Introduction:

You might be wondering whether email marketing is worth it, especially nowadays with the rise of social media and chatbots.

However, what if I told you that email generates $38 for every $1 spent. If we consider this statistic concerning Return On Investment, that is a 3,800% ROI.

Such an ROI makes emails one of the most profitable marketing options available.

However, with over 296 billion emails sent per day, there is a lot of competition to grab the attention of your audience.

This 296 billion figure keeps rising, meaning it is essential to learn how to run a successful email marketing campaign.

This template has been designed so that you can do just that. Use this template to build an email marketing campaign that will grab the attention of your email list subscribers.

As a manager or business owner, you will begin this template, filling out the required details in the 'Record Checklist Details' task. You will be presented with form fields, such as the long text form field and multiple-choice questions. You are required to populate each form field with your specific data.

More information on how to use each form field is provided in the 'Enter Checklist Details' task. You are presented with our:

Record checklist details

To begin the Email Scrubbing Template, enter the required details into the form fields below.

As you work through this template to complete your email marketing campaign, you can assign tasks to the relevant employees as required using our role assignment feature.

Assign the employee as required to complete this given marketing campaign.

Name your email campaign so that your campaign has an identity.

These are all examples of form fields, which are fields of information which can be filled in by a user working through a checklist from this template.

More information is provided for each form field via our help pages:

This is a stop task, which means you cannot progress in this template until the required form fields are complete.

Build a targeted email list:

Create your exit-intent popup

Work through the subchecklist below.

Your exit-intent popup should have the following features:

  • 1
    A clear offer that will make the user willing to act on your popup
  • 2
    A headline that conveys this offer and attracts the attention of the visitor
  • 3
    Sub-copy or offer description, although only needed when additional information about the offer is required
  • 4
    Visuals and images to help grab the audience's attention
  • 5
    Placement. Most popups are displayed at the screen's center. Alternatively, you can place the entire screen with the popup overlay
  • 6
    Include a Call to Action (CTA button)

Once you have created your exit intent pop-up,  build a list of targeted leads.

  • 1
    Build a targeted list using your email subscribers

The most successful email marketing campaigns will start with a list full of qualified leads that are interested in what you have to offer. Begin your targeted email list by converting your website visitors into subscribers. 

You need something that will capture the attention of your users before they leave your site. One of the best ways to do this is to build an exit-intent popup.

Exit-intent popups detect the user's behavior and prompt them with a campaign at the precise moment when the user is about to leave your site.

On average 98% of website visitors leave without signing up.

Set your goals:

Set your email marketing goals

To run any successful email marketing campaign, you must know your goals. When setting your goals, make sure to include goals that:

  • 1
    Welcome new subscribers. Tell your subscribers about your business and values to start a relationship
  • 2
    Boost engagement with your content and your business. This could be by promoting a webinar or trying to make an initial sale
  • 3
    Nurture existing subscribers who haven't particularly been active
  • 4
    Segment your subscriber list so that more targeted email marketing campaigns can be sent

Use Process Street's long text form field to set your email marketing conversion goals.

Set your email marketing goals in accordance with your conversion goals.

Understand email types:

Understand the types of emails you can send

Once you have set your goals, it is important to understand the different emails that you can send. These emails can be grouped in different ways. There are three key email types to consider.

Promotional emails

Promotional emails talks of offers and sales. These emails are self-promotional.

Relational emails

Relational emails give subscribers what you have promised them. For example, a weekly newsletter, or a gift.

Transactional emails

Transactional emails include subscriber signup confirmations, welcome messages, order or purchase confirmations and acknowledgment of changes to subscriber information.

Know your audience:

Record whether you know who your audience is

If you have been doing email marketing for a while, then there is a good chance that you already know who your audience is. To know your audience, would be to understand key demographic and psychographic information.

If you do not know your audience however, you need to make some educated guesses to find out who they are.

Have a look at Process Street's Personalized Marketing Campaign Template to see how you can segment your audience into key demographic and psychographic categories. [CLICK HERE]

Define your audience

Great, you already know who your audience is in terms of demographic and psychographic information.

You can summarize this information in our long text form field below.

Gather information to find your audience

If you are fairly new to email marketing, and you are unsure who your audience is, then you can make some educated guesses to target your content.

As soon as you send your first campaign you will obtain subscriber information so that you have real data to work with.

In the meantime, carry out the below steps, checking off the task on completion:

  • 1
    Gather data from Google Analytics
  • 2
    Gather data from your social media profiles, for example, Facebook Insights
You can gather data from Google Analytics and your social media profiles such as Facebook insights.

From these sources, you can obtain demographic and psychographic information.

You can summarize your findings, listing important demographic and psychographic information in regards to your customers in our long text form field below.

Use technology wisely:

Choose a good email marketing service

Consider the email marketing service you are using, and make sure that it has the following features:

  • 1
    Easy campaign creation and automation, including templates and workflows
  • 2
    Integrations with software that you already use, for example, WordPress
  • 3
    Ways to segment your audience
  • 4
    In-depth analytics on email campaign performance

MailChimp is an example of an email marketing service that has the above features. MailChimp can be easily connected to Process Street.

MailChimp is a great email marketing service you can use for your email marketing campaigns.

You can use Zapier to integrate your email marketing service with Process Street.

Create great opt-in forms:

Create opt-ins for your email marketing campaign

Now you need to create the opt-ins your campaign will use to catch peoples' attention and get them to convert.

You can use OptinMonster to create these opt-in forms.

  • 1
    Create an account with OptinMonster

Different 'types' of opt-in forms

Welcome gates

Welcome gates appear when people arrive on your site. Page slide features allow the user to get straight to the content when they are ready.

Lightbox popups

These appear on any page and temporarily blank out the rest of the content so that all focus is on the opt-in form.  The conversion rate for lightbox popups is high.

Exit-intent popups

Exit-intent popups appear when people are about to leave your site. This is a good time to offer a lead magnet.

Follow the below steps to create your opt-in form.

For the best results, put opt-ins in multiple places and choose how they will appear with rules and page-level targeting. This will remove the level of annoyance.

There is a careful balance between using enough opt-in popups and using too many that they begin to annoy your site visitors. Using too many opt-in popups would cause an increase in the bounce rate. Experiment to get this balance right.

To run a successful campaign, you need to get people on your email list.

To get people on your email list, you need to make sure your opt-in forms are attractive and encourage the user to sign up.

Experiment with different types of opt-in forms on different parts of your site. A summary of these different opt-in forms is provided.

Plan emails and followups:

Plan your email frequency for your campaign

So far we have got to know your goals, email type, audience and we have attracted people to your list with targeted opt-in forms.

The next stage is to plan your email marketing campaign.

There is no solid rule when it comes to the frequency in which you send your emails in an email campaign. Steli Efti, the CEO of Close proposed the following:

  • First follow up email, 1-2 days

  • Second follow up email, 4 days

  • Third follow up email, 7 days

  • Fourth follow up email, 14 days

  • Fifth follow up email, 30 days

  • Sixth follow up email, 30 days

Plan your email content

It's time to plan your emails' content. To start doing this you need to clarify what type of email you'll be sending out.

Under the heading 'Understand email types' you were presented with different emails types you could send in your email campaign.

You are presented with our drop-down form field. You can choose your email type using this form field.

The next stage is to plan out a rough idea in terms of the content of the emails.

You can upload this plan as a file using our file upload form field. Alternatively, you can enter a URL link to the online documentation of this plan.

Plan to perform A/B testing

It is good to experiment with the content of your email. Make sure you plan for slight variants in terms of your email campaign, to perform A/B testing.

  • 1
    Plan variations of the content of your email for A/B testing.

A/B testing is a method of comparing two versions of a webpage or app against each other.

Craft your subject line

Next, you need to create the subject line your email will use.

When creating your subject line, make sure it contains the following features:

  • 1
    The subject line tells people what they will get when they open your emails
  • 2
    The subject line adds personalization, including the people's name. This will keep the people more engaged
  • 3
    Your subject line should avoid spam trigger words
  • 4
    Perform A/B testing on your subject line to see which variant/s are more successful

Most subject lines range from 41-50 characters this is due to the size limit of mobile users.

Creating an engaging and captivating subject line is a good starting point for any successful email marketing campaign.

Subject lines are crucial to getting people to open and click your emails.  Subject lines grab peoples attention to make them want to go further.

Write the copy:

Check your email copy

Write your email marketing copy for your email campaign. You want to create a hook right away to make people read on.

When creating your marketing copy, make sure your copy has the following features:

  • 1
    The marketing copy is kept short, and the offer is not pitched too early
  • 2
    Address your subscribers by name
  • 3
    Try to personalize your emails by need
  • 4
    Bring something of value to your readers
  • 5
    Consider using a personal story to make an emotional connection with your readers
  • 6
    Consider using a poll, survey, GIF or a video
  • 7
    Make sure your email is kept short, with only a couple of main points
  • 8
    Make sure your email is scannable

Include a Call-To-Action

The last part of your email should include a Call-To-Action.

You can again perform A/B testing when deciding on your Call-To-Action to determine which variant is most successful.

Make sure you Call-To-Action's are short and clear.

The CTA will reflet the one thing you want your readers to do the most having read your email copy for your email campaign.

You can include the CTA near the start of your email, in the middle or at the end.

CTA's will usually be included multiple times within your email.

Focus on email marketing design:

Design your email campaign

Below are some design failings you should avoid. Check off the task to confirm you have avoided each failing.

  • 1
    Information is not hidden by images
  • 2
    Emails do not appear too cluttered, with plenty of white space included
  • 3
    Text is balanced out with the use of a lot of images
  • 4
    Alt tags are included for images so that users with images disabled know what they are supposed to see

It is important to use a responsive email template, to make sure that your email campaign design is good. Bad email designs will reflect badly on you.

Obtain feedback:

Prepare email copy for review

You may wish to have your email campaign checked and approved by the relevant member of your team.

Record the copy in the text form field below for approval.

You can also upload a file of your email using our file upload form field. Alternatively, you can use the web URL form fields to enter a URL link for this email copy.

Using the Members form field below, assign the individual who will approve the email copy.

Approval: Email copy

Will be submitted for approval:
  • Prepare email copy for review
    Will be submitted

Provide feedback

As the manager, you can now assess the email's content and provide feedback as required. Enter your feedback in our long text form field below.

Implement feedback

Once the relevant team member has reviewed your email campaign you can take the time to implement this feedback.

This is a stop task, you cannot move forward in this process until all feedback has been implemented.

  • 1
    Implement feedback

Feedback obtained: {{form.Provide_feedback}}

Test and track:

Test and track your emails

Sending your email is just the first step to achieving email marketing success. To nail it, you have to collect data to improve future campaigns.

On top of performing A/B testing, make sure you also plan to:

  • 1
    Send the email to different segments
  • 2
    Send the emails at different times

Plan to monitor analytics provided by your email marketing service provider. Analytics to monitor include:

  • 1
    Monitor email open rates
  • 2
    Monitor email click-through rates
  • 3
    Monitor email unsubscribe rates
  • 4
    Monitor email forwards

You can manage your subscriber list by re-engaging inactive subscribers, and by removing them if re-engagement fails. Use the Email Scrubbing Template to help you with this [CLICK HERE].

Sources:

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