As someone who owns, runs or manage a (big or small) business, the goal every now and then usually revolves around be to reach as many people as possible, attract new customers (while servicing the old ones), outdo competitors, make more profit etc. To achieve this, a lot of effort has to be put into getting the business or brand in the eyes (and heart) of as many people as possible.
Businesses can be promoted and marketed in a number of ways, especially digitally: Social Media Marketing, E-mail marketing, Digital Advertisement etc. Digital is the way forward, and many businesses know this. This is why over the past 10 years, the adoption of digital marketing particularly via Social Media has been snowballing. However, E-mail is one aspect of digital marketing some businesses fail to pay attention to. Or worse: put less energy into.
E-mail Marketing for Beginners: Running a Successful Campaign
Be guided, e-mail marketing entails more than just sending commercial messages to a selected group of people or targeted customers, but before we delve deeper, let’s talk about the types of mails in e-mail marketing.
Type of E-Mails
While business owners & customers send and receive marketing e-mails, they are actually of different types;
These are the types of mails you receive you make an action on a website. These types of mails are usually automated. For example, the “Welcome to XXXX, Mr. You” message you receive in your mailbox when you sign up on a new platform is a Transactional email. Ditto payment confirmations, receipts, order tracking etc. Transactional emails are important; a broad street for effective marketing.
Basically tells your subscribers or prospects things about your business operations/activities. Early closure, holiday or maintenance plans, events, or change/update of terms and conditions are examples of operational emails. These may not seem important, but they go a long way in carrying customers along, increasing trust, engagement and awareness.
Monthly / Weekly/ Daily newsletters, promotions, reports, deals, recommendations, coupons etc are examples of marketing emails. Marketing emails are specifically sent to users who specifically requested /opted-in for the information.
Identifying Campaign Goal
Just like every journey, there should be a destination, a place you wish to be, and something you wish to achieve. Same goes for an email marketing campaign; a successful campaign. So, before jumping on the email marketing train, its best you list out things you wish to achieve as it is crucial to running a successful email marketing campaign.
Your business needs to grow – that’s an established fact. But what does your business need to grow? How does it need to grow? Who are your targets? New customers? More sales? Engage existing customers more? E-mail Marketing is a powerful digital marketing method. Using it correctly in line with your business need will likewise bring powerful impact and results to your business.
Create Effective Optins
This is the first and perhaps, the most important step in any email marketing campaign – crating and growing your email list. To do this effectively, you’ll need to employ several optin channels. Optins could be in the form of pop-ups, welcome gates, or at the bottom/sidebar of your website. For the best results, it is recommended that you embedded optins in multiple positions on your website. But be careful though, you don’t want to vex off visitors / prospective customers.
Choosing Email Marketing Provider
Right after identifying your needs and creating a strategy, choosing the appropriate provider for your marketing campaign is also crucial. There are quite a number of platforms that offer email marketing service out there, as well as help manage and run your campaign. MailChimp, Get Response, ActiveCampaign, Zoho Campaigns are good examples.
Monitoring, Analyzing and Optimizing Campaign
After all is set and done, probably after sending your first set of mails, the importance of monitoring and analyzing your campaign cannot be overstated. Deliverability rate, Click through rate, opening rate, reactivity rate, and churn rate are some indicators to look at for. These help point out if your campaign strategy is effective, or need some improvements.
E-mail marketing is broader than all that has been said above. However, as a beginner, these are the basic things you might want to take into consideration and get to understand properly before venturing into using email to improve your business.