Digital Marketing, Thought Leaders

How to Run a Successful Marketing Campaign

October 7, 2019

by Antonija Bozickovic

Internet Marketing Specialist, Point Visible

Every marketer needs to analyze and determine who their target audience is before developing a targeted email list, choosing an email type, crafting the perfect subject line, and planning content.

Email marketing metrics like conversion, open, and bounce rate will show you how successful your campaign really was. 

Many people think that email marketing is not as effective as before. Did you know that email campaigns generate $38 on average for every $1 you invest?  That means your ROI can potentially reach 3800%, which makes email marketing the most effective advertising method of all.

8 Steps to Run a Successful Marketing Campaign

  1. Discover Your Target Audience
  2. Develop a Targeted Email List
  3. Determine Types of Emails You Will Use
  4. Determine Your Goals 
  5. Create Great Opt-ins
  6. Think of an Engaging Subject Line
  7. Write Easy-To-Read Copy
  8. Test and Measure Your Email Campaign

1. Discover Your Target Audience

You won’t be able to achieve success if you do not know who your target audience is. Logically, you won’t be able to determine that in the beginning. Yet, there are 3 “tools” that could help you:

All three tools will show you data about your audience such as location, ages, gender, and demographics.

These tools will show you information about the demographics of your followers. 

Tools like this can display useful information that you can incorporate in your email marketing efforts for more informed distribution. 

2. Develop a Targeted Email List

It’s not possible to run a successful email marketing campaign without a quality email list. You need to have a list of leads that will potentially become your customers one day. 

These days, many companies make one huge mistake. They buy email lists and spend their money without any reasons. Most of those lists are full of old or even fake emails. 

Solution? The best way to make a targeted email list is to convert visitors into subscribers. You can do that by using the basic opt-in form, using pop-ups, offering giveaways and contests. 

3. Determine Types of Emails You Will Use

There are many different types of emails that you can use to engage with your audience, but these 4 types should definitely be on your list.

  • Event EmailsEvent email marketing is another way to develop a successful email marketing campaign and boost revenue. 

By loading information into an image, like the one below, you’ll catch more attention.

This infographic includes information such as why the event is unique ("18 new names added!), when and where the event will take place, who will be performing (Travis Scott, Kodak Black, Stormzy, SAINt JHN, $hirak & Friends, etc).

This sort of mail informs subscribers about the events that you organize. In this way, you will be able to meet better your target audience.

  • Relational Emails – It includes free gifts, weekly newsletters and other valuable pieces of information they can use.
  • Promotional Emails – With this sort of email, you share pieces of information about sales and offers, like in the image below. 

Headspace offers 40% off for the first year of membership.

By including discount information and sales like the Headspace email, you’re informing potential customers about your product and pricing.

  • Transactional Emails – This type of mail includes purchase or order confirmation, subscribe signup confirmation, and welcome messages.

Choose the type of email that will enhance the message and CTA you're trying to convey. 

4. Determine Your Goals 

In every business field, you have to determine the goals that you want to achieve, and email marketing is no different.

Common goals that all marketers have include:

  • Welcoming first-time visitors and subscribers
  • Boosting engagement through valuable content
  • Re-engaging subscribers that are not active

Marketers should define their goals before creating an email marketing campaign.

5. Create Great Opt-ins

Creative and attractive opt-in forms will encourage your visitors to sign up, but to achieve that, you will have to learn how to create great pop-ups that will provide value to your visitors. You can use different types of opt-in forms on different website pages. 

For instance, welcome gates should appear on your main or landing page. Lightbox popups can appear on any page of your website. You can simply use them to blank the rest of the site and help your visitors to focus on the opt-in. 

Besides that, you can also use exit-intent popups that will appear when a visitor wants to leave the website, like the one below.  

To reduce bounce rates, you can add a window that offers users with exit-intent a last minute discount.

By saying “Wait a second…”, the ad catches a user’s attention before they exit the site and offers them an incentive to stay, which is the “15% off on any item” promo.

6. Think of an Engaging Subject Line

The subject line plays a crucial role in catching customers' attention and getting them to click on the email they receive. It is recommendable that you add personalization to your subject line.

For example, you can include the name of a person that you’re sending your email. Besides that, it is important to be direct and to say what exactly will your customers see when they open the email.

More than half (56%) of businesses that had used emojis in their subject line had a higher open rate. This is definitely something you should try out when sending your next email.

7. Write Easy-To-Read Copy

Here comes the main part. The human eye is an ungrateful “tool”, so writing good copy is not an easy task. That is why you need to start your email with a hook that will convince your customers to continue reading.

Do not write long sentences and paragraphs because they make the content hard to read. It is okay if you want to explore what your audience wants to see, yet, that doesn’t mean you should go off-topic. Stick to the subjects that are related to your business. There is a big reason why some people became your subscribers. 

The most important thing is to make sure your content brings value to the reader. Include videos, pictures, gifs, or any other visual material that will make the copy more compelling. 

Of course, your copy should contain a “call-to-action” part. Our suggestion is to put it at the beginning, in the middle and at the end of the email. If the email is not too long, then the last part or paragraph of the email should be reserved for CTA. 

8. Test and Measure Your Email Campaign

Finally, when you go through each step that we have mentioned, it is the right moment to measure the results of your email marketing campaign.

You need to track and measure every important metric if you want to see a clear picture of the results you achieved. 

6 Vital Ways to Measure Your Campaign’s Effectiveness

The below items are crucial for determining if your efforts are successful.

Metric 1: Open Rate

It is not difficult to understand what exactly the open rate is. This metric shows you how many subscribers clicked on the email you sent. This is a good indicator that will show how attractive your subject line actually was. 

Also, you need to know the average open rate of companies in your industry to gauge your own success, which is displayed in the MailerLite table below.

For example, the food service industry has an average open rate of 27.43% and click rate of 4.15%. The government industry has the highest open rate (30%), the travel industry has the highest click rate (7%), and the legal industry has the highest unsubscribed rate (0.49%), and the public relations industry has the highest bounce rate (2.92%).
For example, if you’re in the agriculture and food services industry, there is a 27.4% open rate for emails, versus a 34% open rate in government industries.

Metric 2: CTR (Click-Through-Rate)

This metric show how many people clicked on the links that you have included in your email copy. Don’t worry, though: CTR is usually much lower than open rates, shown by the percentages in the graph below. 

That’s why it is important to find an eye-catching place to put your links.

Because of this low click-through rate, typically under 10% as per above, that’s why it is important to find an eye-catching place to put your links.  
Because of this low click-through rate, typically under 10% as per above, that’s why it is important to find an eye-catching place to put your links. 

Metric 3: Conversion Rate

The conversion rate shows what exactly happened when your subscriber clicked on the link you included in your copy. More precisely, it shows how many people completed a specific action after clicking on the link (i.e., buying a product). 

Essentially, the conversion rate will indicate if your investment in email campaign was good or not. 

Metric 4: Bounce Rate

It is equally important for you to know how many subscribers did not receive your email address and bounce rate is the metric that will show you that. If your bounce rates are higher than your open rates, there is a big chance your email lists are full of fake or old emails.

There is a way how you can decrease your bounce rate and avoid these pitfalls. To do this, add a double opt-in that will ask your visitors to verify their email address and confirm that they want to receive emails from you. 

Metric 5: Unsubscribe Rate

Measuring your unsubscribe rate is actually quite easy. It doesn’t matter which email provider you use because, in most cases, you can find this data in your main dashboard.

Metric 6: Earnings

Finally, the last thing you should measure is earnings. After a while, you will have to calculate the overall ROI. We already established that email marketing is one of the most effective advertising methods for improving revenue, but you need to have an effective way to measure it. 

There are many factors that you need to consider when calculating your ROI. Fortunately, there are ROI calculators that can speed up your work. 

Optimize Your Email Marketing Campaigns

Analyzing data, improving your efforts, and measuring your email campaign will allow your campaign to have the greatest impact.

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