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Preparing multiple messages and adapting them for different segments is part of managing a successful email campaign. Then, being able to track the data generated by your emails can let you know how successful your messaging and segmentation efforts have been.
Things to Consider
- Have you created any email campaigns for your business? What were the goals of your campaigns? What did they promote?
- How do you determine the effectiveness of your campaigns? Can you refer to analytics, or do you rely on data from other employees?
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Achieving business goals through email
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takes more than just creating a message and hitting send.
0:03
Preparing a campaign with multiple emails
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and adapting your message for different segments is part of the equation.
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Then being able to track that data generated by your emails
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can let you know how successful your messaging
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and segmentation efforts have been.
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Keep in mind that much of what you'll do through emails will be to support
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an ongoing effort.
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When you decide to send out an email most of the time
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this should not be a one-time initiative.
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Users need expectations about what you'll send
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and how often.
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Therefore, creating a campaign of emails to promote upcoming or existing products
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makes sense since it can help raise and maintain their awareness.
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Monthly newsletters also offer opportunities to deliver content
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at regular expected times.
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Like online ads, emails should provide enticing calls to action,
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and they shouldn't just drop people off at your homepage.
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Directing people to landing pages that match the content of the email
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and pushes users towards important conversions should be part of the plan.
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Business goals can help dictate which efforts need to be highlighted,
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but keep in mind that a balance must be maintained
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between helpful content and promotional content.
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Users don't mind being marketed to as long as it's relevant,
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but don't abuse the privilege by filling up emails with ads
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and invitations to spend more money.
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Whatever messaging, content, and calls to action you include in your emails,
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you'll want to track them to gauge their effectiveness.
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When sending out emails, many companies offer codes that users can use
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or even share for online purchases, event registrations,
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or free trials.
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Tracking the use of these codes in whatever financial tool you use
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can indicate how popular the deal is as well as the reach of your messaging,
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so with that in mind, many email tools allow you to add codes automatically
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that correspond to campaigns that you've set up.
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Campaign codes can be tracked through these tools,
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and if you can combine this insight with your segmented lists
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you can figure out which group of users are clicking which links
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and then draw some conclusions about future efforts you might want to try.
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Remember that email is just one channel,
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and like all marketing efforts, it's vital to have a strategy before jumping in.
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At the same time, don't be afraid to combine these efforts.
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Emails should lead to websites,
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but they can also promote social media,
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and social media can promote email newsletter signups
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which happen on the website,
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and mobile access to email may increase the effectiveness of certain messages as well.
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These efforts will require some trial and error along the way,
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but keep monitoring your data, and you'll know which ones work.
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