THIS WEEK: How to create a kickass email marketing campaign in 6 steps

MARKETING

In today’s fast-paced digital world, it's easy to get swept up in the latest marketing trends. But despite all the buzz around social media and video content, email remains a powerful tool that shouldn't be overlooked. Even now, with so many options at your fingertips, email continues to deliver results that are hard to beat. Let’s dive into why email still matters and how you can create an effective email campaign in just six simple steps.

Why email works

Email marketing is a cornerstone of digital strategy because it consistently delivers high returns. For every $1 spent, businesses see an average return of $36. With 4 billion daily email users worldwide, it's clear that email isn’t slowing down. In fact, 37% of brands are increasing their email budget, and 77% of marketers report higher engagement. 

Emails are effective because they often find users in a work-focused mindset, especially on mobile devices. This makes email a more direct and business-oriented channel compared to social media.

6 steps to a successful email campaign

1. Define your goal

Start by thinking about what you want to achieve with your email campaign. Are you looking to promote your brand, advertise a product, or encourage people to take action? Being clear about your goals will help you craft emails that truly deliver value.

2. Choose a tool

Next, pick an automated email tool to make the process easier. If you’re just starting out or have a smaller list, Mailchimp is a great option with a free tier for up to 2,000 subscribers. Other good choices include Hubspot, Beehiiv, and Brevo, each offering different strengths to suit your needs.

3. Build your email database

Your campaign's success depends on reaching the right people. To grow your email list organically, consider offering gated content like e-books, providing discounts for newsletter sign-ups, or sending out newsletters packed with valuable insights. Steer clear of buying email lists, as these often lead to poor-quality contacts and disappointing results.

Here are a few strategies to help you build your email database:

• Offer e-books or other gated content (particularly effective in B2B settings)

• Provide a discount for those who sign up for your newsletter (a common tactic in e-commerce)

• Send out weekly or monthly newsletters filled with industry news or helpful advice

4. Define your target audience

To make sure your emails hit the mark, segment your audience. This way, you can tailor your messages to the specific needs and interests of different groups. It’s a great way to boost engagement and avoid annoying your subscribers with irrelevant content.

5. Craft your messaging

Now it’s time to get creative. Your emails should be catchy, concise, and clear. Personalise them to make your audience feel valued and focus on simple, attractive design elements that grab attention without overwhelming. And don’t forget a clear call-to-action that stands out - it’s key to driving the results you want.

6. Schedule, track, and analyse

When you send your emails can make a big difference. For business-related content, mornings often work best, while consumer-focused emails might perform better in the evenings. Use your email tool to keep an eye on key metrics like open rates and click-through rates. Adding UTM parameters to your links can give you deeper insights into how people are interacting with your content. Use this data to refine your approach for future campaigns.

Summary

Email remains one of the most effective ways to connect with your audience. By defining your goals, choosing the right tools, building and segmenting your audience, crafting engaging messages, and continuously analysing your results, you can create email campaigns that not only resonate with your audience but also drive real results for you.