Marketing campaigns in the past primarily involved newspaper or magazine prints, leaflet handouts, or word-of-mouth. Luckily, technological advancements today help brands and companies to run marketing campaigns digitally.
As of 2021, there are about 3.9 billion email users worldwide. Thereby, email newsletter campaigns are one of the most preferred modes of marketing. This powerful digital feature allows brands to convey valuable information to their audiences in just a click. But that doesn’t mean it’s any easier; in fact, digital marketing may be more tricky.
The average rate of opening emails in inboxes is only 16.97%; therefore, there’s a slim chance for your email to actually make it through to your customers. While it’s not impossible, it’s crucial to strategize your email marketing to increase the odds of success.
1. Find A Good Email Service Provider
Getting an email service provider (ESP) is the first step to starting up a newsletter campaign. These platforms allow you to personalize your email content and send them out to users across the internet. Moreover, some ESPs also prepare detailed engagement analytics to get a better insight into your campaign.
Here are some considerations when choosing the right ESP for your newsletter campaign:
- Storage limit
- Maximum attachment size
- Task scheduling feature
The good news is, regardless of your requirements, there’s undoubtedly a perfect ESP out there for you. As a start, you could perhaps give Sendinblue, a well-known platform for growing email businesses. Search for more information about this service on this site. Remember, it’s only a matter figuring out which works the best for you and your campaign. So, do not feel reluctant to try out different ESPs for your email marketing campaign.
2. Build A Targeted Subscriber List
Email addresses on your subscriber list are your audiences. Having a list of engaged and interactive subscribers will tremendously help to gear your campaign towards success. Therefore, you must make sure your emails reach out to people who are most interested in your brand. But how do we find or shortlist this particular group of people?
Creating sign-up forms and putting them up on your website is an excellent way to go about this step. By doing so, you can convert frequent visitors of your website into email subscribers. The design and placing of these sign-up forms play a pivotal role in having someone subscribe to your email list or otherwise. Hence, make sure the sign-up forms are visible, eye-catching, and easy to fill up.
3. Segment Your Subscriber List Based On Interests
No two people are the same—everyone has different interests and preferences. Personalizing the content of your email to meet and address these differences in your audience pool could betterment your newsletter campaign and eventually boost traffic to your website.
Segmentation describes the act of dividing your email subscriber list into sub-groups. Depending on your brand, product, or content, you can segment your customers based on their demographics, interests, purchase history, or email preferences.
Collecting these data can be challenging, but the sign-up forms are a great starting point. Ask your customers a few questions (i.e., how frequently do you want to receive updates from us?), and use this information to personalize your email content. Here’s a guide on how to create sign-up forms. As a result of personalization, your email is more likely to get opened and clicked on.
4. Make Use Of Your Social Media Presence
Social media and email newsletter campaigns are tools that can help the growth of each other. In your email newsletter, it’s encouraged for you to include links or “follow me” icons as a cue for readers to follow your brand’s social media accounts. Other than that, you can also have a ‘share’ button on your email to allow existing subscribers to share the news with their friends and families.
On the other hand, you can include links on your social media accounts, such as Facebook, Instagram, or LinkedIn, that redirect users to your email newsletter sign-up form. Here’s amazing content that describes beneficial tips and tactics in managing your business Instagram account. Besides, most of these social media accounts also provide valuable insights, such as how many people clicked on your link. Information as such is vital to getting a glimpse into how your brand is performing.
5. Format Your Email Perfectly
Poorly formatted emails wards off potential readers. For that reason, you need to send out emails that represent your brand the best. Firstly, create an attractive email template that’s visually pleasing. Always put yourself into the readers’ shoes and try to understand how your content can intrigue them.
Secondly, write a catchy subject line that’s likely to interest your audiences to click into. Considering that most people open their emails based on their first impression of the subject line, it’s worth investing some time and energy into crafting the best subject line.
Thirdly, make sure your website and email are mobile-friendly (here’s a step-by-step guide for you if you’re interested!). A greater proportion of people use their smartphones to open emails than desktops. However, many companies make the mistake of not optimizing their marketing campaign for mobile users. Therefore, you should always make a final check on the suitability of your email content on mobile devices before sending them out.
Email marketing has revolutionized the world of marketing—for the better, obviously. Like everything else in life, newsletter campaigning requires trial and error to run successfully and bring your website traffic to the next level. Day by day, you’ll get the hang of it, and before you know it, you’re already reaching the targets for your website.
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