Relatable content, personalisation and automation are the three key ingredients to making an email marketing campaign succeed according to Akerho Oghoghomeh, VP for small business at Campaign Monitor. 

Oghoghomeh said email marketing is not an outdated form of communication, “It is very reliable, trustworthy and authentic when reaching the audiences that you’re going after.”

For marketers to create a successful email campaign they first need to send out relevant content. 

Oghoghomeh said, marketers should know by now that content is king. “The first thing you need to do is focus on what you as a brand or business can do for your subscribers. Identify the content that your audience needs, and then build that content.”

He said it is important to get the most out of the content by making sure it is relevant to the audience. 

This leads onto personalisation. Oghoghomeh said this is important to the success of your business, as personalisation gives marketers the hard data to help send relevant content to their subscribers. 

Marketers should not be guessing what their audience is looking for. He said, “Personalised email accounts for 600 per cent higher transaction from the standard email marketing newsletter.”

He still highlights the importance of a generic newsletter. “Everybody should have a robust newsletter campaign. 

“It’s a way to have ongoing communication with your customers. It’s a way for you to engage in either on weekly, monthly or quarterly basis about what’s going on with your brand or business.” 

By using personalisation, marketers have more than one way to engage with their audience, Oghoghomeh said. 

When marketers use personalisation they are also segmenting their consumers into various groups so they can send them more relevant, relatable content. 

“[Marketers] have so many other ways to personalise and segment our lists. We no longer have to rely on gender, age and location, as always, we can actually do it based on a lot of different data. 

“Things such as previous purchase behaviour, average order size, maybe even on site behaviour. In some cases, interesting topics and different promotions that are actually engaging.

“You can segment your list based on all of these things to create content, it goes directly to each of these different subsets.”

Finally, the last key ingredient is automation, Oghoghomeh said small business owners and entrepreneurs should be building out automated campaigns. 

“The simplest way to do it is to start with a welcome campaign, someone lands in your website and download some content, you just send them one email, stop there, it’s very, very simple.”

He said 75 per cent of all email revenue is generated by a trigger campaign, “When I say a trigger campaign, I’m talking about something that is triggered by an action that someone takes. 

“If they come to your website and give you their email address, that actually triggers a response to your email system.” 

Oghoghomeh noted the interesting thing about people is that roughly 49 per cent of people are ready to buy when they engage with a brand. 

“These trigger campaigns allow you to keep the conversation going so your top of mind. 

“Everybody should know that as a marketer you want to be top of mind because when that moment of need arises for your product or service. You want to be the first person that they take that problem to so they can find a product or service.”

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