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5 Vital Things To Know Before Starting an Email Campaign

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According to Statista, Email users are set to grow to up to 4.3 billion in a coming couple of years. That is about half of the world population here. 

For comparison’s sake, Facebook’s user base is about 2.7 billion and that is the world’s biggest social media outlet. So forget Instagram, Twitter, LinkedIn, Snapchat, and even TikTok for that matter.

At this point, everyone with access to the internet pretty much has an email address. Billions of people around the world check their emails on a daily basis.

Hence, there can’t be any doubt of Email Marketing’s popularity, which is a boon and curse in the same breath.

Boon, because it is super accessible, takes less effort, money, and time. Curse, because everyone already knows this and which is why we all get tons of emails every day.

Tons of emails vying for your attention, vying for your one look and click that will make all the difference.

To successfully pull off this feat, you need a good…nope, GREAT Email Marketing Campaign.

Email Marketing Services are an important aspect that we’ll discuss later in this article, including what to look for when choosing one.

But before you go digging around the internet for email metrics & secrets, there are a few things to know before launching an email campaign to ensure its overall success.

So let’s take a look at 5 things an amateur email marketing campaigner must prepare before launching: 

Set Goals

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Everything that you would ever do in your life will require you to have a set objective, target, mark, endgame, or a goal in sight so you can organize strategies around it.

Similarly, your emails are supposed to serve a fixed purpose as well. That way you can plan out your future emails more efficiently.

For example, if you are:

  • Welcoming New Subscribers: New subscribers will expect an introductory email that tells them more about your business and values. You can introduce yourself, your patterns, or the rest of your team if you’re going to a lot of back & forth with the user.
  • Hyping Your Engagement: These are the basic run-of-the-mill emails that you send once or twice a week to promote an initial sale, sell a course, seminar, or basically anything new that can require the user’s attention.
  • Preaching To Your Regular Subscribers: Keeping users on a daily drip of any kind of content helps engagement. It doesn’t even have to be that special. You can simply share an idea, thought, or a wishful message as you’d send to a friend.
  • Surveying Your Subscribers: These emails can be used to ask your subscribers a few coverts (or overt) questions about their taste, hobbies, interests, etc. that you can use to target them with a specific niche.
  • Re-engagement: Very often, users get bored of seeing you in their inbox frequently but not motivated enough to unsubscribe completely. Hence, you can start ending up in their spam. To combat this, you need to check up on them and find a way to regain their trust.
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Identify Your Target Demographic

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Knowing your target demographic is pretty much half of the game. Of course, you can target people who would follow and like your niche but your main goal should be to actively seek out people through social media and other networks to join.

Word of mouth is always great because it initiates a snowball effect once you send your first email out. As people learn, they share, and this way you collect user data that you can use to further increase your audience.

Google Analytics is a great tool to accurately understand your demographic. You can source your data through their ‘Analytics’ tab (which lets you add multiple sources by the way) and then you can use the ‘Audience’ tab for demographic stats.

With the right implementation, you can track your audience’s interests, gender, locale, and even hobbies to a good measure. Facebook Insights is another great tool but considering Facebook’s fading popularity, it’s better left out.  

Kinds of Emails

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Yes, there are different kinds of emails for different kinds of purposes. It is important to prioritize them as required. For example, Product Update emails would be more preferable over Information emails because you’re trying to make a sale.

Everyone knows about promotional emails that they probably get on a daily basis and emphasize sales and promotion. Some people may tell you that there are 3 kinds of emails but we have 4 for you: 

  • Information Emails – Basically emails related to more of the technical nitty-gritty stuff about your company a.k.a rules & regulations, policies, etc.
  • Digital Newsletter – A news feed of topics and links about subjects related to your niche.
  • Product Update – Products announcements, lineups, improvements, betas, prototypes, concept art ideas, courses, seminars, etc.  
  • Transactional Emails – Signup confirmations, welcome greetings, checkout confirmations, or information regarding changes in user policy.
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You can structure these according to your business’s trajectory. For example, you can send weekly newsletters while hinting at a new course or ebook you’re working on. 

Know Your Tools

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We hinted at marketing services earlier in the article. These services have teams that can help you work out the specifics much easily while you also maintain control.

And yes, you are still on your own even with these services. At the end of the day, they are just tools. The way you use them makes all the difference.

Now we can’t teach you how to use these tools but here are a few tips that could help you out:

  • To save time, try getting a hold of templates and preset workflows
  • Integration with other apps that you might already use or input useful data into like WordPress or Google Docs/Sheets
  • Social Media sharing capabilities
  • Mobile support shouldn’t be here but considering how many people actually open emails on their phones, it’s worth it
  • Lastly, real-time performance tracking and analytics  

Future Planning

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This is what we hinted at in the first point. Once you’ve cleared up your goals, demographic, email language, attracted enough eyes using tools, the next big thing is how to keep it up. 

A very good example is to look at how SaaS companies handle their inducement process. 

You first get a welcoming email, you get information about the features, you get product update notifications, and then somewhere in the future, you get an upgrade recommendation.

Similarly in your case, you need to figure out a few things:

  • How often do people would like to see you in their inbox?
  • What kind of email do they enjoy most?
  • Create a rough sketch of your content
  • Then in the future, how to make them a customer?
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One thing that you can figure out for certain is the frequency of emails. How? Simply ask them! After all, communication is key. Ask them what time is the most convenient for approaching them.

Probably even give them an option to minimize the frequency of your emails.

This can also help create a healthy relationship between you & your user base and not to mention, avoid spam. 

For example, My Emma is a great email marketing service that lets you be dynamic with your subscribers with a separate set of demands. You can feed user collected data into My Emma to personalize future emails accordingly.

A Word

Congratulations! You’re prepared to launch your email marketing campaign now. But let’s discuss something first. Email marketing is at the end of the day…marketing.

It is continuously growing and changing day-by-day. You will meet a lot of competition along the way and it could get serious. For times like those, try and be patient with your strategy.

Even the most tightly done campaigns could fall flat with a dwindling growth rate and your newsletter emails hitting the spam frequently. So, initiate a bond with your subscribers to try and understand their needs.

For now, it’s your turn to tell us what you think. Did you like preparation tips? Do you have any of your own? Do you use any email marketing services we might not know of?

Whatever your thoughts may be, please comment down below and let us know. 

I’m Chris Wagner, Head of Content @HostingPill. I regularly write about Hosting, Web servers and WordPress. I have more than 9 years Industry experience.