The average person checks their email 15 times per day. 90% of adults and 74% of teenagers still use email frequently. An email marketing campaign is an email sent from a business to one or more customers or prospects. A successful email marketing campaign will get the recipients to take action, engage with your business, and help you get more leads and sales.

Here are three “knows” of email marketing campaigns to help your business build relationships, connect with your audience, and generate leads and sales:

 

Know Your Audience

Tactics such as website pop-ups, logins, and new customer offers are simple tools to elicit opt-ins and information on potential customers interested in what your business offers. Deciding on a reputable email campaign service will allow you to easily integrate this information from your website and social media to your email provider.

Once followers begin opting-in, you can create targeted lists within the whole to better communicate with, or target, the sub-sets of followers. The better you know your audience, the more inclusive and precise your messaging to that email list can be, which results in a better rate of engagement.

 

Know Your Goals

Build campaigns with your goals in mind. Automating welcome emails and introductions to your brand will ensure that every person in your audience is greeted upon arrival. Sending consistent emails will help boost engagement and nurture your existing audience.

Write your subject line to tease, or intrigue, the recipient to open your email. Because you’ve targeted your email list, once opened, the content should be relevant and connect to the reader. Now that you’ve enticed your audience to read your content, teach within your email.

Let your reader walk away learning something new about you, your brand, or your product that is useful to them in their daily lives. Track and test your audience engagement.

• Do emoji’s in your subject lines increase open rates?
• Do certain layout types elicit a response at a higher rate than others?
• Do readers click on links or photos?

You can maintain your brand identity and voice while changing up how you deliver emails in each mailbox.

 

Know Your Campaign

Design, develop, and deliver various email campaigns, staying consistent within each campaign with your goals. Promotional emails highlight sales, products, or services for your readers. The call to action is a sale or purchase.

Relational campaigns are vital to connect with your audience and endear them to your brand and services. These types of emails can include stories about you and your life or highlights of customers, tips and tricks about your products and services, or things you love that are related to what you offer.

Transaction emails are just that; they are a thank you or acknowledgment of a sale, delivery, or customer inquiry, ensuring each person is acknowledged at every step throughout their journey with your brand.

Email marketing campaigns are a great way to stay in front of your customers and grow your audience. With customizable layouts, the possibilities for engaging your audience are great and can create an authentic connection between you and your followers.