The 5 Commandments of a Successful Email Marketing Campaign

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Email marketing is broadly defined as emails sent to current or potential customers in the interest of a business in order to encourage growth. It involves making use of emails to send ads or confirmations, build loyalty and trust, solicit sales or donations, and to increase brand awareness. With the over saturation of inboxes across the globe, it is incredibly important to devise a concrete step by step guide to a successful email marketing campaign that will help increase your sales.

Listed below are the five commandments every entrepreneur and marketer needs to learn in order to make a lasting impact on a potential customer’s mind.

Plan Wisely
Just as you know that you can’t build a house without laying down a sturdy foundation, a diligent digital marketing team won’t launch an email campaign without doing extensive homework and thorough research on the target market and product offering. Analyze your goals and objectives, and be realistic about them then assess the best possible ways to achieve them. A clear and precise strategy helps in the long run by ensuring clear sailing in other elements of the campaign as well.

Study your Target Demographics
A thorough study of your target demographics is important for optimal sales. For example, if you are operating a life insurance company, you would hardly want to direct an email to the under-20 age group, or you wouldn’t direct a campaign for sportswear to those over 60. Set your target audience by conducting market research, and assessing customer needs by creating a target specific profile, also known as buyer personas. This exercise will save you a lot of time, energy, and investment which you can utilize for the other elements of your business.

Make it Catchy
It is no secret that no one wants to see a spammy, generic email in their inbox so try to capture the prospects imagination by making the title too irresistible to ignore. For example, if you are promoting a new hair color of an existing brand, using a title like “Your hair never felt so good!” would spark the interest of the customer without the email sounding too salesy.

Clear Subscription Instructions
It is pointless to create an immaculately crafted email without any CTAs (Calls to Action) or landing pages for the audience to click through. So make sure you add appropriate links to your email that provide a more in-depth and detail oriented material to the audience.

Use Social Media Tools
Social media is like vegemite, some love it and some don’t, but it doesn’t change the fact that it has now become vital in all facets of digital marketing, including email marketing. You can expand the potential of your emails and grow your list of subscribers this way which will provide a better communication channel to your current and prospective clients.


AboutGlenda McCarthy-Gaspar

Glenda McCarthy-Gaspar, 15+ years sales and marketing experience. After serving in various sales and marketing roles for some of Canada’s largest corporations, Glenda followed her entrepreneurial dream and started her own business in 2008. By 2011, Glenda earned her BASI (Bachelor of Advertising Specialty Information) designation. Also in 2011 she made the decision to join Proforma, the largest print, promotional and graphic communications company in North America in hopes of taking business growth to a new level. That decision paid off and has resulted in her winning numerous business awards for excellence and has achieved million dollar sales by 2014. Glenda has recently obtained her Inbound Marketing Certification to help her clients meet the demands of the digital world.

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