The 9 keys to a Successful Email Marketing Campaign

I know, we know, and you know that email marketing campaigns are back to stay and are a powerful action within direct marketing strategies. It’s a simple and effective way to reach potential customers. We no longer only reach their inboxes, but the consumer’s own hands. We live in a mobile world, and users have their emails configured on their mobile devices. Thanks to this potential factor, it has been possible for email marketing to be reborn more strongly than ever.

Remember. Send an email is to reach your target smartphones directly. To convince you, I will tell you that in Spain 75% of society has a smart mobile phone with internet connection, compared to other countries with lower UK (68 per cent, US (57%), Italy (53%), Germany (50%) and France (49%).

9 keys to a successful email marketing campaign

Magic formulas don’t exist; to develop a successful email marketing campaign, you have to put in your side of effort and dedication, but I want to help you. For this reason, I specify here the 9 essential points that will help you in a real and applicable way.

1st Segment the hearing

You will sound repetitive with this phrase, even though we have used it many times in other articles of the Numerical Blog. But it’s true. If you want to succeed with Email Marketing and not see how your budget is quickly diluted in the midst of a lot of useless shipping, start segmenting the audience according to the service or product you want to promote. Ask yourself:

• Which country or region is most susceptible to your product/service?
• Which age group is more prone to attacks?
• What’s your target audience like? This can help you a lot when selecting databases.
• What family or work situation does your target have?
• What is your purchasing power?

There are many more questions you can ask yourself, but these are the essentials that can help you focus on the right path.

2nd Copy with persuasion power

Break your head and lock the entire creative team in a meeting room to generate brainstorming. In a single sentence, you have to be able to synthesize the whole message of what you want to sell. No one knows better than you and your team what values can stand out from the product or service you are about to launch on the market or that you want to relaunch. List the highlights, generate ideas, and everyone will improve them in a chain until the best Copy emerges.

I can give you some little bunnies so you know what works:

• Immediacy gains an advantage. Use words that refer to the “now,” to the present moment. Condition users to consume your product quickly, for example, with a limited time supply.
• % sells more. When you spread a promotion, it uses % and not numerical figures. They have a better conversion rate with this type of email marketing campaign. Ex.: Right – Sunglasses at 50% discount. Less cash – Get 50 degrees out for your new sunglasses.
• The novelty is more attractive. Whenever you can power in your copy that your product is new. This is like consumers. Although the target that seeks second-hand, bargains, and products is increasingly powerful, Walla Pop’s success attests to this.
• Don’t abuse the MAYSCULAS. They are painful to the eyes and can turn into a message aggressive, as it is associated with a higher tone of voice and said negatively.

3rd, The image is everything.

We’re a visual animal species. The expression “an image is worth more than a thousand words” represents this reality very well. One example is the success of the social network Instagram, where the perfect images triumph over the rest.

You know, take great care of the image and have a direct relationship with the copy/ message you’ve created for the email marketing campaign.

Don’t design it yourself; let it be a professional do the creativity. If you have one within the perfect company, you don’t hire an agency or freelancer to help you with this job.

I even propose that you do not design a single image, but have a few, to perform small test shipments with each creativity at the beginning of the campaign: A/B testing. So, you’ll discover the image that converts best and that will be the one you can use in large shipments.

Read more about it here in this post. Perfect Images for Instagram: 5 tricks. Although the recommendations are focused on a specific social network, the keys apply to any situation in which audience attention is sought at the visual level.

4th Budget

Another point that is usually repeated when designing any direct marketing strategy is the budget. Be very clear about how much you want to invest and how you will distribute the different money items between the databases. If you’re very lost at this point, you can always seek the help of an expert.

5th Objectives and KPIs

What do you want to get? How can you tell if you’re on the right track? First of all, you have to mark the objectives you want to achieve and, according to you, will make the email marketing campaign a success: volume of visits, leads obtained, purchases made, number of email openings, etc.

From here, you will have to mark the KPIs or metric indicators that will help you know if you are on the right track.

6th What databases are the right databases?

This work is very laborious, and it can take you a while to find out which databases are best suited for your campaign. Everything will depend on the target you’ve defined and the budget you have. The issue can be complicated if you want to attack different countries. In cases where you see that the situation overcomes you, it is advisable to go to an online marketing or advertising agency that can help you at this crucial point in the whole process.

If the contact base you’re going to use to make the shipment is your own, then you’re congratulated, because you have some of the work already done, and it’s time you’re eating.

7. That they do not consider your SPAM email

Dying. The mail servers have very high protection filters and are very demanding. One of the most feared when you make a massive email is Google’s, because of the high rate of Gmail accounts that exist in the world.

But there are always tricks to ensure your emails are not considered spam:

• Avoid using the words “sorting,” offer, or discount, in the email subject. Many users report emails that have headings like this, and antispam filters take it into account.
• You don’t believe in infinite textual emails. Among users, the emails are short and do not contain large amounts of text. If your message is too long and occupies paragraphs and paragraphs, servers may send your email directly to the Unwanted folder.
• Build your images like a puzzle. If your creativity is very large and long, it is advisable to fragment it into smaller visual pieces, which integrate to form a single image. Like a puzzle. The overly large images can be considered spam.

8th Plan the days of shipping

If you want your email marketing campaign to have a high volume of shipments, you’d better fragment the total amount and make different shipments over several days.

9th Analyze the metrics and draw conclusions

In conclusion, analyze the metrics and, with the data in hand, conclude. Has the campaign been a success or not? We hope so. Don’t forget to share with us your experience and the success of the results.