When building an error-free email marketing campaign for your marketing team, you can employ different ways to manage them efficiently. Manage those stages with a step-by-step guide that would help you give direction to the entire process.
Determine Your Business Goals.
The first step for any email marketing campaign is to define the goals and objectives of every strategy. Then, blast out emails that resonate with the prospects while resolving their issues. Finally, send highly targeted emails that are tied closely to your overall marketing goals.
Probably, your priority is to welcome new list subscribers or need to educate them about your offerings. You could mention your core values or the next steps that could resolve their immediate needs.
Emails could also serve as a nurturing device for existing subscribers with high-value content to demonstrate how your offerings could solve pain points. Your goal could be to re-engage subscribers and offer them discounts to get on board with your brand again.
Define your goals and dispatch emails aligned with those goals for maximum success.
Know Your Intended Audience
After setting the appropriate goals for the campaign, it is essential to know the intended audience for your business. One should know what matters to the audience before sending in the emails.
Know the reasons, how, and why they signed up for your emails. Check out their pain points or provide information to help them solve their specific issue. Without knowing the audience, sending emails is irrelevant. Sending such emails to the unintended audience will only keep open rates low and click-through rates lower.
Use Google Analytics to check the kind of website visitors you have along with the regular visitors. For example, check out the active blog pages and the pages with the lowest bounce rates. The activity will indicate the nature of your audience. Facebook Audience Insights also offers useful data like audience likes, demographics, and other data.
Plan Out the Right Emails for Dispatch
After identifying campaign goals and understanding the audience, get the emails in sequence regarding the right email frequency so that you do not inundate subscribers with lots of emails while maintaining the right contact consistency.
One could send informational emails every week for subscribers while sending promotional emails once every ten days. Ascertain the right email content for each email with a specific welcome email, valuable resources, and FAQ information.
Map the emails to subscriber needs and keep them interested in receiving emails consistently. Also, get a call-to-action in place so that the readers act promptly.
Use a trial software or a webinar link to introduce your offerings but do not oversell through the emails. Determine the purpose of every email and attach a primary action for each of them.
Segment Your Email List Effectively.
It is essential to segment your email list for the campaign because not every email subscriber is the right recipient for every email. Send emails to relevant people on the list with specific segments like new and existing subscribers, bifurcation by geography, details in the opt-in forms, age, gender, job role, and the like.
Segmenting email lists allows businesses to send relevant emails to subscribers, even targeting those who download the lead magnet showing interest in it.
Work out the approval process.
Every organization that churns out email campaigns in blog posts or announcements needs to customize them to suit business attributes. Marketers need to ascertain the right person who could sign off on email design, client personas, and product information. They should have the legal requirements ascertained beforehand. Let the senior management know about the intention of the campaigns and take inputs.
After zeroing on the stakeholders, please focus on the roles of each person and assign them accordingly. For example, a salesforce marketing cloud email specialist can help connect and collaborate on such email campaigns with efficiency.
Work out the emails with proper checks.
Define the role of each person to check on the major elements of every email being sent out. There would be fewer errors with the seniors involved in defining the campaign with a speedy approval process. Not everyone’s opinion is essential in defining the email aesthetics; the seniors need to check if the emails are aligned with business objectives and the offerings are explained in the best possible manner. Ensure that the brand identity is easily recognizable and that the message has a clear focus. Render the emails for flexible resolutions and gadget sizes.
Use the right branding colours and optimize the emails with proper readability and call-to-action buttons. Nail every element with ideal rendering. Ensure that the email provides true value to the reader while sharing buttons to spread information across social networks and discussion boards. Check the address and the accuracy of the information in the email from proper authorities.
Build the campaign checklist.
After getting the approvals in place, and after thorough checks of emails that need to be dispatched, create a custom email campaign checklist with relevant names and checks and relevant ideas that indicate the action to be taken by every role in the organization. Make use of project management software and get the right people assigned to the tasks while ensuring a transparent tracking process going through different milestones.