An email campaign is a sequence of marketing efforts which provides multiple recipients at once and at the most convenient time with valuable content and relevant offers via emails in order to build deep and trustful relationships.
The SendPulse marketer shares versatile content ideas for your email campaigns. Watch it right now if your muse has been away!
What is the best time to send an email campaign
The best time for sending an email campaign depends on a niche of business, the audience’s lifestyle and habits, and a day of the week.
Typically, the best days are Tuesday, Thursday, and Wednesday, because Monday is the busiest day of the week, on Friday people try not to leave anything for the next week and cope with their week tasks, and Saturday and Sunday are usually taken as family days, so people spend most of their weekend on family activities. Check out our blog to read more about the best time to send email campaigns.
The best hours are:
- around 6 am as many people have a habit of checking their mobiles in bed;
- around 10 am because people also check their emails at the beginning of the working day;
- around 2 pm because people have lunch or coffee breaks;
- from 8 pm to midnight because during these hours people are usually free and many of them have a habit of reading emails before going to sleep.
Though, it’s much easier to identify the worst time to send email campaigns in most cases: it’s inconvenient to read emails during the rush hours when people commute to and from their work and at night, as there is a risk of waking them up. You’d better avoid these hours.
It’s necessary to use A/B testing to realize what is the most optimal time to send emails for your sector of business. A/B tests measure the email campaign’s success by open rates and click-through rates.
When you find out the best time for your business to send email campaigns, you can effectively schedule your campaigns with SendPulse.
Email campaign types
There are many types of email campaigns, so it is necessary to choose those that will be best to achieve your goal.
- Welcome email. The welcome email campaign is sent when a user subscribes to your mailing list. Ask clients to set their preferences regarding the email sending frequency and content they are going to receive.
- Announcement email. It is sent to announce the upcoming holiday, event, release of a new product or feature, etc. The aim is to make subscribers interested, encourage them to buy or to visit.
- Testimonial request email. This email campaign is sent to ask clients to leave feedback by commenting, reviewing or completing a survey in order to improve the service.
- Holiday email. This type of email campaign engages people with holiday discounts before Halloween, Black Friday, Cyber Monday, Christmas, New Year and other holidays. It builds trust and strengthens positive emotions, associated with your brand.
- Invitation email. This email campaign invites subscribers to visit an online webinar, a party, a conference, etc.
- Seasonal email. It is intended for sending relevant seasonal offers like umbrellas in Fall, or sunglasses in Summer, for instance.
- Reactivation email. It is sent to inactive clients, who lost interest or have simply forgotten about your company. Don’t just say goodbye to them, better try to reactivate and remind them how much value you can share.
- Abandoned shopping cart email. Sometimes subscribers leave items in the shopping cart without buying them for some reason. An abandoned cart email suggests subscribers returning to their carts and inspires them to complete the purchase.
- Cross-selling email. This type of email campaign promotes related products. If your client bought a smartphone, a phone case would be great to cross-sell.
- Upselling email. It describes and offers more advanced, upgraded and expensive products than those the customer considered or bought before.
- Newsletter. It’s the most widespread email campaign. Newsletters provide customers with valuable and non-promotive information. If performed well, newsletters help brands to build trustful and loyal relationships with people.
- Anniversary email. With this email, you can congratulate subscribers on the company’s anniversary and reward your loyal clients. It increases sales, brand awareness, and customer loyalty.
How to design an email campaign
- Use an inverted pyramid method. An inverted pyramid makes emails easy-to-read. Structure the content from the biggest parts at the top to the smallest at the bottom — it should look like a funnel. On top, there is usually a huge image, then comes the narrower text section, and at the bottom, there is a call to action, the smallest part. Such design will ‘deliver’ your reader to the CTA at the end of your email.
- Leave air in the text. Mind that during the years that emails exist, people got used to reading dark text on a bright background. An abundance of vibrant colors may overwhelm the readers and make them leave the page soon, blinded. Separate the text in emails into small bites. Save much room between the text blocks, images, and buttons.
- Keep your brand’s identity. Take email campaigns as the extension of your brand’s website and social media pages. Keep the set of colors, fonts, and tone of language in the same fashion throughout all brand’s marketing spaces, otherwise, your emails will look unprofessional and cheap, or simply won’t be recognized by the customers.
- Work out a relevant design. Create a design which corresponds with the aim of your email campaign. Make the outlook of a regular newsletter and Valentine Day’s celebration email differ from one another because they both provide a different kind of value. You can use SendPulse email templates for your email campaigns for free in order to simplify this process.
- Implement a responsive design. This is a must in today’s email marketing. Responsive design makes the emails look professional from any device, whether it’s a desktop, a mobile phone, or a tablet. All emails made with SendPulse has a responsive design by default.
- Use helpful resources to speed up the process. There are a few sites of stock photos, which stand out from the crowd of uniform, corporate resources: Death to The Stock Photo, Unsplash, and Gratisography. There are also tools for creating images like PlaceIt and Canva. Besides you can use huge icon libraries like Elegant Themes and Dry Icons for your email marketing campaigns.
How to create a successful email campaign?
- Set your goals. What is the aim of your email campaign? A well-judged goal helps to select the type of email, design and to create valuable content for your recipients. And try to set realistic goals to be able to achieve them in time and monitor your efficiency.
- Grow your opt-in mailing list. Find out the best media for gathering the subscribers. Create a subscription form for your website or blog and collect the data you consider the most important for your mailing list: email address, phone number, name, gender, country — whatever you may need to create relevant and targeted email campaigns. Mind that your mailing list should be double opt-in, which means that you will gather an audience consisting only of people who are genuinely interested in your services.
- Segment your mailing list. Segmentation highly increases relevancy and targeting. It’s convenient to segment mailing lists with SendPulse, and opportunities for segmentation are virtually unlimited. Segment your mailing list according to the country, gender, place in the customer funnel, etc.
- Create emails with a consistent layout. If the mailing list is up and ready, create an email campaign with a help of a drag-and-drop editor, which allows creating great templates without coding. Besides, you can use pre-designed templates provided by SendPulse.
- Write a good copy. The style of the text should correspond to your brand’s general identity. Create a funny and intriguing subject line and preheader text. Put the most tasteful information there to encourage the recipients to open your email. The copy inside the email should be meaningful with a purpose in every word and lead a reader to the CTA smoothly.
- Personalize an email campaign. Another strong tool to reach success in an email campaign is personalization. The data which you’ve gathered before enables you to personalize the subject line and provide subscribers with slightly different emails at once according to their email preferences and behavior.
- Use A/B testing. A/B testing gives a chance to clarify whether your email will impress your audience or not, without sending it to the entire list. The size of the mailing list determines the number of recipients required for testing. For instance, you can test different subject lines by sending two different emails to two equal groups of people. After that, you will know which variant is better. The same goes for email visual and text content, CTAs, sender’s name, etc.
How to send an email campaign with SendPulse
- Register an account. Fill the registration form in our service.
- Add a mailing list. Upload an existing mailing list or create your own. Never buy a mailing list because it will hurt your business and sender reputation. Use double opt-in to ensure all subscribers have provided you with the valid email addresses.
- Create a campaign. Create the email campaign with a simple and intuitive drag-and-drop editor, or use the preset free templates. Try to keep your design and copy consistent, relevant to your offer and your brand’s identity.
- Test and send. The bigger your mailing list is, the more area you have for A/B tests before actually sending your email to your entire audience.
- Measure. After the launch, you gain a lot of data about an email campaign: the number of sent and delivered emails; open rate, click-through rate, and bounces; opens by location, clicks map, domain metrics, devices of the recipients and detailed statistics of errors. Compare these metrics with your expectations and goals to improve your email marketing strategy.
- Automatically resend to unread. You can use the auto resending tool to send the same email once again to those who never opened it. You just need to change the subject line and schedule the time for resending. It makes your email campaign more efficient by increasing the open rate.
How to measure email campaign effectiveness
This is a list of measures which enable you to monitor the email campaign’s efficiency.
- Open rate. This measure identifies how many emails were opened from a number of delivered. Whether the recipients will open your email or not depends on the quality of the sender’s name, subject line, and preheader, the first things the recipients see.
- Click through rate. It measures the number of clicks on the call-to-action button. If the click-through rate is high, it indicates that the content of the email is relevant and valuable for your subscribers.
- Bounce rate. It is a percentage of emails that were not delivered. There are multiple reasons for bounces: fake email address, a full inbox, inappropriate size of the email, or identification as spam by a recipient’s server.
- Forwarded emails. This stands for a number of emails that were shared in social media. It indicates how many brands advocates you have.
- Unsubscribers. Unsubscribing is not pleasant, though it cleans up your mailing list, as people who are not interested leave in peace without any efforts from your side. However, if this number is too high, you need to reconsider your approach to email marketing.
- Spam complaints. If your email turns out in the spam box, it’s the worst case scenario because it is very harmful to your business.
Email campaign tips and best practices
- Let subscribers set their email preferences. This will make segmentation and personalization easier. You can offer subscribers to set their preferences in a welcome email or add the link to the preferences center to the footer of every email.
- Add alternative text for the images. Alt-text is a hidden text which duplicates information from the images and saves chances that email will be read in case the recipient has images turned off or if they are downloading for too long.
- Plan drip email campaigns. Create a sequence of email campaigns to reach more distant and long term goals.
- Encourage sharing. Reward your subscribers for sharing your emails in social media. Surprise those who shared your email with friends by offering a discount or sending a thank you email.
- Send birthday campaigns. Collect your subscribers’ birth dates in order to congratulate them on their special day, wish them well, and build trustful relationships.
Published: 2016-09-19 Last Updated: 2019-07-03