11 Steps to A Successful Email Campaign
By deploying effective emailing campaigns, you have the possibility of drastically increasing your customer acquisition and retention rate.
And to create an effective k12 emailing campaign, that is to say one that gives good results, it is necessary to know and perfectly master the techniques of segmentation and scripting of the customer journey; then, it is advisable to follow these steps to make an effective emailing campaign and become an email marketing pro.
Define specific goals
Before creating your email campaigns, determine specific, achievable and measurable goals. Depending on these, your email campaigns can take different turns in terms of design or content. Also take the fold of prioritizing your priorities. Make every effort to meet your primary goal and try to highlight your secondary goals as well.
Manage your contacts file
Landing page, social networks, mobile application… so many tools to optimize to efficiently collect new contacts. Give your website visitors the opportunity to subscribe to your e-mail program anytime and from whatever page they are on. So, for example, consider incorporating calls to action on your site with attractive titles such as "For good deals, it's here!" "Or" All our exclusive offers on our newsletter. Sign up! ". Remember, you must obtain consent from your contacts before sending any email communications.
Optimize your sending frequency
Decide in advance how often to send your email campaigns. You have to find the right balance between sending too often, which could irritate your contacts and sending too irregular, leading to a loss of interest in your communications. Also base yourselves on your production capacities and be sure to be able to respect the pace undertaken. Also vary the content of your e-mail campaigns by sending in turn promotional messages, news on your industry or the new white paper you have just published.
Send your email messages at the right time
Numerous studies show that the e-mail campaigns generating the best campaign performance (open rate, click rate, etc.) are those sent on Tuesdays and Wednesdays at the start of the afternoon. These figures are still to be tempered since on the one hand, most e-mail messages are sent during this time slot reducing their visibility and on the other hand, the opportune moment is strongly dependent on the subjects discussed and on the intended target. And anyway, to be effective, your campaigns must be particularly relevant and attractive but above all, expected.
Develop relevant content
Creating relevant content is an essential part of your email marketing strategy to engage your contacts, encourage their engagement and retain your audience. Depending on the type of mailing, attractive content corresponds to exclusive information, preview news, special and dedicated offers, etc. Also adapt the themes according to the interests of your contacts. You can also sometimes play on a sense of urgency to get better results. Also place the main message of your campaign in the first paragraph to give it more impact. Also, prioritize your information by prioritizing the content you want to highlight. To make reading easier, you can also use bullets.
Work on the subjects of your messages
First impressions are often decisive. To take advantage of this, create short and precise objects to improve your open rate. Indeed, the number of characters of your object must not exceed 50 characters in order to retain all its impact. It must also be transparent, reflect the content of your message and stand out from other messages that your recipients may receive.
Create impactful calls to action
In order to showcase the most relevant content in your email messages, make sure your calls to action are clearly visible and understandable to your contacts. Indeed, a call to action must be attractive enough to capture the attention of the recipient. You can thus play on the size and colors of the buttons, on the contrasts, the design, the location… and be creative in order to encourage your contacts to click. Also consider adding secondary calls to action to give alternatives to your followers who might not be interested in the primary action.
Personalize your email campaigns
Address your contacts in an individualized manner so that they feel considered, treated as their own individual. Make use of personalization in the way you approach yourself. Call him for example by his name and his first name to maintain a certain proximity, but there is no need to repeat his name ten times in the message. And the personalization doesn't stop there. Also detect the topics he is passionate about by analyzing clicks in previous posts, polling him directly and offering him relevant content corresponding to his areas of interest.
Include an unsubscribe link in your messages
It is mandatory to provide your contacts with the option to unsubscribe. An effective unsubscribe process will also allow you to see your number of complaints decrease. In order to optimize the latter, give the possibility to unsubscribe in 1 or 2 clicks maximum. If you use a professional routing platform, then unsubscribe requests will be automatically taken into account in the database. But if this is not the case, then remember to update your mailing list after each sending so that you no longer solicit people who have asked to unsubscribe.
Test and measure your campaign performance
Improve every email campaign using split testing. For example, choose 3 message subjects and test each of them on a segment of your contact list (10% of the database on average). Then select the one that offers the best performance to then generalize it to the rest of the subscribers. This practice can also be used for calls to action, images, the content itself, or even when to send.
Also always keep an eye on the performance of your email campaigns and the categories of links most visited by your contacts. Stay alert to know which objects generate the most openings and which types of messages generate the most clicks.
Constantly rethink your strategy
Did your email campaigns meet the objectives set initially? What are the most attractive and successful campaigns? Which ones have worked the least well? These questions will help you understand the reasons for your failures and successes. From a thorough analysis and the help of your e-mailing router, you will be able to improve your strategy and make your e-mail program as efficient as possible.