Email Campaign: Strategies & Best Practices

Instructor: Savannah Samoszuk

Savannah has over eight years of hotel management experience and has a master's degree in leadership.

Email marketing is a must in today's society for a company to advertise. Every company needs to have an email marketing campaign in place. This lesson will focus on strategies and best practices for an email campaign.

What Is an Email Campaign

Technology has changed the way companies need to market to their customers. Email marketing is not a new trend, and it does not seem to be going away anytime soon. In order for a company to be successful at email marketing, they need to have an email campaign. An email campaign is the process of using email marketing to connect with customers. A company cannot just send one email or only set aside a little amount of time each month to work on their email campaign. Depending on the size of the company, some companies have entire departments focused on the company's email campaign. We will take a look at a few strategies and best practices for email marketing.

Use Software or Service

The first best practice for an email campaign is to use software or a service to send email blasts (i.e. a whole bunch of emails at once). Using software or an email marketing service allows the company to better manage their email list and send email blasts more efficiently and effectively. For example, let's say Mike is the owner of a chain of restaurants, and he is planning to start sending weekly emails to his customers. He can use a email marketing service to help manage his customer list and send email blasts. He will also be able to use the service to measure success of his emails. Mike might send an email blast for a new dish that is being added to the menu. He can track how many people clicked through to his website to look at the new dish.

Personalize & Segment Emails

Next, it is important for companies to personalize their email campaign and segment emails. Customers understand that companies are not actually sending an individual email to each of the thousands of customers they have. However, they will react better to emails that feel more personalized. For example, email software and services make it possible to address each email with the customer's name. You can also send suggestions or coupons based on past purchases the customer made. Mike might design an email campaign that sends personalized coupons to customers who purchased a certain dish. This will add personalization that will make the customer feel more individualized.

Companies can also go a step further and segment their email lists. Instead of having one large email list, the company can create smaller email lists by customer type or preference. Using the customer information, the company can create email lists that hit a specific type of customer. Mike can make different email lists based on the age range of his customers. For example, he can send out senior citizen specials to his customers over a certain age. He would not want to send the same email to someone in their twenties.

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