On the face of it, an email marketing campaign sounds like an effort which is guaranteed to bring in good results. You put together a set of email ids from the email leads you have got, then draft a nice email to them, and shoot your emails off to them. And then sit back and wait for the customers to beat a path to your door, asking to buy your product or service. When you read of the success stories of different companies in using email marketing, this belief gets even stronger. You begin to delude yourself that this is a very easy thing to do.
But that is not entirely a true story. While there are many success stories, there are several cases of abject failures as well. In these cases, the correct approach to email marketing was not adopted, leading to the collapse of the entire digital marketing strategy. Once a campaign has been rolled out, it takes a lot to fine tune it once the errors are spotted. It is a much better idea to spend some time before the start, getting your strategies together, instead of starting off in a hurry and then having to retrace your steps later. Let us look at the 3 most important aspects to think about before you roll out your email campaigns.
Set the goals right – They say that when you don’t know where you are going, which road you take doesn’t matter. In the context of this blog, in order to convert email leads into sustainable business, you need to be very clear where you want to reach, only then will you be able to choose the correct road to success. The reason we say this is that email marketing campaigns could have multiple purposes. Some digital marketers run a campaign simply to add more subscribers to their email list, some only want more people to open their emails (open rate), while some are intent on improve the click through rates (CTR). Depending on these or other objectives, the design of the email campaign needs to be done.
Be aware of rules – Ok, pop quiz for you, have you heard the term GDPR? If yes, then you know that it stands for a set of regulations that came into effect in 2018 in Europe to protect data privacy of private citizens. If not, then this second point (be aware of rules) is aimed exactly at you. Today the legal and social landscape for digital marketing has changed beyond recognition. Before starting to design your email campaign, do a lot of reading up about the relevant laws under which your campaign will need to operate. Once you have done that, it will be easier to set up your campaign accordingly.
Think of segmentation – One size fits all only when you are manufacturing over-sized tee shirts. In email marketing it most certainly does not. Before you start, think of the specific segments whom you want to be your constituencies. Are you targeting adult males above the age of 45? Or would your product or service be more interesting to teenage kids in Asian countries? Do not begin your campaign before completing a segmentation exercise.