As the world gets digitized and new marketing channels emerge online, businesses realize the need for online marketing avenues, such as using mass email services, to target their audiences.
It’s no wonder that email lives on as the preferred method for businesses to interact with their audience despite being the oldest online marketing tactic. Currently, there are over 3.9 billion email users, and the number is growing steadily. So the chances are that the people you are trying to reach have an email address.
The question here is how do you create email campaigns that delight them and achieve your marketing goals?
Simply put, a mass email marketing campaign is a series of emails a business sends out to communicate with current and potential customers. As such campaigns have an average of 122% rate of investment, they are a vital component of inbound marketing.
Devising a successful mass email campaign has several steps – from building contact lists to curating content to choosing an email service. Let’s learn more about them.
How To Design A Successful Mass Email Marketing Campaign
Email marketing is all about engaging your customers. For this to happen, users should open and read the email you send. But, 306.4 billion emails are sent and received each day, so it won’t be easy to grab the audience’s attention.
However, here are 6 steps you can take to make your mass email marketing campaign stand out:
Set Your Goals
The first thing to decide is what you want to achieve from your campaign.
Are you promoting a new product? Would you like to gain insights into your business? Or, do you want to offer a coupon code or discount to your email recipients to get them shopping?
Knowing why you want to send a mass email will help you tailor the entire campaign accordingly. Also, the success of your campaign will be measured by its ability to fulfill the set goals.
Build A List Of Contacts
Before you can send out emails, you need to know who you are sending them to.
You can’t just send your email to anybody because that would be spam, which can land you in legal trouble. In addition, your emails have a higher chance of getting flagged as spam if you send them to people who haven’t agreed to receive them.
So, for starters, build your email list. You can do this on your website and in-store by getting people to sign up for updates, newsletters, ebooks, and other freebies, providing you with their email addresses in return. This way, you will obtain explicit consent from people who choose to receive your emails.
This also means that when you send an email, you’re sending it to people who want it rather than those who will never open it.
Create A Responsive Design
Whether your audience reads through your entire email or skims through it depends on your design.
If the layout you use is simple and easy to navigate, users are likely to spend more time on it. Therefore, not only should your design gravitate the user towards the content and CTAs, but it should also make it easier for the reader to grasp the message.
Moreover, designing a mobile-responsive layout goes a long way. For the 53% of people who open emails on cell phones, your copy should fit onto their phone screens for easier readability.
Additionally, include your company’s logo, links to your social media profiles, and a clear call to action in every email you send. This will increase customer engagement and brand awareness.
Write Personalized Content
Personalization improves customer experience and leads to more conversions and higher revenue.
Address the recipient by name, and mention how long they’ve been with you. You could also refer to the material they downloaded when signing up with you or any previous purchases they made.
If your mail copy reads like it’s written for them, it is more likely to be opened.
Also, look into setting up automatic behavior-based trigger emails for specific actions that users perform. For instance, if a customer added your product to their cart but then left the page, you can send them an email reminding them of the abandoned cart.
Target The Right People
If you send a newsletter to a contact who isn’t interested in it will never open your email to read it.
List segmentation is much more beneficial because it allows you to create multiple lists according to the types and frequency of emails to ensure maximum engagement of the recipients. It also helps you break your contact list into different groups based on user demographics and interests.
By defining conditions for each mailing list, you can filter your contacts depending on their attributes, past email behavior, and past purchases.
Test Your Emails
After you’ve put in the effort to devise an amazing mass email marketing campaign, you need to test it to avoid making careless mistakes.
Check for formatting errors, typos, and incorrect links.
Send a trial run email to a few of your contacts to resolve technical issues, if any. Then, you are all set to send out your mass email!
Mass email marketing campaigns have the potential to increase brand exposure and customer acquisition. But to reap its benefits, each campaign should be tailored according to your goals and target audience.
Following this quick checklist ensures you don’t miss out on any crucial steps needed to make your mass email marketing campaign successful.