Success Champions
tech Corner
The Five Essential Elements of an Email Marketing Campaign By Kevin Snow
“With the onset of messaging and social marketing, email has lost a bit of its luster, but it still boasts the highest ROI for any marketing channel, and is the best way to build an ‘owned’ audience that you can continue to market to in the future.”
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id you know the first marketing email was sent in 1978? That email resulted in $13 million in sales; and kicked off what has become one of the most highly used marketing channels even to this day. With the onset of messaging and social marketing, email has lost a bit of its luster, but it still boasts the highest ROI for any marketing channel, and is the best way to build an “owned” audience that you can continue to market to in the future. Since that first email, email use has continued to grow with over 269 billion emails currently being sent each day. That is a lot of competition for your audience’s attention. And that number is going to keep growing
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too. So how do you make sure that your emails keep your audience’s interest and don’t end up in the junk folder? So first off, you need to understand this one thing. What is an email campaign? An email campaign is an email or series of emails sent from a business to one or more customers or prospects (contacts) designed to get the recipients to take a specific action, engage with your business, and generate more leads and sales for your business. An email campaign is normally initiated (triggered) by a specific behavior or action by the contact. Before launching a successful email campaign, there are a few elements that you need to consider.
1. What do you want the email campaign to accomplish? Now I know it is really tempting when you get an idea to rush out and put it into action (I have a client like this), but you need to slow down. If you want your campaign to be successful, you’ve got to step back and think about what you’re trying to accomplish. Typical objectives for an email campaign include: Welcoming new subscribers and telling them about your business and values so you start to build a relationship with them.
