How To Create Successful Email Marketing Campaigns For Your Business
Creating email marketing campaigns for your business should be a creative process. Sit down with your marketing team (if you have one) and work through the following checklist.
1. What are you marketing?
Are you promoting a new product line, an existing product line, a new service, a special offer, or an affiliate product?
You need to be clear from the outset what your intended marketing message will be.
2. What is your desired outcome?
Do you want your email recipients to click-through to a promotion and purchase directly from you, do you want them to print out a voucher and visit your business to redeem the voucher, do you want them to forward your email to their friends and family, do you want them to be aware of a new feature on your site?
Your message must be clear. Never let your email recipients ‘guess’ what you intend for them to do, state it clearly every step of the way.
Example:
‘We have just launched a new section on our site especially for our upgraded members and we want you to click the link below and give us your feedback’.
====> Email link here to section
The section features “list features here” and the benefits to you are “list benefits”.’
3. Email Segmentation – Who Should Receive Your Message
Email segmentation is the ability to send your emails to only those that will benefit from your message. If you have multiple email subscriber lists you may wish to ‘include’ certain list and ‘exclude’ other lists.
You may need to send out a message only to subscribers that have arrived in the last 30 days. This can be very difficult to implement if you are managing your own email subscriber lists whereas if you use a dedicated email service provider this can be done with a few clicks of your mouse.
AWeber has a powerful built in email segmentation facility that is intuitive to use. If you have an account with AWeber then just take a look in your admin area for the options.
Click here to take AWeber for a Test Drive
4. Tracking
Are your email marketing campaigns successful?
You and your marketing team need to decide what are the requirements of a successful campaign. For starters I would suggest that you aim for a ‘open-rate’ percentage and ‘click-through’ percentage. Again, if you don’t know how to track this then think about switching to a dedicated email service provider (ESP) such as AWeber who give clear statistics for nearly everything your email marketing campaigns will ever need.
5. Test, Test, Test
You can never test enough and, again, this is where email segmentation becomes very powerful. If you have a decent sized email subscriber list then I recommend sending out test emails to see which ones convert the best. Use the winning email to send out to the rest of your email subscribers.
Be sure to have a clear plan for all of your email marketing campaigns. Stick to the plan, test, track and tweak for increased email marketing success.
To your email marketing success,
Kelly Foxley
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