Creating email marketing campaigns is one of the most time-consuming but very rewarding methods of communicating with customers. Some may say email marketing is dead, but on the contrary, 18% of companies achieve email marketing ROI greater than $70 per $1 they’ve invested.
In this article, we will share a step-by-step guide to a winning email marketing campaign and some expert tips to help you have bigger ROI.
What are email marketing campaigns, and why do they matter for e-commerce businesses?
Email has an ability many channels don’t: creating valuable, personal touches — at scale.” says David Newman, a nationally famous marketing speaker and author. As e-commerce businesses need to find a cost-effective, measurable and efficient way to communicate personal messages to customers – email marketing is the best choice.
Unlike ads and organic content, email marketing campaigns are more measurable and personalized. How? Target the customer with personalized offers based on his buyer behavior, which ultimately means the chance of conversion is higher.
Experiment with A/B testing and see what your audience reacts to, and use the information to polish your marketing strategy.
However, we know that not all people are crafty emailers or have the time and resources to build personal emails. You just need to follow this step–by–step guide, and you will have your email campaigns ready today.
How to create email marketing campaigns?
The easiest way to create email marketing campaigns is with WorkMagic. Just go to Copy Generator and select “ Emails”.
To personalize your emails, choose or add the product you want to promote. Use WorkMagic’s Copy Generator to add your products from the product calatog, and thus make the output more relevant and personalized. Then, write the key benefits or unique selling points of your product.
For the best results you should provide context, the target audience and the specific details of the product you would like to incorporate in your copy – the most details you share, the better the output will be.
To personalize your emails, choose or add the product you want to promote. Use WorkMagic’s Copy Generator to add your products from the product calatog, and thus make the output more relevant and personalized.
Then, write the key benefits or unique selling points of your product. For the best results, you should provide context, the target audience and the specific details of the product you would like to incorporate in your copy – the most details you share, the better the output will be.
You will get multiple outputs, so choose the one you like best, combine of take parts you like.
Here are the three most common types of email marketing campaigns that you should try out.
With explanations and specific examples, you will learn how to master them for your next marketing campaign.
Email promotions
Email promotions serve to directly promote a product, service, event or a special offer. To get the best results, you should first segment your email list and send the promotions to interested customers. For example, send a promotion of your new product to customers who have already purchased a similar one.
The ultimate goal of an email promotion is to move a potential customer through the sales funnel to a conversion. Therefore, your email promotion needs to be concise, clear, and have a CTA.
Email newsletters
Email marketing campaigns are a bit different because their main focus isn’t only on conversions but on educating the audience as well. For ecommerce brands, that is usually connected to your products but more in line with educating your customers on how to use them.
For example, if you are an ecommerce clothing brand, educate your customers on how to combine the dress with different outfits. Another example is emailing your customers about the latest trends and clothes they should wear for winter.
These emails should be a bit longer than promotional ones, but keep the CTA at the end as well. You can also use these emails to guide your audience towards your website, blog or social media for more tips.
Email product release
The primary goal of an email product release is to build anticipation for the new product or feature and generate excitement among your email subscribers. Another option is to use them as promotional emails when the product is officially online.
Don’t forget to include a CTA and a link to the product if it is ready. If you are building anticipation, you need to send at least 3 emails to make sure everyone has seen them.
Additional tips for creating successful email marketing campaigns
1. Personalize your subject lines and body text
As 47% of email recipients open an email based on the subject line alone, it is easy to see the importance of having an eye-catching subject line. Here is what you can do:
Add the name and the main point of your message in the headline
Use emojis to differentiate your email
Be direct and concise
Highlight the offer (discount, coupon, sales)
Create urgency
Include content based on the customer behavior (recent purchase, preferences)
2. Use clear CTAs
Use compelling words that tell the reader exactly what you want them to do. Such words include “buy now”, “register today”, “subscribe right away”, etc.
Use clear and simple language that is easy to understand. Avoid using too many words or making your CTAs too long – two lines.
Use color, contrast, size, and whitespace to make your CTAs stand out.
3. Measure, test and optimize
To measure email marketing campaigns, you need to define the metrics you want to track. Some of the most important metrics are
- open rates
- click-through rates
- conversions
- total revenue
Use analytics tools to track and measure the performance of your email marketing campaigns. Most email marketing services include built-in analytics tools that allow you to track open rates, click-through rates, and conversion rates.
A good email open rate would be between 15-20%, while a good click-through rate would be between 2-3%.
However, it takes time and multiple trial and error to optimize and find out what sits well with your audience. Speaking of trial and error, here is how to do it effectively:
A/B testing is a powerful tool for optimizing email marketing campaigns. Test one variable at a time, such as subject lines, CTAs, or email content, to see what works best for your audience. To do that, you need to segment your audience and send them two versions. For example send two different CTAs or subject lines and see which one has better results.
To segment your audience all you need to do is ask WorkMagic’s copilot for help. By connecting your social media accounts and Shopify store, Copilot integrates the Attribution and Analytics feature to segment your customers based on your input.
For example, ask our Marketing Copilot to divide your customer base into ” new customers”, “re-purchase”, “upselling”, “churn”, etc. With this information, you will know to whom to send your email marketing campaign.
Finally, measure the success of your email marketing campaigns by leveraging Marketing Copilot and our Analytics and Attribution feature. Analyze conversion metrics (orders, sales) to understand how the email echoes with customers, and if they lead customers to make a buying decision.
Check if there is utm_medium=email or refer URL from Klaviyo, Hubspot in the store traffic data, to measure the success of your email marketing campaign.
Conclusion
In this article, we’ve shown how to use WorkMagic’s AI COPY Generator and Copilot to build successful email marketing campaigns. Building an email marketing campaign from scratch can be time-consuming, so with our AI marketing platform, expert tips and optimization – you will get results faster.
Try WorkMagic for free and share your feedback with us.