{"id":22655,"date":"2023-12-22T19:57:18","date_gmt":"2021-09-01T05:34:00","guid":{"rendered":"https:\/\/www.bloomreach.com\/library\/how-to-create-and-execute-a-successful-email-marketing-campaign-in-2021"},"modified":"2024-09-17T10:17:46","modified_gmt":"2024-09-17T10:17:46","slug":"how-to-create-and-execute-a-successful-email-marketing-campaign-in-2021","status":"publish","type":"library","link":"https:\/\/www.bloomreach.com\/en\/blog\/how-to-create-and-execute-a-successful-email-marketing-campaign-in-2021","title":{"rendered":"How to Create and Execute a Successful Email Marketing Campaign in 2021"},"content":{"rendered":"<p>According to Ray Tomlinson, the man who invented electronic mail, it\u2019s very likely that this was the very first email message he sent to himself in 1971.&nbsp;<\/p>\n<p>Almost 5 decades later, his pioneering effort has evolved into our everyday means of communication both business and personal.&nbsp;<\/p>\n<p>Despite being pronounced dead on several occasions, thanks to spam that flourished in the mid-90s and early 2000s, email marketing is still very much alive.&nbsp;<\/p>\n<p>Moreover,&nbsp;<a href=\"https:\/\/www.business2community.com\/email-marketing\/email-marketing-stats-and-trends-02254429\" target=\"_blank\" rel=\"noopener\">almost 60% of marketers<\/a>&nbsp;say that it\u2019s their No. 1 source of ROI.&nbsp;<\/p>\n<p>But, in order to be a part of this statistic, your email marketing campaigns need to be carefully created and executed.&nbsp;<\/p>\n<p>Here\u2019s how to do it in 2021.&nbsp;<\/p>\n<h3>Set Your Goals&nbsp;<\/h3>\n<p>Not every email campaign has the same purpose.&nbsp;<\/p>\n<p>Some are used to bring you new customers while others should help you keep the existing ones, to name just a couple of objectives.&nbsp;<\/p>\n<p>So, before mapping out your next&nbsp;<a href=\"https:\/\/mirasee.com\/blog\/email-sequence-template\/\" rel=\"noopener noreferrer\" target=\"_blank\">email campaign<\/a>, think about what exactly you want to achieve. Some of the most common email marketing campaign goals include:<\/p>\n<ul>\n<li>Welcoming new subscribers and introducing them to your business<\/li>\n<li>Increasing engagement with your existing subscribers or customers by sending them useful content and tailored offers in order to make an initial sale<\/li>\n<li>Re-engaging inactive subscribers&nbsp;<\/li>\n<li>Boosting your sales with targeted promotions<\/li>\n<li>Building loyalty with your customers by offering discounts, different perks, and providing added value.&nbsp;<\/li>\n<\/ul>\n<p>Your email copy should reflect and be aligned with these goals.&nbsp;<\/p>\n<p>Based on the list mentioned above, we can conclude that there are three general types of emails:<\/p>\n<ul>\n<li><strong>Relational emails<\/strong>. These emails should deliver value to your recipients, without being overly-promotional. Weekly newsletters with curated content, freebies, coupons, e-books, blog posts, reports, surveys, and any other type of content that can help you forge a strong relationship with your prospects are examples of this kind of email.&nbsp;<\/li>\n<li><strong>Marketing\/promotional emails.<\/strong>&nbsp;In a nutshell, these contain a commercial message and should prompt your recipients to take action and convert or purchase. Welcome emails with an offer, which also belong to this category, can generate as much as 320% more revenue than other promotional emails.<\/li>\n<li><strong>Transactional emails.<\/strong>&nbsp;These are technical, one-to-one messages sent to confirm that a transaction or action has been completed. Shipping notifications, password reminders, and order confirmations belong to this type of&nbsp;<a href=\"https:\/\/blog.mailtrap.io\/confirmation-emails\/\" rel=\"noopener noreferrer\" target=\"_blank\">email<\/a>.&nbsp;<\/li>\n<\/ul>\n<div class=\"blog__block\">\n<p><strong>Further Reading:<\/strong>&nbsp;We\u2019ve put together a comprehensive guide on&nbsp;<a href=\"https:\/\/exponea.com\/blog\/email-deliverability\/\" target=\"_blank\" rel=\"noopener\">email deliverability<\/a>&nbsp;to help you get your emails to the inbox.<\/p>\n<\/div>\n<h3>Build Your List<\/h3>\n<p>Having clean data is essential for the success of your email campaign.<\/p>\n<p>If your contact information is inaccurate, incomplete, or obsolete, then you\u2019ll have a high bounce rate and poor deliverability. Both of these will not only result in campaigns that don\u2019t perform well, but will also hurt your domain reputation.&nbsp;<\/p>\n<p>Essentially, email service providers use inactive or outdated email addresses as honeypots \u2013 spam traps. If your emails end up in some of those traps, you\u2019ll be marked as a spammer.&nbsp;<\/p>\n<p>To avoid this unpleasant scenario, grow your list organically and clean it on a regular basis \u2013 get rid of unsubscribes and hard bounces even if that means that your list will significantly shrink. At least you\u2019ll know that remaining prospects are genuinely interested in your emails.<\/p>\n<p><img decoding=\"async\" align=\"middle\" alt=\"\" src=\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2024\/05\/exp-blog-article-images-02-at-2x-1536x804-1.jpg\" \/><\/p>\n<p>Here are some tips on how to grow your list:&nbsp;<\/p>\n<ul>\n<li><strong>Use a signup form on your website<\/strong>. If visitors like your home page and content, they\u2019ll gladly leave their address so that you can&nbsp;send them newsletters&nbsp;and offers.&nbsp;<\/li>\n<li><strong>Produce superb content<\/strong>&nbsp;and gate it.&nbsp;<\/li>\n<li><strong>Use social media platforms<\/strong>&nbsp;to drive signups. This is an effective strategy if you have a significant social media following.&nbsp;<\/li>\n<li><strong>Host free webinars<\/strong>. By sharing your expertise with your target audience and educating them on how to solve some relevant pain points, you\u2019ll get them to sign up.&nbsp;<\/li>\n<li><strong>Build visually appealing landing pages<\/strong>&nbsp;with attractive imagery, compelling copy, and irresistible calls-to-action.&nbsp;<\/li>\n<li><strong>Don\u2019t forget to include an unsubscribe link<\/strong>&nbsp;in your emails. This is required by regulations, but it\u2019s also a must because potential recipients want an easy way to opt-out.&nbsp;<\/li>\n<\/ul>\n<p>After you\u2019ve built your list, slash it into different segments based on their demographic characteristics and other parameters such as location, past purchases and behaviors, or the amount spent. Segmentation will allow you to send tailored and <a href=\"https:\/\/www.bloomreach.com\/en\/blog\/email-personalization-your-guide-to-better-email-marketing-campaigns\">personalized emails<\/a> that will have better open, click-through, and conversion rates.&nbsp;&nbsp;&nbsp;<\/p>\n<h3>(Hyper)Personalize Your Emails&nbsp;<\/h3>\n<p>Nobody wants to receive generic and bland emails clearly sent to hundreds or thousands of other people.&nbsp;<\/p>\n<p>Forget about the one-size-fits-all approach.&nbsp;<\/p>\n<p>To be effective, your email campaigns need to be personal and tailored to your recipients. You have to make them feel special and unique if you want to develop a deeper relationship with them. Otherwise, they\u2019ll feel as if you\u2019re just trying to push your agenda and promote yourself.&nbsp;<\/p>\n<p>A <a href=\"https:\/\/www.bloomreach.com\/en\/blog\/email-personalization-your-guide-to-better-email-marketing-campaigns\">personalized email<\/a> demonstrates that you know and understand the needs, interests, and issues of your prospects. And that your main goal is to help them.&nbsp;<\/p>\n<p>One of the most powerful ways to make your emails look more personal is using&nbsp;<a href=\"https:\/\/newoldstamp.com\/email-signature\/\" rel=\"noopener noreferrer\" target=\"_blank\">email signature<\/a>&nbsp;at the end. It\u2019s a great solution to display your contact information, establish trust, and enhance the credibility of all emails you send.<\/p>\n<p>It shows that you listen to them.&nbsp;<\/p>\n<p>However, nowadays, personalization goes well beyond cramming your recipients\u2019 first name in your subject line or copy.&nbsp;<\/p>\n<p>For effective ways to <a href=\"https:\/\/www.bloomreach.com\/en\/blog\/2019\/07\/digital-commerce-explained\">personalize<\/a> your email, take the following into consideration:<\/p>\n<ul>\n<li>Are you reaching out to a subscriber or a customer who has already purchased from you?<\/li>\n<li>What stage of the customer journey is your recipient at?&nbsp;<\/li>\n<li>What\u2019s the price range of your customers?&nbsp;<\/li>\n<li>Keep track of the products they have purchased and don\u2019t recommend the same item<\/li>\n<li>Analyze their browsing and onsite behavior<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.seoreviewtools.com\/bulk-domain-rating-checker\/\" target=\"_blank\" rel=\"noopener\">54% of customers<\/a>&nbsp;are more than happy to share their personal information with brands in exchange for receiving better and more targeted offers.&nbsp;<\/p>\n<p>But, how can you achieve this granular level of personalization?&nbsp;<\/p>\n<p>By leveraging automation&nbsp;it\u2019s possible to easily segment, customize, and schedule your campaigns in advance. Powerful automation tools allow you to do all this with just a couple of clicks.&nbsp;<\/p>\n<p>Blomreach Note: Bloomreach&nbsp;offers powerful tools for planning, building, and executing email campaigns.&nbsp;<a href=\"https:\/\/exponea.com\/focus\/email\/\" target=\"_blank\" rel=\"noopener\">Explore what\u2019s possible.<\/a><\/p>\n<h3>Polish Your Subject Lines&nbsp;<\/h3>\n<p>Given that an average office worker receives on average 121 emails every day, we can conclude that your recipient\u2019s inboxes are flooded with messages.&nbsp;<\/p>\n<p>That\u2019s why it\u2019s essential to cut through all the noise and capture their attention the moment they start browsing their inbox folder.&nbsp;<\/p>\n<p>The best way to make a memorable first impression is with the help of a properly crafted&nbsp;<a href=\"https:\/\/prowly.com\/magazine\/media-pitch-subject-line\/\" rel=\"noopener noreferrer\" target=\"_blank\">subject line<\/a>.&nbsp;<\/p>\n<p>Let\u2019s discuss what makes a show-stopping subject line:<\/p>\n<ul>\n<li><strong>It\u2019s not deceptive<\/strong>. Be honest with your recipients, even when you don\u2019t want to reveal it all in your subject line.&nbsp;<\/li>\n<li><strong>It offers value<\/strong>. Your subject line should be enticing. When your recipients see it, they should immediately understand what\u2019s in it for them and what they will get\/learn\/ if they open your email.<\/li>\n<li><strong>It\u2019s short<\/strong>. As more than 50% of people check their email on their mobile devices, make sure that your subject line displays on every screen in its entirety. This refers to your emails in general \u2013 make them mobile-friendly. Aim for somewhere between 40 and 50 characters.&nbsp;<\/li>\n<li><strong>It leverages the first-person perspective<\/strong>&nbsp;<strong>and an actionable approach<\/strong>.&nbsp;<\/li>\n<li><strong>It\u2019s intriguing, drives urgency, and triggers curiosity<\/strong>.&nbsp;<\/li>\n<\/ul>\n<p><a href=\"https:\/\/autoklose.com\/subject-lines-networking-email\/\" target=\"_blank\" rel=\"noopener\">Networking subject lines<\/a>&nbsp;have to be particularly catchy and attention-grabbing as you\u2019re reaching out to other professionals and industry experts with the purpose of networking. And you really need to stand out from the crowd to get noticed.&nbsp;<\/p>\n<p>The pre-header (a short sentence displayed next to the subject line that describes the content of your email) also provides you with an additional opportunity to interest your recipients and get them to click on your message.&nbsp;<\/p>\n<p><img decoding=\"async\" align=\"middle\" alt=\"\" src=\"https:\/\/www.bloomreach.com\/wp-content\/uploads\/2024\/05\/exp-blog-article-images-01-at-2x-1536x804-1.jpg\" \/><\/p>\n<h3>Create Compelling Copy&nbsp;<\/h3>\n<p>The first rule of high-performing copy says \u201cless is more.\u201d<\/p>\n<p>Don\u2019t get carried away and bore your recipients to death&nbsp;<a href=\"http:\/\/bid4papers.com\/blog\/read-my-essay\/\" rel=\"noopener noreferrer\" target=\"_blank\">with essays and lengthy narratives<\/a>.&nbsp;<\/p>\n<p>Short and to the point is the best way to keep your recipients interested.&nbsp;<\/p>\n<p>Another important factor is relevance. Provide your recipients with content they would like to read. This has everything to do with understanding your audience and their needs as well as with segmenting your list.&nbsp;<\/p>\n<p>For example, you wouldn\u2019t send a piece on the best ways to recruit a new hire to a CEO \u2013 why would they want to read an article clearly intended for an HR officer?&nbsp;<\/p>\n<p>Some of the techniques that are worth giving a try include:<\/p>\n<ul>\n<li>Telling a personal story. That way you can humanize your outreach and make it more relatable.&nbsp;<\/li>\n<li>Mentioning the benefit in your first couple of lines and illustrating how this particular offer will make your recipients\u2019 life easier.&nbsp;<\/li>\n<li>Using visually-oriented content. Videos and infographics can be consumed and digested more easily than text. Also, it won\u2019t hurt if you add some funny GIFs.&nbsp;<\/li>\n<li>Polls, surveys, and tests will keep your prospects engaged.&nbsp;<\/li>\n<\/ul>\n<p>All this applies to sales emails, but given that they\u2019re challenging to compose, especially when we\u2019re talking about&nbsp;<a href=\"https:\/\/respona.com\/blog\/cold-email-marketing\/\" rel=\"noopener noreferrer\" target=\"_blank\">cold outreach<\/a>, it\u2019s best to have some&nbsp;<a href=\"https:\/\/autoklose.com\/sales-email-templates\/\" target=\"_blank\" rel=\"noopener\">professional sales email templates<\/a>&nbsp;at hand and test their performance.&nbsp;<\/p>\n<p>Finally, it\u2019s of critical importance to create a prominent CTA button. It should be large, easily visible, and legible, and to make sure that your recipients will click on it, place it above the fold \u2013 near the top of your message.&nbsp;<\/p>\n<p>Use the first-person perspective and action-oriented language to prompt your prospects to take action.&nbsp;<\/p>\n<p>So, something along the lines of \u201cDownload the ebook\u201d, \u201cSave your spot\u201d or \u201cBuy today and save 30%\u201d will do the trick.&nbsp;<\/p>\n<h3>Do Follow Up<\/h3>\n<p>Last but not least, following up with your recipients is a critical factor that determines the success of your campaign.&nbsp;<\/p>\n<p>You can\u2019t expect that you\u2019ll achieve your goal with one or two emails. An email campaign should consist of several timely follow-ups. Their number depends on your industry and type of business. That\u2019s why you should test different options and find the sweet spot.&nbsp;<\/p>\n<p>Establish the right frequency and timing that will help you stay on your audience\u2019s radar, but won\u2019t annoy them to the point of flagging your messages as spam or unsubscribing.&nbsp;<\/p>\n<p>Creating and executing a successful email marketing campaign in 2021 boils down to offering your recipients exactly what they expect and tailoring your outreach to meet their needs.&nbsp;&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>According to Ray Tomlinson, the man who invented electronic mail, it\u2019s very likely that this was the very first email message he sent to himself in 1971.&nbsp; Almost 5 decades later, his pioneering effort has evolved into our everyday means of communication both business and personal.&nbsp; Despite being pronounced dead on several occasions, thanks to [&hellip;]<\/p>\n","protected":false},"author":61,"featured_media":17839,"template":"","ew-regions":[],"ew-solutions":[],"library_type":[513],"library_blog_tag":[370],"industry":[],"channel":[268],"topic":[],"class_list":["post-22655","library","type-library","status-publish","has-post-thumbnail","hentry","library_type-blog","library_blog_tag-headless-commerce","channel-email"],"acf":{"library_blog_banner_content":"","library_blog_banner_cta1_text":"","library_blog_banner_cta1_href":"","library_blog_banner_cta1_new_tab":false,"library_blog_banner_cta2_text":"","library_blog_banner_cta2_href":"","library_blog_banner_cta2_new_tab":false,"library_blog_banner_bg_color":"#EAF7FE","library_blog_banner_cta_text_color":"#FFF","library_blog_banner_cta_bg_color":"#019ACE","library_blog_banner_cta2_text_color":"#000","library_blog_banner_cta2_bg_color":"#FFF","library_blog_chatgpt_content":"","library_blog_chatgpt_cta_href":"","library_blog_chatgpt_cta_text":"Ask ChatGPT"},"_links":{"self":[{"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library\/22655","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library"}],"about":[{"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/types\/library"}],"author":[{"embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/users\/61"}],"version-history":[{"count":1,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library\/22655\/revisions"}],"predecessor-version":[{"id":50785,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library\/22655\/revisions\/50785"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/media\/17839"}],"wp:attachment":[{"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/media?parent=22655"}],"wp:term":[{"taxonomy":"ew_regions","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/ew-regions?post=22655"},{"taxonomy":"ew_solutions","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/ew-solutions?post=22655"},{"taxonomy":"library_type","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library_type?post=22655"},{"taxonomy":"library_blog_tag","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/library_blog_tag?post=22655"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/industry?post=22655"},{"taxonomy":"channel","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/channel?post=22655"},{"taxonomy":"topic","embeddable":true,"href":"https:\/\/www.bloomreach.com\/en\/wp-json\/wp\/v2\/topic?post=22655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}