What Is an Email Campaign?
An email campaign is a type of marketing campaign where the message is delivered electronically via email messaging technology. Email campaign components include the email text, email graphic design, and the email address list or database.
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Email Messaging
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The email messaging includes the text, phrases and links that are included in an email campaign. Effective email messaging usually results in a "call to action" such as a telephone call, a request for information or a visit to an organization's website. Many marketers include personalization within email messaging, as it has been proven to increase email campaign results.
The Subject Line
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One of the first things email recipients see is the email subject line. Therefore, using compelling verbiage in the subject line is critical to email campaign success. Strong email subject lines will inspire recipients to open and read your email message. Poorly written subject lines may cause emails to get coded as "spam."
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Email Graphic Design
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Email graphic design refers to the colors, shapes, images, branding and layout within an email campaign. Effective design draws readers in and reinforces the email messaging.
Email List
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To send an email campaign, you must have a list of email addresses. An email address is usually a name or group of letters/numbers followed by the @ sign and the email provider. For example, timsmith@emailprovider.com.
Email Opt In Regulations
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It is critical to understand whether your target audience has "opted in" or given you permission to send an email before it is sent. Audience members who have "opted out" must be removed from email campaigns. Email marketers must have a strong understanding of "The CAN-SPAM Act," which regulates email campaigns.
Common Email Campaign Measurements Of Success
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The "email delivery rate" is the percentage of emails that were received by your recipients and did not bounce back. The "email open rate" is the percentage of emails that were opened and read. The "email click rate" is the percentage of emails that were clicked on, and spurred a desired call to action.
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References
- Photo Credit email image by chrisharvey from Fotolia.com
