Learn Email Marketing, Like A Boss
By Alain Sisam | Read: 7 mins
Email has the highest ROI out of any other marketing channel!
According to Campaign Monitor, there are currently 3.7 billion email users in the world with the number set to increase to 4.1 billion by 2021. READ MORE>>
The average Return on Investment is currently at 28.7% that’s more than 7x the average ROI for PPC (Pay-Per-Click) advertising which is currently set at 3.75% for all industries.
With this knowledge, I’m sure you’re eager to find out how to adopt email campaigns into your marketing plan.
Well, it doesn’t have to be complicated. With this cheat sheet, you will have the knowledge to create an amazing email campaign and start nurturing leads into customers.
Step 1: Establish your goals.
Email marketing is one of the most powerful marketing channels and many companies use it for different purposes. Since it can be personalized to such a massive extent it is worth taking some time to establish what the goals of your campaign would be. According to Neil Patel, David Huffman, the content webmaster for Deaconess Health System boosted his open rates by 20% simply by defining his goals for content packed emails. Ensuring you know why you are sending your emails and what you want them to achieve will help you plot a course for your marketing that can help get you to your goals.
It is worth noting that like with all marketing channels, redefining your goals as you are presented with data will help you to achieve maximum results.
Step 2: Import your Lists, or Build a new one.
If you already have a list of contacts, import them to your email marketing platform. We recommend using Campaign Monitor or MailChimp where you can manually upload your existing list or connect it to your CRM (check integration options for both of these tools before choosing one or the other).
It’s important that you have the right permissions to email the people on your lists.
If you’re building a new list from scratch you can offer them a valuable incentive to subscribe; this can be content you know your audience will find interesting, order discounts and promo codes or insider info into new products or upgrades you offer.
The offer very simple opportunities for your users to take the action and subscribe to your list. You can offer these opt-ins on your website and on social media channels to reach your desired audience.
Step 3: Choose your Campaign Type
There are many different campaigns you can run. Most of the time, these campaigns will run concurrently. For instance, you can have a campaign running for your customer journey, and once they have completed that process, you can ask them to opt-in to your newsletter and incentivize them to do so by offering something valuable.
Likewise, you can continue to nurture leads who have not completed your sales process by offering them referral incentives or similar products that may help them make a decision about your company.
Here’s a list of some of the most commonly distributed email campaigns:
- Newsletters- This is generally about one topic, a summary of your blog for instance.
- Marketing Offers- This is usually a campaign driven by a specific response
- Announcements- These can be new product launches in order to keep your audience engaged.
- Invitations- Whether its a podcast, an event, your campaign can help encourage people to take the next step.
Step 4: Create your first campaign
Structure your campaign for easy reading- since we have such a short attention span you want to make sure your campaign packs a punch within the first few seconds.
This can mean using effective subject lines, using eye-scanning pattern theories to target “hot zones” where the eye naturally lands or effective usage of your call to actions.
You should also look into using visuals to attract your customers and build engagement and personalization as it has been shown that personalized campaigns are more likely to receive a response.
Step 5: Measure your Results
All email marketing tools will have a dashboard that contains all the data from your campaigns. This data is so useful as it can help shape your demographics and therefore the way you engage with your customers. You will be able to see data from the time your email has been sent and opened.
It’s the place you go to understand how people are interacting with your emails and how to tweak your campaign to ensure maximum ROI.
Some of the metrics you will be able to track is:
- Number of Unique opens
- Unopen rate
- Open Rate
- Click-through rate
- Unsubscribe rate
This gives you a bird’s eye view and can help you decide whether your content is valuable enough to your customers!
If you’re interested in learning more about email marketing, schedule a free no obligation consultation with a Marketing Specialist.