First, let me clear up any confusion about what emails we're talking about. An email marketing campaign is a planned series of emails intended to create a specific response from the audience.
The most effective emails have a solid strategy behind them and serve a specific goal related to a well-defined audience.
What does that mean?
For example, an email campaign aimed at prospects would be different from one created to stay in touch with past clients.
If you've tried email marketing and watched as nothing happened, you are not alone! It is not a quick fix or overnight success. Email marketing campaign works best when it has a clear purpose, meaningful content, and a clear call to action for the reader to take.
Email marketing also works best over time to nurture interest, build credibility and trust, present relevant and irresistible solutions. The timeframe can be four days in a row or monthly over a year (or years), or somewhere in between: What will work depends on what you want to accomplish with the campaign.
An email campaign can be a very effective way to build anticipation and attract contacts to a special offer, or share insights and opinions about your area of expertise. It's also a good way to stay top-of-mind with prospects and past clients.
When I analyzed the campaigns that appealed to me, I saw a consistent balance of relevancy, value, direction, and creativity. While the emails ranged from a little content to a lot, it was always good quality content.
When it comes to putting together your emails for your campaign, here are some helpful tips on how to best use email marketing.