5 Steps to an Amazing Email Marketing Campaign
With over 210 billion emails being sent every day, email marketing is still a preferred method of brand communication for 48% of consumers/subscribers and the tracking is also important for improving performance and user engagement. Email marketing has become one of the most effective tools with the amount of small businesses using it to market growing by 25% annually.
While it is easy to go online and search for “average stats by industry”, these stats might not match what your data shows you. So how does a small firm build benchmarks for its email campaigns?
Let’s take an instance: You are a small gifts company and aim to increase sales for an upcoming holiday by deploying an email marketing campaign.
Step 1: Launch your campaign- This sounds bit difficult if your business has not launched any such campaign earlier, but you need to start somewhere. So, begin with determining how many times you want to deploy an email, what will be your subject line, message and call to actions, what will be the layout for your mail and other things.
Once these things are set in place, you are ready to launch your campaign. So, go ahead and shoot your email campaign.
Step 2: Collect and analyze campaign data- Once your campaign is finished, start collecting and analyzing your data. Begin by analyzing your overall goal—increasing the sales in holidays. Then go through the metrics to track and boost your email marketing campaign like deliverability rate, open rate, click through rate, unsubscription rate and links that were clicked. This data will set a baseline for your future campaign.
Step 3: Launch another campaign- to make a comparison with previous campaign it is necessary that the goal for second campaign remain same as first. As the campaign is live, monitor your results and compare against the first campaign. If your unsubscription rate is higher than normal, you might want to redo the content your email or make some adjustments to the existing one. If your click through rate in lagging, you might want to rework on call to action of your email. Thus, to make your campaign successful, you need to tweak it accordingly.
Step 4: Set your benchmarks- After the second campaign, trends will appear in your data that will help you identify what benchmarks are realistic for your company and for each campaign. You will have to benchmark your identified metrics, and will be able to set up metric goals for your next campaign.
For example: You want to increase holiday sales by deploying an email marketing campaign that should result in 0.05 percent increase in open rate and a 0.02 percent increase in click through rate.
The most vital thing to remember is that the performance of each campaign might vary greatly; creating benchmarks will help you get the best result out of each campaign by identifying where to excel and where there are chances for improvements.
Bonus Tip: When you are starting out, it can be difficult to build a loyal base of subscribers that have opted in to receive your emails. By applying and inbound marketing mindset, you can encourage visitors to sign up to your mailing list by giving them offers in exchange for their email address. Not only this is a great way to build your database, but it’s also a good way to start nurturing leads with something valuable to offer.