How to Set Up and Execute a Great Email Marketing Campaign

POSTED: December 7, 2015 BY: CATEGORY:

Email marketing is a fantastic way to grow your business and engage your target audience. There are so many potential rewards that it’s worth taking some time to design and implement a great email marketing campaign.

You can use email marketing to build relationships with your current and potential customers, drive more traffic to your site and to spread the word about special offers and discounts. Because email marketing has so many different uses there is no real hard and fast rule for creating and executing an email campaign – your approach will depend on what your overall objectives are.

Here are a few general tips to help you get started and keep going on the right track with your next email marketing campaign.

Set goals

Before you even write your first marketing email, it’s important to decide what you want to achieve. Simply sending out marketing emails for the sake of it probably isn’t going to get you very far. Once you have an idea of what you want to achieve you can set about designing a campaign that will help you meet your goals.

Choose your email marketing provider

Never send marketing emails from your Outlook, Gmail or Hotmail account. This is a common spammer tactic and it can lead to your domain name being blocked by your recipients’ Internet service providers. If this happens your emails will be sent directly the junk mail folder, if they get through at all. The main email marketing providers are Mailchimp and Aweber along with a number of smaller ones.  A good email marketing platform will help you with the design and list management side of things as well as sending the actual emails.

Create your emails

These days it doesn’t matter if you aren’t an experienced web designer, or if you don’t have one working for you. Your email marketing provider will probably have an array of drag and drop templates that you can use to design your email layouts and create the content.

As well as making sure they look good, you will need to think about the content you include in your emails. The best type of content will depend on what type of email you are sending. You might want short sales type content if you’re promoting an offer or new product release, or if your goal is to increase your authority with your leaders you might want to create longer, educational content.

Consider segmenting your audience

If you have a big list, it is worth thinking about dividing it into smaller groups and creating individual campaigns for each segment. Segmenting your list lets you identify your subsets of customers and create unique content and campaigns that will appeal to them specifically. This in turn can help you get your emails opened and saves you wasting time sending emails to people who aren’t likely to be interested.

Evaluate your results

Once you have sent your campaign, you will need to keep track of your results. Most email marketing platforms let you track a number of important metrics including your open rate, click through rate and how many unsubscribes you’re getting with each email sent. These figures let you see how your email marketing is performing so you can make changes if needed.

Approaching your email marketing in a strategic way can help you improve your results and make the most of email marketing as a tool to grow your business. With the right approach and careful results tracking you can refine your email marketing campaigns so they get the best possible results for your business.

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#Jo Macdermott - turning good businesses into great businesses is all in a day’s work for marketing consultant, Jo Macdermott. Jo leads Next Marketing, a multiple award winning business, which she has grown from scratch. Jo is commercial, empathetic and always has her eye on the end game.