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An email campaign is a series of marketing emails sent to prospective or current customers with the intention of furthering the business’s marketing initiatives.
Email campaigns serve very specific purposes, so there is no one-size-fits-all campaign. They must be customized to each business’s goals and the customers being targeted. Because of this, email campaigns can be used in a variety of ways and serve multiple business needs. Acquisition emails to gain new customers, retention campaigns designed to keep current customers engaged, and promotional emails to drive sales are all common email campaigns, but that only scratches the surface of what they can do.
Every business should have marketing goals, whether that’s to reach new audiences, launch a new product, or increase customer retention. If you’re struggling to reach important milestones or looking for new ways to boost your inbound marketing, creating email campaigns is a step in the right direction.
No matter what goals you have for your business, there’s an email campaign waiting to be crafted that can serve that purpose. First, let’s talk about how to craft an effective email campaign. Then we’ll get into how to apply the same principles to various business needs so you can get the most out of your campaigns.
Creating an effective email campaign isn’t as easy as jotting down a few snippets of information and clicking “Send.” People are constantly being bombarded with information, the vast majority of which we ignore. There’s a science to breaking through the noise of competing information and grabbing your viewer’s attention.
The most obvious rule to observe is to make sure you are sending the right information to the right people. For example, a veterinary clinic wouldn’t want to send emails about canine preventative care to cat owners. They’d be better off to have separate email campaigns for each type of animal the clinic sees, and segment their contacts so that each customer only gets the emails relevant to their own pets.
To make sure the content you are sending reaches the right audience, you need to first divide all your contacts into smaller groups that share similar qualities and interests. The more specific your groups can be, the easier it will be to market to their needs. Once you have your groups set up, it’s time to start building campaigns.
Each group will be drawn to different content, starting with the subject line of your emails. Subject lines should be short and to the point. If the subject line is too long, mobile devices may not be able to show the full text and it won’t spark as much interest.
As tempting as it may be to go into detail about your products or services, the more information you throw at your readers, the more likely they are to ignore it. If the body of the email is over 125 words, you risk losing the reader’s attention. Pique their interest, but don’t overwhelm or bore them. Then close with a call to action.
CTAs are most effective when they are used with buttons so you can direct your readers to exactly what you want. For example, a “Shop now” button tells your readers exactly what you want them to do and can direct them to your products page instantaneously.
After you have the text of the email, you can start putting the finishing touches on your campaign. This includes using larger font sizes where you want your readers’ attention to go first, adding images or logos, and making sure the email format is compatible with multiple devices.
The foundation of every successful email campaign is contact segmentation, which happens to be one of our specialties. From building email contacts to providing them with targeted content, campaign creation can be an involved process. We don’t believe in a one-size-fits-all approach.
With Adrilan’s help, you’ll know each step of the way that you are on the right track to reaching all of your target audiences. If you’re looking for an inbound marketing boost, we’d love to chat about what types of campaigns would benefit your business.