The magic of email marketing , and what it can do for your marketing strategy, doesn’t happen on its own. While we all know it’s important to create email marketing campaigns that fit your audience’s needs and provide them with resources to help them make a decision, content is only one piece of the puzzle.
When it comes to managing email marketing campaigns, it's important to craft a strategy that goes beyond the basics, optimizing not only the content but also the way you manage campaigns from within.
To get the results you want, you need to start with the foundation of your strategy. Here's how to maintain success and facilitate proper management of email campaigns so you can connect, engage and convert.
Key strategies for email marketing campaigns
Build a good database
The backbone of your email marketing campaigns isn't your staff or your content strategy: it's your contacts.
When building your email list , make sure it's as easy as possible for people to sign up for your email marketing campaigns. To do this, add forms to your website that capture leads when they interact belgium telegram phone numbers existing content and encourage sign-ups from interested prospects.
The same key for your email marketing campaigns is asking the right questions when you get a new lead. Make sure you ask things like name, email, industry, job title, company name and size, marketing budget , and anything else that will help you segment and qualify your leads more effectively.
Segment your email lists
Speaking of segmentation, dividing your leads into distinct groups is crucial for effective targeting. This means segmenting contacts based on where they are in the buyer’s journey so you can send them content specifically targeted to get them to the next step, rather than sending everything to everyone at once.
Use an automation tool to automatically segment your leads. This ensures that the right leads are placed into the right segments and eliminates the need for guesswork when it comes to knowing who goes where .
Optimize and personalize the content of your emails
Not all content is created equal. Look back at the content you’ve created and see what’s best suited for your email marketing campaigns. Typically, this is content that already has a high level of engagement through downloads, views, and conversions. Decide where these pieces of content fit into the customer journey , which campaigns they make the most sense for, and then fill in the gaps with new content. You’ll have all your bases covered and hopefully achieve a lot of purpose from the previous pieces you’ve already published.
Set a good frequency
Campaigns should be well-paced, meaning emails are sent frequently enough to keep your brand top of mind and build trust, but not so frequently that your audience feels like they're being inundated.
When you're building your strategy, decide how frequently you want to send your emails. And from there, plan to track key conversions regularly so you can adjust the cadence as needed. With a little effort, you should be able to find a sweet spot that works for both your goals and your readers' attention spans.
Make your CTAs clear
The goal of an email is to get people to take action, so don’t bury your CTA or make it hard to find. If you want your subscribers to arrange a demo, download other content, or schedule a call with one of your sales reps, make that clear. If your call to action is clear (both in terms of copy and design), you’ll increase the likelihood that more readers will follow through.
If you use an email template, make sure the design puts your CTA front and center. A good rule of thumb is to make sure your email template includes buttons or icons, which are eye-catching and can help increase your click-through rate.