Mastering Email Marketing: Ultimate Guide to Craft Successful Campaigns

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A collection of synchronised emails is sent to multiple recipients in a certain time frame with a specific purpose. To achieve the desired outcome, the content of the email should be focused, and the subject line should be well-written and contain a call to action. A successful email marketing campaign should have content that balances informing recipients and invoking their curiosity.

It should compel them to continue without making unwanted promises.

How Did It All Start?

In 1971, Ray Tomlinson, a computer engineer, sent the first email containing a series of numbers and letters. Also, he introduced the @ symbol in email addresses. Again, in 1978, Gary Thuerk, marketing manager at DEC, used ARPANET to send the first mass email. As a result, DEC made a huge profit. 

The Internet became available to the public in the 1990s. At the same time, Email marketing became a successful tool for direct digital communication. Users began to refer to them as “spam” and block such emails with blocking software. Marketers used to send content to the end users using this software.

 

Categories of Email Marketing Campaign

Sending appropriate campaigns that align with the marketing objectives is the key factor of email marketing. Let’s look into the various categories:

1. Welcome Email Series

A series of emails sent out to people who join your email list is called a welcome email series. You can use them for various things, like Establishing realistic expectations and supplying more details about your offerings. In addition, when writing a welcome email, we need to remember these four crucial pointers:

• Astonish your clients.
• Make your brand visible to them.
• Express your gratitude 
• Present them with a gesture of gratitude

2. Standard Promotional Campaign

This is the most popular type of email marketing campaign. We consider this method to be more strategic or methodical. They appear in inboxes repeatedly with a perpetual rat-a-tat-tat repetition. A few ideas to liven up your conventional email marketing are as follows:

• Provoke emotions
• Incorporate comedy
• Make them wonder.
• Present a complimentary item
• Use slogans from well-known songs.
• Make attention-grabbing use of color, graphics, and font.
• Present a complimentary item.

3. Seasonal Campaign

The seasonal campaign is a part of the promotional email campaign. You can start an email marketing campaign on any major holiday. There are multiple opportunities to send emails in these kinds of campaigns. Also, there is a build-up before the event and a follow-up following it. For retail, this is a crucial time. Furthermore, when organising your season campaign, keep the following points in mind:

• Recognize the national holidays of the nation you are marketing to. This is an excellent method of list segmentation.
• Start early. So you can be the first to arrive in their inbox during the holidays. Given that, people receive a lot of messages.
• Make sure the language and color scheme are appropriate for the holiday.
• Offer them a special discount in honor of the holiday. This is a key factor in the success of holiday marketing.
• Apply urgency. The fact that these campaigns are time-limited is one of the key reasons they are successful.

4. Triggered Email Series

This is an automated email marketing campaign segment in which a user action sets off a sequence of customised emails. For instance, a user answers a survey, purchases something online, downloads content, or clicks on one of the promotional email series. This action triggers the drip campaign. Moreover, you can include any of the following four types of triggers in your email campaign:

• Campaign activity: Those who open a specific campaign, click on a specific link, which is mentioned in a campaign list, etc., receive an email.
• List management: An automated email is sent out whenever someone manually adds themselves to a list or registers independently.
• Workflow activity: An email is sent to subscribers’ inboxes when they open, click on, or receive one of the preceding automated emails in the campaign series.
• E-commerce: The process by which a consumer buys a product, puts it in their cart, or expresses interest in one that they previously received in the mail.

4. Post Purchase Drip

This kind of email has no intention of making a sale; it is just a straightforward follow-up to a purchase. For instance, a clever email marketer will send you emails that are triggered by your purchase when you buy a kitchen appliance. Besides, the email may contain instructions on how to maintain, clean, and take care of that particular appliance.

Additionally, the following email may contain recipes or other content that can be made with that appliance. As a consequence, it fosters an emotional viewpoint. Because of this, you continue to provide value even after closing the deal.

5. Connect-via-social Campaign

This email marketing campaign asks recipients to interact on a specific social media network. An email marketer can launch a campaign when a customer buys a pack of chocolate chips. The campaign asks customers to share pictures of their recipes using the chips on Pinterest or Instagram with a hashtag.

6. The Newsletter

Newsletters and digests are more like periodicals than campaigns. They help you stay in regular contact with your customers. Thanks to these magazines, they stay informed about information, entertainment, and product updates. By offering high-quality content, you can expand your audience and foster brand loyalty.

7. Cart Abandonment Campaign

This email marketing campaign is a little more sophisticated than welcome emails. However, it still has a higher opening rate. A user adds an item to their virtual shopping cart but decides not to purchase it.

At this point, these emails are automatically sent. In addition, the mail can encourage them by offering an incentive, such as a discount of 10%. This call to action (CTA) may persuade the customer to finish the transaction.

8. Re-engagement Campaign

Customers and subscribers who are no longer active receive this series of emails. Nowadays, it is fairly common for businesses to change their names and for individuals to change their email addresses as part of the industry. Fighting against this fact alone is the campaign’s primary goal. 

Tips for a Successful Email Marketing

Here are some tips for the success of email marketing:

• Create an Email Marketing Plan

To have an effective communication strategy, the first step is to identify your target audience. There is an additional division of the target audiences into more focused, smaller groups.

This helps you to send them emails relevant to them. Next, you should write the content of your email that you want to convey. Define the goals and frequency of the emails. Now, you just need to create a calendar with your upcoming campaigns. This way, you can build trust, increase engagement, and achieve good results. 

• Create Email Design

Maintaining a simple design lets your message be seen. Simultaneously, organise the most crucial component, details, and takeaway at the top so that customers who are skimming the mail won’t miss it.

• Test the Email

Testing your email design before distributing it to clients is crucial because it will appear significantly differently in their inboxes and mobile platforms. To test how different email versions can affect recipients differently, run an A/B test.

• Marketing Automation

It simply relieves you of a burden. You have to only set up the targeted or series of targeted emails. Additionally, it frees up more time for you to invest in high-quality content production and reap profitable rewards. Also, email automation will be activated in response to the customer’s or recipient’s actions. Additionally, automation lends elegance to your customer communications. Notifications regarding their purchases from your store can also be sent.

• Performance measurement/review

It gathers marketing analytics information that aids in the improvement of your upcoming marketing plan.

Course Suggestion

To learn more, enroll in Henry Harvin’s Advanced Email Marketing Campaign. It’s a 6-hour Two-way Live Online Interactive session. In addition, Henry Harvin offers a one-year Gold Membership of Digital Marketing Academy, including e-learning access. Moreover, this program, led by industry experts with 10+ years of experience, offers valuable perks. These include Alumni status, guaranteed internships, weekly job opportunities, and live projects. It’s a comprehensive package that ensures practical skills and continuous support for professional growth.

Conclusion

An email marketing campaign is a medium to build your company’s online presence. As a result, they yield enormous returns. We must adjust because, without a good campaign, their business cannot survive for long. It is a crucial factor in developing your company’s online presence, as it brings huge returns if implemented correctly. Asking for permission at launch is the perfect way to introduce your business to a potential customer. Always stick to your promise to your customers and send them regular emails to fulfil their expectations. This will make your customers feel that you value them with your services. However, there is no other formula to improve your automated emails. It’s all about synchronising your company’s voice, style, and campaign.

Recommended Reads

• Top 10 Email Marketing Tools
• Email Marketing Software in the Business: A Definitive Guide
• Email Marketing – The Ultimate Beginners Guide
• E-Commerce Marketing Tips and Trends to Watch Out
• Top Ways of Using Data Science in Digital Marketing

Frequently Asked Questions

Q.1 How do you structure an email marketing campaign?

Ans. Some tips for a structured campaign are:

• Choose a relevant email list. 
• Design your content. 
• Personalise your email subject line and content.
• Be conversational.
• Create follow-ups.
• Send emails from a real person.
• A/B test your emails.
• Follow email or spam regulations.

Q.2 What are the 4 types of email marketing?

Ans. The four main types of emails are transactional, promotional, retention, and newsletter.

Q.3 What are the 7 email marketing strategies?

Ans. The seven strategies that help improve your campaigns are personalisation, creating attention-grabbing subject lines, automation, A/B testing, content marketing, and data analysis.

Q.4 How do you plan an email marketing campaign?

• Step 1: Why are you running the campaign? Explain the objectives.
• Step 2: Who will receive it? Create a sender list.
• Step 3: What will you include? Draft an email.
• Step 4: When will you schedule it?
• Step 5: What is your next action plan? Assess, refine, and measure.

Q.5 What is an email campaign?

Ans. It is a series of email-based marketing campaigns distributed to multiple recipients simultaneously. The main purpose is to persuade the recipients to purchase a product or service or gain information about the company.

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