Email Campaign Strategies

Have you already developed your email campaign strategy?

Email campaign strategy determines the direction of your business. Despite the fact, that email marketing is considered to be one of the cheapest and easiest types of marketing to implement, it requires much preparation.

Before sending an email campaign, you should give it some serious thought. Consider not this or that particular email, its goal and expected results, but the whole strategy.

Strategy is a set of methods and tactics to achieve a goal. Only performed together, you will see the result.

Luckily, email marketing doesn’t stand still. It is developing very quickly and significantly. In such a crazy tempo we witness an occurrence of a great number of different methods, tactics and ways to improve it.

In this article we will dwell on several successful email campaign strategies, tested experimentally.

Email campaign strategies

  • Multichannel communication

Email marketing doesn’t mean that only email can be used. A lot of services allow to combine several channels of communication for better engagement. For example, if a subscriber didn’t open your email, you can send SMS or web push notification, it depends on the service.

UniSender and SendPulse are the examples of such services. UniSender allows to send emails and SMS. SendPulse is a platform for sending email, SMS and web push notifications. All these 3 channels can be used together automatically.

Thus, you can be sure that a recipient will receive your message, or you can choose the most appropriate channel for every subscriber.

  • Artificial Intelligence

Artificial Intelligence is a unique technology. Its aim is to analyze subscribers’ activities on the website, time when they tend to open emails and devices used. On basis of this information, technology determines when and what emails it’s better to send in campaigns. In SendPulse you can send campaign using AI via web push or email. It’s a great chance to increase customer loyalty.

  • Subject line

Your subject line means much more than you think. It is a “face” of your email, if not even of your company. If you manage to make it eye-grabbing and intriguing, subscribers will read your email expecting useful and relevant content.

To make users open your email, create short but informative subject-line – the first words are to arouse curiosity and a desire to discover more.

Make sure that it reflects the main idea of the email.

If you have several ideas of a great subject-line and can’t choose, use an A/B test.

With an A/B test, you’ll be able to test 2 subject-lines, set the winning element and find out which one performs better, according to the email open rate.

A/B test is available in SendPulse, GetResponse, MailChimp, etc.

  • Personalization

Every your subscriber knows that they receive not an individual email, but the same one as the other hundreds and thousands of recipients and they become angry because of bulk email campaigns.

A good method of dealing with this problem is personalization.

Using personalization, you can insert some personal data about your clients such as name, gender, company, etc. It will make you closer to your subscriber, and help to establish trustful relationships.

Personalization is easy to apply, you can ask your subscribers for personal information or insert the necessary fields into your subscription form.

Every email marketing service today allows to send personalized email campaigns.

Don’t be aside, add this method to your campaign strategy!

  • Segmentation

Segmentation is another powerful method in email marketing. Your target audience consists of people with different interests, needs and preferences and, of course, you can’t treat them one and the same way.

Create segments of your clients according to various criteria. Thus, your work will be client-oriented, personal and individual.

For example, you own a sports store. Segment your clients according to kind of sports preferred: football, baseball, basketball, tennis, etc. Thus, you can send them relevant goods.

Another important criteria for segmentation – is the role of your client in your business: former client, perspective, evangelist, inactive. Plan your work accordingly! For example, never send emails to former clients.

This is an example how Amazon uses segmentation. They offer their clients to choose categories of goods they are interested in. This way, every subscriber will receive relevant email only.

Use segmentation and clients will appreciate your care!

  • Automations

Automate your email marketing to save time, not to forget about important events and avoid mistakes. Email marketing automation allows to set gradual campaign sending automatically on the predefined schedule.

You can use automations after a user subscribes, on special date – user’s birthday, triggered emails, for example, after a user clicks the link.

All these options are available in SendPulse.

Choosing sequential automation, you will manage to send all the above-mentioned campaigns.

Choosing email automation, you will be able to create event-based automation flow with filters and conditions. This is a much more advanced feature that will surely help your business improve and grow.

  • Responsiveness and mobility

Responsive design is a must today, as people check their inbox on different screens with different resolution. Make your campaigns look well on the smallest screens.

Mobility will make it possible for your clients to work with your service using a mobile phone, not only a PC, from anywhere.

  • Reengagement

This is the problem faced possibly by all businesses. Generating new leads seems to be the most difficult task, but a real challenge is keeping them active and engaged. They day you notice inactive subscribers, don’t get disappointed but start the reengagement campaign!

Answer the following questions:

  • Why have they become inactive?
  • Do we send them relevant content they signed to?
  • How can we make them interested again?

Having answered these questions, you’ll discover the problem.

To win clients back, offer them a special discount, free shipping, free trial, giveaway, etc. It depends on your business.

Below is an example of a re-engagement campaign.

Sometimes it happens that users forget when and why they subscribed or they are no longer interested, or their preferences changed. Look at the example of email below. A sender tries all the possible variants to understand why a subscriber became inactive.

Of course, it’s easier to maintain your current clients’ engagement, but what’s the point in it if they are not interested?

Make sure that you include a visible unsubscribe link in every your email. If you want to work better and to improve, add the unsubscribe reasons to your form. In SendPulse, for example, you can choose or create your own reasons.

So, there are many successful email campaign strategies. Their effectiveness depends on how you will apply them to your business. Try different strategies to discover the most appropriate and beneficial for you!

Digital vs. Traditional Marketing: Which is the Best Way to Market Your Business?

Becoming a business owner in 2017 can be an extremely difficult feat, as the economy has begun to stabilise and the market is becoming much more saturated with business. It’s been revealed that only 20% of entrepreneurs are victorious in their business ventures after those initial two years.

One of the most difficult things to consider when starting a business is how you are going to build your brand and how you are going to market your services. The majority of modern marketing tools fall into two categories, which are “traditional” and “digital” marketing, the question is, which one is best for your business?

Traditional Marketing:

Traditional marketing is a craft that has been perfected over the span of centuries. Every advertisement you ever see, hear, or pass by are the result of carefully calculated and thought out by a marketing team. Traditional marketing has the power to stay with somebody long after they have come into contact with the advertisement or strategy.

Think about this, have you ever walked through a busy high-street and been handed a bottle of your favourite drink, or given a sample of food in a supermarket. All of these clever little ways to get you thinking and talking about a product or brand, fall under the umbrella of traditional marketing.

One of the best things about a traditional marketing campaign, is that you are most likely going to reach a lot of people over a short period of time, for example if you have a television advert set to air over the course of a day, then people are bound to see it. On the other hand, although you will be reaching a large audience, or putting your product in front of a lot of people, there is no guarantee that any of these people will want to buy your product or service, or even take notice of the advertisement.

There is a common saying in the marketing industry, called “throwing mud at the wall”, unless carefully catered to a specific/ niche television channel, or centred around the demographics and psychographics of your target audience, then you are essentially throwing mud at the wall and hoping that it sticks.

In other words, traditional marketing is all about thinking outside of the box and about timing. If you consider the people you are trying to sell to, where they will be, what they watch, what they listen to, and what they respond to, and then target your campaign to fit this, then you can have a really successful outcome. Some of the most simple yet effective ways to deliver brand marketing is to also hand out promotional items, such as wristbands, t-shirts and mugs.

Digital Marketing:

Digital marketing allows you to be more specific and precise with your targeting. Rather than using the “throwing mud at a wall” approach, you instead have the option of practices such as Search Engine Optimization, and Pay Per Click, which will put your company’s website in front of people who are seeking your service. This is great news for you, as it means that you are guaranteed to reach your target audience – this isn’t always a possibility with TV adverts.

As well as using SEO and PPC, many companies also choose to take advantage of social media as a key aspect of their digital marketing strategy. The reason that this strategy is becoming increasingly more popular is because it is a cheap and easy to use platform, and has also been proven to bring in one of the most successful ROI of all the marketing tools. Similar to traditional marketing techniques, digital marketing techniques and strategies are most successful when they are used together. For example, social media campaigns are useful when they are combined with SEO campaigns or PPC campaigns. All are effective on their own, but all are more successful when combined together.

Is Either one Better?

As with anything, these traditional and digital strategies are not without fault of their own. Following on from the “throwing mud at the wall” idea for traditional marketing, there is also no real way of tracking how effective your campaigns have been. For example, if a chocolate manufacturer decides to hand out free samples of their product, and also to produce a television advert, there is no real way of knowing how many direct sales have come from this.

Although you can take into consideration the rise/ drop in sales of a product, or a rise/ drop in enquiries based around the time or location, you can never be sure. As for digital marketing strategies and the use of social media platforms, there is often a two-way communication between both the company and the customers or clients, so any negative reviews that are left for the site, are made open to the public and can even damage the company’s reputation in the long run.

With all factors considered, it’s important to make sure that you put a lot of thought and consideration into your marketing campaigns. One of the best ways to ensure that you are making the most out of your marketing campaigns is by using both methods in tandem with one another.

Running various marketing campaigns, both traditional and digital and using the trial and error method will allow you to gain a better understanding on what works for your business and what brings in ROI. An unconventional, yet successful method could be to create a hashtag on social media and also printing out the hashtag on wristbands. There are so many different ways that collaborating and exerting these techniques could really assist your business in making a higher ROI.