💌 How to create successful email marketing campaigns

Did you know there are 3.7 billion email users worldwide, and that this figure is expected to rise to 4.1 billion in 2021? It is true. Email is also an extremely popular way to communicate: people check their inboxes every day, several times a day. When you are trying to promote your business, you can reach thousands of inboxes simply by creating an email marketing campaign.

Of course, sending an email promoting your business is not enough. People's inboxes are flooded with dozens or hundreds of promotional emails every day, and most are deleted without even being read.

That is why you need to make sure your campaign stands out from all the others.

Build your mailing list

First, you need a list of people you want to speak to. Having that list lets you contact customers or potential customers at any time. But first, you need to persuade them to sign up.

To do that, offer them an incentive. A discount, exclusive access to a product, service or new release. Non-intrusive pop-ups work perfectly as a way to encourage visitors to your website to join your list.

Define your campaign's goal

Before sending hundreds of emails at once, you need to understand why you are sending them. Without a clear focus, you could confuse readers and even cause them to unsubscribe.

Some of the most common goals are:

• Telling customers or potential customers about new products; • Promoting products or announcing sales; • Announcing new partnerships or brands; • Increasing engagement on blogs or social media.

Sometimes, emailing users who have been inactive for a while and offering them a small gift works well. That is why it is important to segment your list and communicate differently with each type of customer: regulars, those who have never bought, and those who have bought before but not for some time.

Design your email around your goal

Once you have decided what kind of campaign you want to run, start designing your email. The first tip is to create an appealing subject line that grabs attention and makes recipients want to open it.

Personalising the subject line by adding the recipient's name is also a great way to increase your open rate. People pay more attention when they see their name.

As with any design, balance between elements is essential. Experts recommend a 60/40 text-to-image ratio.

Show some personality

Finally, when writing the copy for your email marketing campaign, keep it short and clear, and show some personality. Remember that you are trying to get your customers' or potential customers' attention. Long or boring copy will only put them off. Getting straight to the point is always best.

Focus on content that shows readers the benefits!

Now you know how to create a campaign, remember that after pressing "send", you can and should measure the results: open rate, number of purchases or sign-ups, for example. That way, you will know what works and what not to repeat.