Email marketing is one of the most widely used marketing strategies over the globe. Marketers say it is 21% more effective than any other marketing channel to touch base with your target audience. When using marketing automation tools like HubSpot for creating email marketing campaigns, it becomes a part of the inbound marketing strategy. Email marketing is important because it helps in nurturing leads, attracting them to the desired landing pages, building a brand, and encouraging the target audience to increase engagement with the brand.
The rise of the digital era has made businesses more focused on engaging with their target audience online. This means a strong email marketing strategy can help your business to engage with your prospects and increase the conversion rate.
So, in this post, we will help you understand how you can build an effective email marketing campaign in HubSpot by following the steps mentioned below.
What does Email Marketing Campaign actually mean?
An email marketing campaign is a series of emails that are rolled out to a specific list of the target audience who have interacted with your brand earlier or whom you target based on your research.
Now let us get started with the steps to create an email marketing strategy.
Steps to Create an effective Email Marketing campaign
1. Defining the goal
Defining a goal helps marketers to measure the results of the email campaign. Every email marketing campaign has a series of mails also known as a drip campaign which is rolled out towards a certain list of the target audiences. The goal also helps marketers to set the frequency of emails and the type of content they use for the emails.
Each email campaign would either be promotional, content marketing-based, weekly newsletters, new product launches, or driving traffic to certain landing pages of a new campaign. All of these have their own objectives which can be defined with the help of goals.
Must Read: Drip Campaigns and why we need it
2. Managing the database of contacts
It is important to store and manage contacts based on the activity they perform with the digital assets of the business. This is the reason why organizations opt for CRM. CRM is a great tool for storing, managing, and modifying every piece of information of your target audience and website visitors.
Also, a CRM helps the marketing and sales teams to easily make progressions towards the list of contacts and the activity tracking in real-time which helps them to better understand the target audience behavior. Another important part to note is that the contacts have opted-in for emails which increases the email delivery chances and keeps your email deliverability score high.
It is also advised to keep auditing your contact database to remove the ones that are spam or not fit for your business. This helps to keep your database clean and authentic.
Know more about Database Management Services
3. Segmenting the list of target audiences
The next step lies in creating the list of the target audience to whom you will be sending the emails. The reason why segmentation is important is that it helps the marketers understand what kind of information has to be sent and to what kind of prospects.
The contacts can be segregated based on the most relevant parameters for segregation. These can be age groups, subscription types, interests, website activity, and buyer journey, lifecycle stages, etc.
4. Creating personalized email content
Personalization is an important part of any email marketing strategy as it makes the email look tailored and customized to match the needs of the recipient. Personalization doesn’t mean inserting just the name, but more specific and unique parameters such as company, activity, LinkedIn profile, or article with which your business interacted with.
Highly crafted emails have a much better response rate and open rate. Moreover, personalized emails get a much higher click-through rate as compared to non-personalized ones.
5. Selecting email schedule
It is always ideal to give a gap of at least a couple of days between each mail so that the recipient can engage with your content in the email. The delay between emails also depends on the activity they have performed and their behavioral pattern.
A marketing automation tool helps marketers create workflows that help in creating the whole journey of the drip campaign and set the delay as well. It also has added features to assist marketers in framing the drip campaigns.
6. Testing the emails before outreach & A/B testing
It is important to test the emails before sending them to the target audience. It is advised to send the emails to the employees and gather their feedback on the email so that the final version of the email is made perfectly.
Also, A/B testing is a favorable technique to test the response of the recipients. The interaction, open rate, click-through rate with the different versions of the emails also helps marketers to send the right type of mail.
You can make changes to content, images, CTA’s, or the subject between the two versions of the email to test the engagement of the recipients.
7. Analyzing the performance
It takes a valuable amount of time to plan and execute an email campaign and therefore it is important to analyze the performance of the emails.
Creating a report of the campaign helps marketers understand what was the outcome of the campaign with respect to the defined objectives. It also helps to understand which emails performed well as compared to others and why.
How does a Marketing Automation Agency help in creating an Email Marketing Campaign?
The set of tasks involved in creating an effective email marketing campaign requires experience and research. A Marketing Automation Agency with its team of well-acquainted experts with the knowledge of the tools that a marketing automation software is equipped with can help you execute the same.
Marketing automation companies also provide consultations on how to best leverage the assets of the website in email campaigns setup. Organizations hire these agencies to reduce costs and get the best results because of proficiency.
Markivis, a Marketing Automation service provider that assists clients with Marketing Automation tool setup and implementation, Email Marketing, Inbound Marketing, and much more.
