An email marketing campaign consists of a series of emails that businesses use to engage with existing and potential customers. With a well-planned campaign, you can achieve specific goals, converting potential customers into regular clients and loyal fans.
Email promotions enable you to establish strong and trusting relationships with your customers. A promotional email campaign can seem daunting if you’re new to email marketing.
I will outline the initial steps to promote email in this blog. These steps will help you plan a successful email marketing campaign.
Email campaigns are an imperative portion of inbound marketing, a progressive approach. Inbound marketing recognizes that everybody is prepared to purchase from you at this moment. So email is an essential channel.
Why are email marketing campaigns important?
With an email campaign, you can stay at the top of the mind by providing contacts with content in their inbox and scaling it with marketing automation software. Recipients of any email promotion prefer to accept this content because it offers something important and valuable in each part.
Here are some promotional email examples of different purposes your promotion emails might be set to perform.
Traffic Generation: Emails containing high-value content that you create on your website can be an effective promotional channel.
Lead Nurturing: As you remain top of mind, you’ll also consider ways to identify the leads you have with the most noteworthy buying intent and provide conversion-focused content that “nurtures” them toward a deal (or at least toward becoming sales-ready).
Awareness: Not everyone on your email list is ready to make a purchase decision. You can use email marketing to provide the most relevant educational content.
Revenue Generation: You can create email marketing campaigns to promote upsell and cross-selling opportunities to your existing customers. You can also create campaigns to capture sales conversions from leads near the point of purchase decision. You might create “abandoned cart” campaigns for recovering lost sales conversions.
What are email campaigns?
The email marketing campaign consists of a series of individual email messages sent over a specific time for a particular purpose. These may include downloading, signing up for a webinar, or shopping; these are your purpose or call-to-action (CTA).
Email campaigns are often dispatched by email service providers such as ConvertKit. In general, you need to segment your audience by ensuring that each category receives personalized content and relevance tailored to their specific interests or needs.
Email marketing campaigns can be one-off or part of a series of messages sent over time. However, it is necessary to keep your overall concept consistent with multiple messages, even if it is best to separate your CTAs into certain information.
Email marketing effectively facilitates successful communication with customers. Email promotions serve as a powerful link between your organization and your customers.
Ultimately, these efforts not only boost sales but also contribute to the overall success of your brand.
When is the leading time to send an email campaign?
If you want your emails to make a wise impact, you need to send them when most people check their inboxes. The timing of your campaign can significantly impact its exposure and click-through rates in most situations.
Since every business is different, it does not work equally for everyone at the same time. That’s why! We’ll show you other ways to send beautiful, attractive emails to your customers and schedule the right time.
GetResponse data shows that Tuesdays have good email open rates and click-through rates, so the most popular day to send emails is Tuesday. The least popular day for sending emails is on weekends, and they also have the lowest open rates.
Marketing statistics indicate that Tuesdays and Thursdays are optimal days to send emails. It’s preferable to dispatch your email promotions during the daytime.
The best time of day is to capture those who check their emails from 8 am to 10 am, and those who check their emails before they finish their work (in the afternoon) from 2 pm to 4 pm are great to transfer times.
GetResponse agrees that 1 pm is a great time to send emails; although the click-through rate is low, 10 am still serves as another time slot. It’s the right time to send emails when people are more likely to be active online.
There are no specific days or times for sending emails, and no strict rules to follow. However, these marketing guidelines provide a strong foundation.
Each email list (valid email address) consists of different classes of customers with different habits. So your best sending time may or may not be, like any other business. In that case, you need to understand your customer or recipient and know what works for them.
Types of Email Marketing
There are different models of email campaigns, so choose the one that works best for you. Savvy marketers consistently seek innovative strategies to strengthen relationships and boost revenue.
To meet the goal of email marketing and choose the correct format, ask yourself a valid question and look for the answers that expert marketers have gained.
We will review the advantages and disadvantages of the type of marketing email we can send. This guide will help you choose the right type of email and make a good decision about how to use it.
Welcome emails
When a user subscribes to your mailing list, a welcome email is sent to them. That is called a welcome email. When welcome emails provide a more personal touch and introduce your company without a sales pitch, they show better open and click-through rates. Do not introduce any new products or services before creating a relationship. Those are the practical tips for a welcome email that wise marketers do.
Announcement Emails
One of the most effective strategies is to send an announcement email to inform visitors about the changes or updates in your business. The purpose of this email is to keep customers engaged and encourage them to make a purchase. These are sent for an upcoming event, holiday, a new product or feature, etc.
Review Request Emails
This email campaign encourages clients to respond with comments, reviews, feedback, or by completing a survey to enhance service quality. Requesting reviews for your business enhances credibility and improves search engine rankings. That is a proper place to start by requesting reviews from your happiest and top customers. If it is within your budget, it is also beneficial to provide incentives such as gift card-winning opportunities.
Holiday Emails
Strengthens the positive emotions associated with your brand and builds confidence. This type of email campaign can offer discounts, gifts, sweepstakes, holiday events, and more to add readers to your email list at specific times of the year. Holiday email campaigns, such as New Year’s, Black Friday, Cyber Monday, Christmas, and Halloween, often feature discounts to attract customers.
Invitation Email
The invitation email acts as a promotional tool to invite customers to participate in various online events, including webinars, fairs, parties, and conferences.
It has a lot to do with what people want to read or know before they decide to participate in your event.
Inviting an event is through emails to existing and newly acquired leads in your email database. Both are handled separately by your email marketing technology provider.
Reactivation Email Campaign
Send emails to inactive clients- who have lost interest or forgotten about your company. That makes reactivating email promotions necessary. These campaigns aim to re-engage customers and encourage them to interact with your emails again. Retaining an existing customer is about five times more expensive than acquiring a new customer. The ultimate goal of these emails is not only to improve your opening rates! It’s also to drive more sales to your store.
Abandoned Shopping Cart
An abandoned shopping cart is central to email eCommerce, as it refers to a follow-up email sent to customers who have left items in their cart without completing the purchase for various reasons. An abandoned cart email encourages customers to revisit their cart and complete their purchase. If you consistently perform the basics well, you will begin to see your income tickets, overall profits, and ROI on your expenses.
Cross-Selling Emails
A cross-sell email suggests additional products based on a customer’s current purchases or browsing habits. It promotes related items from your catalog. These emails are one of the best ways to convert one-time shoppers into repeat customers. When customers use multiple products, they build loyalty and generate repeat orders.
Up-selling Emails
It determines and delivers more expensive, advanced, and upgraded products before being considered for purchase by the audience.
You can recommend an upsell or cross-sell after a purchase, and the upsell emails should be sent immediately following the sale. Sending upsell emails is not just about making money; it is about offering the best solution for customers. If a customer has reached a particular progress milestone or anniversary, this may be an honest way to ask them for a better solution.
Newsletters Email
The most comprehensive email campaign. Newsletters provide a promotional and valuable message to customers.
Newsletters can help brands establish trusting and loyal relationships with their audience when created effectively. Many businesses and organizations send email newsletters to their recipients to stay on top.
Most industry businesses use email newsletters as the basis of their email marketing programs because they are great tools for displaying prospects and employee profiles, company passion projects, and relevant graphics about customers and their businesses.
Email Campaign Services
You require professional email service software to build and maintain relationships with your audience while growing your business through email marketing. These tools will enable you to create beautiful, modern, and creative emails without any technical skills, automate routine tasks, and enhance email delivery.
There are plenty of merchants in the email marketing market today, and they offer essentially the same features.
Why is it essential to select the best email marketing service?
Email marketing is one of the most affordable marketing strategies for small businesses. Email marketing technology is easy to manage. It gives you complete control over marketing and allows you to communicate directly with your customers.
Many of your successes with email marketing depend entirely on the email marketing software you choose because they are responsible for ensuring that your emails are delivered.
Choose an email marketing tool that can deliver email campaigns successfully for your business and give you as much control over sending emails as possible.
Most email marketing software company provides free and paid services, and their service features are almost identical. Exactly! The only differences are the prices, free plan features, and email volumes.
Email Campaign Templates
What is an Email Template? An email template is an HTML file that outlines the structure and content of an email. It lets you add images and links to your email and boost your reflection, and promote your organization or personal email style.
To save time, use a pre-designed template available from any email service provider. You can explain standard text and images with your content in a pre-designed template. You can edit colors, fonts, backgrounds, etc. Using that template, you can create an effective promotional email marketing campaign.
ConvertKit, GetResponse, and SendPulse offer a range of both free and premium email templates. Use a template from any of the above to notify your subscribers about upcoming sales, Welcome emails, Invitation emails, Christmas greetings, abandoned shopping carts, and much more.
How to send an Email campaign with ConvertKit?
This guide explains how to develop an email marketing strategy using ConvertKit, perfect for beginners.
You need to create an email list to get the best return for every dollar spent on marketing. According to my study and the opinion of expert marketers, Email marketing campaigns consistently outperform other channels, generating high conversion rates. It now returns $44 for every $1 spent.
Sign up for a free ConvertKit account and start building your audience list without spending any money. The ConvertKit Free Plan allows you to send up to 1,000 emails per month.
Once your new site and audience are attracted, you can upgrade to a paid plan that is more affordable and easier to use than other popular email service providers on the market.
After choosing your plan and creating an account, wait for the approval. ConvertKit will approve your account manually by verifying that your website has a valid URL and contains valuable content.
Once your account is approved, you can start sending email campaigns by logging in to your account. Let’s talk about how we can send emails to your customers.
Firstly, we go to “BROADCAST” (in the top right corner) and start by clicking on the “NEW BROADCAST” button. I will choose who will receive the broadcast. I will only select the group of filters I want to send.
Next, we’ll move to the Manual Email Creation page, which works well with this personalized email layout from a designed template. Here we can write, add images and links, and change the font size and color. Here is an option to check A/B with the email subject.
To test which email’s “subject” works best, we can run a test by inserting two different email titles.
How to measure the email campaign’s effectiveness?
To measure the effectiveness of email promotions, we must identify measurable factors. As we have learned about creating and sending emails above, now we will monitor their efficiency. There are several important metrics for maintaining the smoothness of emails and improving the ROI of promoting them. These are
Open Rate: Open rate refers to the percentage of email recipients who open your emails. Your email campaigns will be ineffective unless your customers open and read them, making this metric essential.
Click-Through Rate: The click-through rate is the percentage of people who clicked on a link inside your email. Sometimes, the main goal of your promotion will be to get your reader to click on a link inside your email, so this is also an important metric to measure.
Conversion Rate: The conversion rate measures the percentage of email recipients who complete the desired action.
Forward/Share Rate: Forward or share rate is the percentage of your email recipients who forwarded the email to a friend or shared your email by clicking the share button. You can embed social media share buttons, like Facebook, Twitter, Instagram, Etc.
Campaign ROI: Campaign Return on Investment (ROI) is the overall return rate of your investment for your email promotion.
Spam Complaint Rate: The complaint rate is the percentage of email recipients who have marked your email as spam.
Bounce Rate: The bounce rate is the percentage of total emails you sent, that were sent, but did not successfully delivered to the recipient’s inbox.
Unsubscribe Rate: Unsubscribe rate is the percentage of your email recipients who click on the “Unsubscribe” link inside your email and cancel their subscription.
You can utilize email marketing software tools to increase traffic with the adaptability, scalability, and targeted conversions that email marketing provides. These campaigns will ultimately help you reach your business goals. Email Marketing Strategy is the key that lets you connect with your customers and stay competitive in an increasingly digital economy. If you are looking to create a successful Email Marketing Campaign, contact us at salsyl.com/ or sign up for ConvertKit.