10 Keys to Successful Email Campaign Management

Email marketing can result in a $40 return on every $1 you invest. This is almost two times the return on the investment (ROI) you will spend on search engine optimization (SEO), the second most cost-effective marketing tactic.

An email campaign that results in the reader contacting your business or taking an action that increases your sales or leads is a successful one. However, campaigns require proper planning and analysis.

Email campaign management helps you ensure the money you invest in your campaign is well spent. Read on to learn more.

Importance of Email Marketing

Email is still an effective way of communicating. People use for work and to interact with friends and relatives. It is, therefore, a viable avenue that will allow you to connect with potential customers.

The key is to ensure your email attracts their interest enough to open, read and take the necessary action to get more information. Here are some other reasons why email marketing is so important for your business.

• Once you create a good email list, you can use it for years once it is updated and sanitized regularly
• It helps boost your conversion rate
• It generates new leads and can entice old customers to start reusing your product or service
• Automated emails allow you to gather customer feedback

Refining your list, and using an effective marketing automation platform can help you get your content in front of potential customers. Many companies also provide great resources that allow you to track all your email marketing campaigns’ performance.

10 Important Elements of Successful Email Campaign Management

You may have many email campaign ideas, but the key to successful email campaign management is planning. This will help you to accomplish your goals by providing the best content for your target audience. Here are 10 important elements to consider creating and implementing your email campaign.

1. Plan Your Campaign Well

Planning may take at least two weeks. This will ensure you have enough time to get your messaging just right. You should use your planning time to:

• Define your audience and refine your prospect list
• Establish your goals
• Decide the type of email campaign you will use – newsletter, product announcements, or blog posts
• Do test runs to ensure you have the best email campaign design
• Schedule your campaign for effectiveness

Planning is essential to ensuring your campaign is effective, allowing you to get a high return on your investment.

2. A Good List

Building a good list takes time. One of the key ways to do this is using your website to ensure potential clients have every opportunity to send their contact information to you. Use your Contact page, blog or newsletter to include forms where website visitors can sign up for more information.

A visitor sign up is the second step a prospect takes after visiting your site, showing they are interested in your product or services. You can also include giveaways such as a case study or guide that they receive after sending their information.

Ensure signing up is easy by asking for relevant information only such as their name and email address. You can always get additional information such as profession, company, or address, after they sign up.

Your sign up form should be easily seen but not distracting. It can be a pop-up that appears before they leave the site or something at the bottom of the screen that is colored to stand out. The key is to ensure it doesn’t affect your site visits, the time a visitor spends on your site or your bounce rate.

3. Use Email Segmentation

Depending on the size of the list you have gathered from your website, it may be best to put the list into different categories. The categories will include unique subscriber characteristics, preferences and interests.

This allows you to avoid sending generic emails to your entire list. Segmentation will allow you to send the right content to the potential customers. It will also lessen their chances of unsubscribing due to irrelevant content.

4. Start With at Least Two Messages

This gives you more than one opportunity to reach your potential customers. It will expose them to your product or service more than once and increase the likelihood of them seeing at least one of the two messages.

It’s also a great opportunity to experiment with your messaging and offers.

5. Grab Them With Your Subject Line

This is essential and encourages the reader to open your email. However, ensure you aren’t tempted to use the obvious enticers such as FREE, OFFER, etc., as these are often flagged as spam.

Don’t be afraid to test different subject lines with different audiences. It is one of the benefits of having a segmented list. Remember, once your email is opened, your content should do the rest.

6. Keep Your Customer in Mind

Last year, over 300 billion emails were sent and received every day, across the globe. In a world where people have less time and more emails to read, make yours stand out. Here are a few elements to consider to make your content more inviting and readable:

• Break up the content using images, bullet points, and white space
• Personalize the content by using analytics to understand your audience
• Be concise, simple, and provide informative links where applicable
• Provide a clear Call to Action (CTA)
• Create impressive landing pages
• Follow-up within 24 hours of any email reactions or responses including opens, site visits, or link clicks

The goal is to make the reader feel your message is directed at them. It should provide them with information that pushes them one step further on their customer journey.

7. Automation Can Help

Find the company that provides the right platform for your automated email campaigns. The platform should allow you to easily send relevant content targeted to potential customers at the appropriate time.

A key to effective marketing automation is ensuring your customer information is continuously automated. Many automation companies provide tools to help with this.

Updated customer lists help you to target the right customers. Your reader will receive information that meets their interests and is relevant for their stage of the customer journey.

8. Appropriate Timing

It is important to get the right timing in terms of the frequency of your emails. It should be enough to provide timely and relevant information, but not so often that it becomes a nuisance and ends up being ignored and ultimately deleted.

Use your analytics such as open rates, unsubscribes and marked as spam data. If this is happening often, you’re probably sending too many emails. 

Give your reader the chance to look forward to what’s coming. This is a sign that what you’re saying is worth reading.

9. Consider All Platforms

Over 60% of emails were opened on cell phones in 2019 with 75% of smartphone users stating they use their phones most often to check emails. 

Ensure your content is mobile friendly. You can achieve this by:

• Using the middle of the screen for more important info as users tend to use their thumbs to scroll through content
• Using a one column template for a user-friendly layout
• Ensuring your CTA is easily seen and easy to tap on
• Increasing your font size for better readability
• Using iOS guidelines for the most effective button size

You should also test this by checking your content on a mobile device and scrolling through to see how user-friendly it is.

10. Proper Analysis

Email marketing analytics allow you to measure the success of your campaign. It’s a good way to tell what’s working and what isn’t. You can use this to change your marketing tactics. 

There are some key metrics you should pay attention to, including:

• Email Form Performance
• Subscriber Statistics
• Campaign Performance

Many platforms make analysis straightforward and easier by providing dashboards you can customize to your needs.

Sending the Right Message

Email campaign management is an essential part of any successful digital marketing strategy. There is still a lot to consider, in addition to these important elements. You can optimize your future campaigns by effectively tracking your customers and campaigns.

But, it is important that you have the resources to assist you in managing your email campaigns. Many companies provide tools that can help you start off with a verified list of great prospects.

Email Oversight provides a variety of email campaign management services. We ensure your emails are verified, and your customer data is enhanced. Contact us today so we can help your company send the right message to potential customers.