How to Build a Successful Email Marketing Campaign?

E-mail marketing is still one of the most successful ways to create a bond with your target group and maintain contact with customers in the long term.

The success of the implemented e-mail marketing campaigns can be easily measured. Due to the low costs and the quick implementation of communication and advertising measures, e-mail marketing has become irreplaceable for companies and online shops today. So that you can get the best out of your email marketing, we will give you several tips for high-performance mailings that are effective.

One of the most important factors for successful email marketing is the recipient’s interest in your mailing content. Numerous e-mails land in our inboxes every day. Due to lack of time or disinterest, we move many of them straight into the trash without even opening them.

Knowing and understanding your target customers will help you create more meaningful and useful content. Research your audience, and use Nuwber or Leadar to learn more about them, learn who they are and what they like.

The basis of successful e-mail marketing is a campaign plan that gives an overview of which holidays, events, or other important dates are coming up and which e-mails should therefore be prepared.

In addition to the important dates, you can note other relevant information about the campaign in the shipping plan, e.g. which target group or buyer persona the e-mail is aimed at, which employee takes on which tasks, or into which languages the newsletter is to be translated.

Also Read: Essential Security Guide for Email Marketing Campaigns

Only a few email marketers manage to arouse enthusiasm for the mailing content in the recipients with an original subject line. A subject “with taste” is needed to draw your subscribers’ attention to your email and to convince them to give their valuable time to your letter rather than that of the competition.

Your email has been opened – you have overcome the first hurdle. The next challenge is to offer useful content, inspire, strengthen the connection to your brand or your company, and, hopefully, lead to a conversion.

To achieve this, you should concentrate on one central topic in the newsletter instead of touching on different ones. Put on the subscriber glasses and before editing the content, think about what your readers hope to get from the newsletter, what difficulties you might have, or what they would be happy reading about.

The range of possible newsletter content is huge. For inspiration, we have put together a small selection of topics for your email marketing:

• Present new products via email

• Start discount campaigns
• Organize sweepstakes and competitions
• Share industry news and important information
• Pass tips and tricks, instructions, tutorials, or DIY ideas
• Present must-haves, tips for leisure activities, and gift ideas
• Share creative recipes
• Start fundraising

Unlike at the beginning of the history of email marketing, the majority of emails are now read on smartphones. 

Since mobile device screens are much smaller than computer screens, you should ensure that your marketing emails are displayed properly. 

The key points to consider for mobile-friendly email marketing are:

• Choose a short subject with a maximum of 50-70 characters.
• Set a sufficient font-size: 22px for headings, 12px for body text, and a line spacing of approximately 17px.
• Enable easy navigation for links and other interactive elements.
• Choose high-contrast colors for good legibility.
• Limit the number of images to avoid long loading times.

For successful e-mail marketing, it is essential that each recipient feels personally addressed and does not have the impression of being “just one of many”.

You can achieve this on the one hand by addressing all subscribers with a personalized subject line or with their first and last names. This immediately looks more personal and gives your readers the feeling that they are more than another customer – and that they are important to you.

Your newsletter text should not only be well written but the e-mail design and layout should also be modern and appealing. Because only if the e-mail appeals to your recipient visually will they be happy to deal with the content.

Whether your email marketing is successful depends primarily on whether the letters are opened and read by your subscribers. This is often only the case if the email arrives in the recipient’s inbox at the right moment. 

You should therefore plan the sending time of your e-mails properly before sending them. You can find out when the best time is by getting to know your recipients better and learning more about their everyday lives.

Regular evaluation of the mailings you send is a necessity for successful email marketing. Because only if you analyze how well the newsletter was received each time, how high the opening and click rates were, and how many conversions your mailing achieved, can you gradually optimize your email marketing and get the best out of your mailings. It is also important to look at the bounce rate to keep an eye on the deliverability of your newsletter.

Regardless of whether you are new to newsletters or an e-mail expert, thanks to automated processes, a professional e-mail marketing tool support you in managing your e-mail contacts, and planning, creating, and sending high-performance mailings.

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