It is no secret that email marketing is one of the most powerful tools available to marketers. For the majority of marketers or business owners, the question is not what can you do with email, but rather how can you take this channel to the next level. Right?
Good News! There is a clear-cut way to devise a strategy for your campaign, a few extra tips along the way, and a process to create the most successful email marketing campaign strategy you can possibly create.
First, let’s review how to carefully and thoughtfully pull together an email marketing campaign with all of its proper requirements.
Have a documented content strategy
- Writing your plan down will help you stay on track and focused. A written plan will help you keep track of what blog will be published when, what email is sent to which list, and when all these components will all be published.
- Establishing a solid email marketing foundation to build your campaigns on will ensure your campaign remains aligned with your buyer personas and the buyer’s journey you are targeting to achieve your campaign goal.
When you develop a game plan for your email campaign, you must first identify your goals. Look at what has worked in the past, who you are trying to reach, how and when you want to reach them, and their place in the buyer’s journey. Having all of these details documented in an easy-to-follow campaign guide will allow you to create your best possible email marketing campaign strategy.
Encourage cross-channel participation with blogging and social media
- Use cross-channel promoting within EVERY email
The inclusion of social sharing with email is a match made in marketing heaven. Which explains why 59% of companies are integrating email and social channels together in their email marketing strategies.
In your emails, point your visitors to a particular social media post, business profile or your most recent webinar. Allow space for your RSS and direct blog subscription forms in your email template.
And most importantly, don’t forget to include your most engaging social media channels and ways for your audience to share your content in your emails! Emails that include social sharing buttons have a 158% higher click-through rate. And since your email subscribers are already interested in your brand which is shown by them joining your email list, 95% of those who opt into email messages find these messages somewhat or very useful.
Therefore, drive them to your social media by incorporating them into your emails—creating deeper engagement between you and your audience while simultaneously increasing your brand awareness.
- Encourage social participation with:
- Favorite tips
- Ask them for suggestions
You will be surprised at how much feedback you will actually receive.
Tips to Consider
There are so many ways you can use your email marketing strategy to boost your lead-to-customer conversion rate. Furthermore, you can reinforce and spotlight all of the other marketing channels in your company mix. It is important to keep in mind a few things as you are creating your content strategy.
Focus. Focus. Focus.
The more focused you can stay on one topic with one goal for each of the emails within the campaign, the better.
Email is one of the most intimate means of marketing communication. So designing your emails with your end user in mind can help you to establish your brand identity, engage your readers, and grow your business.
The goal here is to make the ‘one-to-many’ (singular business to multiple contacts) email be more personalized to the inbox to which it is delivered. Keeping your email marketing campaigns personalized and targeted always helps build a better connection.
- A/B test
Email is the top source of analytics data for marketers, with 41% using their email marketing performance data. In fact, all of the best marketers test, launch, analyze, adjust, test, launch, rinse, and repeat. So always use the right metrics to measure your email marketing tactics and assess their effectiveness and worth. Write down your plan, stay focused on your campaign goals, tweak and test your content to fit your buyer persona and buyer’s journey..
There are four very important takeaways here. To achieve success with an email marketing campaign, you must plan thoroughly, set clear and concise reachable goals, focus on those goals while you are creating your content, and test your strategy. For more information on the challenges of email marketing campaign strategy, download our eBook below.
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