How to Succeed with Email Marketing

Email is still one of the most effective tools for online marketing. Average open rates are better than average views across social media channels. You can control the look and feel and specify the call to action.

Yet many marketers fail to invest in an effective email strategy. Common mistakes include:

  • Lack of a tie into an overall digital marketing plan
  • No segmentation – everyone gets everything, reducing the percentage of meaningful messages
  • Creating recipient confusion with inconsistency of content and timing
  • Unclear and non-compelling subject lines
  • No call to action. What do you want the reader to do?

Successful Email Marketers Do This

Emails that incorporate segmentation and personalization are more effective than one-size-fits-all emails.

Set up a welcome email.

Create and send your welcome email to everyone who signs up for your list. This message should not be about you. It should be about how the subscriber will benefit. Make sure it speaks to the needs that you will serve. Show your value.

Engage based on the data.

Some people on your email list will open every message. Engage with them over their engagement! Thank them for their interest. Ask them for input as one of your VIPs.

Some subscribers may never open a message. Find out why. Ask what you can do to better serve their needs. Let them know you care.

Look for other meaningful segments of your list. Customize messages that are on target with how they are interacting with you. Let them know they matter.

Plan for regular interaction.

People sign up for and stay on your list because they want to remember you. Don’t let them down. Have a plan for regular interaction – a weekly insight or special, a monthly newsletter, a customized message.

Create a plan and stick to it. That is how you create value and maintain a connection.

Email Marketing on LinkedIn in 7 Easy Steps

With less competition than other social media platforms, LinkedIn can be an effective place for your paid outreach strategy. One option is LinkedIn Sponsored InMail, which delivers personalized messages direct to LinkedIn inboxes.

Give it a try with these 7 easy steps:

1. Go to Campaign Manager

Campaign Manager is the hub for all LinkedIn marketing campaign, including Sponsored InMail.  You’ll be presented with several paid options. Select “sponsored inMail.”

2. Set up your ad account.

You’ll be prompted to set up an ad account for your campaign. Select a memorable name for your account and your local currency. If you have a company page, you can link it to the account. Name the campaign.

Accept the default and select yourself as a sender. This will create the most credibility for your message. You can also designate any of your connections as the sender. Follow the prompts.

3. Develop a compelling message.

You need to say something valuable to your target audience to get ROI for this effort. Here are some general guidelines to keep in mind.

  • Messages that are less than 500 characters are most effective.
  • Add a custom salutation
  • Include links
  • Designate a banner image, 300×250 pixels.

4. Preview your InMail.

Test, test, test. Send yourself a test version of the message. You can also duplicate the campaign to set up A/B tests to determine the iteration that has the best impact.

5. Target effectively.

Be specific when selecting your target audience. Campaign Manager will estimate the size of your target audience based on the criteria you select.

6. Budget strategically.

Campaign Manager will suggest a bid range to reach your target audience. You are bidding against others who want  to reach a similar audience. The winning bid is determined via second-price auction, you will only pay enough to beat the second-highest bidder.

7. Launch!

Once you set bid and budget, you’re ready to launch. You can launch the campaign immediately or schedule for a future date.