Email campaigns are all about sending the right email to the right person at the right time. If your email strategy right now is to just send out a general email to all of your contacts just hoping you’ll catch the interest of 1 or 2 people, then you probably know it’s time to get a better strategy. If you thought email marketing is dead, then you are dead wrong. In fact, according to Hubspot, 77% of consumers prefer email for marketing communications and 91% of consumers check their email daily. Email campaigns, if done correctly, are a great way to reach people. Here are some questions to ask yourself to get the ball rolling in your email campaign.
How Are You Going To Send Your Emails?
There are several powerful tools out there that can help you turn up the heat in your email marketing. To create an email campaign, websites like Hootsuite or Hubspot have great resources to help you send great emails, and also track the results.
Who Are You Sending The Emails To?
Before writing your emails you must determine who it is that you are sending it to. It sounds pretty simple but it has a big impact on whether people read you email or hit that unsubscribe button. You can segment your contacts into groups using buyer personas and where they are at on the buyer’s journey. Targeting specific people with each email will help you to send the right email to the right person.
What Do You Want To Say?
Once you have determined who you are sending the email to it’s time to actually write the emails. Email campaigns work best when you send a series of emails offering something to the recipients in each email. It could be anything from a promotion, a blog with information, or a free eBook. You can use these offers to nurture your recipients through the buyer’s journey.
When Are You Going To Send It?
There are lots of opinions out there when it comes to how often and when you should send emails. Whatever plan you choose, it’s important that you don’t send too many all at once, or put too much time between each email. The frequency of your emails can depend upon your buyer persona and the offer that you are giving them. If it is a time sensitive offer, then you can send emails daily reminding people of the benefits and the deadline to get it. For an offer that isn’t time sensitive you can space the email out a little more. Having 2 to 4 days between each email is usually a great strategy.
How Did It Do?
After you have sent your first email your work is not done. The way that you get better at sending emails is to go back and see what worked and what didn’t. The tools mentioned earlier can show you everything from the open rate to what links people clicked on the most. This is probably the most important step to create great emails.