{"id":417,"date":"2025-03-04T09:23:35","date_gmt":"2025-03-04T10:23:35","guid":{"rendered":"http:\/\/portraitsbylorie.com\/?p=417"},"modified":"2025-03-06T12:47:51","modified_gmt":"2025-03-06T12:47:51","slug":"how-to-create-a-successful-email-advertising-campaign","status":"publish","type":"post","link":"http:\/\/portraitsbylorie.com\/index.php\/2025\/03\/04\/how-to-create-a-successful-email-advertising-campaign\/","title":{"rendered":"How To Create A Successful Email Advertising Campaign"},"content":{"rendered":"
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Email marketing campaigns have been part of a marketeer’s methods for years, and despite the growth of newer ways of marketing, they\u2019re far from outdated. Around 4.5 billion people worldwide use email, and 88% of users check their emails at least once daily thanks to their smartphones. This opens up consistent opportunities to drive sales, but simply sending generic emails out won’t be enough – you need a proper email marketing strategy.<\/strong><\/p>\n

But what is a good email marketing strategy? In this article, we outline exactly that, including how to build high-quality email lists, craft compelling email content, and take advantage of sophisticated emailing software.<\/p>\n

What is the most vital component of an email marketing campaign?<\/strong><\/h2>\n

An email marketing campaign consists of sending out emails of varying types to various recipients in a coordinated fashion, to promote products, share updates and encourage engagement. Around 55% of companies allocate up to 20% of their marketing budget to email marketing efforts, used in conjunction with other digital marketing channels, for a massive return on investment – and the average ROI for an email marketing campaign is approximately \u00a336 for every \u00a31 spent.<\/p>\n

Years of email campaigns have revealed the blueprints for a great strategy – revolving mainly around segmentation. The following are examples of how effective email marketing campaigns segment their audience:<\/p>\n

Demographic segmentation – <\/strong>People do not like genericism. They want to feel as though they are being spoken to directly, as though the company that’s reaching out to them knows what they need and value. By splitting your recipients into different segments, you can better tailor your emails to their specific demographic, such as:<\/p>\n

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  • Age<\/em><\/li>\n<\/ul>\n
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    • Gender<\/em><\/li>\n<\/ul>\n
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      • Location<\/em><\/li>\n<\/ul>\n
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        • Income level<\/em><\/li>\n<\/ul>\n
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          • Job title\/industry<\/em><\/li>\n<\/ul>\n

            Behavioural segmentation – <\/strong>Another trait to segment is behaviour. A good CRM (customer relationship management) system can help identify the behaviours the recipient engages in, allowing you to tailor an email that makes them feel seen. Behaviours often looked at are:<\/p>\n

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            • Past purchases<\/em><\/li>\n<\/ul>\n
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              • Browsing history<\/em><\/li>\n<\/ul>\n
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                • Engagement levels<\/em><\/li>\n<\/ul>\n
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                  • Click-through rates<\/em><\/li>\n<\/ul>\n
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                    • Cart abandonment<\/em><\/li>\n<\/ul>\n

                      Customer lifecycle segmentation – <\/strong>Customers are not all the same. Some are new, some are old, some spend significant amounts of capital on your business and others are fairly inconsistent. Adapting your email content to reflect the level of customer they are helping not only to better personalise the email but also to bring them closer to where they’d ideally be. Lifecycles include:<\/p>\n

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                      • New subscribers<\/em><\/li>\n<\/ul>\n
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                        • Existing customers<\/em><\/li>\n<\/ul>\n
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                          • High-value customers<\/em><\/li>\n<\/ul>\n
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                            • Inactive subscribers<\/em><\/li>\n<\/ul>\n

                              Transactional segmentation – <\/strong>Transactional segmentation is the practice of segmenting email recipients based on purchase behaviour and interactions with the business, whether this consists of a welcome email or otherwise. They identify where the buyer is in their buying journey, such as:<\/p>\n

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                              • First-time buyers<\/em><\/li>\n<\/ul>\n
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                                • Repeat customers<\/em><\/li>\n<\/ul>\n
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                                  • Subscription-based customers<\/em><\/li>\n<\/ul>\n
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                                    • Refund or return customers<\/em><\/li>\n<\/ul>\n

                                      Email engagement segmentation – <\/strong>To group and engage subscribers based on how much they engage with you is key to a successful email marketing campaign. Changing how you approach subscribers on both ends of the engagement scale with specific offers:<\/p>\n

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                                      • Active subscribers<\/em><\/li>\n<\/ul>\n
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                                        • Lapsing subscribers<\/em><\/li>\n<\/ul>\n
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                                          • Inactive subscribers<\/em><\/li>\n<\/ul>\n
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                                            • New subscribers<\/em><\/li>\n<\/ul>\n
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                                              • Unengaged subscribers<\/em><\/li>\n<\/ul>\n

                                                Interest-based segmentation – <\/strong>This segmentation category sorts email subscribers based on the specifics of their interest in your company. For example, a customer of a tech company may purely focus on gaming products, meaning sending targeted campaigns that promote those very products encourages engagement and sales. Interests can be:<\/p>\n

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                                                • Product or service preferences<\/em><\/li>\n<\/ul>\n
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                                                  • Website behaviour and browsing history<\/em><\/li>\n<\/ul>\n
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                                                    • Previous email engagement<\/em><\/li>\n<\/ul>\n
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                                                      • Downloads and content consumption<\/em><\/li>\n<\/ul>\n
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                                                        • Event and webinar attendance<\/em><\/li>\n<\/ul>\n
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                                                          • Survey responses and preferences<\/em><\/li>\n<\/ul>\n

                                                            Device-based segmentation – <\/strong>Dividing your customers between both desktop and mobile devices is a matter of optimisation, improving the user experience to the point that they’re able to use the email and setting the groundwork for improved click-through rates, engagement and conversions. Devices are:<\/p>\n

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                                                            • Mobile devices – Smartphones, tablets etc.<\/em><\/li>\n<\/ul>\n
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                                                              • Desktop devices – Laptops, PCs<\/em><\/li>\n<\/ul>\n

                                                                Purchase frequency and spending habits – <\/strong>A successful email campaign takes note, and advantage, of how the client uses their money. Spending habits include:<\/p>\n

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                                                                • High-spending customers (VIPs)<\/em><\/li>\n<\/ul>\n
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                                                                  • Frequent buyers<\/em><\/li>\n<\/ul>\n
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                                                                    • Occasional shoppers<\/em><\/li>\n<\/ul>\n
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                                                                      • One-time buyers<\/em><\/li>\n<\/ul>\n
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                                                                        • Cart abandoners<\/em><\/li>\n<\/ul>\n
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                                                                          • Seasonal buyers<\/em><\/li>\n<\/ul>\n
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                                                                            • Low-spending customers<\/em><\/li>\n<\/ul>\n

                                                                              Knowing how best to segregate your customers is, by far, the most important and foundational facet of email marketing.<\/p>\n

                                                                              \"Email<\/p>\n

                                                                              How do you build a good email list?<\/strong><\/h2>\n

                                                                              An email list is a collection of email addresses gathered from interested contacts who have opted in to receive marketing emails from a business. The list lays the groundwork for promotional emails, newsletters, updates and other correspondence that ultimately build relationships and enhance customer loyalty.<\/p>\n

                                                                              They are built with the aid of email service providers that automate the collection of information for you, such as Mailchimp or Klaviyo.<\/p>\n

                                                                              An email list only has high quality as the information it collects. The traits you should be going for consist of the following:<\/p>\n

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                                                                              • Permission – <\/strong>Even the subscribers who have given their consent can be unengaged with the emails they receive, so not having their permission in the first place is a good way to turn them off entirely.<\/li>\n
                                                                              • Engaged – <\/strong>Building engagement to high should be amongst your priorities for your email marketing campaign. Having high open and click-through rates means that they’ll at least consider the offers you send them, which opens up opportunities to tailor the perfect promotion for them. The only way to increase engagement is to properly segregate your audience, and fine-tune your responses to speak to their needs.<\/li>\n
                                                                              • Segmented – <\/strong>Segmenting your audience, as we’ve explained before, is mainly about making the customer feel recognised and highly relevant to them, personally. Furthermore, it informs you on how to increase sales or customer loyalty.<\/li>\n
                                                                              • Updated – <\/strong>Your email list should be updated regularly, as something as simple as a decrease in engagement could radically change how you approach emailing the people in question.<\/li>\n<\/ul>\n

                                                                                How to collect email addresses<\/strong><\/h3>\n

                                                                                Businesses must use opt-in strategies at key customer touchpoints to collect the emails for their email marketing campaign. Examples include:<\/p>\n