Campaign Management3:03 with Dan Gorgone
Preparing multiple messages and adapting them for different segments is part of managing a successful email campaign. Then, being able to track the data generated by your emails can let you know how successful your messaging and segmentation efforts have been.
Things to Consider
- Have you created any email campaigns for your business? What were the goals of your campaigns? What did they promote?
- How do you determine the effectiveness of your campaigns? Can you refer to analytics, or do you rely on data from other employees?
Achieving business goals through email 0:00 takes more than just creating a message and hitting send. 0:03 Preparing a campaign with multiple emails 0:06 and adapting your message for different segments is part of the equation. 0:09 Then being able to track that data generated by your emails 0:13 can let you know how successful your messaging 0:17 and segmentation efforts have been. 0:20 Keep in mind that much of what you'll do through emails will be to support 0:23 an ongoing effort. 0:27 When you decide to send out an email most of the time 0:29 this should not be a one-time initiative. 0:32 Users need expectations about what you'll send 0:34 and how often. 0:37 Therefore, creating a campaign of emails to promote upcoming or existing products 0:39 makes sense since it can help raise and maintain their awareness. 0:44 Monthly newsletters also offer opportunities to deliver content 0:49 at regular expected times. 0:53 Like online ads, emails should provide enticing calls to action, 0:56 and they shouldn't just drop people off at your homepage. 1:01 Directing people to landing pages that match the content of the email 1:04 and pushes users towards important conversions should be part of the plan. 1:08 Business goals can help dictate which efforts need to be highlighted, 1:14 but keep in mind that a balance must be maintained 1:17 between helpful content and promotional content. 1:20 Users don't mind being marketed to as long as it's relevant, 1:24 but don't abuse the privilege by filling up emails with ads 1:28 and invitations to spend more money. 1:31 Whatever messaging, content, and calls to action you include in your emails, 1:34 you'll want to track them to gauge their effectiveness. 1:39 When sending out emails, many companies offer codes that users can use 1:42 or even share for online purchases, event registrations, 1:46 or free trials. 1:51 Tracking the use of these codes in whatever financial tool you use 1:53 can indicate how popular the deal is as well as the reach of your messaging, 1:56 so with that in mind, many email tools allow you to add codes automatically 2:02 that correspond to campaigns that you've set up. 2:07 Campaign codes can be tracked through these tools, 2:10 and if you can combine this insight with your segmented lists 2:13 you can figure out which group of users are clicking which links 2:17 and then draw some conclusions about future efforts you might want to try. 2:22 Remember that email is just one channel, 2:27 and like all marketing efforts, it's vital to have a strategy before jumping in. 2:31 At the same time, don't be afraid to combine these efforts. 2:36 Emails should lead to websites, 2:39 but they can also promote social media, 2:42 and social media can promote email newsletter signups 2:45 which happen on the website, 2:48 and mobile access to email may increase the effectiveness of certain messages as well. 2:50 These efforts will require some trial and error along the way, 2:56 but keep monitoring your data, and you'll know which ones work. 3:00
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