Today, almost one in ten companies leverage the power of marketing strategies to stay in the competitive market. Some follow the traditional email marketing methods, whereas some take the SEO, video, or social media marketing to achieve annual sales growth. While you see countless ways to promote business, email marketing has continued to bring guaranteed results to every business.
For decades, email marketing has been the torchbearer for marketers for generating the highest ROI. According to a leading marketing brand report, businesses can generate an average ROI of $38 – $40 with effective email campaign strategies for every $1 spent. The benefits don’t stop here; marketers can reach their targets, sales, and audience through every possible channel. Thus, to measure how quantifying and effective the email marketing campaign is, marketers must follow email campaign management strategies.
A well-structured email campaign management is the heart of an effective email marketing strategy. It consists of seamless processes that range from email list building to email coding and deployment. Each process complies with the organizational practices for implementing a flawless execution.
This article sheds light on delivering the right processes with email campaign management for a comprehensive email marketing strategy.
Email Calendar to plan the right way
Marketers should have an email calendar at their disposal. It helps them in avoiding last-minute deadline clashes. It can be a yearly or a monthly planning document for clear communication of goals, strategies, and target audience. They can use it for email building till the final deployment date. It also helps manage the email campaign effectively and track the goals, achievements, and generated leads on a timely basis.
Create an Email Template
Once your email calendar is ready, you can prioritize your next email accordingly. Creating a suitable template or theme is highly important as it speaks a lot about your brand or business. Later on, you can focus on drafting an interestingly relevant email copy. Based on email personalization, create catchy subject lines that quickly foster email click-through and open-through rates.
Create an Email list
An email list is the fuel of the running email marketing machine. You must make sure that your website has a well-designed landing page that observes visitors and prospects. Or you should at least have an opt-in form that serves as a lead generation tactic. They will help you provide users with valuable information in exchange for their email addresses.
As the interest of a potential lead or visitor increases, it increases the chances of collecting value-aided information from the subscribers. Avoid asking for necessary information at one go to foster user engagement and create a well-planned email list.
Email List Segmentation
If you are sending irrelevant emails to any of your subscribers, then stop it immediately. The thumb rule of email campaign management is to deliver the right message to the right audience with the right resources. Thus, marketers must consider email list segmentation based on intricate details such as
- geographical location,
- last visit,
- frequency of visit or purchasing,
- past purchases,
- personal information – age, gender, preference of orders or items, etc.
They can help them send targeted and relevant emails to the list of subscribers.
Designing and Coding
After creating an email copy and list, share the concept and design idea with the creative email design and development team. The email design team should consider the coding constraints when designing a suitable email campaign. They should also consider an appropriate alt-text for non-supportive email clients. After the completion and approval of the email design, the coding team will take up their tasks. They will ensure a well-coded and rendered email that runs across all devices and among clients.
Every designed and coded email must undergo rigorous testing as a part of a successful email marketing campaign. Marketers and testers should check for
- any bugs
- broken links or CTAs
- ensure CTAs and links redirect users to the right page
- compatibility with devices and screen sizes
- HTML version for slow internet connections and perfect rendering
Once thoroughly tested, you are ready to deploy your email marketing campaigns in the email service providers of your choice.
Deployment and Optimization
After deployment, marketers should constantly monitor the final ESP integrated email. They must track email metrics such as click-through rates, time spent on email, unsubscribe rates, active subscribers, etc. If they observe a fall in any of these metrics, they should focus on ways to improve them and optimize email campaigns.
You can also send customer re-engagement emails if you observe no actions from inactive subscribers over 90 days. It will help you maintain a clean email list and excellent deliverability.
Effective email marketing is meaningless without email campaign management. Hence businesses should focus on the latter more often to observe growth in leads and sales.