Design, send and analyse email marketing campaigns

If you want to play a strong marketing game, it’s critical to make sure you’re delving into email marketing. Any business that is serious about increasing sales and generating more awareness for their brand needs to be building a solid email marketing strategy. With about a third of the world’s population using email, clearly it’s a popular medium and one we should all be tapping into, if not already.

Simply put, email marketing is a powerful and personal way to connect with a potential audience. You can use email to talk directly to an individual through personalisation, and customise it based on their previous actions. You can cover various topics like recent wins, changes to your company or you can ask for feedback, just to name a few.

Tips to start or improve your email marketing tactics:

1. Don’t send emails to lists who don’t want to hear from you.
If you’re constantly bombarding people with emails on a list with very low open rates, consider it time to stop contacting them. Clearly, they don’t want to hear from you, and you’re just hindering your brand further by continuing to hit them with emails. 

2. Keep a goal in mind.
Each time you draft up an email or newsletter, make sure there’s a goal behind it. Ask yourself, what do you want this to email to achieve? Goals could include redeeming a promo code, filling out a content form or opening gated content, as examples. Whatever it is, define the goal and start defining success. By doing so, you’ll also make it clear to your readers what you want them to do.

3. Personalise.
While personalisation is becoming a lot more common, it really does work. Stick to first names or company names, and watch your click through rates reach new heights. Reading something that says “Hi” or “Dear Customer” screams mass-produced email. 

4. Experiment.
There are a few ways you can experiment with email marketing and it’s a great way to really learn what your readers want. Try sending emails at different times on different days to find out if you have more opens on a particular day. You can try using a technique called A/B testing where you send out the same email with different subject headings - which one was more popular? Keep testing and learning.

5. Think about your subject line.
Clickbait subject lines can be harmful if you notice users are bouncing away when they realise your subject line wasn’t genuine. Make sure to customise and personalise your subject lines and always read your subject line out loud before sending. Was it clear and would you open it if you received it?

As an inexpensive medium, you can reach a wide audience while really connecting with them, so for a business on a budget, email marketing is a better choice over more traditional mediums like TV or radio. It's also very measurable so you can learn and develop with every email you send. Most importantly, your investment is your database so ensure that you focus on data acquisition. 

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