Understanding Email Marketing Campaigns

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By Vijay Singh Khatri

Roy Tomlinson’s first email, sent in 1971, opened up a whole new realm of communication for us. The message he sent was unremarkable, but the way he used to deliver it is what we’ll discuss today. The email was sent over the internet, with no physical connection between the two computers. In light of current global affairs, however, the situation has drastically changed. Even with all of the new communication technologies on the horizon, the use of email for professional purposes hasn’t changed. As a result, email has become one of the most important marketing tools.

What Is Email Marketing?

Before we proceed further, let’s first provide a clear definition of email marketing. Email marketing is a coordinated set of individual email messages sent over a specific period of time to accomplish one specific purpose. In most cases, these particular purposes are calls-to-action. That could be clicking on the link to download the PDF file, which includes all the discounts and other information about the product. Or it could be to check out the web page the company just built for their upcoming sales.

Every email you are sending to the public should have a good subject line and focused content. In the end, it should have a call to action present to make it easier for the recipient to respond to the mail and perform the action that is necessary. When we are talking about a good email marketing campaign, we need to check whether it includes one primary CTA, with the possibility of having a second CTA if the format allows. The CTA button has to be clear and should be present in bold. Moreover, it should not take away the message that is written inside of it either. Email marketing can be a one-time send or a series of emails, depending on the type of business and your marketing needs.But keep in mind that it is essential for you to stay constant with your concept. Even if you use a different CTA in each message you send to your clients.

What are the 4 Different Types of Email Marketing Campaigns?

We have listed below the four specific email marketing campaigns that every business should be aware of.

1. Welcome Emails

This email will be your first communication with the recipient, who is either someone who has signed up for your newsletter or has signed in on your website. In other circumstances, this could be your first encounter with prospects who are difficult to work with. Only 25% of the total data leads are looking for sales right now, according to research. Aside from that, 50% of leads are not ready to purchase the product when they express interest. As a result, these types of emails can be used to nurture 50 percent of leads.

When you add a personal touch to these emails, they will have a better click-through rate. You need to introduce your business to the prospect without throwing a sales pitch at them. Don’t try to introduce them to the products or your services before you can actually develop a relationship with them. This is simply an excellent way to leave a first impression. Here in this message, all you have to do is showcase your knowledge or expertise in the given field. to pave the way for future contact with the recipient. The only thing to worry about is that this is your first impression, so you need to nail it down with the client. Otherwise, it can give a wrong impression as well.

Benefits Of Welcome Emails

For starters, it can aid in the formation of a new commercial alliance. It will have a positive influence on the potential client if you execute it correctly. For the next 180 days, subscribers who joined up for your email newsletter will read 40% more content in your future emails. Furthermore, it will improve the client’s KPIs and assist you in achieving higher email opening and click-through rates than ordinary marketing emails.

2. Email Newsletters

With the help of email newsletters, you can stay on top of your customers’ minds. It is considered the basis of an email marketing campaign as it is an excellent tool for educating your customers about the products and services you are providing. Along with this, they will also be accustomed to the company’s passion project and what it is doing to make its service better.

First, you need to decide what purpose an email newsletter serves for your customers. With the help of a newsletter, you can be the first brand they think about when they are talking to their friends about buying products where your expertise lies. Or it can be to increase the sharing of your email with new members so it will enhance the list. Newsletters, in general, are great for nurturing your existing contacts as they will also notify them about the latest news and the deal you are providing. When working on your newsletter, always try to be mindful of your goals and make sure that the newsletter archives them.

The only issue here is that email newsletters will have a diluted call-to-action. This is because it is a compilation of long pieces of information, and if you put in a number of CTAs, it could quickly become overwhelming to customers. Apart from this, the layout is another thing you need to work on. You are going to spend a lot of time finding the right spot for the placement of images, text, and other information in such a space. That’s when you need to go with A/B testing to get the best results. It can quickly become a tedious task.

Benefits of Email Newsletter

A newsletter is similar to a newspaper in that it builds anticipation in the minds of readers. It could be a once-a-week or once-a-month newsletter. You will be able to build the habit of receiving from the customer’s end with the help of consistency, so send an email newsletter before making a decision. You should generally commit to doing it for at least 6 months, if not longer. Customers will be able to recognize your brand more readily if you establish a habit with them. They can also have a favorable attitude towards it.

A newsletter can be a great way to repurpose your already published content. Many companies perform quick summaries of their most popular blog posts and link them up in a newsletter. As a result, subscribers will visit their website and engage with their content more. In addition to this, you can include different content types and that too in one email, which might be vital for your organization. A single newsletter can contain a special offer, a description of the best product, information about upcoming events, and more. All of this can be included, and still, be acceptable to send.

3. Dedicated Email Campaign

These are also known as “stand-alone” emails, and they come with a particular set of information. That is in the interest of the targeted audience. It could be about the industry event you are about to host next week. Besides this, it can be about the promotional deal that is about to come for the festival season. With the use of dedicated emails, you will be able to set up the context that will introduce readers to the call-to-action. Their work is quite similar to that of landing pages.

A dedicated email is designed in such a way that it can be sent to your email database. a practise that may not appear to be efficient for maximum conversion.But it is the one you need to use with a dedicated email. Some of the issues that we have seen in a dedicated email are that you are getting less consistency when it comes to CTA.

Even if you have a specific schedule, your subscriber might not be able to see it. Thus, they will still expect communication from you as there is no connection between the separate emails that you sent. Lastly, it has a homogenous content issue. As a result, if you want to add links to the other campaign, you can’t do that in a single email. For this, you need to put them on the landing page where the link sends the recipient of the mail to.

Benefits of Dedicated Email

Because the letter has one message and one goal to achieve, it will have a targeted call-to-action and might be leveraged to create higher sales outcomes from a single CTA.

The specialized emails are simple to create right away. You can take the content from the landing page, make a few changes, and then spend some time coming up with a catchy subject line. Sending a personalized email is a piece of cake once your templates are ready. When it comes to tracking the status of your email marketing campaign, on the other hand, a dedicated email can make calculating the ROI a breeze.

4. Lead Nurturing Emails

When it comes to nurturing your customers, it is all about understanding their nuances and needs. As a result, it becomes essential to define the buyer’s personas. That can be used to reach your targeted audience. Otherwise, recipients will open your email and then delete it.

Apart from that, with the lead nurturing email marketing campaign, you are going to create a tightly connected series of emails that all solve one coherent purpose. These emails will have a significant amount of helpful content. Thus, if you look at the bigger picture, lead nurturing emails give companies more advantages than just a simple email blast.

Promotional emails are said to be multifaceted beasts in their own right. They can be used to promote a number of things. It could provide a marketing platform for your products, blog posts, webinars, and ebooks as well. One thing you need to be sure of is offering different types of promotional nurturing emails that will suit the needs of your users. This can be selected based on where they stand in the marketing funnel. From this, you can send valuable content to all your prospects at the correct stage of the buying journey. The overall goal here is to drive them towards making the purchase. At the same time, convert them into loyal customers.

Benefits of Lead Nurturing Emails

First, the lead nurturing emails are sent timely to recipients to take advantage of subscriber recency and CTR. That means, when you have a lead, it is best to contact them as soon as possible. Likewise, these nurturing emails are automated in nature. The emails are sent to your customers according to the schedule you set. This results in a high lead quantity at a low investment of both time and money. You can launch the marketing campaign and forget about it. While in the background, it will keep on working and provide you with a significant number of leads.

On the other hand, lead nurturing emails are targeted in nature. Studies have shown us that targeted emails are always better than generic ones. Lead nurturing involves tying together a series of emails specific to the customer’s activity. In addition to this, you can even come up with a follow-up email based on the user’s action on your website. Lead nurturing emails provide companies with reconversion opportunities that will tie back to their earlier interests based on your information.

How do you create a Successful Email Marketing Campaign?

Given below are some tips to make a successful email marketing campaign. Before you run a marketing campaign, there is some prep work that you need to do. So you are going to succeed when you send out the first email.

Create a Goal

The first step toward a successful email marketing campaign is the creation of an email list that is full of qualified leads. The best way to do this is by converting your website visitors into your newsletter subscribers. Use the exit-intent popup to convert the abandoned visitors into your subscribers and customers.

Understand Your Objectives

A good marketing campaign starts with a clear end goal, and email marketing is no different in any way. For email marketing, think about what you want to achieve from it.

Recognize the Different Types of Emails

It is essential to understand the different types of emails you can send to your subscribers. There are three primary email types, the first one being promotional email. Following that are weekly emails, followed by transactional emails.

Find the perfect audience

If you have been doing email marketing for a while, you will have a good idea of who your audience is. If you are just getting started, then finding the correct type of audience could be a little more complicated. But don’t worry; you will begin collecting the information as soon as you make your first email marketing campaign go live.

Utilize the Proper Technology

Email marketing services are now coming up with various tools to help you create more successful email marketing campaigns. But in order to use them, you should at least know their basics. Suitable software must be able to help you with the automation of your email marketing campaign. Likewise, it should provide you with a different matrix that can be used to segment the audience as well. Lastly, it needs to have in-depth analytics on email campaign performance.

Plan your Emails and do Follow-Ups

Your work is not done, even when you have sent the promotional email. You need to take the follow-ups. Also, you need to make your emails relevant to the occasions of the festivals that are coming up. A short series of emails will help a new customer learn a lot about how you do your work and what your company’s objectives are.

Spend Time Creating an Outstanding Subject Line

The subject line is the first thing the recipient is able to see. As a result, you need to make it eye-catching and exciting. The subject line plays a vital role in getting people to open your email and read what’s written inside of it.

Wrapping Up

So that’s what email marketing campaigns are for; whether your company is big or tiny, you’ll need them. Furthermore, email marketing is an idea that has existed for a long time and will continue to exist no matter what changes occur. Email marketing is the one strategy that will never go out of style.

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