5 Ways to Run Successful Email Marketing Campaigns

  • Better understand your audience — what they want to see from you and what drives them to further engage with your business
  • Which emails are the most effective and efficient
  • Which times and days work best for each
  • Which types of messaging perform best
  • One study found that the ROI on email marketing was 28.5% compared to 7% for direct mail
  • 81% of businesses say that email drives customer acquisition, and 80% for retention
  • Email is 40x more effective at acquiring customers than Facebook and Twitter combined

1. Personalize Where You Can

  • Segmentation by persona. Let’s say you are selling a B2B SaaS product that offers a freemium model, trial, and paid. The way you segment content to each of the personas within these buckets, as well as their lifecycle stage, is going to help you better understand what’s going to make them become a paid customer and what you can do to also help retain them.
  • Have a relevant and clear CTA. Personalized calls to action convert 202% better than default calls to action. Don’t use a standard CTA across all emails. Instead, make it relatable and relevant to each persona, by lifecycle stage, and by behavior.
  • Diversify your content. Figuring out the path to becoming a paid customer is important and during that process, your content should be valuable and help them along the way.

2. Don’t Be Afraid of Cold Email Outreach

Be Honest

  1. Your “From,” “To,” “Reply-To,” and routing information (including the domain name and email address) must accurately identify the person or business that initiated the email
  2. The subject line must accurately reflect the content of the email
  3. You must show that the email is an ad
  4. Your email must include a valid physical postal address (current street address, PO Box, or a private mailbox)

Include Opt-Out

Monitor What Others Do on Your Behalf

3. Timing and Frequency

  • Send a newsletter that highlights what’s happening at your company, newly published content, and any new offerings you might have.
  • Send cold outreach emails along with follow-up emails. In fact, campaigns with 4–7 emails per sequence received 3X more responses than campaigns with only 1–3 emails in a sequence.
  • Know which times and days are the most effective by persona for engaging with your emails.

4. Be Helpful and Drive Value

  • Videos, including webinars, tutorials, product walkthroughs, and behind-the-scenes.
  • White papers, guides, checklists, and data sheets.
  • Upcoming virtual events you are holding and why people should attend.
  • Special offerings and discounts you are running for a period of time.
  • Surveys to get honest feedback from paying customers, as well as people who haven’t become customers yet but are using your product.

5. Test As Much As Possible

  • Subject lines
  • CTAs
  • Copy length
  • HTML vs plain text
  • Gifs and images
  • Different colored CTA buttons and creative assets
  • Send times and days
  • Messaging

Wrapping It Up

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