Email Marketing Campaign

An email marketing campaign is one of the most profitable marketing channels out there. It’s able to generate an average return on investment of $42 for every $1 spent.

Effective email campaign management can establish a direct line of communication to prospective and current customers. Customers aren’t as willing to give out their information, such as an email address, as they once were. That’s why it’s vital to use email marketing the right way to build a relationship with subscribers and leads.

When it comes to sending emails, it’s imperative that you provide high-quality, relevant, and valuable information. The email should help to spur them to take action.

Keep reading to learn all the basics behind creating and running promotional email campaigns.

What Is an Email Marketing Campaign?

Email marketing is when a business sends a commercial email to its subscribers. Subscribers are contacts that have signed up to the email list and given permission to receive communications from the business.

You can use email marketing to help inform customers and leads, drive sales, establish brand awareness, and build a community.

When it comes to email marketing, you must avoid using a one-size-fits-all approach. Nowadays, email marketing revolves around personalization and segmentation. Marketers who use segmented campaigns see a whopping 760% increase in revenue.

Marketing Email Campaign Examples

The marketing emails you can send to your customers and leads can be either promotional or informational. Each type has a specific purpose that influences the buyer’s journey.

Promotional Emails

The most common type of email campaign structure is promotional. This is when you promote a special offer, a new product, a service, etc.

The average email campaign consists of between 3-10 emails. These emails are sent over the course of either several days or weeks.

Your promotional email should have a clear and concise call-to-action (CTA). The CTA is there to help provide clear action for the reader to take. Most often, the CTA directs the reader to visit a specific webpage or make a purchase.

Informational Emails

A newsletter marketing campaign is informational. This means the email shares news related to the business, such as highlighting changes within the industry or certain achievements reached.

Depending on the target audience, newsletters have a varied sending schedule. You can arrange for your newsletter to get out weekly, bi-weekly, or monthly. The end goal is to establish a consistent connection with the reader.

Announcements are another form of an informational email. You can use this format to release a company announcement, inform customers of changes to services, and more.

Advantages of Email Campaigns

When it comes to emails, about 80% of Americans check them at least once a day. It’s little wonder that email marketing is able to offer so many advantages.

First, email marketing is great for driving conversions. A successful tactic many businesses employ is to use email marketing to advertise a special offer or discount. You can also use email marketing to remind customers of an abandoned cart order. Oftentimes, this spurs customers to return to your online store and complete the purchase.

Another key advantage to email campaigns is the ability to build brand awareness through them. Email marketing allows you to reach your customers in one-to-one communication.

By sending emails to customers and leads, you help them to remember your brand. Scalability also plays a pivotal role in building brand awareness. With email marketing, you’re able to send out personalized communications to a large number of people.

Last, customer loyalty is another benefit of email marketing. Emails are able to help grow customer loyalty at every step of the buyer journey, whether it’s lead-nurturing or conversion.

You can use email marketing to help build a community centered around your brand. A newsletter is a brilliant example of sending informative or entertaining content to your subscribers.

Tips for Building Your Email Campaigns List

Building your email campaign list might seem like a daunting task if you don’t know where to start. You can’t start to send out emails if you don’t have anyone to send them to.

First, check to see if your ESP (Email Service Provider) is able to create a subscription form that can embed on your website. This will make gathering opt-in subscribers much easier.

When you create a subscription form, you want your signup promise to be clear and straightforward. You should inform the reader of what type of email content they can expect from you, as well as how often they’ll be receiving updates.

You should place your opt-in form in visible places throughout your website. The most common spots for subscription forms are on blog posts, a contact page, and the homepage.

Next, try to provide an incentive for people to signup for your email list. Have an ebook, checklist, or infographic that is exclusive to email subscribers. Providing an offer where the person provides their email address in exchange for a free download is often all it takes to spur action.

Beyond that, you can also promise special offers and discounts. People will be eager to sign up for your email list if they know they’ll be receiving future benefits.

How to Automate Your Email Campaigns

Automated email marketing refers to when emails automatically send to customers or leads. Through the use of an autoresponder, you can schedule emails to go out based on the person’s actions with your business.

The most common type of automated email is a welcome email. For example, when someone first signs up for your newsletter, you can arrange so that an automated welcome email goes out to them.

When it comes to automating your email campaigns, focus on personalization and segmentation. An autoresponder enables you to segment your subscribers into different lists based on their behaviors and interests. This is how you achieve sending out personalized emails to many people, without the need to write every person an individual email.

Active Trail offers many different automated marketing plans for your email campaign.

Use an Email Marketing Campaign to Grow Your Business

As you can see, an email marketing campaign can achieve a lot for your business. It can help build customer loyalty, drive sales, and so much more. Let Active Trail assist you with your email marketing goals.

Looking to upgrade your email marketing? Browse smart marketing packages to find the best fit for your business size and marketing needs.