5 Things You Must Consider Before Launching an Email Nurture Campaign

Do you consider email marketing to be an essential part of your business?

For those who have not considered it, the data shows (as per Statista) that there are more than 4.3 billion email users worldwide. It is expected to reach 4.6 billion users by 2025. 1

With more than half of the world’s population using email, your company cannot afford to be without an email marketing strategy. Unlike social media platforms, email marketing is relatively simple due to the lack of confusing features (at times) and constantly changing algorithms, etc.

So, in this blog, we’ll look at the factors to consider if you want to become an expert in email marketing.

1. Create an Email List

Always avoid buying or renting an email contact list when building one—purchasing or renting an email list results in low open rates, a negative brand image, and even hefty fines from privacy protection agencies.

So, what should you do to create a high-quality email list?

You have to give something to get something. It is always a trade.

You can grow your email list by creating free e-books (lead magnets) and making them available through a content aggregator with access to your relevant target audience.

You could also consider offering a free trial of your service, a webinar, or another experience in exchange for the contact you’re after.

Whatever you offer must be valuable enough to persuade users to give you their email addresses.2

Aside from the landing page, most websites will allow you to place a pop-up to collect emails. It would be best if you also thought about creating one for your website. It should appear after the user has spent time on your site, indicating that they are receiving value and may be interested in learning more.

It would help if you also considered adding a user opt-in option. Users who opt-in indicate that they want to hear from you. It also keeps you in line with governments’ and email providers’ increasingly stringent anti-spam policies.

A double opt-in is more effective. It prevents users from giving bogus emails and trains our email app to recognise quality messages from you. Users must open and click on an automated email they receive when signing up. 3

2. Keep Your Email List Current and Relevant

It entails scrubbing your email list regularly to remove emails that bounce or addresses that never open your emails. The more emails you send that are never opened, the more likely email services will classify them as spam. It is recommended that you scrub your list every 6-12 months.4

3. Track Key Metrics and Test Your Emails

Email testing is essential for optimizing your campaigns. Two key metrics to monitor regularly are click-through rate (the percentage of people who clicked a link in your email) and unsubscribe rate.

As you test your emails, keep track of key metrics to determine the effectiveness of your efforts.5

4. Send Effective Emails

The only way to truly stand out is to provide something your target audience wants to click on because it improves their life somehow.

Also, remember the activity that prompted the recommendation whenever you recommend something to your target audience. It will aid in associating the positives of the new one you are providing with the previous experience.

When it comes to email, conveying value starts from the subject line. It can mean telling the recipient what they will get if they open the email. Make sure that whatever you say in the subject line is delivered in the email.3

5. Keep It Brief

The lead should be able to glance at your email and determine the value it provides to them within five seconds. In an email, information overload occurs quickly.

Including unrelated calls-to-action or links will increase your unsubscribe rate and reduce the effectiveness of your campaign.3

Final Thoughts

Despite the increasing obstacles to email deliverability, the overall value of email marketing is on the rise.3 email nurturing is critical to the success of any marketing strategy. Companies that excel at lead nurturing generate more sales-ready leads at a lower cost.