t get overboard with the subject line just to make it look compelling. Eye-catching doesn’t mean lengthy, instead make it snappy, witty and up to the point.
According to a research report by Return Path, 65 characters seems like a perfect option for email subject lines, which is about 15 characters more than the average subject line. The report further says that when subject lines are 61-70 characters long, they tend to get read. However, most email subject lines are between 41 and 50 characters.
You can also use pre-headertext to add even more value to your subject line.
However, in your quest to grab your customer’s attention don’t try to sidestep your topic because you will end up being a propagator of click-bait, which will mitigate your content’s value manifold.
Here are some best practices to leverage your subject line
Before we talk about the best practices to leverage your subject line, just remember that while finding the ideal length for a subject line is an important step in your email marketing, however, it is not everything. So many things other than length can help you see success in your email marketing campaign.
Follow these tips to craft a winning subject line:
Don’t use a generic subject line for every email that you send. If you use the same and a generic subject line that you crafted at the beginning of your email marketing campaign and using it over and over again, it would stop exciting your subscribers. When a viewer sees a new subject line every time, it acts as a harbinger of something latest which results in perking up their interest.
Use personalised and customised subject lines. People like to feel important and perk up every time they see their name in the subject line. So try to use personalisation right in the subject line based on the data you have about your subscribers.
A/B test your subject lines. Constantly audit and test your subject lines to discern which ones are performing the best and which ones are receiving a bland response. You’ll never know what works best without a test.
6. Segment your list
Segmenting your list helps you to carry out the above tactics more easily and will help you add a personal touch in your email marketing copy. Plus, it helps you to target your audience more easily making your endeavour highly successful.
Studies from Marketing Sherpa have shown that segmenting your emails can improve your click-throughs by 50%.
Some examples of the way you can segment your list are:
Particular demographics and psychographics
Certain drop-offs in your sales funnel
People interested in the same product/ service
Summing it all up
Finally, now you know how to run a successful email marketing campaign that will generate massive B2B Leads for you. Don’t forget that your email list is one of your most valuable resources. Segment it to leverage the power of your data to the fullest, and learn to treat it right.
Will you use any of these email marketing tips to run A Successful Email Marketing Campaign? What practices are helping you to run a successful email marketing campaign? Share in the comment section below.
Deepti is a senior content writer with AeroLeads. She spends a lot of time brainstorming ideas and writing marketing and sales content. She also has a knack for writing and reading about politics and prevalent social issues and regularly pens letters to the Editor of The Hindu newspaper. When she is not working, you’ll find her socializing with friends or binge-watching Netflix. (And devouring sushi).