Email marketing campaigns don’t get the attention they deserve. Though more recent communication tech, like texting and live chats, certainly bring benefits, email remains one of the most effective marketing methods. In fact, some research shows it has a 4,200% ROI – now that’s effective.
But, to gain such high returns on your email marketing campaigns, you need to put thought into how they’re deployed. One size does not fit all, and your team needs to consider how to craft the right messaging, send it at the right time, and keep improving each campaign to reach your goals.
Here are a few steps to get you started:
1. Clean Up Your Database
A clean database is where it all begins. Make sure you have good contact information for the right people before you start your email campaigns. Do a database audit to clean out duplicate information and expired contact information and fill in any gaps you can.
2. Understand Your Audience
Use market research to understand who you’re contacting with your email marketing campaigns. Some of the most critical information you need is their pain points, ideal price range, and who is a decision-maker for your product or service. Use this knowledge to create email messaging that speaks directly to your audiences’ needs.
3. Create Audience Segments
Though your audience as a whole will have a lot in common, some nuances set them apart. Those nuances are important as they can affect things like the best time of day to contact and what aspect of your product or service is most important to them. Segment your audience by factors like location, age, and job title based on your needs
4. Qualify Your Goals
Before you begin, decide what you plan to achieve. What do you want individuals to do when they get your email? Click a link? Request a quote? Visit your website? Decide what you want to happen and create a call to action that points to those goals.
5. Create Content and Cadence
Content and cadence go hand-in-hand. What each email says will be determined by when it’s sent. Use your market research findings to set up an initial cadence for each campaign. For your content, focus on how each email will move your audience forward.
6. Test, Analyze, Adjust, and Repeat
You won’t get your email marketing campaign right the first time. There’s no way for you to know the specifics of what your targeted email audience wants without giving them something first. Send out your campaigns via marketing automation, using A/B testing to try out different content or cadence, and capture the results in your CRM. Use this information to inform ways to improve and do it all again. Attitudes and preferences change, and you need to be willing to change with them.
Get Your Email Marketing Campaigns Off the Ground with NuGrowth
If you’re struggling with a list that’s too extensive, a cluttered and out-of-date database, or even a lack of content talent, the experts at NuGrowth have everything you need to get your email marketing campaigns running smoothly. We offer database audits and cleanses, market research, content creation, and email campaign deployment to fit the needs of any organization.
Let our experienced team help you set up and keep up with your email marketing campaigns, getting you that high ROI. Give us a call at 800.966.3051 or shoot us a quick email at firstname.lastname@example.org to get in touch.