A Comprehensive Guide to Email Marketing Campaign
An email marketing campaign is a collection of synchronized emails that are sent across a wide range of recipients at a specific period. The email marketing campaign has a specific purpose to serve. These purposes are simply based upon a call to action, which includes – making a purchase, downloading a piece of content or white paper, registering for a webinar, and so on. The content of the email should be focused, with a well-written subject line, and the call to action should be in tune to achieve the desired goal for the campaign.
An effective email marketing campaign should have impactful content that creates equilibrium between providing information and also generates curiosity to discover, something that can make people click on further without overdoing the promise. Now, let’s explore how this revolutionary marketing strategy came into being.
How did it all start?
In 1971, a computer engineer named Ray Tomlinson sent the first-ever email, which contained a string of numbers and letters. He also introduced the usage of the ‘@’ symbol in email addresses. The evolution of email marketing occurred side by side with the technological growth in the 21st century. However, before that time, emails were very new to many people and were not that effective.
In 1978, Gary Thuerk – a marketing manager at Digital Equipment Corporation (DEC) sent the first-ever mass mail to a count of 400 people as potential customers, with the help of ARPANET (Advanced Research Projects Agency Network). As a result of this, DEC ended up getting $13million worth of sales in their products.
In the 1990s when email marketing had already become an effective medium of direct digital communication, the internet too became commercially available to the masses and the users started referring to email marketing as ‘spam’ and started blocking such emails with blocking programs. So, the marketers paved a way to send content through automatic filters and spam removing software to their end-user.
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What is Email Marketing?
It is a digital and direct marketing technique where commercial messages are sent to a group of people through emails. In simple words, it is the process of sending emails to customers (both potential and current) that are considered email marketing.
Advertisements, business requests, solicit sales, and donations are some examples involved in email marketing. The basic strategy of this technique is to build three things – brand awareness, loyalty, and trust. These emails give the customers a personalized touch as being delivered to their mailbox.
When you want to grow your business, promote/sell the products and services that your business offers. It is a way to make your customers in your mailing list aware of new offers and discounts and to keep them engaged amidst the purchases through a variety of emails. It is also good for sharing third-party advertisements.
Types of Email Marketing Campaign
The marketing industry has always been a competitive one, and one can only do so much to keep the customers engaged. As a result, the email marketing campaign is strategically planned and calculated, they are not initiated in a blink. Although there are so many players in the market and each one of them has its tailored tactics, there are some basic types that you can grasp –
1. The Welcome Email Series:
These welcome emails are just like the time when you make a new friend or a new colleague and then you introduce yourself to them politely. It’s not very common but extremely effective. Just by sending 3-5 emails, you get the chance to build a report with your new subscriber, and you can educate them about the reach and promise you made to them as a brand.
For example – you can ask them about their birthday, their preferences for mails, how they discovered you. Things like these should be done as soon as there is a new subscriber to your brand because the opening rate of a welcome mail is higher than average open rates, click-through and also generates more revenue.
There are four important tips to keep in mind while composing a welcome mail –
- Surprise your customers
- Put your brand on display for them
- Saying how thankful you are
- Woo them with a little gift
2. Standard Promotional Campaign:
Without fail, this is the most common and familiar marketing campaign all around. I can bet there are more than 20 promotion emails are sitting in your inbox right now, but they are not that systematic or strategic, they are just sent to promote a new offer.
Many of them are mindless inventions, but that’s not what we want to do to our promotional email right! It’s better to put good thought into a campaign instead of bombing 10-15 different emails containing your product promotions.
- Emails that are emotional/thought-provoking
- Generates curiosity
- Free product giveaways
- Adding popular music slogans
- Eye-catching images, colors, and fonts
3. Seasonal Campaign:
You can launch your promotional emails on any major holiday. For example – from Father’s day to Valentine’s Day, these kinds of email campaigns can have both a before the event and a follow-up after impact, giving you many opportunities of sending an email. In terms of sales, the holidays are very important for retail.
According to the National Retail Federation, 20% of all retail sales are made on holidays themselves. This percentage is worth more than $84 million in the US alone. Here are some tips to consider while preparing for your seasonal campaign:
- You should have a good segmented list and knowledge of holidays in the country you are promoting your business.
- Be the first one to arrive to avoid being clogged in the traffic. In holidays, people’s inboxes are bombed by promotions so getting there a bit early won’t hurt.
- Make sure the colors and the language is in tune with the holiday theme.
- Never forget to add an exclusive discount. This is one of the basic reasons for effective holiday marketing.
- Giving a limited-time offer along with an urgent call to action is always a jewel. It makes email marketing campaign extremely effective.
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4. Triggered Email Series:
This is a part of an automated email marketing campaign where a user’s action triggers a series of targeted emails. For example – when a user clicks on one of your promotional email series, download a piece of content, bought something online, or responded to a survey.
This behavior triggers the drip campaign that they are now a part of. According to a report, triggered campaigns generate over 75% of email revenue. There are 4 types of triggers that you can add to your email campaign –
- Campaign activity: An email is sent to people who are mentioned in a campaign list, who opened a particular campaign, clicked on a specific link, etc.
- List management: When someone is manually added to a list or signs up on their own then an automated email is triggered.
- Workflow activity: When a subscriber opens, receives, or opens/click on a link in the previous automated emails in the campaign series, it triggers an email to be delivered in the user’s inbox.
- Ecommerce: When a customer purchases a product, abandons a product in their cart or shows interest in a product that was there in the previous mail.
5. Post-purchase Drip:
This type of email is a simple follow-up to purchase and doesn’t have a purpose to sell. But it is savvy. For example – when you buy a kitchen appliance, a smart email marketer then sends you emails that are triggered by the purchase. Doing this will build the brand’s loyalty.
The mail can be about the tips on how to clean, operate and care for that appliance. The next mail can be about recipes you can make using that appliance, etc. It simply helps build an emotional perspective as the customer feels taken care of. As a result, you deliver value after you’ve made the sale.
6. Connect-via-social Campaign:
It’s the type of email marketing campaign where the customers are prompted to engage on a particular social media platform. For example – a customer purchases a pack of chocolate chips, as an email marketer you can start a campaign and ask the customers to post pictures of the recipes they created with those chocolate chips and post them on Pinterest or Instagram under a hashtag.
7. The Newsletter:
Rather than being a campaign, newsletters and digests are more like periodicals, but they do maintain regular communication between you and your customers. These periodicals keep them in the loop about product updates, information, and entertainment. It also benefits you in building brand loyalty by providing worthy content which in turn grows your audience potentially.
8. Cart Abandonment Campaign:
Like the welcome mails, this type of email marketing campaign has a higher opening rate but is a little more sophisticated. These mails are automatically triggered when a user adds an item to their virtual shopping cart but doesn’t proceed to buy it. Then the mail can prompt them by giving an incentive like a 10% discount. This type of CTA (call to action) can encourage the user to complete that purchase.
9. Re-engagement Campaign:
This is a series of emails that are sent to inactive customers/subscribers. Nowadays, as a part of the industry, it is quite normal that companies to change their names and people to change their emails. The main purpose of this campaign is to fight against this fact only. Every year, email lists get mixed at the rate of 25-30%.
For example – if a portion of your list is just like sitting ducks for let’s say about 4-6 months, then through your re-engagement campaign you need to make sure either to bring these people back in the loop, or determine if they can be re-engaged, and if not then you can refresh your mailing list.
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Things to remember
There is still one thing you should know before you carry out any/all of the above-mentioned campaigns, which is, to adapt and plan your email marketing campaign according to the recipient’s activity and response. If not done so then you will just end up being highly annoying to them.
Email Marketing Tips
To be the best at it, you can opt for the following tips that might come in handy:
Create an email marketing strategy:
To have effective communication at first you have to determine your target audience. Doing this helps in increasing engagement, building trust, and generating good returns. Knowing the signup sources from where your customers joined your list can give a clear picture about how to correspond with them and other particular areas.
Once you have determined your target audience, you can then divide them into small identified groups and segments to send relevant emails. After that, you should what you want your mail to say in your content. Set up the frequency of your emails and goals. Make a calendar of your future campaigns and you are good to go.
Design your emails:
Keeping a straightforward design delivers your message. Place the most important element, information, and takeaway at the top so that it doesn’t go missed by the customers while they were glancing through the mail.
Test your emails:
It is very important to test your email design before sending it out to the customers, as it will look very different in your customer’s inbox, and also on mobile devices. Also, don’t forget to run an A/B test to experiment with how different versions of your email can have a different impact.
It just takes a load off your head because you just have to set the targeted emails or series of emails and can forget about it. Plus, it gives you more time to invest in quality content creation and get good financial returns. Activating email automation will be triggered responsively, based on the activity of the customer/recipient. Automation also makes your communication with the customers graceful. You can also send notifications about their purchase from your store.
It collects marketing analytics data which helps you in refining your future marketing strategy.
1. What are the benefits of email marketing?
It helps reach out to a wide range of audiences. Since it is online, it can reach anywhere in the world. It also helps in elevating the rate of sales, abandoned cart recovery, and establishes a relationship and value with the recipients/customers.
2. What is email automation?
It gives you the scope to develop intricate email campaigns that are sent to customers according to the actions performed by them, for example – when a user downloads a piece of content, adds an item to their cart, or makes a purchase.
3. How do I build an email list?
It is really easy to develop and expand a mailing list when you are new to this scenario. You can simply host a giveaway; offer an insight or assistance that triggers conversion and online lead generation, come up with a free email course.
4. How do I segment my mailing list?
After building your mailing list you can distinguish your subscribers in several categories like demographics, interests, registered customers, potential customers, etc. There are so many email tools available on the internet, for example – Hubspot, Mailchimp, and so on.
Recent times have seen a shift from working offline to online, but it is still in motion and people do need to adapt to the fact that without a good email marketing campaign their business will not be able to survive for long. It is a game-changer in developing the online front of your business, as it delivers huge returns if implemented in the right manner. Asking for permission at the time of getting started is the perfect way to introduce your business to a potential customer, as you must not forget you are a guest in their inbox. In addition to that, it is also a legal requirement under the EU’s GDPR (General Data Protection Regulation).
Always remember to abide by the promise you make to your customers and provide them regular emails to stay in tune with their expectations. This gives an emotional sense to your customers that they are being valued by your services. However, there is no different formula to boost your automated emails. It is all about the sync in your company’s voice, style, and campaign.
After you have mastered the skill of implementing an effective and relevant email marketing campaign, your next area of focus should be on email segmentation and analytics to segregate your audience. To start, you can send out different types of emails to different groups of people that will be more useful.