If content is king, then email is its queen.
From the sidelines, email looks easy. They’re sent off and no one thinks twice about how it got there. Yet today’s top marketers have yet to master the art of email nurture campaigns.
Subject line, send time, and everything in between, these are the variables we have to consider when sending out an email, but it’s not always easy to remember all that’s involved.
That’s why we’ve put together a list of five steps to get your email nurture campaign off the ground — from planning to execution.
Before writing content and deciding the best time to send off an email, you need to know your audience. What do they like? What do they need? What message resonates with them?
Your message is key to customer engagement. That’s why the content in your email has to be compelling, refined, and target your customer’s pain points.
Creating targeted, relevant messages means tailoring content that aligns with the interests and preferences of your audience. You will also need a compelling subject line and an enticing call-to-action.
You need to test if your emails are actually getting in your contacts’ inbox. After all the time spent creating your email campaign, it would be a shame to see it go into the dreaded SPAM folder. The best email service providers enable you to conduct deliverability tests to spot red flags that could impact your deliverability rate.
Choosing Send Time
The best enterprise email platforms allow you to calculate the optimal time to send an email to your recipients based on past mailing behaviour. You can track the times that your recipients interact with your emails through previous interactions with you, and then calculate the ideal time to send the email.
Track and Analyze
You need to continuously track your open rate, click-through rate, and bounce rate to better understand your audiences and their needs as well as what subject lines work, and where improvements can be made.
By following these five steps, you will be well on your way to creating the perfect email nurture campaign.
If you want to take your email marketing to the next level, download this free guide by email guru Neil Patel below: