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When it comes to online marketing techniques, people often mention email marketing as being one of the most powerful. What they don’t mention, however, is that it can have a rather steep learning curve. It’s not that it’s overly complicated, it’s just that optimising it takes a lot of work. The first campaigns you launch will be less efficient, and that’s a given. What you don’t want is for them to be a flop. Here are a few tips to increase the chances that your first email marketing campaign will be a success:
1. Get the Right Tool
This is important before you even start gathering a list. Why? Because first, some services will make it extremely difficult to almost impossible to migrate your contacts once you’ve made them. This means that you could end up getting stuck with a service that you don’t like or dealing with the hurdles in order to not lose all that valuable work.
Two of the most popular tools out there for newcomers are AWeber and Mailchimp. They both have great easy to use customizable interfaces and templates, as well as flexible and affordable plans.
If you don’t know which one would be the best option, we suggest you check out this guide on how to choose the right email marketing software. It highlights the main features so you can get a better idea of what the tool does best. It also explains exactly when someone should be using one option over the other, or when it should be avoided completely.
2. Have a Clear Goal for Your Campaign
You next need to have a clear goal for your campaign. If you don’t, your efforts will look and feel scattered. Your goal could be to raise awareness for a product launch, for instance, or simply build an audience and become an authority. Whatever your goal is, you have to make sure that it’s focused and is central to your campaign.
You should also start looking at demographics and subgroups. Here, knowing where your audience came from is essential. Not only will this help you shape your message, but it could give you an idea of where you should concentrate your efforts.
3. Start Gathering Subscribers
At the end of the day, you actually need people to send messages too if you want your campaign to be a success. This is why you should start building your list aggressively and make it a priority. This could eventually be an important moneymaker for your business, allowing you to generate sales on tap or get instant attention for a new product you’re developing or launching.
The very first thing you want to do if you’re trying to get subscribers is to make sure that your customers don’t just bounce out the minute they get to your site. This is why we suggest you try different landing pages and A/B test them before you even start spending too much effort. It’s better to concentrate your efforts on building a page that sticks before you send torrents of traffic to it. Once you’ve found something that works, we suggest you start looking at pop-ups. There’s a reason why pop-ups are used on virtually every site now and have been since forever; they work.
A nice, eye-grabbing pop up coming up at the right time can make a huge difference. Timing here is everything. Come in too quickly, and you might turn some away. But giving it to them when they’re excited, or when they started to show interest, is a much better option.
If you want to get the perfect time, however, it’s impossible to give an exact number of seconds you want to wait. The first thing you should do is make sure you have your metrics down, especially time on-page. You then want your pop up to show up around the 50% to 60% mark for best results.
4. Carefully Craft Emails
The next step is to create your email. The headline will play a very important role in this, so you have to make sure that it grabs users’ attention. One of the best ways to learn is to sign up to similar mail lists as yours and observe their headers. You can also use this email headline tester tool by CoSchedule to see how efficient it would be.
When it comes to designing the email, you can choose to use images or not, but the most important is to try to keep your phrases short and concise so you can get their attention. Also, try to point out how the reader can benefit from using you – don’t just tell them how great you are.
If you manage to follow these few tips, you should be able to increase your chances of making that first campaign a success. However, long term success with email marketing takes time and patience, so, make sure you have plenty of those before you even start.
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