The best method for organizing an email campaign
When I first started organizing the first “email campaign”, it was a hot mess. An email campaign was something on the side I didn’t have any real direction with. We decided last minute what to send and didn’t think long term. It was just an inconsistent flow of arbitrary messages I hoped would get some sort of response, and often, never did.
The problem is emailing your potential customers should never be just a side task. This is the first point of contact many of them will have to your company!
For a successful email campaign, we’ve discovered it takes a clear strategy, voice, and consistent plan.
Here’s our process for creating a successful email campaign:
1. Have A Task Calendar For Your Campaign:
One of the biggest issues we experience off the bat was consistency. With a marketing team of multiple people, it’s hard to make sure everything is executed when it needs to be. Once you’ve decided the best days and times to be sending emails, it’s vital you hash out who is responsible for what parts of the campaign and on which days they’re due. One deadline missed during the week throws off your whole schedule! Then your email campaign turns into an inconsistent mess. Use a task-based calendar that allows you to assign different parts of your email campaign to team members. We use Hibox. Everyone will know exactly what they’re supposed to be working on, when it’s due, and how it fits into your campaign.
2. Segment Your Leads/Customers:
Another mistake we made you’ll want to avoid is sending the same email to all of your leads. Not all of your leads and customers are the same. To better your response rate, you should really sit down and brainstorm with your team who your segments are in terms of your leads. To best target them, tailor emails for each segment and send them as different campaigns. For example, we separate our customers based on industry: sales teams, marketing teams, project teams, etc. Sometimes even the smallest changes to content can help you reach the right customers in the right way.
3. Decide On A Voice:
You notice when a company has a consistent brand and voice that they’ve stuck to. It’s predictable and characteristic of that company to where they stand out. Some great examples are Buffer and Product Hunt. All the emails and messages customers and leads get from these companies have a very clear tone and style. Sending a new style of email with a different voice every time you reach out to someone is confusing and looks sloppy. Avoid this from the start, by deciding on a definite voice for your company’s messages. Determine what kind of conversation you’re having with potential customers and deliver it consistently.
4. Decide on the flow of conversation:
Think of your email campaign as a conversation between you and your potential customers. How do you introduce yourself to your customers? What would help get their attention next? The worst mistake is just an introductory email sent once a week, every week. Make it about keeping the flow of communication going and show what value you can provide with each message. This will look different for every industry and business. For example you may start with an intro email, followed by a case study from a client, and then a discount offer. This works for a lot of industries and clients. It’s up to you to try different processes and see what works for your customer base. But have a plan, do not leave this up to chance.
Since using these tips to work out a real plan for our email campaigns, we’ve seen a huge increase in interaction with our target customers. I think the real focus should always be creating a way to have a natural, yet scalable, conversation with leads and customers. The only way to do this is putting a little time into the right organization and strategy from the start!