Email marketing is anything but simple, especially if businesses fail to execute proper email campaign management.
This process gives you better insight into your workflow and helps you take informed steps. It’s a great way to ensure your marketing strategy brings better results. After all, you want to boost your business and not waste your marketing efforts.
That’s why businesses must consider the perks of campaign management before creating one. So, let’s explore the tools and techniques for successfully managing an email campaign.
What Is Email Campaign Management?
Email campaign management means planning and executing the right email campaigns at the right time. This type of marketing has many moving parts. You must focus on campaign objectives, segmentation, automation, resource allocation, and key performance indicators (KPIs) on top of email design.
That’s why managing email marketing can often become overwhelming for people without a road map.
However, with proper management, they can easily handle each step of the workflow. It allows brands to align their email marketing efforts with their goals. Personalization also becomes easy since you know exactly what to do with each campaign. As a result, your emails get better, increasing engagement and building better relationships.
Moreover, you can analyze performance more effectively if you manage email campaigns. You can tackle the relevant issues before it’s too late. For example, if your brand’s email deliverability is low, you can redo the email list by removing inactive subscribers.
Lastly, management lets you see the minor details of your planning so you can address flaws and improve your strategy.
There are multiple tools that can help manage an effective email campaign. All you have to do is find one that fits your marketing goals. With that said, here are four tools to give you a head start.
- Mailchimp: If you’re looking for a more user-friendly tool, this is for you. Its interface is straightforward, so anyone can use it. Another feature you can use is its landing page builder for lead generation. You also get helpful tips and best practices with its editor to create catchy subject lines.
- Brevo: If you’re starting a brand awareness campaign to reach more people in less time, using Brevo might help. Along with email, this tool allows you to create and send marketing messages via SMS, Facebook, Messenger, etc.
- Omnisend: Managing email campaigns is hectic. But with Omniseed, you get pre-built eCommerce workflows to help set everything up with a few clicks. You may also want to invest in this tool for features like A/B testing and segmentation.
- ConverKit: This tool lets you create sign-up forms and landing pages for workflow consistency. It also provides customizable templates, so you don’t have to create emails from scratch.
How To Choose the Right Email Campaign Manager
Choosing a good email manager is a critical decision, so you should carefully analyze the tool before buying. After all, this tool can make or break your campaign.
Not every tool is perfect. Some have advanced features but are very expensive, while others are cheap, with no effective features. However, there are a few basic things you must keep in mind before opting for any email campaign manager.
Always look for a user-friendly interface. A management tool should be easy to use so you don’t have to spend countless hours learning. Then, it should have segmentation and automation capabilities to improve personalization.
Moreover, consider a tool more aligned with your analytical needs. Make sure that it provides insights into conversion rate, customer behavior, and feedback for improving campaign strategy.
Another feature you should look for is integration. Make sure your chosen tool is compatible with other eCommerce platforms and CRM systems. This will help in creating an uninterrupted workflow.
Next, look for the right features while staying within your budget. It should also grow with your business so you don’t have to switch platforms when your subscribers increase.
How To Create an Email Campaign on Campaign Manager
The process of creating an email campaign differs with every tool. You’ll have different buttons and setup processes. However, almost all options provide helpful articles and forums to help you easily set things up. Plus, the general workflow to create these campaigns will remain the same, no matter what tool you choose.
The process starts with choosing your target audience. You must know who you want to contact. Otherwise, you won’t be able to personalize the content and make it relevant to the customer’s needs.
However, each campaign will have a different goal. For example, win-back emails aim to achieve re-engagement. You need to know your end goal for each campaign and your overall marketing strategy. This will help you make campaigns that bring the results you want.
Next, you must decide what type of campaigns to send to fulfill each goal. Some examples include welcome emails, promotional campaigns, event invitations, and announcement emails.
Once you know all these things, you’re ready to start writing the content. Come up with catchy subject lines, engaging content, and actionable calls-to-actions (CTAs). Remember, email marketing tools have various templates you can edit to fit your needs. Use them and test the campaigns before launching them.
However, that’s not all. You also need to track your metrics regularly and make constant improvements.
How Much To Charge for Email Campaign Management
Until now, you’ve learned the benefits of campaign management and how to create one. Now, let’s talk about setting the pricing if you’re offering email campaign management services.
But first, you must understand that there’s no short answer for specifying this pricing. It all depends on your specific goals and preferences.
The first option is to design your pricing based on service models. On the other hand, you can charge hourly rates, project-based rates, or flat fees.
However, the starting point is always strategic planning. For tailored customer engagement strategies and long-term planning, you can charge $600 to $3000, depending on the campaign’s timeline.
Email design is another service you can offer. If a company approaches you for this, you can make $500 to $1000 per project. Also, if your client is looking for copywriting and content creation, charge around $500. Some marketers also charge $2000 per month for more feature-rich content creation.
The most important part of a campaign is analytics and reporting. Charges here depend on how deep you dig the metrics for a brand. However, the cost of basic analyses might be $700 to $1200.
Marketing campaign management pricing also depends on the size and complexity of the campaign. Costs may also differ from industry to industry. Moreover, the length of the subscriber list and level of customization also determine how much you should charge per campaign.
6 Strategies for Effective Email Campaign Management
Now that you understand the concept and importance of email campaign management, let’s discuss the strategies for it.
Email marketing strategies are still the most effective for business growth because of their professional and personalized approach. Therefore, if you’re starting an email campaign, make management your priority. This process will help you develop and monitor the campaign more effectively.
On that note, here are six of the best strategies to use in your campaign to enhance your business growth.
1. Create a Calendar
Email campaign management isn’t just about what to do. It’s also about when to do it. Therefore, an email marketing calendar will keep your plans organized and help you create better workflows.
This calendar should contain the campaign name, time, start and end dates, target audiences, etc. You can also mention task responsibilities, statuses, and campaign goals.
A more detailed calendar will even help you plan the minor steps. Therefore, create and update it regularly so your team knows the complete timeline.
2. Automate Your Campaigns
Automation makes campaign management more convenient and effective. It allows you to put in less effort and makes the process a breeze. You can remove the need for manual intervention to save time and focus on other aspects of your business.
Moreover, setting up email sequences based on various triggers and user behaviors brings better open rates. These emails go out at the right time soon after a customer does something.
You can also automate email newsletters and transactional emails based on trigger events for more engagement.
3. Use A/B Testing To Optimize Your Emails
One of the best ways to manage your email campaign strategy is by implementing A/B testing. It means sending out different versions of the same email to your audience. You can send version A to one subset of the audience and version B to another.
These emails can differ in any aspect. You can add different images, subject lines, or offers to test which versions get the best response.
A/B testing allows you to tailor your campaign according to the audience’s reaction. Once you’ve created a successful email version, the chances of conversion and engagement will improve.
4. Don’t Forget To Manage Your Email Lists
Managing and maintaining email lists is as essential as creating emails. After all, you don’t want to send valuable content to inactive subscribers. This will only mess with your email deliverability and waste your efforts.
So, once you’ve done everything to engage your subscribers, remove those who don’t respond.
Also, keep an eye on bounced emails. These are the emails that couldn’t reach a specific subscriber’s mailbox. A high bounce rate will affect the credibility of your campaign. That’s why removing these addresses always helps.
5. Track Important Metrics and KPIs
Email management tools help you track metrics such as conversion rates, open rates, list growth, etc. Tracking these numbers is very important since they help you optimize your email marketing campaigns.
Basically, this process allows you to make more informed decisions for increased engagement. It tells you how customers react to your emails. You can learn how many people open them or click on the links. KPIs like open rate also allow you to optimize your subject lines and email design.
6. Segment Your Lists To Personalize the Content
Segmentation is the best way to target an audience and send relevant emails. For this, you must sort your subscriber lists according to their brand interaction, demographics, and other preferences. Once you have the perfect segmentation, create the email content accordingly.
As a result, you’ll get better email open rates and conversion with personalized content. Statistics suggest that personalized emails have 26% higher open rates. When you know what your target audience expects, you have better chances of creating engaging emails.
Effectively Manage Your Email Campaigns for Better Results
Email campaign management may seem daunting at first, but it is the right way to go. It keeps businesses aware of the key components essential to achieve their marketing goals. So, use careful planning and execution to simplify the process and boost your campaign’s results.
If you want to attract customers and manage your reputation, consider adding WiFi marketing software to your repertoire. At Beambox, we offer unique software that gives insights into your customer’s interests.
Additionally, with Beambox, you can automate your marketing campaigns. That way, you can save time and focus on what matters for your business. Start your free trial!
Frequently Asked Questions About Managing Email Marketing Campaigns
Now that you’ve learned about email marketing campaign management, let’s answer some common queries.
What are the key metrics for measuring the success of an email campaign?
The key metrics for measuring the success of an email campaign include open rates, click-through rates, conversion rates, etc.
These metrics help you analyze your campaign’s success. You can use various software to see these metrics and adjust your campaign for better outcomes.
What does an email campaign manager do?
An email campaign manager helps you manage all the steps of your email campaign. It has a built-in calendar so you can plan your campaign.
Advanced features like segmentation, personalization, and automation can improve customer engagement. These tools also provide detailed reports that can help you improve your strategies.
What are the benefits of email campaign management?
The benefits of email campaign management are numerous. It helps you plan, implement, and analyze your marketing strategy. It also makes the process more convenient and effective as you take informed steps.
Moreover, it helps you generate better ROI by improving customer relationships and giving data-driven feedback.
