In part 2 of our email campaign management guide, we’re discussing what technology you need and the steps toward targeting your best customers for success.
4. Choose the right email technology
Whether you need an easy-to-use email marketing platform or a robust campaign management partner with a team ready to create successful email campaigns, there are tools for your brand.
The best email marketing software includes helpful tools—such as responsive email templates, analytics, or dynamic content fields—to ensure your emails perform how you want.
When selecting an email service provider, consider features like:
- Campaign creation and automation workflow functionality
- Software integrations with your current website and marketing tools
- Audience segmentation and in-depth campaign performance analytics
5. Build your email subscriber list
Your email list fuels your email marketing. If you’re not actively building a list with a well-designed landing page and opt-in forms throughout your website, you’re not growing your reach.
The best way to grow your email list is to convert website visitors into subscribers. Create attractive opt-in forms—such as welcome gates, lightbox popups, and exit-intent popups—that capture attention and ask people to subscribe.
Use clear, concise language to grab the attention of your website visitors on both landing pages and any opt-in forms and ask for the minimum information: full name and email address. You’ll have time to gather more information from your subscribers later in follow-up messages. Right now, you need to get them on your list.
Decrease the annoyance level of using multiple opt-in form placements by using page-level targeting and rules to limit how many times you ask a visitor during their site visit.
6. Leverage audience segmentation for personalization
Batch and blast is no longer the norm. Instead, people want to receive email messages personalized to their needs and preferences. Use your email, website, and social media insights to segment your list based on the available details, such as demographics, geographical location, past purchases, total purchase value, frequency of purchase, and interests.
If you have an email preference center, this can help you gather more data about your subscribers, as well as allow them to share their preferred email frequency and day and time of sends.
Continue learning about email campaign management
Check out the additional parts of our full email campaign management guide:
- Preface: Every Brand’s Guide to Email Campaign Management Success
- Part 1: Setting up and planning your email campaigns
- Part 2: Choosing the right technology and audience targeting (you’re currently reading this)
- Part 3: Crafting the perfect email campaign
- Part 4: Testing and optimizing your campaigns for further success
Interested in discussing email marketing with an expert? Let’s connect.