There are billions of e-mails being sent on a daily basis, and there’s a lot of competition to grab the audience’s attention. Running a successful e-mail marketing campaign is indeed a big challenge, these days. So, it’s become very essential to learn how to run an e-mail marketing campaign rightly yet effectively, in order to reach the target audience and keeping their interests alive.
Typically, an e-mail marketing campaign consists in sending content to customers or prospects via an e-mail. When the e-mail recipients take action, or engage with the business, or help to get more leads and sales; it’s termed as a successful campaign. People still use e-mail on a wide scale and that’s one of the biggest advantages of e-mail marketing.
E-mail marketing certainly isn’t dead yet! As per a study; 90% of adults still use e-mail services regularly. E-mail marketing, therefore, is an effective tool for building customer relationships to help generate leads and sales.
As we move into the year 2019, corporates need to plan and prepare well for running their e-mail marketing campaigns effectively and successfully. Let’s take a look at some of the points that can help ensure a business to run their campaigns effectively.
Setting Goals and Crafting Catchy Subject-lines. Most marketing strategies start with setting goals. How can an e-mail marketing strategy be any different? Usually,the major goals of an e-mail marketing campaign include:
• Introduction to prospective customers enabling to build a relationship with them.
• Boosting engagement with customers by using effective content, including webinars.
• Nurturing existing customers by providing something that they will value.
• Re-engaging with inactive customers by sending them exciting offers.
It’s important for any business to grow their e-mail list. It’s an asset and one of the most valuable marketing resources. Improved “e-mail open rates” is one of the best metrics for measuring the effectiveness of an e-mail marketing effort.
A business needs to lay more stress on shooting e-mails that the audience will thank them for. If one wants to build an audience that actually looks forward to receiving e-mails, one needs to get their permission and update the contact list accordingly. Further, it’s the responsibility of any business to provide value in every email that they send. Effective content within an e-mail holds the key.
The subject line is the starting point for any successful email marketing campaign. It plays a crucial role in making someone to open an e-mail. As the headline on a blog post or article, an e-mail subject line should be such that it grabs the attention of the receiver. And one needn’t use a lot of words to express, most subject lines are around forty-five characters.
Understanding the Audience. This comes up with a bit of experience! On gaining some, one needs to make a few guesses in order to target one’s content. On gathering data, one can use various marketing analytic tools that give insights on demographics, location,and interests, along with other metrics. All this helps in giving a snapshot of the customers and their interests. Going ahead, this data becomes the starting point for a successful e-mail marketing campaign.
One is very much aware of how millions of links are created every twenty minutes on Facebook. With the emergence of the Twitterverse, a number of URL shorteners came to the fore. The randomly shortened website links are publicly accessible, irrevocable, and they do not expire! Shortened website links are aesthetically appealing, and today, have become an integral part of any marketing initiative.
MyLnk is an innovative link shortener and a URL management platform that gives the opportunity to customize a link. MyLnk is the perfect solution for businesses to reach the right audience by creating branded and customized links which, when integrated with an e-mail marketing campaign can give spectacular results.
E-mail and Audience Segregation: It’s essential for any business to understand, and further segregate the different type of e-mails that they send. But prior to sending e-mails, it’s very essential to also segregate the audience. Mylnk, which is an innovative platform to shorten and customize URLs helps with great analytics too. It provides a user interface for sharing that enables to see the number of views to a link along with measuring and managing campaigns with analytics and insights.
The analytical data collected, helps in segregating the audience in a very systematic and organized way; based on demographics, location, interests, and so on.
Now turning to e-mails, basically there are three types, as shown below:
• Promotional E-mails: These e-mails talk about offers and sales.
• Relational E-mails: These type of e-mails keep customers engaged. It includes weekly newsletters, a free gift, etc.
• Transactional E-mails: These type of e-mails induce the recipients in taking action by way of subscription signup, welcome messages, order or purchase confirmations, acknowledgments to subscriber information, etc.
Once the e-mails are segregated based on the above types, steps ahead are likely to drive a successful e-mail marketing campaign. Segregating e-mails along with the segregation of the audience allows sending relevant e-mails to relevant recipients.
Automation using Technology: E-mail marketing services come along with tools to help one create more successful campaigns. Sending a message at the right time is all to do with automation. Using technology, via pre-defined parameters; e-mails are sent automatically.
This reduces manual intervention and saves a lot of time. The pre-defined parameters could be anything from a particular time of day, to whether or not a user has interacted earlier.
Using technology, automation offers endless opportunities for marketers, it can help a business to:
• Pick the right audience for each e-mail, or
• Send additional e-mails depending on the purpose.
As per a study, automated e-mails facilitated in getting a higher click-through rate which was 152% higher than other e-mails. Automation delivers the right content to the right audience at the right time helping further in achieving the desired RoI efficiently.
Personalization. Marketers are dealing with newer and newer terms and definitions on a regular basis – Personalized Marketing the new term! It’s a strategy for leveraging for data analysis and digital technology to deliver individualized messages to current or prospective customers. Customized and shortened links are a great way to brand a URL with specific types of content that one shares in their e-mail marketing strategy. Using an appropriate URL shortener service like MyLnk makes it easy to track and analyze link clicks that are part of any e-marketing strategy.
Personalizing e-mail is an integral element of segmentation. Personalization unlocks some benefits. Effective content via e-mail marketing can increase the appeal and trust among the recipients. Personalization must ensure that the campaign run is important enough for the target audience to spend time on it.
The challenging part when dealing with e-mail segmentation and personalization is knowing the target audience properly so that relevant e-mails can be sent to them. Data analytics plays an important role at this juncture, as it enables to understand the audience preferences and behavior. Accordingly, the right content can be sent to them in anticipating of their response.
Integrating CRM S/w with Automation. A software that allows marketers to organize their interactions with customers in the most structured way is Customer Relationship Management (CRM) software. As per a study, 45% of B-to-B marketers consider CRM software as the most effective marketing tool. A complete overview of the business goals and the results of a campaign can be attained by making use of a CRM software that is part of an e-mail marketing strategy.
Combining CRM technology with automation can prove to be useful. It could well be in the form of a total solution that includes e-mail marketing, metrics, campaign planning and automation under a single roof. In spite of integration challenges with e-mails, CRM technology can be useful for marketers – it’s proving to be an asset for any e-mail marketing strategy!
Leveraging Artificial Intelligence. Integrating Artificial Intelligence (AI) into an e-mail marketing strategy is a trend that’s catching up, and needs to be further explored by marketers. AI can help in improving personalization and segmentation. For an e-mail marketing campaign, AI can prove to be effective overall, for example, it can offer insights pertaining to:
• Appropriate time in starting an e-mail campaign,
• The relevant audience that it can address, or
• The anticipated reaction.
Wouldn’t all that be useful to improve the open rates, click rates, and also conversions? It certainly would! It will also help ensure to predict the audience’s behavior and improve the results along with designing an effective e-mail marketing strategy.
Usually, most of our E-mail In-boxes, are crowded with a barrage of automated e-mail newsletters on a daily basis. Either one marks them as unread without reading, or unsubscribe them, or simply delete.
But, there are newsletters that are so good; that one not only reads it but also clicks and shares with their friends too. As discussed earlier, the subject line is the starting point and forms the basis for any successful email marketing campaign. A valid e-mail marketing campaign is one that is cleverly written which attracts the attention of busy inboxes.
By setting goals, crafting attractive subject-lines, segregating and understanding the audience, personalizing e-mails along with the links within it, and leveraging technology; one is bound to reap in rich dividends in their e-mail marketing campaigns in the year to follow.