How to Create an Effective Email Marketing Campaign

The first commercial email was sent to a potential customer more than 30 years ago. Since then, email marketing has proven to be one of the most effective ways to market products and services, particularly when it’s backed by a comprehensive strategy. A comprehensive email marketing strategy takes into account who the company’s target customers are and what would entice them to not just open the email but follow the links contained therein. Unfortunately, spammers abuse email marketing by sending irrelevant emails to people who never signed up to receive them and often obtain their email address through illicit means. Consequently, people are much more difficult to reach now through email, but there are many strategies and techniques that you can use to craft compelling email messages. Below are some simple and actionable tricks that you can use to convert your email marketing campaigns to website views and possible phone calls and sales leads.

Use an Email Marketing Provider

Companies like Constant Contact and Mail Chimp allow you to form a list and send one email to up to 1,000 people for free. This will allow you to update customers about product launches, new services, or promotions, including coupons and referral bonuses. It also prevents you from slipping into a spam filter by implementing what is called a drip marketing campaign. This is an automated email marketing feature that enables you to send custom crafted emails to all of your leads, trial users, and customers. These automated emails will trigger every time a user takes an action, such as expressing interesting in a topic or downloading a copy of your free ebook. Since the user is required to take certain actions to prompt these emails, a drip marketing campaign will allow your emails to bypass the spam folder where the bulk of commercial emails are laid to rest.

Send Emails to Current Contacts and Get Their Permission

Even if you haven’t yet implemented an email marketing campaign, it’s likely that you have a list of contacts that you've acquired from sales calls or users who signed up for your company newsletter. Once you've entered them into a database, upload it to an email marketing provider, and send some emails that include an unsubscribe option. You also add an opt-in message on your website's landing pages, including all contact and inquiry forms. In fact, the more places you add this opt-in page the better since it will help you build your distribution list and no one likes to receive unsolicited commercial emails.

Once you’ve signed up with an email marketing provider, compiled your contacts, and added opt-in pages to your website, you should be ready to start sending emails that promote your products and services using a combination of content marketing and promotional offers. The key to success lies in experimenting and tracking your open and engagement rates. Once you figure out what works and what doesn't, you need to double down on your efforts and continue to build your email marketing machine until it becomes an effective part of your overall advertising strategy.

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