Email Campaign – Tried and Tested Strategies For You to Follow
Email campaign has always been the go-to choice for marketing experts. Not only it has a high open rate, but it also is one of the most effective ways to stay connected with your customers.
In the previous blog, we spoke a lot about email marketing and some of the best tools that you can use to increase your outreach. But, have you thought on what makes a good email campaign? Or how do you sequence the emails to ensure that the target audience doesn’t feel like they’re being spammed?
Well, these are questions that most businesses skip (or do not care much about). And, that’s the reason why businesses don’t get the desired results from their email campaigns. As a matter of fact, like any other marketing effort, email marketing too needs a strategized approach.
But how do you define the sequence? What factors should you consider? – we know there is a long list of questions. So, let’s tell you more about building email campaigns that yield results. Meanwhile, if you haven’t read it already, we recommend reading the previous blog about why email marketing is the #1 tool for lead generation.
What is Email Campaign?
An email campaign is a structured series of individual email messages that are distributed for one specific purpose over a specific period of time, such as downloading a white paper, signing up for a webinar, or making a purchase with a given coupon. It can also comprise of rounds of electronic messages sent to targeted users with the aim to build trust and familiarity around a service or product.
What Do You Need to Start an Email Campaign?
The most successful campaigns begin with building a list of qualified and potential leads that will be interested to know more about your products or services. In addition to the list, you need a pre-defined goal, designated buyer personas, and great lead magnets.
Some other pre-requisites are having an understanding of the different email types, the marketing funnel, automation tools, and of course engaging content.
What’s the Benefit?
The most notable benefit is the high return on investment. As per DMA, for every dollar you spend on email marketing campaigns, you can get an average return of $32. Some other benefits include more engagement, conversion, and retention. Well-planned campaigns can also help increase brand loyalty and net promoter score (NPS).
Planning an Email Campaign Sequence
We already mentioned that unplanned marketing efforts don’t yield results. Thus, it is important to meticulously plan each step of your campaign for best results. As a business, the first (and probably the most important) thing to consider is the budget and manpower allocation on a certain campaign. While corporations have a huge budget set aside for campaigns, small and medium businesses miss out on the luxury.
But worry not, even SMEs and SMBs can run great email campaigns without the need to allocate a lot of time and effort. Yes, you heard that right! You can always opt for manual email campaigns, but as your list grows, you’ll be over-burdened. That is why we highly recommend to set-up an automated process. Automating your campaigns is the best option as you can set it on autopilot and redirect your funds (and manpower) to handle other important aspects of your business.
Email sequences are one of the most powerful marketing tools, yet they are under-utilized.Yasza Media
Types of Email Sequences
Before we tell you how to set-up a sequence, you need to know about the different types of email sequences and how each is used in digital marketing campaigns. In simple terms, an email sequence is a series of mails that are sent to the users on defined time intervals or based on certain actions they take on your website/social media post.
- Time-Based Email Sequence- these are also referred to as “Autoresponders” and involves sending out emails at pre-defined intervals such as 10-days after purchase, completion of a year, etc.
- Trigger-Based Email Sequence – these type of emails are mostly sent based on certain actions taken by the visitors on your website or ongoing campaigns.
As a business you have the option to run both these sequences individually. However, you can reap the most benefits when you combine both time-based and trigger-based email sequences.
Different Email Sequence Campaigns That Business Can Set-up
One of the most important things that you need to understand that there are various types of sequence-based campaigns that you can run. It varies from business to business. For instance, an e-commerce business will prefer to run a campaign for cart abandonment. On the other hand, a software-based business might be more interested to run an on-boarding campaign.
Here are some of the most-frequently used email campaigns –
Nurture Email Sequence
These emails are sent out to introduce new users to your product or service. Most of the nurture campaigns revolve around sending out opt-in bonuses such as coupon codes or other lead magnets. The idea is to get interested users try out your product/service and set an expectation of the frequency and content that your users will receive.
Engagement Email Sequence
This email campaign is used to build stronger relationships with your target users. It starts after the nurture sequence has yielded results. When subscribers have absorbed your nurture messages, sequences of engagement emails will help nudge them to take smaller-scale acts that will open doors for potential conversion opportunities.
This is probably what every business wants to capitalize on. Conversion email campaigns are your ace in the hole. Your business has spent time nurturing and engaging prospects. The conversion sequence will enable them take actions such as purchasing from you, signing up for a trial, etc.
Now that customers have purchased from you, it is time for them to get accustomed to your product/service. On-boarding email sequences solve the problem. On-boarding messages ensure that your new customers understand how to use the product they have just purchased so that they can immediately make full use of it and enjoy it. People get frustrated when they can’t figure out the products they’ve bought and you want your customers to be happy so they’re going to make repeated purchases and tell others to buy.
Note* on-boarding sequences are mostly used by SaaS companies.
Cart Abandonment Email Sequence
This is another email campaign that works wonders for the e-commerce industry. After the nurture and engagement sequences, you start the conversion sequence, but there are chances that the prospect might add the product to the cart, yet not make a purchase. Thus, businesses need to have a back-up ready. And, cart abandonment email sequences may help bring back these customers.
There may be chances that some of the recipients aren’t opening your mails or have become disengaged over a period of time. In these cases, a renewal sequence (also referred to as re-engagement sequence) is the final effort that businesses make to bring back these prospects. Renewal sequences normally consist of 2-3 emails spanned over a period of time offering some sort of reward/freebie for continued engagement.
Similar to that of a conversion sequence, event sequences also persuade users to take actions. The only difference is that unlike pushing for a sale, this email campaign is more focused on getting the users register to attend certain events (a webinar, F2F meetings, etc.).
Follow Up Sequence
Follow-up sequences are similar to the on-boarding sequence described above, but where on-boarding messages are intended for new users of the product, follow-up sequences should be used whenever customers complete an action (such as completing an online course or buying a product).
As you can see there are different types of email campaigns that can be run. The choice depends on your business goals. Most of you folks already have email providers in place. However, if you are thinking of running great campaigns, here are some must-have features that you should check with your service provider –
- The ability to segment users based on actions.
- Ease of moving users from one list to another.
- Ability to tag leads based on the level of engagement.
- Customizable templates and personalization.
- Ability to send broadcast messages.
- Option to integrate 3rd party tools.
We’ve covered a lot of ground, and if you’re new to email sequences, start with the nurture sequence and then expand on it. And if we can answer any questions, leave us a message in the comments below and we will do our best to help