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. These might be 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 serve as a valuable marketing tactic for reaching current and potential customers. If done well, they stand out from the rest of the emails an individual receives. These standouts inform, entertain and excite the 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 go online in order to check their email. 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.
What is An Email Campaign?
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. It alone can determine whether they open your email or discard it. Readers will pass over subject lines that are boring, confusing or otherwise unclear. 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. Aim to help and engage your readers and avoid over-writing.
- A call to action in order to allow the campaign’s goal to be achieved. Readers will be able to quickly absorb the information.
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.