An Email Campaign falls under the larger banner of Email Marketing. An Email Campaign can be used for a number of specific purposes, including:
- Acquiring new customers
- Persuading current customers to purchase some product
- Growing the relationship between the business and the customer
- Growing the awareness of the presence of the business in the greater World Wide Web
Email Campaigns can be designed to target a specific audience (permission marketing) or a non-specific audience (interruption marketing). This form of marketing can be very effective and offers various advantages for business including:
- Low cost compared to other traditional media marketing.
- Delivery time of the campaign to the audience is much shorter compared to other traditional media marketing.
- Tracking mechanisms can be enabled to offer the business greater visibility on what the audience is engaged with.
In order to have a successful Email Campaign there are a number of simple yet very important factors that must be taken into account.
What is the intended purpose of the campaign?
As per the items listed above, there must be a specific purpose for the campaign.
Who is the target audience?
In order to structure the campaign to have most impact, the target audience should be identified. Will you be marketing to current customers or prospective customers?
Have you tested the proposed Email Campaign?
The last but most often overlooked step is to test your Email Campaign. If you begin your campaign without actually testing the output (i.e. how does the email look and read when viewed in various email clients, etc) you could end up with a less than desired Email Campaign which could end up having little or no impact on the intended audience.
The earlier that these factors are taken into consideration in the overall marketing strategy, the higher likely-hood of a successful campaign.
