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10 Steps to a Successful Email Campaign
From GoodBooks Communications 3
Your 10 Step Plan for a
Successful Email Campaign
1. Determine your target reader
There is no one size fits all solution to email. The first step to starting an email campaign is to determine: Who you want to reach and how you are going to reach them.
Create a buyer or member persona first. Who is your reader? What appeals to them? What is their education, and experience? Why are they signing up for your newsletter in the first place?
2. What content are you going to send?
Create a content plan for your emails. When you prepare in advance, you can ensure the content is geared towards your audience’s needs. If need be, it also gives you a plan for outsourcing content.
The type of content you send is also important. In addition to articles, consider useful and practical content that fits your audience’s needs. There’s an extra bonus if readers find content so useful they send it out to others, thus increasing reach.
Examples include:
Articles • Workbooks • Checklists • Transcripts • Case Studies • Product Reviews • Product Comparisons • Interviews • FAQs (Frequently Asked Questions) • Instructions • Product tips • Fill-in-the-Blanks Worksheets • Spreadsheets • coupons • Discounts exclusive to subscribers
audience prefers, and write accordingly. The words you use, should depend on what your readers are used to.
One easy way to decide how to present yourself is to ask the following question: “Do I want my reader to see me first and foremost as an expert or as a friend?”
4. Use Irresistible Subject Lines
Your first goal is to get your subscribers to open your email, and the subject line is the first expectation of what readers can expect. If readers don’t identify with the subject line, they are less likely to open the email.
Subject lines should be descriptive, intriguing, informative, and leave a little… mystery.
Boring example: October newsletter from the Hygiene Association More interesting example: Why flossing isn’t enough to save your teeth Which email is more likely to be opened?
5. Follow sign up rules
How do you get a list of subscribers? To ensure you’re following legal email guidelines, it’s better if your email list is composed of addresses your company has obtained from people you’ve actually met, including past members or clients. If you buy a mailing list, you don’t have a personal connection with those on the list, and they’re more likely to resent receiving your emails.
10 Steps to a Successful Email Campaign
From GoodBooks Communications 5
lists. Following sign up rules also means you must make it very simple for
someone to opt-out or unsubscribe from your email list. In addition, your sign up process should collect only the information you need. In most cases, you’ll need no more than an email address and their first name. Most people are leery of giving out their email address, and many refuse to give out additional contact information unless it’s absolutely necessary.
6. Create a process for welcoming your readers
To be helpful to your reader, create a series of emails that makes them feel welcome. The sequence of emails should be:
• A thank you letter for signup
• A follow up email set for three days later • A subscription renewal email
Your “Thank You” letter should include:
• An invitation and contact information on how to get in touch with you, if your new subscriber has questions or “Help” issues
• Information on your website – especially where to find your FAQ page • When your new subscriber can expect the next contact from you: And
how regular your emails or newsletters are likely to be 7. Keep the Design Simple
Your email template should be neat and uncluttered. Use headlines, bold text and bulleted lists to emphasize key points. There’s no need for sidebars, fancy design elements or excessive graphics.
8. Make your Emails Shareable
Your goal is to get more subscribers, and what better way than word of mouth, or in this case, word of email? Include send to friend links in your email, and also include links to social media like LinkedIn, Facebook and Twitter. Also ask your readers to share your content.
data: • Click-through rates • Unsubscribe rates • Delivery rates • Opens • Sales
For associations this would include member joins, member renewals, registering for events, and also, sales.
Use this data to help you refine and hone each new email you write. If you noticed a low open or click rate for a particular email, you have to experiment to see what your readers would like. Everything that can be sent via email can be tested – from subject lines to content, to design.
10. Have a growth plan
A healthy list is a growing list. An unhealthy list is one where your emails get ignored. As in “never opened again.”
Some people think they’re a smash success because the numbers are high. The truth may be that subscribers haven’t bothered to unsubscribe.
If your list is full of people who are ignoring your emails, it is static. Sales drop off. Figures are false. No word-of-mouth, no viral buzz, is created.
10 Steps to a Successful Email Campaign
From GoodBooks Communications 7
• Sharing of these same posts in social media • Requests, complaints, kudos, questions
Contact GoodBooks Communications for a free consultation on how we can help you create successful email campaigns.
Website: http://www.goodbooks.ca/ Email: info@goodbooks.ca
