Effective marketing emails help you connect with prospects and convert them into loyal buyers. Email marketing is still ranked as the most effective marketing channel, beating even social media, according to 2018 data.
Because it is so successful, many believe it must be difficult to organize. But email marketing is easier than it seems, and out little guide will help you start email marketing in 5 simple steps.
Step 1. Create an ideal buyer persona
A buyer persona is an image of an ideal customer, which represents the person you create the product for. The profile of a buyer persona should include the following:
- Geographical location. Cultural specifics, quirks, and traditions play a huge role in deciding on the most converting strategy.
- Demographics. Gender, age, income, education, and place of work are essential to defining your customer’s needs and budget.
- Buyer’s needs. Every lead type has different needs and motivations behind buying products in your niche. You need to be sure about at least one need to create an attractive offer.
- Buyer’s problems. Knowing the main lead’s problems will allow you to address their pain points in your offer and position yourself as the best solution to these problems.
Always test your audience, run surveys, analyze who likes the product the most and pays more.
Step 2. Find leads
When you start a campaign, you might already have contacts or leads you have a relationship with. If you plan to use email to keep in touch with existing contacts, then you can just import your existing list into a chosen email marketing tool.
If you plan to use email to reach out to new people, then you’ll need to find and collect email addresses to build an email list from scratch. Some email marketing platforms offer inbuilt email finder tools. Apart from this tool, try to encourage the social media followers and loyal customers to sign up by adding an online sign-up form to your website.
Remember, it’s all about quality, not quantity: a large prospect list will not necessarily turn into a lot of sales. It’s a good practice to subdivide a big list into a number of smaller ones, i.e. segment. You can segment based on demographics, industry, interactions with your content, and more. This helps you target and personalize messages. Connecting with a smaller list of quality contacts will be more impactful than blasting out messages to contacts that don’t even fit your image of an ideal buyer persona.
Step 3. Think of deliverability
When the prospects list is ready, you need to verify them. For this, some platforms provide in-built verification tools. It is a must-have tool that will help check all emails in your list and clean it of the invalid ones.
If you miss this step, many messages will never reach the prospects’ inboxes. As a result, you will receive numerous hard bounces, your sender reputation will go down the drain, and you might even end up blacklisted.
Step 4. Build the campaign
Finally, we have reached the main step. You have collected an audience, verified the emails, and can start building the campaign. You can choose any platform, from simple campaign builders to visual drag-and-drop editors. They all do their job, but the success of the campaign still lies on you, so make sure you:
- Structure your drip campaign properly. The prospects’ attention span is quite short and they’ll usually just scan the message through for any eye-catching information. So writing long, text-heavy emails isn’t the best way to convert the leads. Try to write a short message in simple language you’d use in a conversation with a friend, highlighting the key points.
- Personalize it. People are most likely to respond to content that is relevant to their interests and looks like it was created specifically for them. Add any data you have on the prospect to personalize the message – name, job position, company, pain points, etc. Your imagination is the limit.
- Schedule it. Scheduling campaigns helps you avoid interrupting the lead’s usual daily schedule and instead address them when they’re most open to new opportunities. Schedule your emails to avoid weekends and late night hours.
- Optimize it. Most people check their emails on their phone, so make sure you optimize the campaign across all devices.
Step 5. Watch the statistics
There is a specific page in your email drip campaigns tool where you can track the success of the campaign through statistics. You can monitor how the campaign is performing, how many emails have been sent, how many people have clicked the links, how many replies you’ve received and much more. Follow the statistics closely to understand how people interact with your email campaign and how you can make it better.
There are quite a few steps to building an email campaign but nevertheless, it’s very simple. The time you will spend creating an email campaign will pay off in no time as long as you follow the steps above and do your research.