How to Build a Successful Email Campaign

Nov 30

Written By AWI

Email marketing is one of the best ways to communicate with your customers. This channel can allow you to nurture your leads, welcome new customers, and re-activate lapsed ones.

Given so many factors, it can be hard to find a path to success for your email campaigns.

How do I grow my email list?
Do I have the right messaging?
How much testing is too much?
When is the right time to send?

While email marketing can be effective, it can be a bit tricky to master.

Email is complex, but it’s not impossible. With email users set to grow to 4.6 billion users by 2025, this channel remains quite the lucrative market.

“Email has the highest return on investment for small businesses” - Campaign Monitor

To successfully deliver your email campaigns, you must stay up to date on best practices. Here are some tips to guide you in the right direction.

1. Build Your List

The foundation to any successful email campaign is your list.

Before you can even conceptualize your campaign, you’ll need to hone in on your email list.

Gathering your own data is the first step. Adding a sign-up form in your footer, crafting strong landing pages, and promoting yourself on social media are all great ways to build your list.

Just remember, there is no “one-size-fits-all” offer. Depending on where the user is in the buying journey and how they discovered you will determine how they respond.

Download Our Buyer's Journey Here

But what if you need something a little more? Trigger Data is an excellent option for most industries – Movers, New Moms, and Newlyweds.

2. Segmentation is Crucial

Your audience can relate to your product differently. For example, a great walking sneaker has different niche benefits for a retired man versus a new mom.

“39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates, and 24% experienced better deliverability and greater revenue.” -Hubspot

Segment your audience to deliver targeted messaging to better relate to your audience.

For example, audiences in one geographic location may differ from one in another location. Parsing your audience by general location (North East or South West) or by State or City.

3. Test

Test and then test again and then do it again.

Testing your design, buttons, subject lines, and even the length of your message gives you the ability to read your audience’s mind.

Apart from audience preferences, ensuring your email is rendered properly on multiple platforms is of utmost importance so the customer can see your email properly. AWI’s Deployment team is your partner in testing and campaign success.

Optimize your campaigns with the data you collect here to ensure optimal success.

4. Analyze your metrics carefully

All of your marketing efforts should start with your outcome. Email marketing is no different.

To really know how well your campaign performs, will help you determine your path to success in the future. Apart from opens and clicks, what are your bounce rates like? Is your CTA met? How often is someone clicking the link in your emails

5. Consider automation

A great marketing plan is one that sends the right message at the right time: Automation is an excellent way to accomplish this.

The best part about automation is that once it’s done, all it needs is to be maintained. So while your automated campaigns are running, you can get other work done. Talk about efficient!