5 Keys to a Successful Email Marketing Campaign for Your Startup

Business.com / Marketing Strategy / Last Modified: January 12, 2018
Photo credit: ESB Professional/Shutterstock

Email is an effective channel to communicate with your target audience. Startups can use email as a tool to build their audience, convert leads and get new customers. Here are five keys to your campaign's success.

Email is a popular tool for connecting businesses with customers, and you can harness this power for your startup to draw in more customers. It can prove to be a low-cost, simple and time-efficient means for you to push your message far and wide to your audience. People constantly check their emails, regardless of their profession or industry, be it on their PCs or smartphones. The number of email users in the U.S. is projected to grow to 254.7 million by 2020.

With a high number of email users and click-thru rates, email leads digital marketing trends. For every $1 marketers spend on email, the average ROI is $40.

 

Editor's note: Looking for email marketing software? We can help you choose the one that's right for you. Use the questionnaire below to have our sister site, BuyerZone, provide you with information from a variety of vendors for free:

 

 

Looking at the potential email marketing has for startups, here are some of the points you should consider in your email marketing campaign to ensure your new venture makes the most of this channel.

1. Audience

When starting an email marketing campaign, consider what information your customers would like to receive from you, such as offers, tips, articles or news. You need to ensure that you are targeting only interested people who have signed up to your mailing list. 

Before you decide what to say to your audience, you need to think about your target audience and their demographics and buying habits. The better you know your audience, the more persuasive email you will be able to craft. You can even segment your mailing list and design your message to suit different sections of the audience.

One method of generating interest among the audience is to get feedback from them before writing emails. This allows you to create content that is relevant and helpful to them to overcome their challenges. Asking your audience and taking their feedback first ensures your emails hit the mark.

2. Objective

You need to define the purpose of your email marketing campaign for it to succeed. For example, your goal could be to increase sales, drive more traffic to your website or reduce sales cycles. You should push ahead in your campaign based on your business objectives. It is vital to create content that matches your goals and can meet the expectations of your audience. If you want to achieve your business objectives, you will have to provide engaging content that draws your audience's attention. You can even send them promotional offers and invites to your business events through emails.

3. Mailing list

To start an email marketing campaign, you need an email list. One of the most effective ways to build such a list is to offer your readers interesting content and ask for their email addresses to receive updates. You can even have a well-designed landing page that promotes your startup's products and services, requesting emails from people interested in receiving more details.

You will have to use various channels simultaneously to enhance the subscription rates. You can add social sharing options to your emails that allow people to share and increase the reach of your emails. Hosting webinars and events or offering ebooks for download on your website can also help you build your email list. Once you have a good number of subscribers, you can thank people for subscribing to your list and being the early adopters.

4. Content

Forty-seven percent of recipients open an email based on the subject line alone, proving that the success of email campaigns depends largely on the subject lines. Therefore, it is crucial to make the subject line clear, concise and captivating, persuading the audience to open, engage and act on it. You can even write the subject line in an actionable language, encouraging people to open your email. If your email subject line is not engaging, your message will be lost, no matter how good it is.

In the email, you should use bullet points, simple words and short sentences with an active voice, breaking the text into short paragraphs of two or three sentences. You can add a personal touch to your emails by opening with "dear customer" or "dear [first name]." 

5. Call to action

An effective call to action (CTA) is important for making your email marketing campaign a success. Your CTA in the email body should guide your readers to complete the desired task, such as visiting your website or checking out your blog. Ensure your CTA is clickable, visible and action-oriented. Buttons with concise and clear text work best. You can even communicate the click-thru benefit by labeling the button something like "get your free ebook now" instead of simply "click here."

Conclusion

Email is a great way to keep your clients updated, share promotions and enhance sales. For a startup, it is an easy way to get repeat visitors and expand the market. By keeping a conversational yet professional tone, you can drive your audience to take action. Don't forget to personalize and make your emails mobile-friendly. Keep in touch with your subscribers on a regular basis to make sure they don't forget you. Additionally, continuously refer to the analytics to check the open rate, click-thru rate and unsubscribes to monitor the success of your email marketing campaign.

 

Login to Business.com

Login with Your Account
Forgot Password?
New to Business.com? Join for Free

Join Business.com

Sign Up with Your Social Account
Create an Account
Sign In

Use of this website constitutes acceptance of the Terms of Use, Community Guidelines, and Privacy Policy.

Reset Your Password

Enter your email address and we'll send you an email with a link to reset your password.

Cancel