How to Create a Successful Email Marketing Campaign: A Step by Step Guide

There are tons of ways that businesses can advertise and promote their brand. While some strategies are more visible than others, each has its own advantages. Email marketing is one of the most underutilized but effective ways for businesses to reach new audiences, keep their brand top of mind with existing customers, and drive measurable results. It’s also a relatively inexpensive way to get your message in front of potential customers. According to Constant Contact research, email remains a top communication channel among Americans—even beating out social media as the third most-used outlet after speaking face-to-face and texting.

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What is email marketing?

Email marketing is the process of delivering advertisements and other marketing messages to a company’s existing customers and/or their prospect through email. Email marketing can be used to acquire new customers, increase customer loyalty, and enhance customer relationships. Email marketing is often used interchangeably with the term “electronic commerce,” or “e-commerce.” However, e-commerce generally refers to the buying and selling of products and services over a network, such as the Internet.

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Why is email marketing important for your business?

Email marketing is one of the most affordable ways to grow your business. It has a higher ROI than any other digital marketing channel and is easy to setup, track and measure, making it an ideal marketing channel for both small and large businesses. When done correctly, email marketing has a 40-60% open rate, and when someone clicks on a link within an email, there is a 38% chance that they will make a purchase, which is 10x higher than the average click-through rate of banner ads.

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Decide on a campaign goal

Depending on the type of email marketing campaign you plan to execute, your goal could vary. For example, if you plan to drive sales with your campaign, you should consider focusing on driving traffic to your online store and getting your customers to buy. You could also focus on driving email signups by offering a free trial, free content, or free guides. If you’re focusing on driving new customer acquisition, you’ll want to focus on driving traffic to your website and getting them to download your app or sign up for your service.

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Select your audience

One of the first steps you’ll want to take when starting an email marketing campaign is to decide which audience you want to send your campaign to. The key here is to make sure you’re targeting an audience that is likely to take action after reading your email. There are a few ways you can do this. - Start with your customers: If you already have customers, you can use data (i.e. IP address, device type, purchase history, etc.) to segment your audience and send them specific emails. - Run a survey: One of the best ways to figure out which audience to focus on is to run a survey. You can ask your customers questions to get a better sense of their needs and pain points, as well as what types of emails they’d like to receive from you. - Identify your marketing channels: If you’re just starting out and don’t have a big list of customers you can market to, start by identifying your marketing channels. What ways are you currently driving traffic to your business? Where are you getting your leads?

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Create your ad copy and visuals

Once you’ve decided on your campaign and have a general idea of what you want to achieve with it, it’s time to create the copy and visuals for your email marketing campaign. Whether you’re promoting a new product or sale, getting subscribers to sign up for your newsletter, or encouraging your customers to make a purchase, you want to make sure that your email stands out from the rest. - Generally speaking, you want your email to be no longer than 75-80 characters, as emails that are longer than this tend to perform worse than shorter emails. - Make sure that the subject line of your email campaign is compelling enough to get your audience to open the message. - Include a compelling CTA in your email so that your subscribers know exactly what you want them to do next. Whether you ask them to sign up for a newsletter, make a purchase, or visit your online store, be direct and to the point.

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Determine your key performance indicators (KPI)

Before you send your email marketing campaign out into the world, you should make sure that you have KPI tracking enabled. This way, you’ll be able to track and measure the success of your campaign and make necessary adjustments moving forward. There are tons of email marketing platforms that make it easy to track your metrics, including the number of clicks, the number of opens, and the average time spent reading each email. By tracking these metrics, you can better understand what type of content resonates with your audience, how often you should be sending emails, and what times of day your subscribers prefer to receive them.

Click here to see how you can earn more than $900 every day with email marketing