Email Campaign setup
Email campaigns are a digital marketing strategy where users based on goals and with the help of a specific email marketing platform build a customer base, advertise their offer in the form of products/services, news, discounts and relevant details about their products with the aim of increasing business performance.
The attractiveness of this type of marketing activities is reflected in lower costs and great flexibility (adjustment of content based on the responses of potential clients) compared to other advertising channels, which consequently affects the building of loyalty.
What are the goals of email marketing?
Establishing relationships with customers
The purpose of digital marketing is to increase brand awareness, establish and maintain relationships with clients, and grow business through digital channels such as email marketing.
Increase in sales
If email letters sent by automated means to customer inboxes lead to distinctive competence, the positive impact will be felt not only in sales but in all funnel stages. The main elements of any email campaign are abandoned cart reminders, exclusive discounts, and relevant content
Encouraging engagement
A very important goal of posting is to encourage a high engagement rate, which in turn leads to your customers perceiving your content as quality and valuable. Additional activities include encouraging users to visit a website, participate in surveys or research, or sign up for a newsletter.
This goal is achieved through email opens, but the question is, what are the promising rates? MoEngage’s email benchmarks report, based on findings from 17 billion emails, a decent email open rate is 20%, while a good email open rate is above 25% or 35%.
Increasing brand recognition
When introducing new products or services to your offer, it is advisable to inform both old and new users or customers. In this way, you will regularly inform users, which will show them how much attention you pay to them. This way you raise awareness of your brand.
Important steps
- Designing the campaign
By defining goals and target groups (socio-demographics and interests), strategies such as personalized welcome series, reminders for abandoned baskets, segmented newsletters, loyalty offers, and seasonal promotions, focused segmentation, personalization (names, history), automation and clear calls to action are defined. Well-implemented strategies lead to increased sales, lead generation, and increased website traffic.
- Choice of platform.
There is a large selection of free & paid email marketing services on the internet.
Make it as a table
Bravo — Best for growing businesses
HubSpot — Best for enterprise
Moosend — Best for SMBs and ecommerce
Mailchimp — Best for simple emailing
Kit (formerly ConvertKit) — Best for content creators
Klaviyo — Best for ecommerce automation
AWeber — Best for bloggers
ActiveCampaign — Best for premade automation workflows
GetResponse — Best for running webinars
Constant Contact — Best for nonprofits
Campaign Monitor — Best for email temp
- Forming an e-mail list: Collecting contact information (name and surname, job title, e-mail address) from potential clients and website visitors.
Define subsets by profiles, location or shopping habits to send more relevant content. - Email set up
The options for creating a template are limitless, but the mandatory elements must be the name of the campaign, the choice of name and the e-mail address of the sender.
Create a concise, catchy headline, pre-header and instructions on what to do next. - Analyze your campaign.
After sending, track key metrics like open rates, click-through rates, and conversions to measure success and inform future campaigns.
