Steps to Implement a Simple and Successful Email Marketing Campaign

What is Email Marketing Campaign? Benefits of Email Marketing

Email Marketing Campaigns is a form of marketing and providing information of products to potential customers through electronic mail (Email). Email marketing can be used to provide product information, offer sales deals or to advertise a list of products that customers might be interested in.

Email marketing is the complete opposite of spam email. When customers visit a company's website and leave contact information for consultation, marketers can use this information to determine that customers are interested in the product and proceed to send the emails.

Email marketing is a form of marketing products through electronic mail (Email).

In addition to the benefit of identifying potential customers, email marketing also gives businesses many benefits as follows:

• Email marketing is the more cost-effective way when compared with other traditional forms of advertising. Businesses do not need to spend money building advertising videos with deep meanings, renting billboards, or printing leaflets, etc.
• Email marketing is not only targeting future potential customers, but it can also strengthen and maintain relationships with old customers, contributing to a reliable source of loyal customers.
• When businesses send marketing emails to customers, thanks to the statistics of the number of customers clicking to open the product, businesses can determine whether their information has met the needs of customers, hence knowing how to improve.
• Email marketing is much more convenient than other traditional marketing approaches. The staff in charge of this job only need to determine the right time and set a schedule to send mail to customers.

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Steps to implement an email marketing campaign

To build an effective email marketing campaign and get good results, businesses can follow these simple steps:

Step 1: Build an email list

The first thing businesses need to do is to build a list of customers. Here are some ways to find and build an effective email list:

Build opt-ins on the website

Building opt-ins on your website is a common way to attract email signups. These opt-ins will require the customer to leave necessary contact information such as phone number or email address.

This will help businesses identify potential customers who show interest in the product. Therefore, these registration forms need to be placed in the right place so that customers are willing to leave contact information. Some of the ideal positions to place these forms are:

• Website homepage
• Website footer
• Pop-up window
• Under the product information section

Example of an opt-in

Use content to attract customers to sign up for emails

Another great way to build an email list is to create engaging content that requires email to access. This means that customers need to fill out the company's registration form to access the content.

Some interesting types of content include scientific studies, reports, documents, sample forms, ebooks, etc. The forms need to require for name, email and any other information.

Attractive content requires customers to enter email to download/read

Get data via events

When businesses are hosting an event or a webinar, event registration forms are another great opportunity to build an email list of potential customers.

Event registration forms are a great opportunity to build an email list.

Step 2: Choose the right email list

After building a diverse email list, companies need to send these emails to the right people to ensure that email marketing will have maximum impact on customers.

For example, an event held in a certain area should only target an audience in that city. Another way to select the right email is to categorize customers by demographics such as age or gender divisions.

Be wary of unethical email collection services, such as buying email lists. Not only will this adversely affect engagement and conversion rates, but it can also result in your business being blocked or marked as spam by your email service provider (ESP).

Step 3: Determine the objective of the campaign

Every campaign needs to define clear goals in order to draw up an effective plan. Before running email marketing campaign, businesses need to clearly understand what they are doing this campaign for, what the company is hoping to gain from email marketing, etc. Here are some typical goals for email marketing:

• Introduce the company and its products to new customers
• Increase engagement on company's online marketing platforms such as website, social media
• Nurture and develop loyal customers with special offers
• Motivate customers to consume products
• Collect customer data and improve quality

The goal of each campaign varies for each business product to be more relevant and effective.

Businesses need to clearly define what they are doing this marketing campaign for.

Step 4: Identify customers

An effective marketing email reaches the right audience. Like everything else in marketing, companies must start with the buyer's personality and behavior, understand what they want, and tailor email campaigns to their customers' needs.

Businesses should determine which customer groups will be willing to receive mail and are interested in what the company is advertising. The source of data about the customer's personality and behavior can come from professional collection and analysis software or services.

Step 5: Determine the type of email

Email marketing requires a comprehensive strategy, this is because email marketing does not exist in a fixed format. Email can be used in a variety of ways for companies to get the most out of their strategy. The following are a common type of email in this form of marketing:

• Promotional email: Promotional emails can exist in many different forms, but the main purpose of this type of mail is still to advertise a specific product, service or discount offer to customers.
• Welcoming email: This is the first email that subscribers receive when they sign up for a business email list or make a purchase. Welcoming emails are a great way to introduce your company's brand, products, and services.

Welcoming email marketing template

• Newsletter email: In essence, the emails are usually not promotional in nature but are used to share news and industry updates, tips, tricks, etc. to subscribers. This is one way that businesses maintain relationships with their customers.

News marketing email template

• Seasonal marketing email campaigns: This type of email is usually sent according to the season, holidays, etc. This email is great for promoting a product or service for certain times of the year. By featuring products that are related to the season or event, a business will be able to increase sales for those specific items.

Seasonal or event marketing emails

Step 6: Make a detailed plan for Email and Follow-up

After completing the above steps, businesses need to have a campaign objective, a potential audience that will be interested in the product, and the right type of email for the marketing campaign. The next step will be the email content and delivery plan.

Businesses should first develop a clear email sending plan that includes the following:

• Ideas about the content of the email
• Frequency of sending emails to customers
• Type of email sent to customers
• The final customer behavior that the business expects

Especially when implementing email campaigns, businesses should avoid high email sending frequency which can cause customers to feel annoyed and reduce their interest in the product. To be able to build a reasonable mailing schedule, businesses can conduct surveys or polls from customers about the time to receive email that is right for them.

Businesses should build a mailing schedule that is reasonable with the needs of customers.

Step 7: Build attractive and standard Email content

The next step will be to create the content for the emails, this is an extremely important step because it has the ability to influence the customer's interest in the product. A marketing email will consist of three parts as follows:

Opening part

The first part of the email is the subject and greeting of the business to the customer. The subject line of the message needs to avoid repetition so that the customer does not lose interest in the following sections. Ideally, the subject line should be between 40 and 50 characters long and include the main ideas as the summary of the letter.

Businesses should also send a greeting to the customer at the beginning of the letter, this will help the customer feel respected and increase the intimacy between the two parties. In addition, the company should also limit the use of words that are considered spam for the subject line because this will make the message fall into the spam box.

Businesses should also send a greeting to the customer at the beginning of the letter.

Main content

This is the most important part of your business email marketing. The body is what the recipient sees when opening the email, and this is also the part that affects the customer's final behavior. For consistency, the body of marketing messages within the same campaign should use images and follow a common pattern.

The body of the message could be about:

• A personal story
• Special offers
• Provide value to customers as useful information
• Videos, GIFs with eye-catching images
• Surveys

At the end of the content, businesses should add a Call-to-action line. For this section, a short and compelling message will be more effective than a long, descriptive paragraph. CTAs will direct readers to interact with the business after reading the email.

Indicators of Email Marketing campaign in Viindoo Email Marketing

Conclusion

The end of the letter is where the business places links and information about the products and services being marketed. Don't forget to send a sincere thank you to your customers. Finally, companies should add social media and other contact links so customers can get in touch when they need advice.

Step 8: Measure, monitor and evaluate

After you have planned your email marketing and sent the mail, the next step will be to measure, track and evaluate the effectiveness of the campaign. Fortunately, email marketing is so easy to measure these days. Most email marketing services include built-in analytics tools that businesses can use to track and find out how well their emails are doing.

Some of the metrics that companies can use include:

• Open rate
• Link click rate
• Conversion rate

Thanks to these metrics, businesses can quickly learn what's working and what's not, hence making adjustments to improve future email marketing.

Monitoring and evaluating email marketing campaigns is essential

4 mistakes that make Email Marketing campaigns fail

Bulk emailing to all customers

This is one of the common mistakes of businesses when implementing Email Marketing campaigns. Since every business has different customer groups, marketing messages need to be tailored accordingly. For example, for a young customer group, businesses will have a different approach to middle-aged customers, so the email content for these two customer groups will have certain differences.

Mass emailing to all customers can be a boon for the business in the short term, but over time, it can also mean spams, resulting in bad business images and businesses being "blacklisted".

Not paying attention to the content of Email Marketing

An email with sketchy content, less attractive, many words, messy layout, etc. will hardly attract any customer. Providing such poor quality content to customers will cause email marketing campaigns to fail immediately, and even have backlashes such as complaints, questions about the content of emails, and so on.

Unsuitable frequency for sending email marketing

When implementing an Email Marketing campaign, the employees of the business often try to send emails in their spare time to complete the work without caring about the golden hour or reasonable schedule allocation. This leads to the frequency of sending emails that are overlapped, and not in a certain order.

Accordingly, customers can receive too many or too few emails at inappropriate times, no matter how well the email reaches the right audience with the same content, customers still easily miss emails from businesses. 

The frequency of sending emails is an important factor to create a successful email marketing campaign

Ignoring Email Marketing Campaign Indicators

Many businesses have made a fatal mistake that is only running email marketing campaigns aimlessly, without any numbers or data at all. Ignoring important metrics of email marketing campaigns such as open rate, click rate, bounce rate, etc. not only costs businesses time but also costs other kinds of resources.

How to fix mistakes from failed Email Marketing campaigns

With the above common mistakes, it can be seen that the implementation of an email marketing campaign is not an easy thing. One of the effective and widely applied ways in today's digital transformation era is to apply software to deploy email marketing campaigns.

With preeminent features, Viindoo Email Marketing can become an effective supporting tool to overcome mistakes of failed Email Marketing campaigns for businesses to apply:

Categorize the Email Marketing list

With customer data centralized in a single system, Viindoo Email Marketing helps businesses easily create, categorize and customize groups of recipients, and send email marketing to suit the needs of each group.

In addition to increasing the success rate for Email Marketing campaigns, the classification of Email Marketing lists is also a premise for businesses to compare the effectiveness of the campaign for customer segments, thereby gaining insights and hence making marketing decisions.

Features Create, classify, customize Email Marketing list in Viindoo Email Marketing

Build Email Marketing content easily

In addition to basic content studio, Viindoo Email Marketing provides a variety of pre-designed content blocks, helping businesses build beautiful and creative Email Marketing content.

With just a simple drag-and-drop operation of content blocks and multiple options to change sizes, colors, images, call-to-action buttons, etc., your promotional emails can stand out and convey intuitive, attractive message to customers.

Set a reasonable plan to send emails

Before deploying an Email Marketing campaign, businesses need to build a specific plan and a schedule for allocating each batch of email marketing reasonably. With this being done, employees can also schedule the campaign run time according to the plan.

Viindoo Email Marketing also supports businesses to set the time to send emails, hence creating a habit of checking for email updates on a weekly basis.

Features Set email sending time in Viindoo Email Marketing

Monitor the metrics of Email Marketing campaigns

Businesses using Viindoo Email Marketing are also provided with all the indicators of Email Marketing campaigns such as emails received, opened, clicked, answered, etc. accurately and in a timely manner. Checking and understanding the indicators of the Email Marketing campaign will help businesses have an overview of the entire campaign to gain experience, make reasonable adjustments and support for effective future Email Marketing campaigns.

Monitor the metrics of Email Marketing campaigns in Viindoo

In addition to the features to overcome the mistakes of the Email Marketing campaign above, Viindoo Email Marketing also has a flexible extension feature, intelligent integration with:

• Link Tracking Application: Helps measure the effectiveness of each email.
• CRM software - Customer relationship management: Supports to measure conversion rates, calculate revenue & potential customers that each campaign brings through a detailed reporting system.

The content of the above article has provided full information on the steps to build an effective email marketing campaign. Viindoo hopes that businesses will be able to promote their products to potential customers and achieve great achievements in business activities. 

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