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How to Craft A Compelling Email Marketing Campaign

Jun 27, 2021 | Digital Marketing, Email Marketing

Email marketing is still a popular and successful way to expand and grow your business in 2021. In some ways, email may be more important than ever. Think about how much time people spent on their computers over the past year! The good news is that setting up a successful email campaign is easier than […]

Email marketing is still a popular and successful way to expand and grow your business in 2021. In some ways, email may be more important than ever. Think about how much time people spent on their computers over the past year! The good news is that setting up a successful email campaign is easier than you might think.

KNOW YOUR AUDIENCE

The first step to creating a compelling email marketing campaign is to know your audience well. If you have an idea of the kinds of things your target market is interested in, questions they might have, etc. You can develop character ‘personas’ either by getting to know your customers (which is preferable) or developing an invented persona. The latter is useful if you’re starting and don’t have a grasp on your ideal audience. The more you know your audience, the easier it is to create a targeted campaign.

CRAFT A STORY

A simple way to think about an effective email campaign is to craft your emails into a story. What do you want your audience to know? How can your ‘story’ demonstrate the benefits of your product or service without being too pushy? These are some of the examples of questions to consider when thinking about the overarching goal of your email campaign. You can make a story for each email or weave it into the greater narrative of the campaign, which provides your audience with an incentive to keep reading.

KEEP IT SIMPLE

Instead of trying to provide lots of information in one email, keep it short and simple. This is helpful in two ways. First, short and succinct emails give you the chance to break up content in a more manageable way. Secondly, emails under 200 words are the most effective in terms of response rates and engagement. Keeping things simple is a win-win for you and your audience. In each email, focus on discussing one topic or answer to a question at a time, which reduces the temptation to overload your reader with information.

CREATE INCENTIVES

When planning out your campaign, consider what kind of incentives you can incorporate into your emails. This could be a giveaway or coupon in the last email, discounted products, or a guide or other download known as a “lead magnet”. Another way to think about incentives relates to the content of your emails. Can you end each email with a form of a “cliffhanger” to keep your readers interested? Think about ways you can keep the content moving to a specific goal, particularly as you wrap up the campaign.

Want more tips on email marketing to grow and expand your business? Our team at Rose and Gold is here to help encourage and support you in your goals. Reach out today!