Email marketing is among the several kinds of digital marketing in e-commerce businesses. Its impact on the e-commerce space has proven vital, to the point that companies with an intention to maintain their online presence must have a strong email marketing campaign strategy.
It does not only boost your online presence and keep you in the minds of your customers, it has also proven to be a key metric for streamlining your customers and creating content specifically for each customer segment.
In this article, we will be evaluating strategies on how to run a successful email marketing campaign, tips, and examples of successful email marketing campaigns.
Table of Contents
What is Email Marketing?
Email marketing is a form of digital marketing that entails the marketing of products (including services) through emails by sending written and graphical content to push a specific narrative.
What are Email Marketing Campaigns?
Email marketing campaigns are emails containing marketing content designed to be sent to different recipients at the same time. It can be integrated with your website, online shop, and social media platforms.
This means you get to promote your products on your social media pages and add a direct link to shop directly from your store if your recipients wish to after reading your mail.
This drives sales, targets your primary and secondary markets, keeps your customers updated with the latest news and product available (I will use product to describe both product and service), and finally, buys your customers loyalty.
If you can get a subscriber to any of your newsletters or email messages, you have likely scored a very loyal and reliable customer. Because as long as they are still subscribed to your newsletters, you can safely say they are loyal.
There are different applications and software in the market that can be used for email marketing. Some of them are:
Now, let us look at some strategies on how to run an email marketing campaign, specifically in Nigeria. We drew up a list. They are pertinent strategies that need to be in place to enable you to run a successful email marketing campaign in Nigeria and beyond.
How To Run an Email Marketing Campaign in Nigeria (Strategy)
Define your target market
As much as you want to believe everybody needs your product or service one way or the other, focus primarily on your target market. These are the set of people that cannot do without your product/service daily, at most within 48 hours.
This set of people is your primary market. Now some people might need what you are selling every say one week, or one month, or every other day. These people are your secondary market.
Defining your target market will narrow down whose emails you should collect, what you want to market, and what type of content you want to create for them. Thereby making it easier to run a successful email marketing campaign.
Define your marketing strategy
The next essential step on how to run a successful email marketing campaign is defining your market strategy. For example, Tolu might be doing more graphics and visuals in his campaign because he is trying to sell his storybook or comic magazine. His audience or target markets are kids and teenagers.
The people reading or viewing his email campaigns will be mostly parents and teenagers. So, the visuals and graphics try to convince them that whatever he sells is suitable for their kids. Now you are a writer, and you want to market your writing skills, or you want to sell a crash course, what do you need more? Visuals and graphics or a good copy that will move people to sign up for your course, and view your portfolio?
Your email should be content healthy and by that, I mean create contents that can sway your readers and customers toward your shopping cart.
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Build your product
This is the most important step on how to run a successful email marketing campaign. It involves building your selling point. What is your unique value proposition? Why are you different from the other writer, or the other Youtuber? What sort of value are you selling?
It’s a known fact that people don’t buy things; they buy experiences, feelings, and emotions. This step will not only help you build and sell a formidable product, but it will also help you focus on your strengths as your unique selling value.
Delivery and Automation process
This is the last step on our list of how to run a successful email marketing campaign, and easily the one that smooths the deal. It encompasses how your email, or newsletter looks, the correct embedding of your shops and social handles, and the frequency of how it will be sent.
You can add your online shop to the email directly or even the option of adding marketed products directly to the shopping cart.
Also, you have to streamline what you need the most from your clients and make sure to provide an avenue that can collect those needs.
If you are pushing them to visit your website, be sure your content has your website as their last destination. Here you also strategise on how many cold emails you want to send in a week or month and how many newsletters you want to send.
We have seen some steps to follow to run an email marketing campaign. Next, let’s run through some tips for running a successful email marketing campaign.
Helpful Tips to Run an Email Marketing Campaign
- Break your audience into customer segments. These will help you create different content for all your customer segments.
- Draft out your content first before designing your email.
- Let your content sell your brand and every other detail not written down.
- Schedule your emails and be consistent with it.
- Study your traffic metrics to know what you are doing well and what you need to change.
- Be fun and creative with your subject and preview texts.
- You can infuse different languages as much as it is fun and still conveys the right message.
Well, we are at the end of this article. But before we go, let’s check out some email marketing campaign examples.
Email marketing Campaign Examples
And that is a wrap for this article. Remember, running a successful email marketing campaign starts with your strategies and content pillars. Scheduling a calendar that contains content topics of which products to sell, and when to send them out will make your activity of running a successful email marketing campaign very efficient and well organized.
I hope this article was as helpful as I intended it to be. Good luck.
- Content and technical writer with seasoned experience in storytelling, user research, client satisfaction, and customer relationship management.
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