From building a solid email list to generating leads and planning your email marketing program, our email management services are the spark that will help set your ROI on fire.
As a business owner, you’ve got a million and one things going on every day and the last thing you need on your plate is having to work out your best ESP reports to understand your program’s data, or to try and figure out why the image in that one email is upside down.
There are so many touchpoints to consider when you’re trying to craft email campaigns that will give you the profits you’re looking for and help you build a strong subscriber base. But here’s the great news – you don’t have to worry about any of it. When you’ve got the right email marketing experts on your side, managing your campaigns is a breeze. All you have to do is watch the sales roll in.
Get In TouchEssentially, email campaign management means overseeing all aspects of your email marketing program. We’re full-service over here so that means that we manage literally anything that has to do with your email campaigns. This includes helping you gain new subscribers and segmenting your lists, A/B testing, deliverability and inboxing stress tests, understanding how your audience works and what makes them tick, as well as deploying your email campaigns at the correct time. If an email marketing strategy is the blueprint, then the management of your email marketing campaign is the scaffolding that your success is built on – the backbone of all successful email marketing.
We’ve said it before – email marketing can do incredible things for your business, if you know how to get the best out of it. And once you have a kick-ass strategy in place, implementing a high-ROI email marketing program is all down to how good your email campaign management is. Here’s what it entails.
The number one goal of any kind of marketing is to reach as many people as possible. In email marketing, that depends heavily on the size of your list. One of the functions of email campaign management is to constantly build that list, using pop-ups on your landing page, referral campaigns and some other effective tactics we’ve got up our sleeves. Don’t get us wrong - building a list is never a destination, but an ever-evolving process.
Segmenting your email marketing campaigns is a huge part of email personalization (the kind that gets your customers clicking ‘add to cart’ on a regular basis). And once your list has grown, you’ll want to ensure that the right content is landing up in the right inboxes. Which is why email campaign managers work closely with email strategists to segment your audiences on your ESP, making it super simple to send targeted campaigns.
We never make assumptions. Sure, we have a few decades of combined experience working for us, but we love A/B testing and there’s so much to learn - always. Ensuring that A/B tests for your campaigns and workflows are created and monitored regularly is an important part of email campaign management. It’s the most direct way to discover what your audience is and isn’t responding to.
A frequent question our leads ask is how many campaigns should they send. The answer? We take it from the same pool of infinite truth we use for all of our other decisions - data. Periodically, we do a deep review of past data to understand if what’s currently being done is too little, too much or just the right amount. We then compile a couple dozen data points to help us make an educated decision. Benchmarks help too, but they should never be fully trusted.
An important aspect of email campaign management is understanding what you want to achieve from your email program and ensuring that every campaign send and every workflow helps you do just that. If your only aim is to engage with subscribers, your campaign managers will work side-by-side with the email strategist to ensure that every action is geared towards this.
Every good email campaign starts with a strategy that’s turned into content which becomes a beautiful design and is then coded to make sure that all the bells are ringing and whistles are, well whistling. Email campaign managers ensure that this all happens seamlessly. They coordinate every team member, collect assets where necessary and communicate with you every step of the way. Don’t want to be that involved? No problem, we have several clients who only ever chat to us once in a blue moon, while we’re hard at work generating sales for them.
A big part of email campaign management is scheduling – imagine sending out your Christmas emails a day late, having an SMS campaign pop up on a customer’s phone at 3AM, or worse, sending your campaign to the wrong segments where you’ll get the same reception as any of the CodeCrew founders at open-mic night…..crickets. That’s why our strict scheduling processes provide ample time for strategy, content, feedback and design, ensuring that every campaign is sent at the correct time on the correct day.
Once an email is finished and ready to go, the email campaign manager will test it thoroughly, checking that all links work and that the email is correctly coded without any weird bugs. A test will also be sent to you to ensure that you’re happy with the campaign before it’s deployed. This step is vital as it ensures that all email campaigns are as professional and beautiful as possible. All of this of course applies to SMS campaigns as well, minus a design/code spot-check, of course.
Another very important function of email campaign management is reporting. To ensure this runs smoothly, email campaign managers will send all campaign and email workflow data to the strategy team, who will compile a report that’s sent to you. Discussing the in-depth campaign reports we’ll regularly present you with allows us to:
Not only do we pride ourselves on our data-driven strategy, captivating content, great coding and award-winning design, we are also all about efficiency. A true full-service email marketing agency. We might be driven by passion, but we run on focused, detailed organization. Who else do you know of who has a list of all major emailable holidays for the year after next?
The truth is, you can have all the plans you want, draft a million strategies and think up thousands of email campaigns, but without the proper email campaign management to implement it all, you won’t get anywhere. Campaigns that work all begin with a solid foundation in place. So, are you ready to build that foundation and turn your brand into the household name it’s meant to be?
Don’t miss our Inbox Performance Tracking post for more insights on improving your email program.
Campaign management in email marketing management consists of several phases of interlocking activities that will make up an email campaign. Here are the steps that campaign management follows:
Creating campaign assets and a timeline: In this first phase, we outline your campaign goals, determine your target audience, and create an email campaign calendar.
Setup and email campaign creation: In this second phase, we design and code your email campaigns. From here, we conduct a series of tests and integrate your email campaign in your chosen ESP and choose the right distribution list and segment it properly.
Campaign validation and scheduling: We’ll implement any changes, conduct an A/B test, and schedule the right day and time to launch your email campaign.
Campaign analysis: from building an email list through lead generation tactics to designing and coding an email to its timely deployment
The beauty of structuring email marketing campaigns is that you can make them simple or get interactive and add some product images or a link to your social media giveaway. Whether you opt for simple or interactive, this is a typical structure of a successful email marketing campaign:
The basics: Think of these as the headline that the subscriber sees before they open the email. It includes the recipient’s name, the subject line, and the preheader.
The body: This is where you can express your creativity and showcase the main theme of your email campaign. The body includes your clickable logo that leads back to your website, the main message, and a clickable call-to-action.
The footer: The end of your body content should include social media links, company addresses, contact information, and an unsubscribe link for subscribers to opt out of future emails.
In the email marketing management world, email marketing is the broad term that includes the act of sending emails to recipients in an attempt to persuade them to take action. The difference between email marketing and email campaigns is that email campaigns are planned and designed emails that contain content like the header, body content, and the footer.
Once email campaigns are sent out to recipients, they are monitored and analyzed based on their performance. Whereas email marketing is another type of marketing channel that uses emails to promote your business. Think of email campaigns as the bread and butter of email marketing as they contain actual emails that have the main message, images, or videos, and the all-important call-to-action to get recipients to complete the desired action.
For most businesses, email marketing management involves campaign management. This is an ongoing process that includes planning, execution, tracking, and analysis of marketing initiatives. It helps persuade potential customers through several communication channels like social media, paid ads, emails, surveys, and websites.
The typical CRM campaign management consists of using a marketing automation platform. A marketing automation platform is a technology-driven solution that allows you to launch, schedule, coordinate and monitor multi-channel marketing campaigns. Here are the following typical uses of CRM in campaign management:
As a business owner, email marketing management comes with its benefits and some of its hiccups. Despite email marketing’s effectiveness to generate sales and gain new customers, there are some noteworthy practices you should get familiar with while developing your email campaign management strategy. Here are some dos and don’ts to keep in mind:
Email marketing management requires advanced bulk-sending functionalities to create your email campaigns. Reputable email service providers can provide you with an authenticated sending domain that helps your email campaigns land straight in people's inboxes and avoid spamming.
It might be tempting to purchase an email list because it gives you a false sense of getting ahead. But if you do this, it’ll make your job more difficult because those people on a purchased email list are strangers to your brand, highly unengaged, and can even lead to dreaded deliverability issues which can take months to recover from.
Prioritizing each of your customer’s journeys should be done through automated emails. Email marketing campaigns like the welcome email are the best example of a typically triggered message. The majority of subscribers open welcome emails, resulting in average open rates of 50 percent or higher. So don’t miss out on opportunities for email automation as they can increase key performance indicators (KPIs) and give you free time to focus on other marketing tasks that require more attention.
Each of your subscribers is different from each other. So why would it be an ideal situation to send all your email campaigns to all your subscribers at the same time? The golden rule is to send email campaigns to each of your segments with a peak time that increases the possibilities of engagement. If you’re unsure, conduct A/B tests on your campaigns to see how many of your emails perform at different times of the day.
Almost everyone has a cellular phone or access to mobile devices, so be sure you’re formatting email messages for mobile to make sure they display correctly on all mobile devices. More than 50 percent of people open their emails on a mobile device like a phone or a tablet. If your email takes too long to load or it looks strange, the majority of people will delete it.
You’ve heard the K-I-S-S rule - keep it short and simple, right? When it comes to emails, keep them short and straight to the point as possible. Approximately 80 percent of people don’t fully read emails, they mostly scan them. Rely on a few visual elements instead and the design should be as purposeful with a clean impression. Don’t clutter too many images into one email, as it will distract the subscriber from the call to action.
