The advent of email, almost 50 years ago, has completely changed the way people and businesses communicate with each other. Even today, email marketing rules the roost in business. It is the most cost-effective marketing strategy that yields a massive ROI of $42 for every $1 spent. However, businesses still struggle to figure out the email campaign strategy that enables them to run successful email marketing campaigns.
Why you should create an email marketing campaign strategy?
Before knowing how to run a successful email marketing campaign, it is important to create an email marketing campaign strategy. In addition to being the most cost-effective marketing strategy, email marketing stats reveal that there are much more interesting facts that would encourage businesses to create an effective email marketing campaign strategy.
- There were 3.9 billion email users in 2019. This number is expected to grow to 4.3 billion in the year 2023. It is half of the world’s population.
- 293.6 billion emails were sent and received each day in 2019. It is expected to increase to 347.3 billion in the next couple of years.
- 81% of SMBs use email marketing as the primary customer acquisition channel while 80% use for customer retention.
- Welcome emails have a high open rate of 82%
- Personalized subject line increase open rates by 50%
- Adding videos to emails increase click rates by 300%
- 49% of all emails are opened on mobile devices.
The above statistics encourages the marketers to create an effective email marketing campaign strategy (because of the huge potential in growing their business) and it also gives a lot of insights to create & run successful email marketing campaigns.
How to create successful email marketing campaigns
Now that we have learnt from the facts that it is important for businesses to create an effective email marketing campaign strategy, let us see how we can create & run successful email marketing campaigns that helps marketers grow their businesses.
7 Steps to Run Successful Email Marketing Campaigns
If you want to create & run successful email marketing campaigns, you need to follow the 7 steps given below:
- Build Targeted Email Marketing List
- Choose the right template
- Write compelling email copy
- Have irresistible Subject lines
- Personalize your emails
- Create powerful call to action
- Measure & improve
1. Build Targeted Email Marketing List
The success of email marketing campaigns depends on the quality of email marketing lists and its campaign readiness. So to jump start your email marketing campaigns, you need to have a targeted email marketing list with accurate prospect data along with contact information. You got to get the email list as quickly as possible as well.
You can’t just send emails en masse to all the people with a common marketing message and become successful. You got to narrow down your target audience based on several criteria such as industry, location, company size, etc. to send the right message to the right people. If you don’t, you will end up as a spammer and you would not get the desired results.
So, the first step to create & run a successful email marketing campaign is to build a targeted email marketing list. All the other steps are based upon this one step “building a targeted email marketing list.”
How to Build Email Marketing List
Some marketers waste no time and straightaway opt to buy lists. But those lists are not only expensive but also incomplete. For companies that can’t afford to shell out huge amount of money, they go about doing their own search manually.
Manual Internet search is a time-consuming and tiresome process. You got to manually search various websites, company management pages, directories, social and professional networking sites and so on to build email marketing lists. It’s not an easy task, mind you.
First, you need to manually copy-paste the prospect names and company names into an Excel spreadsheet. And it just doesn’t end here. You got to also get their email and phone numbers to make the list usable. Having a prospect list without any contact information is as good as not having the list itself, right?
So, the entire process of building an email marketing list warrants a lot of time and resources. Well, you might spend a lot and still end up having incomplete data or you might lose a lot of time during the manual email list building process and eventually lose your selling time as well. This is where a B2B prospecting tool such as LeadGrabber Pro can make lives easier for B2B marketers.
Build Email Marketing Lists in 2 Simple Steps
LeadGrabber Pro helps you to build email marketing lists from the Internet – sources such as job boards, websites, social and professional networking sites, etc.
For example, when you perform a search on a professional networking site, it displays the relevant results. With a click of a button, you can copy-paste the search results into the built-in grid available in LeadGrabber Pro.
#1 – Just click Grab. The contacts are transferred to LeadGrabber Pro grid in a spreadsheet format.
Now you can notice that most of the records are without email and phone numbers.
#2 – Select the records that you want to find email and phone numbers and click Append Email and Phone.
You can leave the task to LeadGrabber Pro and go for a cup of coffee or attend to some other important work. If you have hundreds of records, you can just leave it overnight.
LeadGrabber Pro searches the missing business email and phone numbers of your prospects from the Internet and the next day morning, you will have your complete email marketing list ready.
LeadGrabber Pro searches and displays the emails that are found (displayed in Blue color) on the Internet. If the emails are not found on the Internet, the software intelligently researches the co-workers’ emails, analyzes the pattern and frames the email that matches with the company pattern. Those emails are displayed in Green color.
If you have a list of targeted prospects with name and company name, just import it into LeadGrabber Pro. It helps you to find the business email and business phone numbers of your contacts; and makes your email marketing list readily usable.
LeadGrabber Pro helps you to quickly build targeted email marketing lists. It helps you to save a lot of time and resources. Also, it enables you to spend more time on other tasks that requires your utmost attention.
2. Choose the Right Template
Now that you have the email marketing list ready, the next step is to choose the right email template. It is very important that you choose a template that suits multiple devices – desktop, mobile, tablet, etc. A lot of people are using responsive email templates that is compatible with multiple devices with different dimensions. You can choose or create one. Stats reveal that a lot of people use mobile devices to read emails. So you need to ensure that your template is compatible with mobile devices.
3. Write Compelling Email Copy
Again, this is very important to run a successful email marketing campaign. The challenge is you have got to keep it simple and at the same time ensure that it conveys the desired message and evoke a positive response from your prospects. You can try using different messaging copies to find out which one works best for you. You need to regularly test various email copies & templates and figure out the ones that gives you the best results.
4. Have Irresistible Subject Lines
Subject lines play an important role in click-through rates. Remember your email is not the only email your prospect receives. If your email has to stand out from the bunch of emails, your email subject line has to be compelling enough for your prospects to open. Your subject line has to convey the best value for your prospects and convince that your email has something that can change their lives/business. Therefore, choose subject lines that are relevant as well as irresistible for your prospects to not ignore it.
5. Personalize your Emails
Email personalization should be one of the top priorities of today’s marketers. People demand and expect relevant & personalized experience. Therefore, it is essential for marketers to personalize email marketing campaigns to make the most of their marketing efforts.
Now that you have built a targeted email marketing list, you can personalize the emails based on that specific target audience. Typically, personalization includes the prospect’s name, company, subject line, etc. But there are also other personalization tactics that include the email content, copy, images, product recommendations based on the target audience, their behavior, likes and interests. All these tactics help you to provide a more personalized experience to your prospects.
Targeted email personalization helps marketers increase customer engagement, increase open and click-through rates. It helps marketers to connect with the audience and increase the chances of getting more positive responses and eventually convert them into sales leads and in turn into customers.
6. Create Powerful Call-to-Action
Call-to-action is very important to drive your audience to act upon. Once you have made your case or delivered the desired message, the next step is to have a strong call-to-action that will enable the prospects to move to the next step. Example: Subscribe, Register, Call Now, Buy, Download, Join, Sign Up, etc. In some cases, a simple reply of “Yes” or “No” can be used to know if their prospects are interested in your product or service.
7. Measure & Improve
One of the most important elements for creating & running a successful email marketing campaign is to measure the email campaign results. You need to diligently measure each and every metric of email marketing. Check what works best for you. You have to check the templates that you are sending. Which template yields you more positive responses. The email content, subject line, signature, etc. You can also check on the timings – the time when the emails are being sent. Based on all the data, you can finalize the one that works best for you. However, what works for you now will not work after 6 months. So you have to constantly measure, do A/B test, modify and work on to improve & run successful email marketing campaigns.
If you are someone who want to create & run a successful email marketing campaign and start with a targeted email marketing list, fill up the form given below.