How do we run email campaigns after the new GDPR legislation came in force? Has it now become an obsolete and meaningless tool? However scary the changes brought by GDPR sound, email marketing continues to occupy a high position in digital strategy. If anything, new regulations push us all to become more aware, more focused and more creative.
If we look at email campaigns from a positive angle, now we need to build them with more attention and drive than ever before. GDPR might have done companies a favour by giving them the right incentive to reconsider their emailing lists and content. Businesses need to ensure people receiving their emails want them in their inbox. So it feels like the right time to scrutinise these lists.
In order to use email marketing to its fullest, under current circumstances the very first rule says: make sure you send these messages to the right audience. True, this applies to everything you do to promote business. On social media you aim to reach the people who will be interested, who need and might like your services/products. However, businesses don’t post around customers’ personal pages across Facebook. They create content, upload it, share it in a group, and maybe pay to promote it. Then they wait for consumers to interact with the content.
Brands entice customers, through their social media presence, to come to them.
As a major difference, emails represent a way in which businesses reach out directly into customers’ space. The challenge here is to make them want to open messages, read, and take action.
Measure results to improve your strategy
When you run email campaigns, you need to regularly reconsider whom you are targeting. This means monitoring to see who actually accesses the emails you send. And you can measure the impact of our strategy in a number of ways. Let us break down a few examples.
Sending newsletters via an email marketing automation platform like Mailchimp enables you to access valuable analytics data. This data will show how many people read your company messages. Also, you gain access to demographics data, displaying the gender and age range of customers receiving your emails. Knowing details about where they are located helps as well.
If people receiving your emails don’t respond or act, change your approach. Besides data gathered by the platforms used, business owners and professionals can measure the performance of their strategy by other means too. For example, a company is sending emails to gage the interest in a future coming event. The numbers of replies they get also measures the success of that certain email.
Such tools give you the insights you need into how your email content is performing.
It is up to the business running email campaigns to measure their results and improve their strategy.
Use calls to action in a strategic way
The next step any business needs to take in running email campaigns efficiently relates to the content. While writing the right message for the right audience weighs heavily, it is not enough. The message itself needs to make clear what value they get out of reading it. However, without a call to action the email tends to end up buried under a stream of further incoming messages.
Use the right call to action and do not overdo it either. Achieve the right balance between keeping your customers interested in the content of your emails as such, and enticing them to take further action. A call to action could even be inviting them to participate in a survey. Or you invite them to take advantage of a certain offer or discount on your website. Or you even raise interest in new services your company prepares to offer.
Keep in mind not to send too many emails containing a call to action though. These could potentially be regarded as spam, and have an adverse effect. Only by knowing your audience you weigh what the right frequency of such messages will be for your customers.
Build the right landing page
As a final step for email campaigns, you need to put together the right landing page. Again, it all depends on the nature of your offer, your content and your goals at the time. If you send out newsletters, build in a visual format in the message itself, and linked to your website. You won’t need a landing page in this case.
But if you send out an offer, present new products or services, organise an event, using a landing page becomes essential. A number of platforms and tools out there enable you to build a variety of such pages, adapted to their purpose.