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When planning an email campaign you want to get results. These results can be measured in open rates, click through rates, and conversion rates produced by the campaign. Email marketing is a cost effective and profitable way to increase sales and build your brand identity. In order to have a successful campaign email must be unique, useful, and timed so that it is opened. When you start an email campaign you don’t have to reinvent the wheel. You can learn from other’s mistakes, learn from their successes, and build upon their experience. Here are some campaign email mistakes to avoid.
Don’t Get Caught Up in Hype
Sure big brands may have a slick campaign and you may want to have one, too. But remember they have millions of dollars in resources. Stick to what you know and what your budget can handle. Campaign email doesn’t have to be expensive. A simple marketing campaign which is unique and engaging will be more successful than one you just throw money at. Things to be aware of when planning campaign email marketing plans have to answer these questions:
- What are the acquisition costs?
- Are they suitable for relationship building?
- Will they promote customer service dialogue and service?
- Will they drive responses through appropriate channels?
- Can I measure the actionable analytics and subscriber data?
- Who much will campaign email message cost?
- What are the risks?
Before you get caught up in the hype of email marketing and its trappings, you need to know if it will be profitable for your business.
Know What to Measure
Metrics are useful tools, but many times new campaign email marketers get caught up in the wrong numbers. Find the metrics which matter to your business and directly correspond to your marketing efforts. For example do you want to drive traffic to your site? Then you need to pay attention to click through rates. If your goal is to increase sales, then monitor conversion rates. Knowing the numbers isn’t just enough, you need to know which numbers to put an emphasis on.
Don’t Spread Yourself Too Thin
Instead of being involved in all channels, choose the ones which will give you the best return on your investment. When it comes to campaign email your investment is more than just money, it also includes the time it takes to implement. Find out which venues are best for your business and connect these with your campaign email marketing plan. You only have so much time and money to spend on an email marketing campaign, so use the money wisely.
Planning a campaign email marketing plan can be a daunting task. It takes knowledge and expertise. If you have questions about your email campaign contact The Mission Suite.