Building Your First Email Campaign
Starting Out With a New Email Campaign
The strategy is quite simple. Email campaigns are initially about list building.
It’s important to start with a strategy to gain customer emails.
This step requires a selling point on your website and a sign up proposition. Some sites have multiple sign up options. For example you could have a sign up to email button or link on all pages of your site. A message should be incorporated like ‘get Offers to your inbox’, or ‘Sign Up for your Free Report’. You’re proposing a ‘membership’ to your site and benefits for them.
There are other times to obtain emails. If you are an ecommerce site, early in the checkout process you can obtain an email. This is so if they fail to purchase, which is typical, then you still have an email opt in.
You can also have sites that trigger a message if the page is inactive or they navigate away from your site, as a pop up which promotes the benefit of signing up.
To encourage sign up, promote advantages:
- Special Offers
- Free Downloads
Now we need to consider the email itself. What is the central objective of emailing these people? this will dictate your theme and calls-to-actions.
Its extremely important to have graphical buttons not just hyperlinks. Buttons and clickable images with prominent call-to-actions will improve engagement. These should be enticeing. It can be ‘learn more’ about a new product or ‘get deal’ for example. An email should not have too many CTA’s, one per email is usually the best approach. This also should tie into the subject line.
More advanced – marketing automation platforms and themes/ profiles
With your email templates set up, you will need to decide on frequency. Once a month is normally considered too infrequent. The evidence suggests once per week increases open rates, so is around the most optimal. It will depend though on content. If you have the same content sent multiple times you will bore the customer and get unsubscribed.
It may be a good idea to develope several themes from your core template. These can look at different products, seasonal promotions, specials/clearence, and overall/news. This allows a bit of variety. The subject lines can also follow themes.
Advanced users will set up special tracking for analysisd and also allow themes so that, for example users can be sent particular content. Some ways to assist setting that up oinclude marketing automation platforms with themes/ profiles. They also can handle many aspects of an email campaign, including dedicated landing pages and email templates.