How To Create An Email Marketing Campaign – [My GPS]

How to create email marketingThis is an update of my first article on how to create an email marketing campaign that I wrote a few weeks ago. ( see the article here ) There are several components that made up a complete email marketing package and it behooves upon online marketers to understand and grasp each component’s elements as they enjoined this amazing marketing technique in their overall marketing plan. And in this second edition of the many more that’s in the pipeline, I’ll be dissecting the first 2 components of an email marketing campaign. I hope you’ll find this article useful and enjoyable as much as I do.

What Is Email Marketing?

The best definition of email marketing that I came across is the use of email to develop relationships with your audience which will turn into customers later on. Email marketing modus operandi is essentially similar to snail mail, instead of sending mail through the postal service, messages are sent electronically via email.

Article Contents

1. Email marketing objectives

2. Emails statistics

3. Email marketing vis-a-vis other forms of marketing

4. How to write captivating & motivating emails.

5. Tips on writing email contents

 

Email Marketing Objectives.

You’re not running an email list just for the fun of it—you’re there to engage customers and make sales. ( Neil Patel )

1. Businesses use emails to promote their products or services to existing and potential customers.

2. Email marketing is designed to create a relationship and build trust with their audience by providing valuable information.

3. Email marketing is used to cement the relationship businesses have with their existing customers and build brand loyalty.

4. Email marketing allows businesses to keep their customers informed, and to customize their marketing messages accordingly.

Email Statistics

Email marketing is a cost-effective, easy to implement, and versatile tool that makes most other marketing tools look one-dimensional.

Here’s a list of interesting email marketing statistics that go to show just how valuable email marketing is.

1. In 2018, the number of global email-mail users amounted to 3.8 billion users. This figure is set to grow to 4.4 billion users in 2023, according to statista.

2. Billions of emails are sent daily. In 2017 alone, 269 billion emails were sent and received each day (Statista, 2019). That’s a staggering amount of daily emails. Not just that, but this figure is expected to increase to over 333 billion daily emails in 2022 (Statista, 2019). This email marketing statistic of 2019 will likely prove to you, that email marketing isn’t going anywhere soon. In fact, it’s growing.

3. Email marketing has an ROI of 4400%. – DMA.

4. Transactional emails have 8x more opens and clicks than any other type of email and can generate 6x more revenue. Experian

5. Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. – Epsilon Email Institute

6. 89 percent of marketers say that email serves as their primary channel of lead generation. MAILIGEN.

7. For every $1 spent, email marketing generates $44 in ROI. – Campaign Monitor

8. 77% of ROI comes from segmented, targeted, and triggered campaigns. – DMA

9. 89 percent of marketers say that email serves as their primary channel of lead generation.– MAILIGEN

10. Email is the preferred source of communication for 74 percent of consumers.– SENDGRID

11. On average, companies attribute 22 percent of their total sales to email marketing. – ECONSULTANCY

12. Globally, 30% of marketers cite email marketing as having the highest ROI. – Smart Insights

If these statistics didn’t convince you that email marketing is the most powerful promotional technique in your marketing arsenals then I don’t know what will.

 

Email Marketing Vis-A-Vis Other Forms Of Marketing?

1. Reach targeted audience

Through email, marketing businesses are able to focus on their target audience, build new customers base and retain existing customers.

Businesses are able to test messaging, calibrate the results, and amend as necessary — work that is more challenging to do with other forms of marketing.

Email marketing allows you to communicate with your target audience right where they are. All these can be achieved with a relatively small budget.

People seldom read newspaper ads, ignore billboards, and throw away direct mail fliers without even glancing at them. These same people are more likely to pay attention to a creative and effective email and eventually to end up becoming a customer.

2. Tracking success metrics.

Email marketing campaign provides tracking metrics to a business owner that inform him what he is doing is right and what improvements he needs to take. By tracking metrics like email ‘opens and clicks’, market segmentation, time & day emails are open, they can make the necessary adjustments to improve their products and services.

The use of email marketing software ( autoresponder), gathering open and click-through rates leading to conversions is so much easier.

It’s much harder, and often impossible, to track results from a direct mail piece campaign, TV advertising, magazine ads or radio ads campaign.

3. Personal referral.friends are together

Ever been to a movie and immediately text your friends on how much you love the movie? Yup, I sure have. This personal referral or word of mouth is a very powerful marketing tool.

Email recipients can forward emails to friends and families especially if they find the email contents interesting, useful and relevant. A personal recommendation from someone you know and trust is a strong call to action.

This form of personal recommendation is not easily available to other forms of marketing campaigns.

4. Inexpensive & time-saving.

An email marketing campaign is one of the least expensive to implement. Almost all email marketing software come with a sequence of email templates that are customizable and it takes a fraction of time to create email contents than to create TV ads or magazines ads. You can write, test, and email in less time than it takes to have a proof reviewed for a flier.

TV advertising campaign requires copywriters to write TV advertising copy, hiring TV crews to create a 30/60 seconds TV ads, booking of air time with TV stations and so on. Print advertising like fliers requires printing, mailing time and postage costs. All these are time-consuming and cannot be operated on a shoe-string budget.

5. Customizable.

Business owners are able to personalize communications with their audience by addressing their audience with personal names and in many cases including their purchasing or behavior history as well.

As an example, if their customers have made a purchase during the last three months, emails can be personalized like ” Mrs. Jones, since your last purchase on January 2nd, 2019, we now have a special discount of 35% to our valued customers for the second bottle of facial cream,“ or whatever products they are selling. How cool is that! Your customer feels special.

This form of personalization is hard and even impossible to do with other forms of a marketing campaign.

6. Impulse buying.Store aisle

How often have you walked into a good layout store that encourages you to browse from one aisle to another and you end up buying items that you didn’t intend to buy in the first place? Most of us have experienced that. This is called impulse buying.

Emails encourage impulse shopping. With a well written compelling call to action content emails, you can encourage impulse purchases and boost contact. Your audiences find it easy to respond to your call for action without requiring them to leave their couch.

Other forms of a marketing campaign, though the content may be compelling, there’s a delayed purchasing action between the time your audience receive the calls for action and the actual time the purchase actually takes place (if ever).

Due to the delayed action, a high percentage of impulse buying is lost. The time decay will result in a very low impulse purchase. Imagine the hot pot ( desire to purchase) on the stove, the longer the pot is off the stove ( delayed purchase) the cooler the pot gets and it will take a lot of energy to heat the pot again. People are busy and if action is postponed it is unlikely that they will make an impulse purchase.

7. Viral traffic

When you send emails, you remind your readers to go to your site and read more. People who opted in by giving their names and emails are more inclined to read your emails and any other materials, or newsletters you emailed them. Your readers may forward the emails to their friends and families especially if your contents are useful to them.

They may join your social media posts, “ like “ your posts, engage in the discussions and even share your posts. The more shares your content have, the more viral the traffic will come your way.

This kind of organic traffic is not available to other forms of a marketing campaign.

 

How to write captivating & motivating emails.

 

Did you know that the human attention span is shorter than a goldfish?Goldfish vs Human attention span

Goldfish = 9 seconds. Humans = 6-7 seconds.

Writing emails is not an exact science. It would be so easy if it is. Emails that grabs an audience’s attention and motivates him to click open is a mixture of science and art that need to be mastered. Fortunately, there are certain elements we could incorporate in email contents that produce the desired calls to action ( CTA ) result.

To be “captivating” you should write as though you are writing to a friend, explaining a product or service to them. Explaining the benefits of it, how their life will be better having it, than not having it.

This captivation also starts with a STRONG subject line to keep the reader engaged. Tell your reader what you are going to talk about before you talk about it!

3-4- seconds length. That is how much time you have to grab the attention of your audience with your email subject lines. That’s how long it takes for someone to decide whether they’ll open your email and to prove what you are about to say is important to them! Failure to grasp this fact would result in your audience leaving you.

Here are a few guidelines to assist you to write an attention-grabbing headline.

1. Write a brief, provocative but informative subject line that your audience can easily scan their mailbox. Make sure the subject line communicates something important, valuable information that supports the email content. Your email subject line should preferably be less than 50 words.

Think of a rhetorical question, a joke, a story, a statistic or a dramatic statement that will pique interest and make them want to read the rest of your email. Find something that demonstrates why what you want to communicate is of value to them.

Avoid using hyperbole, cheesy words or phrases. Refrain using words or phrases like.

DEALS OF THE CENTURY!, Don’t miss out on this once-in-a-lifetime sale. Buy Now, Sales ends in 24 hours. AMAZING DEALS! Don’t Miss Out On This CRAZY Sale, etc

sales sign

Keep experimenting on new subject lines, since what works last month may not work well next month or next year.

2. What is this email about?

The reader should be able to figure out what the email is about within the first few seconds before clicking it open.

The good email content is customer focus. Your content attempts to discover what problems your customers have, write about them and offer solutions to their problems.

Discover their habits, behavior and offer your expertise with content that will strike a chord with them. Their interests should be served, not your own agenda.

Tips on writing email contents:

Avoid directly promoting your products/services. Instead, offer subtle or indirect information that is related to your business. For example, an insurance agent could write email contents on the importance of asset protection to save a family from financial disaster in the event of the untimely death of a household breadwinner. A roofer could send emails on different styles of roofing, like shingles, metal tile, solar tile, rubber slate, etc and educate homeowners on the advantages/disadvantages of each roofing structure.

Schedule your emails to fit the needs. Overwhelming your customers with 5-6 emails a week should be avoided. It will also burn you out. On the other hand, sending an email twice a year is not sufficient to keep your business stay on top of their mind either. Find a balance.

There’s no ideal number on how many times you should email your customers. It depends largely on the products/services you sell. Products that last for a couple of years like cars don’t require once a month email. Maybe twice a year is all you need. The email contents should relate to car regular maintenance, updates on new technology and so on.

On the other hand, products that are consumed regularly within a month requires maybe 2 emails a month for best results. Showcase your expertise on interesting topics and brand yourself professionally, no need to constantly remind them to buy. They’ll buy when they are ready.

Your emails should have two primary goals.

The #1 goal is to keep your business relevant by engaging your customers with relevant contents and #2 goal is to call for action(sales).

The calls for action could be “Get a free sample ”, “Sign Up”, “ Visit the stores”, “ Refer a friend”. “ Join our social media” or “Schedule a Call.” and so on. Any of these calls for action will lead your readers to become customers.

Whatever goal you choose, make sure your readers can take action to help you achieve it. Your objective here is to keep an open dialogue with your readers and not to make an immediate sale. Sales will come later as you develop trust with your readers. According to studies, it takes an average of 7 contacts before a prospect turns into a customer. Therefore, keep them engaging.

“The Marketing Rule of 7 states that a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy that product or service. It’s a marketing maxim developed by the movie industry in the 1930s. Studio bosses discovered that a certain amount of advertising and promotion was required to compel someone to see one of their movies.”

When creating an email CTA, place yourself in a reader’s position. Ask yourself, is the email content clear enough for me to take action and what’s in it for me if I take the action? Always remember the WIIFM formula, What’s In It For Me. (There ought to be a radio station for that lol)

A quick recap on writing a good email content.

1. A clear cut strategy. Identify your business strengths, expertise, and advantages over the competition. Includes these features in your emails or newsletters, without appearing braggadocios, giving them a purpose to read your emails. Portray your persona as a professional with authority in your field.

2. Your emails should give them a reason to get in touch with you. Create a list of questions that relate to their problems and make a list of answers. Then segment the answers into several newsletters, organize these newsletters in a calendar to be emailed in batches throughout the year as a way of keeping in touch with your readers. This is called email sequence schedule.

3. As mentioned above, readers are looking for solutions to their problems. Offer your expertise in the newsletters that hit their sweet spot by answering those questions. Your emails should be their go-to resource for their problems. Make your emails readable, understandable, actionable and shareable.

4. Proofread your content before sending your newsletters. Is it engaging, is it entertaining? Does it offer solutions to their problems?. How do you want your business to be known? Is it about you only or your business? ( tips, it should never be about you or your business)

5. Mobile friendly. Though the numbers vary, most stats show that more than half of all emails are opened on a mobile device. Up to 70% of web traffic happens on a mobile device (CIODive, 2018). 57% of all U.S. online traffic now comes from smartphones and tablets (BrightEdge, 2017). And this percentage is only expected to grow. Make sure you’re ready for a mobile world since most people will read your messages on their phone.

6. Consistent email schedule. Don’t overwhelm with too frequent emails. Generally considered more than 4 emails a month is too many. Twice a month is ideal. Whatever frequency you decide, be consistent so your customers know what to expect.

7. The best time to send an email? Opinions vary greatly. Some say early mornings before 7 a.m. or evenings after 8 p.m. is best, no matter the day of the week. Experian’s benchmark study says that between 4 pm and 8 pm. is optimal. Wordstream thinks that Thursday from 8 to 9 am is best. HubSpot says that Tuesdays at 11 am will get the highest response.

You need to test various days and times to find out what works best for your readers keep in mind that every reader in your email list is unique depending on their personal and professional schedules.

 

Winding down.

The relevancy of email marketing is as effervescent today as ever, especially when marketers tap into the best practices proven to drive conversions, encourage customer loyalty, and increase brand awareness. Though it seems like every year sees the advent of some new technology heralding the end of email marketing, it’s still one of the highest & least performing marketing channels available to marketers.

My next article on email marketing will deal on mobile-friendly emails, how to build an email list,( it’s easier than you think) maximizing your social media with emails, and why you should take advantage of email automation.

It took me quite some time and a lot of research to write this article. If you can share this article on social media or tag to your website, I really appreciate that. I am an affiliate marketer and I make my living from a referral, namely people joining WA through my referral link I get a commission. So please take a look at the WA starter program and make your decision after you have all the facts.

Thank you for reading and if you have business ideas to share, questions and critiques, feel free to leave them below. I’ll get back ASAP.

Thank you

Ahearst

 

 

 

 

 

 

 

 

 

 

 

25 thoughts on “How To Create An Email Marketing Campaign – [My GPS]”

    1. Thank you Brian.

      I am glad I could help you in some way. If you have any other question please feel free to leave them below.

      Thanks you for reading my post

  1. Thanks so much for posting this, I am bookmarking it.

    Email marketing has been my hardest challenge in affiliate marketing, I feel like there just isnt much information on how to write a good email that is effective and encourages link clicks.

    I have set up an email campaign through an email marketing service that you recommended in one of your other posts, but I havent been able to figure out the content I need to put into my emails yet.

    This article was so helpful in laying it out. I had no idea a humans attention span was so short! I was definitely overcomplicating it, and my emails were way too long. So thanks to you I know where to start, and its by trimming my email lengths and changing my subject lines to be more captivating.

    Thanks so much for this great post! It was extremely helpful!

    1. Hi Madysen
      I am glad my article was able to help you in some way. It’s true writing emails can be complicated because we make it complicated. The thing we need to remember is that we need to communicate the same way we want others to communicate with us. To make it simple and understandable just like we are talking with our friends and family members.
      Thanks for reading my post

  2. I just started affiliate marketing and definitely need to get into email marketing. I have an Aweber account but really haven’t started using it as effectively as you’ve described. I’m really going to look at refining my email campaigns. Thanks for the great info.

    1. Hi Psexton

      If you already have Aweber and paying the monthly fees you are one step ahead of many would be email marketers. It’s just a matter of creating email contents and of course you need to create an email list. Never buy from a third party.

      Thanks for reading my psot

  3. Thank you for a very thorough article on email marketing, I had not given it much thought until I read this but there are a few email subscriptions i am signed up to where i absolutely look forward to receiving the newsletters, some daily others less frequently. This tells me from my own behaviour that building an email list does work and when done correctly it is unobtrusive and benefits the marketer as well as the recipient alike. Just make the message less “salesy” and more useful and I think that’s what makes a winner
    Ann

    1. Hi Ann.
      Email marketing does work as proven by the stats in my article. It brings value to the audience when done properly. Email marketing doesn’t work when it is used as spamming.

      Thank you for reading

  4. Thanks for the info Ahearst !
    I actually have a couple of business that I am looking to promote at the moment.
    I have never been a fan of the idea of using email to market but this article did point out some key factors that I did not consider.
    For one I can’t stand getting spammed with all kinds of emails from one specific company and i end up unsubscribing anyways.
    Which is what I assumed would happen to me anyways, If I did the same.
    However! You made a good point.
    It’s about knowing your audience and figuring out how much is “to much” and how little is “to little”

    I’ll be sure to check out your article on your how to guide for beginners!

    Thx again for the post!

    1. Hi Kenise

      Spamming is really an unwelcome intrusion to our time. It’s also illegal. That said email marketing campaign that focuses on giving values to our readers is an awesome way to keep our brand on the forefront of our readers’ mind. They opted-in by giving their names and email addresses to us because they are looking for solutions to their problems. It’s up to us to offer them these solutions and in the process, we create a relationship with them which down the road translate into customers.

      Put the customers’ interest first before promoting our products. When we do that they will buy from us when they are ready.

      Thank you for reading my post. Best of success for your business.

  5. Hi Ahearst,

    This is quite an impressive overview of what email marketing is. You did made a good coverage of the vital things anybody needs in order to create and maintain an email marketing campaign…. Obviously I haven’t been into email marketing much, however reading between the lines had made some impressions that I should be engaging some time into email marketing likewise….

    Thanks mate.

  6. Hi there! Email marketing is a huge tool and one that I think many internet marketers underestimate. What I really liked about what you said was how you defined email marketing, which is being able to develop a relationship with your audience that will later turn into customers. I believe that there are many people who try to sell and jam their products in front of peoples faces because one drive is that they want to earn money. Yes, that’s understandable but like you said, you need to build a relationship. That’s what email marketing is all about, trust and relationships, the core foundation. The statistic on ROI says it all doesn’t it? You make a good point that people act on impulse, like walking into a store and maybe knowing what you want but there are so many things you have to get through before and then you spend time buying other things.I must admit, I am much better at email marketing now a days but I still need to work on my headlines! I can be pretty bad at them. It’s strange that I can sit in front of my message and once I get going, write something good myself, but on a headline for an email, I’ll have to work on it. I learned a lot today, keep up the good work.

    1. Hi Michael
      1. We may live in a technologically advanced purchasing environment where everything can be gotten without us having much interaction with other fellow human beings. But that doesn’t mean we don’t need the human touch. Just because more and more people are buying online we still need to treat them like they are treated when they shopped off-line. There must be some form of relationship.
      Just imagine if we walk into a departmental store and a salesperson simply forced the items in front of our face without first knowing what we are looking for and creating some semblance of relationship first. We would be horrified and walked away. It’s no different in emails marketing, if we simply trying to promote our products all the time, our readers will opt-out.

  7. Your information will help those creating a Email marketing campaign. It will cost a lot less than a pay per click campaign, it will only cost your time.
    Getting readers to your information is an ongoing problem on the web today, having a great email list and program will increase your profits.
    How often do you repeat an specific email offer, or is every email different.
    John

    1. Hi John

      Every email content should be different but tie them all in one cohesive message. For example, your message may be to ask your reader to enroll in your program. So the first few emails merely provide information on your program, each one creating more and more values to the readers. Your readers have certain problems they want to be solved, so your email contents should provide solutions to their problems.

      Your email drips should not be too often, you don’t want to overwhelm them. How often? That depends on the products/services you sell. You have to experiment on your email sending frequency really. There’s no magical number that works on all products. Over time you’ll know what’s the right email frequency that needs to be sent out.

      If you have any other question please drop them below.

      Thanks for reading John

  8. Really informative post, I tried running an online business previously but had a terrible time marketing, in hindsight I should’ve used maybe a service like Mailchimp. However this has been very helpful, have taken some notes and will certainly try focusing on email marketing in the future. Great job!

    1. Hi Scott

      I am glad I could help you in some small way.

      MailChimp is a good email marketing software comparable to many good software out there and the fees is very affordable.MailChimp also offers a free package with limited capability.

      All the success to your business.

      Thanks for reading my post.

  9. Great and informative post, I really enjoyed reading it and will read your previous post about email marketing too. I have a heatlhstyle website and really want to learn e-mail marketing. You gave so many great tips on how I should run my email marketing campaign and on what aspects I should focus most. Thank you for such a great article, I will add your website to my bookmark list and looking forward reading more of your articles.

    1. Hi Marius,

      Thank you for reading my post.

      On what aspects you should focus most on your business?. As in all email marketing campaign, the main focus is offering values to your audience.Ask yourself what aspect of your healthstyle business actually provides a solution to your readers? Is it about weight loss? Is it about a healthy diet? If, for example, your business is about weight loss, then you need to identify what causes weight gain and then offer your expertise in combating weight gain and ways how they can lose weight.

      I hope that helps.

  10. Im glad i came across your article. I have been thinking about going with email marketing. You explained everything in detail to make me want to jump on board. Thank you for this and i will be using your advice to get my emails going.

  11. This is so true, that writing captivating e-mails is not an exact science. You can learn to launch an email campaign, or hire someone to do technical stuff relatively cheap, but actual content of e-mail is an element who makes or breaks the deal, to my mind.

    Your tips are great, but you could go further and make a case study of a real email ad campaign. Your comments on such case study would be appreciated. What do you think about it, Ahearst?

    1. Hi Ablati

      Thank you for your suggestions. I will definitely consider writing a ‘ study of a real email ad campaign ‘ in my subsequent post.

Leave a Reply

Your email address will not be published. Required fields are marked *