Email Marketing 101: How to Run an Effective Email Marketing Campaign
Posted by Rachel Hyun Kim on November 29, 2011 in Email Marketing [ 4 Comments ]
Email marketing utilizes email to send a message to an audience. Cost-effective and easy to use, email marketing has become one of the most common forms of online marketing. Email marketing can be used for a wide variety of purposes, whether to inform your audience of a new webinar, or to encourage customer loyalty.
Although email marketing campaigns have been utilized by many larger corporations for some time, many small businesses are still shying away from the idea. As a new entrepreneur I will admit, the whole concept seems a bit overwhelming. However, once you really understand how it works and how to run this type of campaign, you will find that it is both simple and worthwhile. Consider a few of these tips to help get you started:
5 Tips for Running an Email Marketing Campaign
Before starting to blindly send out emails to lists of clients, marketers should first take some preliminary steps. The following tips can help you create an effective email marketing campaign.
1. Avoid Looking Like Spam
An important reminder for email marketers is to make sure their emails are not perceived as spam. One tip for marketers is to place an unsubscribe button or link at the bottom of your email; therefore, your recipients have the choice to opt out of the email. Laws and regulations prevent email marketers from indiscriminately sending their emails to lists of people. The penalties can be dire, so make sure you are complying with laws, such as the CAN-SPAM act, when conducting an email marketing campaign.
2. Quality Content
Arguably the most important component of the email is the message. Having a clear, concise message raises the chances that the recipient will read the email. Organizing content using numbered lists and bullet points is another way to make your message presentable. If your email lacks quality content, or has a lengthy, confusing message, then your recipient is likely to delete the email without even reading.
3. Send Test Emails
In order to ensure that your emails look professional and readable, it is advised to send test emails to yourself. The benefits of conducting a test run is that you’re able to see your emails beforehand and make any necessary changes before sending them out to your audience.
4. Use Social Media
If you’re sending email notifications on articles or blog posts, a good way to increase the visibility of your content is to embed social media icons into your emails. Integrating social media into your email marketing campaigns allows your audience to spread your message though various platforms, allowing your marketing campaigns to spread naturally.
5. Use an Email Marketing Software
Oftentimes, email marketers will have to handle large lists of email contacts, sending email to batches of prospective clients. However, it can be time-consuming to craft a personalized message to each contact by hand. Many email marketers use email marketing software to ease their burdens, and make their job easier. There are, however, many choices when it comes to this software, so consider a few of the features to consider when choosing the software that is right for you:
Choosing the Right Email Marketing Software
Email marketing software will automate the tasks of email marketing. However, there is a variety of email marketing software available, so how can a company determine which is best for their needs? By considering the following factors, marketers can make an informed decision when choosing email marketing software.
When choosing email marketing software, customers are mainly looking for software that can effectively run email marketing campaigns. However, many providers also include a variety of features to supplement and enhance marketing campaigns. Some additional features include social media integration, A/B testing, and optimized email deliverability.
Email marketing software can also offer the feature of integrating with different platforms. A few examples of integrated platforms include Twitter, Google Analytics, PayPal, and Salesforce. The usability of email marketing software increases through the ability to integrate with existing applications and databases.
Most email marketing software offer different types of pricing plans. The plans can differ based on a variety of factors, such as emails sent, number of contacts and frequency of use. However, different software can offer a free or trial version so that clients can test the product before making a purchasing decision. Free versions can offer a comprehensive service or will include limitations such as caps on emails or number of users.
To marketers that are beginning to implement email marketing software, it is easy to get overwhelmed. However, there are basic, easy steps that anyone can follow to send an effective email. By crafting a clear message and taking necessary precautions, marketers can ensure that their recipients are likely to receive their emails. For more detailed information on email marketing and email marketing decisions, check out our email marketing buyer’s guide.
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