We’re back this week with the second installment of our email marketing series to focus on how you can ensure success in your next campaign. Missed the first one? Catch up!
Combining extensive testing, months of performance data and results from sending almost 500,000 emails this year, we’ve put together five steps to guide you toward success.
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1. Start with a goal. Until you define success for your campaign, email marketing simply won’t work for you. Want to drive the purchase of a new product? Great, now you have a measurable sales goal! Want to get customer feedback? Perfect, now you can track the number of surveys completed and gauge customer sentiment! Having a clear goal guides all of your email marketing efforts and is the backbone for these next four strategies. |
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2. Set up tracking and measure performance. It’s simple but often overlooked. Mapping out your audience’s journey allows you to plan how you’re going to track their progression from the email arriving in their inbox through the point of action. For instance, when we build email campaigns for our nonprofit clients, we start by looking at every step a donor would have to take from receiving an email to donation, and then we place tracking at each key point. As a result, we’re able to analyze data to see what parts of our campaign did and didn’t work and make key improvements for future campaigns. |
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3. Develop great content. Whether a regular newsletter or an exciting new product launch, what you have to say is valuable. But how you say it can make all the difference in a successful email marketing campaign. The competition for your audience’s attention is fierce! They’re getting hundreds of emails every week, and you only have a few seconds (often just your subject line) to catch their attention. To hold your audience’s interest, ensure that your content is:
There are many methods for writing better emails (like the inverted pyramid), but investing in expert design and content writing is one of the quickest ways to level up your email marketing! |
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4. Have a clear call to action. Help your audience understand exactly what you want them to do! Selling a new product or service? Put an unmistakable “Buy Now” button in your email. Want customer feedback? Include a button or link to your survey platform. The more specific and identifiable your call-to-action is, the more likely your audience will do what you want them to And don’t forget to track your CTA! |
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5. Make a dedicated landing page. While this isn’t actually email marketing, it goes hand-in-hand with a successful email campaign. Without a high-performing landing page, all that incredibly qualified, ready-to-convert traffic created by your email campaign will simply sputter out. Let’s say you’ve just launched your brand new line of blue light blocking glasses. You’ve checked off each step above. Your email drives a crazy volume of traffic to your website, but you’re linking to your general home page. People clicking on your email expect to see the new glasses but get your whole product catalog instead. If you don’t bring them directly to the product, they might get so frustrated they will leave the site rather than search for the glasses that caught their attention. Paying attention to the entire experience will set your campaign apart and drive results.
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Email marketing is a great way to nurture your relationship with both prospects and customers. When done well (*points to five steps above*), it can drive an abundance of highly-qualified traffic to your website. But what we’ve covered here is just the foundation of email marketing. Next week, we’ll round out our series by letting you in on four ways to level up your email marketing game.
Are you ready to create a highly successful email campaign? We’d love to help!