Aug 3, 2015

11 Simple Steps to Start Your Email Marketing Campaign

How to start an email marketing campaign!!!

When you send your first emails, the goals don’t have to be huge. You might simply want your customers to read a blog post, visit a product page, make a purchase, or just smile. No matter your industry or business, you’ve got to outline the goals of your email marketing campaign before you get started. Inconsistent email marketing doesn’t work, so go in with goals.

Choose the Right E-mail Marketing Software System: Infusionsoft offers complete CRM capabilities, which include not only database and campaign management but also offer information on interest, preference and purchase behaviors so that you can tailor your message and campaigns. Other systems, such as Constant Contact, Mad Mimi, Mail Chimp, Emma and Aweber offer more basic e-mail database and campaign management services. Decide what capabilities you want and use a checklist to compare systems. Most e-mail programs have training and free support to guide you through the learning process.

Research: Before you begin sending emails, you should make sure to fully understand the rules set for in the law, or find someone who is already well versed in the CAN-SPAM Act.

Build a List: Even if you only have 10 e-mail addresses, you need to start somewhere. Add those to your database. Once you have your list started, make sure that you launch a campaign to keep in touch and in front of your contacts without overwhelming their inbox. It's not about e-mail quantity; it's about quality.

Set up Contact Information Capture Forms: It's easy to add forms to your website or blog to allow visitors to give you their contact information, such as e-mail address, name and phone number.

Decide What You Want to Accomplish: Before you launch your first campaign, you need to decide what it is that you want to accomplish. Set clear goals before you send your first e-mail, and build your messages and campaign around those goals.

Set up Auto respond E-mails: Set up at least six e-mails that will automatically release on the dates and times you choose to send out to your list. Keep them short, simple and to the point. Do not make them "sales pitchy"; use auto respond e-mails to educate and build relationships, and the rest will follow. Make sure that each auto respond e-mail has several links for more information; this is how you will gauge their interest and determine how to keep marketing to them.

Add Triggers to E-mails: Your client clicks on a link in one of the e-mails you sent her about your product or service. As soon as she clicks on that link, it automatically triggers the release of a message sending her information about a similar product or service based on the original link. Triggers are used to send clients into a new sales cycle based on topic.

Monitor Results: Once per month, look at reporting (metrics) to see which e-mails are more effective and have a higher rate of opening as well as click-through. Use the lessons learned to build your next campaign. It's important to know how your list is responding to the e-mails that you send. If you aren't getting a good click-through response, the problem is either the quality of your message or the topic. Test a few e-mails with your top customers to see what they respond to and what they don't respond to.

Decide on your campaign objectives: Before you create your first campaign, decide why you are communicating with your customers. Defining clear objectives and how you are going to measure the success of a campaign will make your campaign more effective.

Know the law: There are various laws you have to abide by when sending promotional email messages. Laws differ from country to country. In general, most follow these rules:

1. Include an unsubscribe link in all emails.

2. Unsubscribe a user within 10 working days of someone requesting to be unsubscribed. However, we recommend unsubscribing people immediately.

3. Marketing emails must include a physical address.

Create your email: When creating your email campaign, make sure you follow this checklist:

Strong subject line – Your subject line must tell a user why they should open your email, communicating a benefit for them – a reason to open. Make sure your subject line is compelling, clear and actionable.

An attention grabbing headline – Capture your recipients attention with a catchy headline that will make them want to read on further.

Benefits driven content – Explain to your users the benefits of what you’re offering, rather than just the features.

Good text/image ratio – Make sure the email contains a mixture of text and images. Although, an email made from one image may look very visually appealing, it won’t look good when images are disabled in the readers inbox and the recipient won’t know what the email is about until they have enabled images.

Large, clear call to action – Make sure the call to action (e.g. the button) in your email is large and obvious so it stands out to the recipient. The text on it should also be actionable.

Your logo – A logo will make your email recognizable to the recipient as they will have seen it before when visiting your site and will therefore know the email is legitimate.

Your address – Be sure to include your business address at the bottom of any emails you send.

Once you’ve created your campaign, it’s time to send. As you get more advanced with your email marketing, you may want to consider testing different elements of your campaign to see what yields the best results.


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