Ways and Tools to Plan, Measure, and Launch Your Email Campaigns

Oct. 21, 2023

Email marketing is adaptable and can be used to build brands, nurture leads, and engage customers. It has a higher possibility of actually being viewed than any other digital marketing strategy and can provide the highest ROI.

To get started with email marketing, it's crucial to have a clear objective for each campaign and to segment your recipient list in order to deliver the correct clients a more specialized marketing message. In order to comply with GDPR, it's crucial to make sure that emails are optimized for both desktop and mobile devices and contain an unsubscribe link. 

Monitoring email interaction and adjusting future campaigns can be done with the use of tools like Selzy's bulk email marketing tool, MailChimp, Drip, and other email clients. Below we'll talk about ways to plan your campaigns — and tools to use to make them effective.

• Set goals for your email campaign

The first stage, like with any marketing channel, is to define your key performance indicators (KPIs) and provide a crucial response to the issue of what success means to you and your company.

Following the SMART framework is an excellent place to start in order to assist with this:

• Specific. What specific goal do you want to achieve? Determine it and document it.
• Measurable. When  you have a specific target in mind, it is easier for you to measure it — to understand whether you achieve 100%, 75% or 50% of the goal — or you are far off from achieving it.
• Attainable. Being realistic with your goals and metrics is crucial in anything. When beginning out, it's best to start modest and build gradually while keeping track of your advancement.
• Relevant. The optimal marketing strategy is when all digital touchpoints are coordinated and working towards a single or group of goals (we'll talk more about this later). Whatever the exact purpose of your email marketing campaign, it should align with your larger objectives and
• Time-based. Your campaigns ought to have beginning and ending dates. This will help with reporting because you can track the campaign's results over a predetermined period of time and produce reliable reports, especially if your email account is synchronized to Google Analytics.

• Create your content journeys and segmentation strategies

According to research, segmented emails perform better than emails that are sent to the complete database. Why? Because they are disseminating content that is tailored to the interests of their clients.

Whatever the nature of your company, there are ways to segment your database so that each section receives a specific form of email based on the segment to which they are assigned. A good illustration of this is gender. If your company sells clothing, you probably divide the content your customers see based on gender. 

The examples below are all possible ways to segment your database, albeit they will vary depending on the kind of business you run and the service you offer:

• Location
• Purchasing habits
• Preferred content
• The sales funnel's stage
• Information gathered through surveys

If you have this data, you can easily create segments based on it. Then, you can define your email content based on these audience groups and target each group with a personalized campaign.

Email marketing relies heavily on relevance. The distinction between a conversion and an unsubscribe can be determined by it.

• List your content categories

Now that we have our segmented and objective database, it's critical to think about the kinds of content you must produce to meet your measurables. Some of the most effective content examples in this regard are

• Newsletters are a method that is still used frequently to share media and blog content. The major method of informing your customers about brand news and disseminating practical advice and information is still through newsletters.
• Sales content is typically focused on offering discounts and increasing consumer knowledge of the product or service. It is the favored option for marketers.
• Testimonials: People are drawn to other people, and reviews, particularly when it comes to items, are a major factor in customer decision-making. It's worth presenting a wonderful client anecdote if it strengthens the case for your product.
• Surveys are a terrific tool for getting information about your brand, product, service, or industry from your audience. Email marketing surveys are primarily designed for interaction.

Your Call To Action (CTA) determines the path to success in any email genre. Every email marketing message should have a single, distinct CTA to target your readers and make it obvious what action you want them to take.

Bonus: Top 3 tools for email marketing

With the right technology it is easier to achieve your goals, especially in such an overly competitive area as email marketing. Below is our selection of top 3 tools you can start with for your next campaign.

• MailChimp

Who doesn't know MailChimp or has never heard about it? This solution, for an obvious reason, doesn't need long introductions. 

Known for its stable position in the market and long-standing reputation, MailChimp is one of the most popular tools out there. With features allowing you to easily schedule and send campaigns to individuals and businesses alike, MailChimp is the leader on the market. With segmentation features, it allows to target specific audience groups, design professionally looking emails, and measure the success of your email campaigns.

Image source: Growth Natives

• Selzy

This is a mass email service that is available completely for free. Allowing to send up to 15,000 emails, this solution boasts an amazing rate of deliverability reaching 99.8%. Beyond that, Selzy has rich personalization features which will help you improve the quality of your communication.

Image source: Selzy

• Drip

With Drip, businesses and individual users can schedule, measure, and launch email campaigns. As a cloud-based service with features for list management, automation, and personalization, Drip makes it easy to launch your campaigns not depending on your previous experience. This is why this tool is a common choice for new businesses and E-commerce stores.

Image source: GrowthNatives