There was once a time when the daily emails that an individual received were fairly limited in quantity. Today, however, spam filters work hard to protect your inbox from literally hundreds of emails–both the ones you signed up for and the ones that you definitely never wanted. Since most individuals just methodically delete the majority of these emails without even opening them, it’s easy to assume that an email campaign is a waste of time and money. Fortunately, there is still quite a bit of value in email campaigns–enough to give them a second glance.
Email Marketing Campaign Basics
Email campaigns today may not have quite as much value as they did five or ten years ago, but they can still be a valuable marketing tactic for any business that is seeking to reach out to current and potential customers. If done well, they can stand out from the rest of the emails an individual receives, informing, entertaining and exciting readers. According to McKinsey & Company, emails are nearly forty times more effective than even Facebook and Twitter combined in acquiring customers. This may largely be due to the fact that most adults will go online in order to check their email, but they won’t necessarily visit social media sites with the same frequency. As further proof that email campaigns are far from dead, a study conducted by Experian uncovered the fact that every dollar spent on email marketing provides a return of anywhere between forty-five and fifty dollars.
In order to really benefit from launching an email campaign, it is important to understand what an email campaign really is, who you send it to and when you should send it. An email campaign is a group of related email messages that are sent out over a period of time and have an exact, specific purpose. Email campaigns may be used to get readers to sign up for webinars, use a coupon to make a purchase or many other things. You send email campaigns to subscribers who have indicated an interest in your brand, message, products or services. When you send an email campaign is perhaps one of the most important points to learn, as sending emails too frequently can cause readers to unsubscribe while sending emails too infrequently can cause readers to lose track of the message you are seeking to deliver. The best time to send an email campaign update is two to three times in a month, though you will want to be flexible to your readers’ needs. Some may prefer to hear from you more frequently, while others may prefer to hear from you less frequently.
Key Components of Email Campaigns
Each email in the campaign must have some key components, including:
- A well-written subject line that attracts the attention of readers so they will open and read the email. This is the first thing that readers will see, and it alone will determine whether they open your email or discard it. Subject lines that are boring, confusing or otherwise unclear will be passed over. Subject lines can be funny, address a problem, or be otherwise tantalizing, but they must be short, simple, and to the point.
- Focused content in order to keep readers engaged. Like your email subject line, your email content must also be concise and with purpose. You need to keep in mind what will best speak to your readers, engaging them and helping them in some way, and avoid over-writing.
- A call to action in order to allow the campaign’s goal to be achieved. This gives readers an easy way to take the next step as soon as they have absorbed what your email has to tell them.
A properly-designed and carried out email campaign has great potential, as it can help subscribers learn what they need to know in order to take the next step in their relationship with your business.