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5 Tips for Running a Successful Email Marketing Campaign for Your Small Business

With all the talk of TikTok, chatbots, live streaming, videos, artificial intelligence, and virtual reality, email seems dead and non-useful.

The truth?

Email marketing has ruled and will rule the marketing world without faltering even when these newer marketing methods paved their way. That's why email marketing is a steady provider of leads and conversions for a small business looking to make an impact. 

The proof?

Email marketing is still the most powerful marketing tool for small and medium-sized businesses, racing ahead of social media marketing, video marketing, content marketing, and other forms of marketing. 

Successful Email Marketing Campaign

That's why building and running a successful email campaign is more important than ever. 

But there's a problem. Most companies are clueless about running an effective marketing campaign, which might be visible in your inbox!

So, we've listed some strategies to get started and run a successful email campaign. 

5 Tips for Running a Successful Email Marketing Campaign

There are countless ways to attract and retain a customer, but the groundwork you carry out to attract your customer is something that decides the fate of your campaign. Here are five tips for running your email marketing campaign. 

1. Build an email list

When building an email list, the famous marketing quote, "The money is in the list," rings true because the revenue your company generates from email marketing depends on the size and health of your mailing list. 

If email subscribers are active and engaged, it can bring a fortune, but your efforts may go down the drain if all or a few email addresses in your list are incorrect, invalid, or inactive. 

That's why you have to focus on email list building. 

The primary purpose of list building is to increase the number of potential leads and turn them into loyal customers later. 

But, how do you build a list that attracts customers?

You can learn everything about email list building at Flodesk University and follow these marketing tricks to reap maximum benefits. 

Offer an incentive: Think of your client's email address as money that you will not give away for free. Offering an incentive like a business newsletter, free downloads, free ebooks, white papers, or product updates are a few ways to entice your customers. But just giving away these will not serve any purpose. You require a strong call-to-action (CTA) for a potential customer to get intrigued and share their email address. 

Create gated content: These are lead magnets for customers who are already reading a blog on your website. Most of your gated content is downloadable material like whitepaper and ebooks. It becomes accessible only when your visitor shares their email address. It’s a great way to convert your visitors into email subscribers.

Use social proof: A social proof creates a psychological impact on visitors because you use the power of numbers to influence their decision. When browsing a landing page, if you notice that thousands of customers receive updates from a particular brand, you're more likely to get influenced and share your details with that company. 

Notice how Shopify uses social proof to build a strong email list. 

Use social proof

Create Facebook lead ads: These lead ads can help you build your email list faster because you can set up a form that your potential customers can fill without leaving your social media platform. 

While these methods are just the tip of the iceberg, there are countless ways to build an authentic and active email list. 

2. Write compelling and interesting headlines

Unless you convince people that your email is worth reading, they will not open your emails. 

Why?

An average office worker receives 121 emails per day. With so many emails knocking on your customer's door, standing out in this clutter will get your emails opened and read. 

Come straight to your point: The more straightforward your subject line, the better it will convince customers to open and read it. For example, notice how EaseMyTrip uses the power of a subject line to create interest in customers who are travel enthusiasts. 

Their subject line: "Take a sneak peek at the International destinations open for tourism!" is direct and seamlessly promotes their content.

EaseMyTrip

However, when sharing articles or links with your customers, don't make the mistake of making your email subject line the article's title. Instead, use a shocking statistic from your article and put that as a subject line. It's likely to intrigue your customers, and they will open your email to find out more about it. 

Create curiosity gap: Another good way of grabbing attention is by playing with your customer's expectations. For example, when sending ways to build an email list, your title could be "How to get more email subscribers without a website." This is an intriguing idea because your website plays a crucial role in building an email list and increasing email subscribers. 

3. Personalize your emails

We live in a golden era of customization, where a customer who purchases a television expects the retailer to send personalized emails regarding extended product's warranty or offering discounts on home theatre compatible with their recent purchase. 

Your digital customer is hungry for personalization and expects it in every communication with companies they purchase from. 

Today, personalization is more about showing recipients that they are important to you and understand their requirements. Focus on using these email personalization techniques:

Include personalized video: Personalized videos for every customer are a great way to strengthen your relationship. Include unique elements of your customers such as name, image, journey, how they impacted your company, and more. This doesn't mean crafting original videos for every customer. Instead, use different video personalization platforms to add a pinch of personalization to your email messages. 

Send behavior-triggered emails: This means sending emails based on the action of your customer. Sending welcome emails after signup or product explainer videos after purchasing are a few examples of behavior-triggered emails. 

However, don't confuse personalization with addressing your customer with their name. It's an age-old tactic that is no longer as effective as it was a decade back.

4. Set the right expectations

Brands that are successful in email marketing are the ones that set the right expectations for their customers. Regardless of the expectations you set, follow them consistently to run a successful email campaign. 

For example, if you promised your customers to send an email every two days and instead send them daily, you're setting your business up for failure. 

So, set the right expectations and ensure to fulfill your promise to prevent facing an upset customer. You can set expectations and ensure consistency by using these methods:

Create an email marketing calendar: A marketing calendar helps you set and fulfill expectations by planning and executing your email campaign. It gives you a detailed overview of upcoming campaigns and content. Using this information, you can better allocate resources, distribute responsibilities and ensure you're consistent in sending content to your subscribers. 

email marketing calendar

Identify the best days of sending emails: According to research, the best days to send emails are Tuesday and Thursday. So, create your content calendar and set expectations such that you always send emails on these two days. 

5. Perform A/B testing

Conducting A/B testing helps you discover tactics, techniques, and formats that resonate with your target audience. Also, to get the best results from your email campaign and reach as many potential customers as possible, find out the types of email they prefer to receive. 

That's why A/B testing is crucial for improving conversion rates that can make a massive difference to your bottom line. You can perform A/B on the following elements:

● Subject lines

● CTAs

● Color scheme

● Images

● Templates

The more elements you test and optimize, the better your email marketing campaign will perform. Failure to do so could result in running a campaign with a weak email.

Email marketing tips in a nutshell

Armed with practical and proven tips, you're in a better position to run your email marketing campaign to success. Remember that there is no scope for luck in email marketing. You have to plan and execute an email strategy to reap the fruits of labor.

Even with social media platforms changing the marketing dynamics, email marketing will remain a significant player in this digital marketing world – it works and not just promises! 

So, next time you hear anyone say that email is dead and you're wasting your time investing on an email platform – close your ears because you know what the truth is. 

Email is here to stay, so it's important to leverage its benefits to run a successful campaign to stay ahead in the competition. With these five tips at your disposal, you're on your way to increasing your company's bottom line and connecting with your customers in a cost-effective and personal way. 

So, how are you planning to build your email list or create personalized emails? Which of these tactics did you find most useful?

Remember to share your thoughts with us!

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