Email marketing is an effective way to connect with potential customers or clients, nurture them and convert them into customers. Your prospects and customers can receive personalized messages that can help them connect with your brand.
Email marketing is crucial for marketing strategies like inbound, content, and account-based marketing. It is a cost-effective marketing medium to build awareness, grab attention and convert prospects.
It helps you segment your marketing content, reach out individually, and personalize your communication based on your relationship with the recipient, build trustful relationships and generate greater ROI.
Create your email marketing plan.
No matter what you sell, you need to have a clear idea of who your audience is in order to effectively communicate with them. Come up with ideas of how to communicate with your prospect audience and where you might want to focus your marketing efforts going forward.
Once you’ve identified smaller collections of people within your larger audience, you’ll be able to create groups and segments to send more relevant and personalized emails to your recipients, and the more relevant the campaign, the better the results.
Decide what to write and design for your Content
Now that you know who you’re writing to, you need to decide about your content. What do you want to say to your audience? You’ll want to send emails with purpose, that really speak to your subscribers, so always keep in mind what they signed up for.
When designing email campaigns, focus on your message and keep your design straightforward. We suggest laying out all the elements for your campaign in a hierarchy, putting your most important information or the main takeaway toward the top so people can quickly scan your email if they’re short on time.
Establish your sending frequency and goals
There’s nothing set in stone about how often you should email your customers, but if you send too often, your subscribers are likely to tune out what you have to say or unsubscribe altogether. Some users that run a blog or news website might choose to send daily updates to their subscribers, while other users only send twice a month so subscribers stay excited about their emails.
Choose to send your email campaign at your own pace, and check the unsubscribe rates and the click through rates to adjust the frequency if needed.
One way to make sure you’re staying on track is to create a content calendar to schedule your campaigns, blog posts, social media posts, and more. Your email marketing schedule will depend on your industry, the types of content you send (content marketing strategy), and your sending frequency.
Test your emails
All email clients are created differently, which means that the campaign you designed might look slightly different in your subscribers’ inboxes. Be sure to check the emails on mobile devices as well as they can look different in responsive designs.
If you have any friends or coworkers who can check your email for typos and give you some feedback on the layout, you can send them a test email so they can preview the campaign directly in their inbox. You can also send to yourself to also view it.
Measure your performance
The marketing analytics data collected in your Mailchimp reports can help you refine your marketing strategy going forward.
Opens and clicks are the most obvious statistics for measuring campaign engagement, as they indicate how well your subject lines and campaign content resonates with a particular list. But it is important to consider how your open and click through rates compare to other companies in your industry.