How to launch a successful email marketing campaign?


12 - Jun - 2019   Author- Nikita Rohira


Sending emails look so simple. As simple as adding an image, content and you think you are ready to go.
However for targeting the right audience and to avoid getting spammed or trashed, you need to have a proper email strategy and format.
A format that gives each and every minute details and as well is appealing to the customers.


Curious to know about the ideas to send a successful email?
Check out the below steps to create an effective email marketing campaign:


1. Identify the targeted audience
The first goal of sending emails is to attract customers be it for selling a product, or simply to gain their attention for upcoming event.
So if you want your campaign to be successful, you need to think about what you're trying to accomplish. You need to identify your audience and select the ones suitable for the mail.
Suppose there's an upcoming event at your A branch so instead of targeting the customers of B branch, your potential audience should be the customers of A branch.
Similarly, your email marketing tool should be able to target all your audience of A and B branch together at the time of bigger announcement.


2. Schedule the email sending
You might have thought of blasting your users with emails constantly at irrelevant times. What if I do the same with you all the time? You will just delete my email without even reading it.
The same goes with you and your customers.
Instead of hitting them regularly at any time, maintain balance with relevant content so that your customers are excited to check out the offers and the events.
Schedule your mails at a time that is good for a large majority of your receipients.


Tip & Secret:
You can schedule all your mails to be sent at a proper fixed time and date.
You can keep the frequency of sending 2 emails per week depending on the content and the offers.
The secret is, if your cetain emails are spammed by your customer, the chances are your future emails will be automatically sent to customer's spam folder. So plan accordingly before hitting that send button.


3. Organise your list by applying segmentation
Segmenting your email list lets you send highly targeted emails to people based on their interests, memberships, types, and many more things.
If the mail is relevant to them, the chances are that they'll open the mail and may even participate in it.
Suppose you've an offer for your business members, so instead of sending mail to all your members including the individuals and the business people, you can filter or say choose the selected "Business members" segment to receive the mail.
Similary, a mail for your premium customers can be sent to them via proper segmentation.


Remember, the email campaign is successful only when the receipients receive and act towards it.
So always apply segmentation before sending out the mails to the entire audience.


4. Decide which type of email to send
One thing that can make your campaign a hit or a trash is the type of email.
After selecting the audience, you need to define the type of email.
Email can be a promotional offer reflecting exciting deals, sales and events, transactional reflecting order purchase details, welcome messages, confirmation and subscription messages, or a general email for some other details and enquiries.


After deciding the type of email, head towards the attractive subject line.


5. Add the subject line
Subject line is the first thing any user will read when they get your email, so it needs to be impressive and relevant enough.
The goal of the subject line is to entice user to open the mail and go through the content.
Thus subject needs to be attractive enough to hold the customer making him/her curious about the content.
Along with some attractive line, it must be relevant and related to the content, specifying the type of email.


Go for subject lines that heightens the customer's curiosity and at the same time tells the truth.


6. Proper email content
Content is what attracts the customers, however long words and sentences with no images, videos and links is likely to bore your customers.
Though writing content is a must, you must add images, videos, links, CTA, etc to make the newsletter lively and readable.
Moreover, you need to abide by the CAN-SPAM Act
To avoid your emails from getting spammed, your emails must consist of the following details:

  1. Proper header information.
  2. Subject reflecting the content of the message. If it’s an advertisement, it must state that it’s an advertisement, example [promo]
  3. Sender’s proper current physical address.
  4. A proper disclaimer stating the reason why the customer is receiving the mail.
  5. A clear option for users to unsubscribe. If unsubscribed, the commercial messages must stop.

Proper CAN-SPAM compliant Email format

  • Preview Online option: This is not a CAN-SPAM Act compliance, this allows you to view the newsletter content in browser if it can’t be displayed in email in a proper way.
  • Content: Add the content of the newsletter. The content that you want to send to all the customers. You can add templates, images, videos, hyperlinks, audios and many more things to make the letter attractive.
  • Mailing Address: As per the CAN-SPAM Act, you must add your physical proper address to the newsletter.
  • Copyright Disclaimer: A statement that states the reason why the newsletter is sent to the recipient.
  • Unsubscribe Option: The options for unsubscribing, like unsubscribing specific newsletter type, unsubscribing globally, etc. Thus, you need to ensure that your newsletter consists of all the above information.

This is how a proper, attractive, and rule abiding email should be.


7. Automated emails (Autoresponders)
For effective communication and branding, you need to follow some basic rules of the marketing game.
The first rule, you can't do everything on your own. So don't do it. All that I mean is, automate your emails.
Everytime a user registers or someone enquires about your service, you can't keep replying them all? Or can you?
The success of email marketing campaign lies with automating your emails.
Automate all your welcome messages, transaction detail messages, enquiry messages, thank you and confirmation messages with the help of auto responders.


8. Adding call to action button
The aim of the email marketing campaign is to increase traffic and no clicks or links means no traffic it's that simple.
Try adding some attractive visual buttons with hyper links to your site or to some effective content on the site to make your customers do something beyond look.
Your CTA can do a lot of things: like ask customers about the feedback, ask customers to check out for related deals and exciting offers, and many more.


To maximise the success, make sure to have CTA in the emails you send.


9. Test and track
Before sending the email, it's necessary to test the email- its content, and as well tracking of the email to check the success rate of the campaign.
Always try sending out sample emails for testing instead of hitting the send and regretting later.
After testing and sending out the actual emails, keep tracking your email performance by monitoring different metrics like click rate, open rate, unique open rate, dropped rate, etc.
Using the metrics, keep making necessary changes in your email campaign to maximise the profits.


Final wordings....
Follow these simple steps to create an effective email marketing campaign.
Want to know more about launching a successful email campaign?
Check out our website - SingFNB or contact us @ Phone : +65 6562 6050  | Email : [email protected]