Email marketing has been around for years and is still among the most effective digital strategies for small business owners.
However, planning engaging email marketing campaigns that convert prospects to customers requires significant effort, testing, and understanding.
Considering the above, this post will examine the six steps every small business should follow when planning an email marketing campaign.
Let's get started!
1. Ensure You Have a Targeted Email List
A successful email marketing campaign requires building a targeted email list of subscribers interested in your brand's offers.
However, you should build your email list via organic or paid traffic sources.
That is to say, avoid purchasing email lists.
With this in mind, once you have a list of subscribers, you can segment them into categories, which allows you to create more personalized messages.
For example, you could segment your subscribers into new and existing customer categories and then send different emails to each.
2. Establish Goals for Your Email Marketing Campaign
Identifying the purpose and goals is a prerequisite for crafting an effective email marketing campaign.
Accordingly, some of the most common email marketing goals include:
- Welcoming new subscribers
- Nurturing customer relationships
- Customer retention
- Boosting engagement
By all means, the specific goals you choose will affect your entire email marketing campaign.
3. Select an Established Email Marketing Platform
Signing up for a reputable email marketing platform like GetResponse or ActiveCampaign ensures reliable email deliverability.
Correspondingly, some email marketing service providers offer better quality services than others.
Hence, compare different platforms, read online reviews, and use free trials.
4. Plan Your Emails
After selecting an email marketing platform for your small business, you can begin planning the email types and delivery frequency best suited for your campaign.
Will you send promotional emails such as discounts and limited-time offers?
Or will you send helpful tips and advice in your email newsletter?
Above all, determining the best email types for your campaign will significantly benefit your small business.
5. Focus on Design in Your Emails
Most email software companies feature templates with attractive designs and customizable options.
Be that as it may, simple but visually appealing email designs always work well.
With this in mind, your emails should include catchy subject lines, headlines, and relevant images.
In addition, splitting your email content into subheadings, graphics, and bullet points will make it easier to read.
Finally, ensure your emails are mobile-optimized since most people read them on mobile phones or tablets.
6. Make Sure You Collect Necessary Data
Collecting data and tracking your progress is essential for a successful email marketing campaign.
Fortunately, most email marketing platforms' paid plans will collect data for you.
Accordingly, this will give you insights into your open, click, unsubscribe, and conversion rates.
By all means, data, and insights will help you optimize your campaigns by determining what works well and what doesn't.
In Conclusion
As shown above, a lot goes into creating and planning an email marketing campaign.
That is to say, you must take critical steps to attain desirable results.
Moreover, successful email marketing campaigns require ongoing testing to determine the best approach for your small business.
Regardless, following the six steps outlined in this post will help get you off to a great start.
Hope this helps,
Erik
We implement creative, results-based digital and hybrid marketing strategies for local business clients.
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