Platforms like Mailchimp and Hubspot are great tools to help you reach out to your customers, keeping them regularly updated with information, news, and special offers. They also can be great to get across your company values and retain customers. From letting people know about that exciting new range of carpets to a grand opening of a holiday let, they can be a really fun, interactive way to communicate! In this blog we’re sharing some top tips on how to run a successful campaign.
Identify your target audience 🎯
When it comes to social media you probably already have an idea of who your target audience is. However, when it comes to email marketing your audience may differ, for example, you may want to target regular website users or different age groups. It's really important to research your target audience so that you can shape your campaign around them, which will help make them more likely to not only open and read your email, but to take action too.
You will also want to build a mailing list, so you can easily send your campaigns out to everyone who has subscribed to your newsletter. Remember you must only send marketing emails to those who have subscribed adhering to GDPR rules. It's also always a good idea to have a way for people to opt out of emails too just in case, which handy tools like Mailchimp include in their templates!
Have a clear idea of the purpose of your campaign 💡
Why are you running your campaign? Is it to sell a new product? Let customers know of a new shop opening? Email campaigns can come with a variety of purposes and it's important to know what you want to inform your customers about and why. This will help you set a clear goal to help measure the success of your campaign and build on it in the future. For example your goal could be to get more footfall to the shop, by offering a discount on instore purchases for a month. By offering a discount voucher via an email, you will be able to measure the success of the campaign by looking at how many customers use the voucher instore. Equally if you are just looking to inform customers of a recent achievement you can easily see how many people have opened and read your email by looking at the analytics reports in Mailchimp.
Have a plan! ✍
Make sure you have a strategy in place prior to making your campaign. There's nothing worse than spending hours on an email only to realise it doesn't align with the purpose of your campaign and its goals! It's always better to plan ahead. Everyone will have a different way of doing this; you might like to write it out or storyboard it on paper, whilst others may like to present it, in an online format like a spreadsheet or powerpoint.
It’s a good idea to plan the email itself, including text content, structure and images, as well as any follow up emails, and think about how long you intend the campaign to run and when you want to send the emails. If your plan is to send multiple emails, you'll want to keep a schedule or plan to stay up to date. Following planning you may realise there is too much to say for one email and in this case it's best to split up the information into multiple separate emails. Your emails are more likely to be successful if they have one single purpose, so don't try to overstuff one email with too much information!
Make it interesting! 🖌
Remember this is your opportunity to get creative! It's a great chance to use your branding throughout to increase brand awareness and build a relationship with customers. Think about how you want to come across to your audience and how to use language to engage them.
Having a bold, impactful subject will make your email stand out among numerous others in a customer's mailbox, whilst a good excerpt below will entice them to open up and read on.
Personalizing the email will also resonate with customers more so they don't feel like just another number. Readers are 26% more likely to open emails with personalised subject lines!
Your email should have plenty of imagery to support your message as this can help to increase click through rates and make it easier to read by breaking up text. Using relevant imagery also gives customers more of an insight into your business.
Test your email before sending 📧
Platforms such as Mailchimp can seem daunting at first, however many include a test email service which enables you to send a copy to yourself or others prior to rolling it out to your mailing list. This can help work out any snags, errors and help the proofreading process. You don't want to be hitting send on the big day and find your email doesn't load or images and text are missing!Another key thing to remember is many people access emails on their phone so you need to make your emails look great on both desktop and mobile view. Luckily Mailchimp has a solution for this too and lets you view the email in desktop and mobile view in a simple click whilst you edit (other email platforms are avaliable!).
Interested in using email marketing to grow your business? If you’d like to see how we can help you connect with your customers through email campaigns please get in touch!