10 Steps To A Successful Email Marketing Campaign
Written by Franco Varriano.
Every industry has a set of best practices, and email marketing is no different.
In the world of ecommerce marketing in particular, you need to follow a specific set of practices to make sure that your marketing campaigns generate the highest ROI possible.
In today’s post, we’re going to cover all the best practices you need to know. Whether you are putting together an email marketing strategy for the first time or optimizing an existing campaign, today’s email marketing best practices will help you achieve your goals.
1. Set A Clear Goal
The first step to creating a successful email marketing campaign is to define a clear goal. In other words, you should be able to answer the question: why are you emailing your customers? Your answer should be concise and focused, such as announcing new products, offering the members of your email list a discount, or inviting subscribers to participate in a contest on social media.
Whatever it is, you should have a clear goal before you decide to send marketing emails. Doing this will help you choose the right tools and approach for the goal, as well as creating emails that will engage your customers.
2. Segment Your Audience
Imagine you own a store that sells men’s, women’s, and children’s clothing. If a customer has purchased men’s clothing from you in the past, it would be jarring (or even potentially insulting) to receive an email offering them suggestions of women’s clothes. And an offer for children’s clothing would just be confusing (unless the customer had specified they were interested in buying children’s clothing as well).
Situations like these are why list segmentation is so important, particularly in the case of new subscribers. With segmentation, you separate your subscribers into different “buckets” based on previous purchases or indicated interests. You can then customize your welcome emails, product suggestions, and other promotional emails based on segmentation.
Most modern email marketing programs allow list segmentation, though not all segmentation features are created equal.
3. Create A Compelling Headline
In short, your subject line must answer the question: What’s in it for me? Think of the subject line as a preview of your email’s main offer. The subject gives your email subscribers a reason to open your email.
Your subject line is the first point of contact your email has with customers. Make it amazing and your audience will look forward to opening the email. Make it boring and you will lose the battle for attention with all the other contents of your subscribers’ inboxes. More details here.
4. Timing Is Key
When you send your email is of crucial importance. After all, each customer has a time of day when they’re most likely to engage make a purchase. For a working professional, that might be while they’re surfing online after dinner; for a stay at home mom, it might be in the afternoon while the kids are asleep.
As you can see, the times can vary widely, however, and it’s therefore imperative that you use an email program that sends emails at the time subscribers are most likely to engage with your email content.
Optimal timing is easy to implement in most email marketing programs. In the case of Rare, the software uses the time a subscriber opened previous emails to predict the optimum delivery time.
5. Brand Clearly
You’ve spent a lot of time designing your website. Make sure your emails represent your brand properly by making it clear whom the email is from
Here are a few tips to make sure your brand comes across in your emails:
- Use your brand name in the “From” field
- Use an email address from your site’s domain
- Display your logo clearly
- Use your brand colors
- Mimic the design of your website
With these tips in mind, you’ll keep your brand clear and create a positive familiarity in the mind of your customers that extends across your emails, website, and products.
6. Design & Compatibility
Use good design to get your message across and encourage users to take action. What sort of design you use will depend on your brand and the type of campaign you are running. Always remember, good design is good business.
In particular, make sure your email design is compatible across all mail clients and device types. All the talk around responsive design applies to emails as much as websites or web applications: your emails should look great on mobile devices and desktop.
Our drag-and-drop email designer makes creating beautiful, responsive emails effortless. The features enable you to easily design beautiful emails that display perfectly anywhere without a single line of code. You can easily preview the mobile version to make sure everything is good to go.
7. Clear Call-To-Action
A well-crafted email can easily fall down without a strong call to action. Your call to action (CTA) should fulfill the overall marketing goal of the email campaign. The CTA is the point at which you ask for the sale, where you ask your recipient to take the action that will drive your email campaign (and overall business) forward.
Knowing that the average email user receives 97 emails per day, your call to action is by far the most important component of the email after the subject line. The key design aspect here is consistency. We mentioned that your subject lines should include a preview of your offer, and your call to action should emphasize that offer by making it extra clear.
Make sure your call to action doesn’t include extraneous information or anything that would confuse or dissuade your subscribers from following it to your website. Try to limit your call to action to one per email (although it’s good practice to restate the CTA at the end of the email in a P.S.).
8. Create An Effective Landing Page
The call to action will direct subscribers to your store, but what will they find when they arrive? To make sure all that work getting people to your site doesn’t go to waste, you need an effective landing page. It should be free of distraction, reflect the customer’s intent, and persuade them to make a purchase. In other words, send customers to the right place so they take action within minutes of landing there.
Whenever you place products within the email template or let the predictive engine recommend products to customers, each product displayed is connected to its product page so customers simply have to click and buy.
9. Setup Tracking
Most email packages will give you stats about open rates and click-through rates, but it is important to measure more than that. To get real insight into the success of your campaign you need to track the people who convert to your website via your email marketing.
Rare.io tracks everything for you and give you access to the data in a single dashboard called the Power 7 of Email Marketing. Beyond the Power 7 of Email Marketing, the app gives you access to extended analytics features that help you deeply understand your customers and optimize your email marketing results.
10. Test & Test Again
There is no magic formula for creating the perfect email marketing campaign. A lot of it is going to come down to the knowledge you gain from each campaign you send.
Split testing is one of the most effective ways of figuring out what works and what doesn’t work for your audience. Also known as A/B testing, a split test involves sending two different versions of your email message to random halves of your email list. You can then see how customers respond to different copy, subject lines, and design.
No change is too small to test. Ecommerce masters such as Amazon are constantly testing minor tweaks to the colors, messaging, size of buttons, and other elements of their marketing. You should do the same on a regular basis, and you should use an email software that makes it possible. Only then can you gain the insights to improve your future marketing efforts.
Implement an Effective Email Marketing Strategy Today
If you’re an ecommerce merchant and don’t have automated email marketing campaigns setup for your store, you’re losing money. Right now. But with the tips in today’s article, you now have the information needed to start creating your own winning email strategy.
Of course, the best strategy is useless without the right tools to implement it. Rare.io makes it easy to start using automated email campaigns for common challenges such as Welcome Series, Abandoned Carts, Order Follow-up Emails and more. Try Rare for free today to learn more.
And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.
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