In today’s era when a quarter of the world’s population is on Facebook and the number of Twitter users is expected to increase by 8% annually, it is wise to consider if email marketing is still effective or not?
Well, experts believe that it is, and the major reason behind its continued use by marketers is its undisruptive nature. Unlike other types of marketing techniques, email marketing is permission-based, which means that you deliver your marketing message to those individuals only who are actively looking for it.
To help you get advantage of this conventional yet effective marketing technique, our experts have come up with this short email marketing guide, which will help you plan, execute, and monitor an email marketing campaign.
So, let’s get started with the planning phase.
Planning the Campaign
Planning the email marketing campaign may sound intimidating, but it’s not as difficult as you might thing. You begin with identification and segmentation of your target audience.
Identification is based on the type of product or service you have to offer. For example, if you’re selling hair extensions, your target market is likely to be females aged 18 to 45 and businesses operating in the beauty and fashion industry.
Once you have identified your target market, you can segment them on different basis. You may segment them on the basis of the value they add or predicted to add to your business. The value can be determined using different metrics, such as value per order, last date of purchase, number of products purchased, etc.
Similarly, you can segment and target your audiences on the basis of the stage they are at in their purchasing journey, such as logged-on customers, logged-off customers, established customers, cautionary customers, etc.
When you’re done with target market segmentation, you start with content planning. Here, you have to make two major decisions — the type of content you aim to send to your customers and its frequency. Frequency is important because you don’t want to be perceived as a spammer by your audiences while keeping them updated with your latest offerings at the same time.
Launching the Campaign
Before the introduction of A/B testing, marketers relied on ‘trial and error’ method to determine if their marketing efforts are effective enough to add business value. Today, you can develop different versions of your newsletters or emails and test them on a small number of customers to select the one that is likely to generate a strong response from the audiences.
During campaign execution, it is important to use different techniques that may help you dodge the spam or junk folder, such as personalizing campaign metadata, campaign coding, clean formatting, etc.
Evaluating the Campaign
This is the stage where you will see your efforts transforming into clicks and conversions. There are a number of metrics which a marketer should pay special attention to in order to measure the performance of an email marketing campaign.
Some of the metrics that may help you gain an insight into the impact and efficiency of your marketing campaign include:
- Number and type of clicks — You need to see which links did your audiences click the most in order to reveal the trends in the behavior of your recipients.
- Unsubscribe rate — Well-maintained subscribers lists have an unsubscribe rate of 1% or less. So, if you have just started with email marketing, you may face difficulty keeping it low initially.
- Bounce Rate — Categorize your bounces into two — soft and hard bounces. Soft bounces are not a major concern since they are caused due to busy servers at the time of delivery. However, hard bounces signify email addresses that are no longer active and you need to remove them from your list immediately.
This may sound a lot of work but with the help of an expert digital marketing agency, you can conquer email marketing quite easily. So, get started today. Contact The MaxOut Group.