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5 Keys to a Successful Email Campaign – Business2Community

May 15, 2019 on Business2Community

After 40 years, email remains a powerful marketing tool for many companies. In fact, it continues to be one of the most cost-effective marketing channels available, delivering the highest ROI of any channel for many advertisers. However, creating a successful email campaign isn’t as simple as throwing together a bunch of haphazard content and sending it to the widest audience possible. Like any marketing channel, being successful in email marketing involves a number of factors across planning, execution, and monitoring performance. While not exhaustive, here are 5 key factors that, if addressed properly, can lead to a high performing email campaign.

  • Know and Follow the Rules

Before you add email to your marketing program, make sure you understand the rules of the road. In the U.S. this means becoming familiar with the CAN-SPAM Act of 2003. This law sets up the rules that marketers need to follow in order to send marketing messages via email. While there are a number of rules included in CAN-SPAM, the first one to understand is that you must provide email recipients with a method to unsubscribe from future campaigns and you need to honor those requests. You can find more information about CAN-SPAM in this post. Make sure your campaigns are fully compliant with CAN-SPAM, as a starting point for your email program.

  • Identify your Audience

This is marketing 101, but if you don’t know who your audience is, how can you create an effective marketing message? Chances are you can’t. Having a full understanding of who your target audience should be one of your first steps. After that, you need to determine how you can reach them via email. You may have your own customer and prospect lists to start with, but leveraging email for customer acquisition may involve using third parties to power your email program. Performance Agencies, Networks, and Affiliates are just a few outside partners you may consider engaging with to reach more of your target audience through email.

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