FAQ Friday: How to Develop an Email Marketing Campaign Strategy

faq-friday-develop-inbound-marketing-campaign_1000x576Developing a solid email marketing campaign strategy is vital to the success of an organization. As the effectiveness of other means of marketing dwindle, email marketing is on the rise. The problem most business face with email marketing is their inability to speak directly to the customer, provide value in a short amount of time, and guide their readers into an actionable engagement with their product or service.

That’s where email marketing come in. It can be tricky, but it should be fun. If you think of it as a way to communicate to your brand community, it becomes a little less daunting and more beneficial to your business as a whole.

What is lead nurturing?

As an inbound marketing tactic, lead nurturing is all about understanding the nuances of your leads’ timing and needs and serving them accordingly. By getting these details right, you set yourself up for success. Lead nurturing introduces a tightly connected series of emails that are full of useful content and share a coherent purpose. In this context, lead nurturing offers more advantages than just an individual email blast.

What is the best day and time to send emails?

In general, it’s best to send emails out on weekdays (with some exceptions—for example, retail and hobby-related emails). The optimal time for emails to be sent is around 10 a.m., but take that with a grain of salt as well. Open rates do not range a great deal across the whole day, so the only real takeaway for what time to send your emails is that you should not send them between 2-5 a.m. when most people are asleep. (DirectImages)

What types of emails can I send? How do I know what types of email to send for effective email marketing?

Whether you are just starting with email marketing or you have some experience sending marketing emails, you have probably asked yourself about the types of communications you can send out. Should you nurture your subscribers with weekly newsletters? Are dedicated sends better at optimizing your sales and marketing funnel? What about email digests? These are all valid questions that marketing professionals should consider when selecting the email format that will best meet their marketing goals. There’s not a blanket answer to this question, so dig deep, think about your goals and buyer personas, and find what will work best for your company.

How often should I send emails?

Well, it depends on how much you have to say to your readers. Do you have tons of content being produced all the time that you think they would be interested in? If so, you should probably be sending out more emails than a business that has little to nothing new to say. But, don’t send too many—if you’re sending out tons of emails that are obviously fluff, you run the risk of alienating your readers. Your individual business goals and content library (don’t forget to include repurposed and curated content) will inform your optimum email frequency. (DirectImages)

What can email marketing do for my business?

Well, it depends on what you are targeting it to do. Goal setting is imperative to a successful email marketing campaign strategy. As you define your goals, think about what metrics you can use to track your progress:

• Do you want to drive traffic to your blog?

• Do you have a social profile your business is focusing on right now?

• Are you looking for a higher click-through rate from a certain landing page or offer?

No matter what your defined goal ends up being, you must be sure it ties in with your target buyer persona, the buyer’s journey, and your overall business goals.

How long should my subject line be?

It’s best to keep your subject line as short as possible while still saying what you want. Most email platforms will cut your subject line off after 80 characters, but a good rule to live by is keeping it under 50 characters. (DirectImages)

We hope that by answering some of the most questioned aspects of inbound email marketing, you will have a better focus on your starting point.  Do the elements of your email campaign work in harmony to provide value to your recipients? Does it effectively guide the reader in a direction to continue their purchasing journey? Are your email campaigns as a whole helping to achieve your business goals? There is give and take for each company and each campaign. It is important to keep you customers and readers in mind. Ask yourself if you’re doing so before sending you next email.

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Topics: Inbound Marketing

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