How to Build an Email Marketing Campaign That Works

by Emily Retherford

2 min read

The right email marketing campaign can deliver big returns for your small business, but many email marketers can make critical mistakes that hold them back. If you want to do a better job engaging your readers and creating loyal customers, here are some professional tips for building an email marketing campaign that works the way you need it to.

A Simpler Look at Email Marketing

There is so much conflicting advice about email marketing floating around the internet, making it easy to lose sight of the real function of email marketing — building relationships. To begin with, your business should generate trust with potential customers and earn permission to email them. Once you can do that, your emails should reinforce the trust you’ve earn, speak to the reader’s needs or goals, and convert them into loyal customers.

Email marketing is less expensive and easier to deliver than print, television, or radio marketing. It is also easier to customize and, thanks to data tracking software, campaign success is easy to gauge. In terms of efficient advertising spending, proper email marketing is difficult to beat.

Testing to Find the Most Conversions

If you want your email marketing campaign to grow and improve over time, make yourself familiar with A/B testing. Through A/B testing, you can discover which email techniques work most effectively for your business.

You can figure out the correct layouts, colours, headline styles, email frequencies, calls-to-action, and almost every other sales-related aspect for your campaign.

It works just like the scientific method — create two nearly identical empirical test scenarios, change one variable at a time, and wait for the data to pick a winner. For example, your first set of emails, Group A, might be sent to 2,000 subscribers and have a call-to-action button at the top of the email. You send a second set, Group B, to 2,000 other subscribers but place the call to action at the bottom of the email. Track your results from each group and stick with the winning formula.

Delivering Great Subject Lines

There is an art and a science to writing great subject lines. Thanks to A/B testing, you can try out lots of different subject lines and slowly figure out what generates higher open rates. However, to speed up the process, do a little self-reflection and think about what would cause you to open an email.

Some common attributes great subject lines include:

  • Being specific about the email’s content
  • Creating an incentive to open the email
  • Highlighting urgent information, tips, tricks, or tools
  • Eliciting emotion from the reader

Resources to Help You Out

Don’t spend a ton of time trying to reinvent the wheel with your email marketing campaign. The web is packed with email marketing guides, free and cheap software, and expert advice. Some of the biggest names in email marketing, such as MailChimp and Hubspot, can bring you up to speed quickly.

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