A Simple Guide to Creating an Email Marketing Campaign
The trends, insights, and solutions you need to grow your business.
By signing up, you’re subscribing to our monthly email newsletter, The
Wire. You may unsubscribe at any time.
Making email work for your business doesn’t have to be difficult. In fact, we break it down with some simple guidelines that can make your next email marketing campaign the best one yet!
Start a conversation.
Email works best when it’s treated like an ongoing conversation. Parse out information about your product or service over several emails. To avoid the appearance of spam, let recipients know up front they’ll be receiving x-number of emails. And to improve upon your content, create an email with these tips and tricks that will set you apart from the rest.
Integrate email into your overall marketing plan.
By integrating email with other marketing tactics, you can make a greater impact. An editorial calendar can help in this regard by letting you see things holistically to identify opportunities. For example, you can cross-pollinate by using social media to drive email subscriptions and email lists to get people to follow you on social media.
Avoid looking generic.
One common mistake newcomers make is failure to brand their emails, which makes them look generic. Emails should be set up on a branded template that prominently includes your logo, colors, tagline (if you have one), and contact info, including social media links.
Adopt best practices.
The following best practices will increase your chances of succeeding:
- Choose a schedule and stick to it.
- Plan your content in advance.
- Proofread for errors and clarity.
- Have a backup proofreader also review your content.
- Use a one-column design—most users will be on a mobile phone.
Analyze and adjust.
Always look at reporting a few days after sending an email. Doing so will reveal what worked, what didn't and what needs to be adjusted, such as subject lines, content or your call to action.
Never add people to your email list without their permission—it's better to have a small concentrated email database that wants to open your emails than a massive list of people who feel like they’re being spammed. Spam strikes may also get your account shut down.
Use a platform.
Email platforms can provide a great foundation for a successful email campaign. They tend to be user-friendly, come with templates and tutorials and can be fairly inexpensive. Many also include reporting, such as open and click-through rates.
Most platforms also allow you to personalize greetings with a first name, which creates a far more genuine appeal. And many allow you to include a link to a sign up page that makes it easy for new people to subscribe. When using a platform you never have to worry about accidentally making a group of email addresses public. Recipients are private and remain that way; and to enhance your email marketing, get additional advice that is sure to create an email strategy that works.
Demo these platforms.
Constant Contact, emma, and MailChimp are easy to use for small business owners and their employees. They also offer support, tutorials, and plans that are very cost effective. Free demos make them easy to sample without committing.
The thing to remember as an email marketer is that it’s a continual process of perfecting your message—and that one email is just part of a larger strategy. So put these guidelines into action and take the first step toward email success.