10 steps to an awesome email marketing campaign


You might have the greatest designs and the most brilliant products and services in the world – but without the means to show them to people you’re running on hope – and hope doesn’t put cash in the bank.

People have a tendency to think that having a website is all you need if you’re online – but it’s just not true. Your site might be full of amazing content but it’s pointless if you’ve got no way of directing people toward it.

Enter – the email marketing campaign, a trusty tool when it comes to sharing value and driving traffic. For those of you who havent used email marketing as part over the marketing mix then there is a lot of great tutorials out there such as Inbox Blueprint review by Anik Singal which we could highly recommend that you check out!

We’ll help you take guessing and experimenting out of the equation – and start making your email list count.

  1. Make subscribing easy

The only way you’re going to have a list to send your campaign to is if you’ve made it easy for people to subscribe in the first place!

You don’t have to stick to your website to do so, increasingly innovative social media marketing allows people to take whatever action you wish – often without having to leave the platform. Take advantage of calls-to-action that sign people up to your list.

Weigh up a balance between capturing necessary information and going overboard – no one wants to jump through hoops and fill out a form with 12 fields just to get your email newsletters – so don’t make them, after all, you only need their email right?

Also consider offering some incentive for them to sign-up – it might be discount codes, exclusive peaks at new content before anyone else, or perhaps some exclusive content you’ve created just for subscribers. The choice is yours…

  1. Tell people what they’ll see

If people are already viewing your content and have subscribed as a result – you probably don’t need to tell people what kind of material they’re going to see. Instead, letting them know formats and frequencies is important.

If you’ve ever signed up to a mailing list and realised you get a daily 9am email EVERYDAY you’ll understand where we’re coming from here. Maybe you’ve got something to say that frequently – if you do, promise us you’ll let people know before they sign-up, if not, you’ll lose a lot of people within days…

  1. Welcome subscribers onboard

Sending a welcome email is always a good move – it doesn’t just let people know they’ve been successful – very soon it’ll be a legal requirement.

In 2018 the EU’s General Data Protection Regulation comes into force – and with it, a double opt-in for people who are signing up to your mailing list. That means no more sneaking subscriptions onto the bottom of order forms with ambiguous ‘tick here’ options – instead, stone-cold certainty that your latest subscriber wants what you’re selling…

  1. Be faithful to your brand

People are becoming more and more attuned to company’s brands – so much so, they might forget your name, but remember your logo or brand ethos. If this is the case, sending something that’s text based and just wearing your name might not cut the mustard.

Make sure your email campaign is dressed in the same uniform as your website and print to ensure you don’t lose people through confusion.

  1. Don’t send essays

It’s been proven time and time again that people barely ever do a word-for-word read of marketing material that’s sent to them. You’re probably not even doing it now!

You’re going to have to weave some great words if you’re going to keep people engaged – that, or make your mail text-light and heavier in links – and drive interested traffic back to your site.

  1. Create a schedule

Every marketing guru in the world will tell you that content in king – create some great stuff and people will come back again and again.

But that doesn’t mean people are stupid and will keep eating up constantly recycled info – quite the opposite. While high quality content is important – it’s also important that you’re not churning any old words out for the sake of keeping in people’s mind – because it’s not going to work.

By creating a schedule, you start to give yourself a timeframe to work to. Keep a note of anything you think you’d like to let people know about – and don’t be tempted to hammer your list too hard –quality > quantity.

  1. Be mobile friendly

91% of you are reading this on a mobile device – and by 2019 that’s likely to be more like 95%. If you create non-mobile friendly websites you lose half your readership – as well as losing vital brownie points from Google.

Start thinking this way about email campaigns and you can be sure you’ve got all your bases covered.

  1. Shareable gets shared

There are interesting habits and psychology behind what is shared on social media – sometimes it’s to convey who that person is, sometimes it’s to cement connections to people they might not otherwise connect with – and occasionally it’s just to feel connected to the world.

Whatever the motivation – your content’s not getting shared if it doesn’t have buttons that allow quick sharing to social platforms!

Don’t forget, a huge chunk of your traffic is likely to be coming from mobile devices – don’t make people do awkward cutting and pasting to share your stuff – because they won’t.

  1. Take the right tone

Creating content can be a difficult line to tread – you want to appear knowledgeable but don’t want to take too serious a tone; you want to remain friendly but don’t want to seem unprofessional.

Research suggests that 61% of people like to read content that’s written in a conversational tone, friendly but not over familiar, a little humour but not trying too hard. The format and type of language you use is key to getting this right – content is king – but only if people read it.

  1. Make it easy to unsubscribe

In just the same way that it’s important to get people onboard your mailing list – it’s also vitally important to let them step away if their interest wanes.

You know that little unsubscribe link that’s hidden in the tiny text at the bottom of your email? You may think it’s a smart moving hiding it away down there – but you might actually be shooting yourself in the foot.

More and more email applications are letting people flag email as spam without having to unsubscribe, a popular choice if you’ve made it hard to do. When someone takes this course of action (especially with Gmail) – you’re playing a game of chance with your company and mail server’s reputation…

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