Learn how to create an impactful email marketing campaign. Walk through how to create email flows, the specific elements that make up a successful campaign, and how to begin implementing these ideas in your own business.
- You know how to sign up for an email marketing provider, what a campaign is and the elements of a great campaign. Now it's time to put all that knowledge together. In this example, I'll be using MailChimp to show you the steps to creating an email campaign. Here I am on the dashboard for Hansel and Petals' account on MailChimp. In order to get started with my campaign, I'll select Campaigns. It's here that I'll see any campaigns that I've sent out as well as my drafts.
It's also here where I can select to create a new campaign but in this example, I'm gonna go ahead and choose the campaign that I've already created and this is going to be our example. This page here provides a great overview of some really important components to consider when setting up a campaign. In the order that you see them, the first thing you'll notice is the campaign name and that is the Mother's Day Flowers Promotion. The campaign name is not visible to anyone but me. So I always recommend making it as thorough and obvious as possible so that you can track your campaigns back easily.
Next, is the To section. So this is where you're going to determine who you'll be sending your campaign to. This is where you would determine the list, segment, or group of people this campaign is intended for. In this example, I've selected Hansel and Petal customers. This is because I've created a promotion just for them. Next, is the From section. It's here that I can choose how I want the name and email address to show up in the inbox of the subscriber.
This option is really important. I want Hansel and Petal customers to recognize my email and open it. So I have the name Hansel and Petal and then I have the email address email@example.com all set up. So this looks good. Now for the Subject line. I often suggest adding this after you create your email but you can edit it at anytime. So let's take a look at what I've created. Your Subject line will be one of the first things people spot when the email comes through and this really will help people be incentivized and want to open up your email to read it.
Currently I have, Five days until Mother's Day, Here's 25% off your next order. Below you can see that I've created some preview text. This is gonna be the snippet of text right next to the Subject line so people can get a preview of what they're going to read in that email. And here I've entered, We have an offer for you, Place your Mother's Day order and receive 25% off. Now sometimes as you go ahead and create the content of your email, punchier subject lines will come to mind.
You may even want to brainstorm. Oftentimes, I suggest when creating an email campaign you brainstorm five to 10 of the punchiest email subjects that you can come up with and then go ahead and choose the best one. Below the subject is a content. So this is where the meat of the email goes. This is where I'm gonna design the email and its content that is going to go out. The best way to create effective email campaigns is to start sending them out.
That way you can analyze how your subscribers are reacting to them, which ones get the most opens and the best days to send them out. Don't be shy, send an email out to your customers today, they're looking to hear from you.
- Recognize the purpose of email marketing.
- Recall the goal of a segmentation strategy.
- Determine the appropriate strategy for testing emails on mobile and desktop devices.
- Identify two metrics that can be used to understand which types of emails people interact with.