Earlier this month, we spoke about the importance of lead generation for events to get the best results.

Email marketing is considered one of the most effective ways for digital marketing because of its cost effectiveness, ability to customize and analyze results quickly and build relationships with your customers over time.

In this blog, we’ll discuss why email marketing should be implemented into your strategy, the different types of email campaigns and the top features each one should have. 

Why Should You Use Email Marketing

Email marketing is a series of scheduled emails used to nurture leads and turn audiences into customers.

Each series of emails has a specific call to action that will correlate directly to your goals.

While social media campaigns can be effective for reach and attracting a large audience, email marketing campaigns are what keeps them interested.

When you subscribe to a businesses email list, it’s clear that the interest in your products or services is there. The trick is to nurture them and build customer loyalty. Email marketing is integral to inbound marketing which is a huge part of GoVirals strategy.

 

Email marketing campaigns are most effective for 

  • Building Brand Awareness
  • Creating Customer Loyalty
  • Owning your Email List 
  • Customizing your Outreach 
  • Measuring your results

If all the social media platforms disappeared tomorrow, what would happen to your audience? It’s never been more important than to have other forms of communication like email lists to build a deeper relationship and ensure you never lose them.

Type of Email Marketing Campaigns

There are many different types of email marketing campaigns you can send like:

  • Welcome Emails
  • Email Newsletters
  • Promotional emails
  • Informational emails
  • Abandoned cart emails 
  • Drip email campaigns 

Welcome Emails 

Make a good first impression with automating a welcome series. This is the time to introduce yourself, set expectations, and encourage engagement. The welcome series should be tailored and personalized to the new customer.

Email Newsletters 

GoViral Pharmaledger newsletters

Send out a regular newsletter filled with company news, updates on blogs to drive traffic to your website, or company wins of the month. This keeps you top of mind for your audience and generates brand awareness. 

Promotional Emails

Focused on highlighting specific products, services, and special offers, these campaigns are focusing on getting your email list to convert and generate revenue. Offering limited offers and special discounts for your subscribers builds stronger customer loyalty.

Informational emails

Informational emails are exactly what you think. They are emails with information about your company and allows your audience to get to know who you are. Rather than drive conversions, it’s main goal is to build awareness and inform them about you. 

Abandoned cart emails 

You spot a sweater that’s perfect for you and add it to your cart. The phone starts to ring. Your friend you haven’t spoken to in weeks is calling and you hit answer. After an hour, you end the call and have completely forgotten about the sweater. 

An email comes in saying “don’t forget about your sweater!”. It’s a slight nudge to customers to remind them about their abandoned cart. The main goal is focused on converting the customer and directing them back to the website. 

Drip email campaigns 

A drip campaign is a series of automated emails sent to people to take a specific action on your website. Depending on the campaign’s goals, you choose the number of emails sent and at what rate. These campaigns are triggered by an event or action performed by the customer and are set to go out at predetermined intervals. 

The Best Features of an Email Campaign

Using intent data for email marketing can help to increase the effectiveness of your campaigns by allowing you to target the right people at the right time.

By segmenting your email list and personalizing your emails, you can improve engagement and drive more conversions. 

1. Set specific and clear goals with a strong idea of your target audience

Jabra at GITEX Email Campaign

Regardless of the email campaign, each one needs to have a clear goal and target audience.

You need to know who you’re speaking to and what specific action you want them to take when they read your email.

On the leadup to GITEX Africa, we created a campaign with the goal to encourage attendees to get involved with an activity at Jabra’s booth.

This campaign was targeted at attendees who had already shown an interest in Jabra. To encourage them to come to the booth, we created a fun activity. Think of an easter egg hunt but with stickers! Gamification is a great way to build brand awareness and keep customers coming back. 

 

2. A strong subject line to increase open rates 

How many times have you subscribed to an email list only to forget why you signed up? Your email will get lost in the thousands of other emails if it doesn’t have a strong subject line that makes people want to open. Make sure to A/B test different subject lines that have the most open rates.

 

3. Copy that Converts 

JABRA AT GITEX GLOBAL IN DUBAI EMAIL MARKETING CAMPAIGN

If you’re getting open clicks, well done! Your subject line is enticing enough for people to open. 

However, if you find nobody is clicking on the links within the email for example to your website, the copy isn’t jumping out at them.

Review your copy and see how it can be more aligned with your audience. Don’t forget the copy needs to reflect the action you want them to take. 

Don’t overcomplicate the copy. Define each area and have clear call to actions throughout. 

 

4. Sending Best Practices

The only way to find out the best time to send your emails is through testing. Localization is important because if you’re targeting US citizens but you live in Spain, the timezone is different. 

Once you’ve figured out the best time for your emails, stick to a schedule. Maintain this consistency because people love consistency. Failing to send it out consistently will start to damage the relationship. Trust is built, not bought. 

 

5. Segmentation

If you’ve got a large email list, all your subscribers won’t be interested in the same email campaign.

Segmenting your audience based on behaviors, purchase behavior, and general psychographics ensures you target the right people at the right time. 

Your subscribers or customers will enter your email list at different times of the funnel.

Sending an email marketing campaign that’s focused on driving sales wouldn’t land well with a new subscriber.

Segmentation allows you to understand your customers preferences and tailor for the future.

6. Mobile Friendly and Responsive Design 

1.7 billion people read their emails on their phone compared to their computer.

There’s nothing more annoying than receiving an email that’s hard to read. It’ll go straight into the delete folder or worse, into spam. 

Responsive email design will adjust its size across different devices to maintain style and usability, which means subscribers have a great experience on any device.

Some email marketing platforms have the option to choose a responsive design so make sure to text your emails before beginning a campaign!

GoViral Conclusion

Implementing email marketing campaigns into your overall strategy is the way forward to attract new customers and reinforce customer loyalty.

Remember, social media could disappear in the morning. Setting clear goals for each campaign is extremely important because it allows you to measure the effectiveness and adjust for the following campaigns. 

If you need help creating an effective email marketing campaign, Contact us!