Email marketing is one of the most effective digital marketing strategy. Every brand is utilizing its benefits as it allows brands to reach out to the customers directly and to build a strong relationship and to drive the more conversion, but one of the crucial aspect of email marketing is the email deployment. In this article, we will discuss about email marketing that every brand should know.
What is Email Deployment?
Email deployment is the process of preparing and sending the email messages to the subscribers, as it is a process which it includes several steps like, the planning, designing, testing, and sending the email to the right audience. Proper email deployment ensures that the email that is sent has reaches the right people at the right time with the right content.
Every Brand Should Figure Out Why Email Deployment is Important?
Effective email deployment can significantly provide the success to any brand, here are the reasons why it is important?
1. Reachability and Engagement: Effective deployment ensures that the email land in the inbox of the subscriber, and increases the chances of being open and read and to take the action provided in the email.
2. Brand Image: Easy to read and well deployed emails reflects the brand professionalism and help brands to build trust with their audience.
3. Monitoring and Tracking: It allows brands to track the performance of their campaigns accurately, helping them to understand what works and what doesn’t work for their business and to take the next step appropriately.
4. Compliance: It is important to ensure that the emails comply with the regulations like the spam traps and GDPR to protect the business from legal issues.
Let’s have a Look What All Steps Require in Email Deployment.
1. Planning of email campaigns – this is the very first step in the email marketing that to plan the campaign effectively. This involves the defining of goals, identifying the target audience and to create a content calendar.
– Goals: it is important to identify what the brand want to achieve with the email campaign? Common goals include the increasing sales, driving website traffic or to promote any new product or service etc.
– Target audience. It is important to figure out whom we are sending our emails to? Brand should segment their audience based on the factors like demographics, purchase history, and the engagement levels.
– Content calendar: Brand should prepare a calendar well in advance that what is their planning to send to their audience. This helps to ensure the consistency and prevents the overwhelming to subscribers with too many emails at once.
2. Email Designing–
Once the Brand have everything in place, the next step is to design the email as per the planning. A well-designed email is visually appealing and easy to read. Below are the key elements that needs to be considered at the time of designing the email.
– Subject line: it is recommended to craft a compelling subject lines that ensures that it grabs the customer attention and encourages them to open the email.
– Header: Header should include the logo and the clear navigation bar if required.
– Body: The body is the main part of the email that contains the valuable content, which includes the image, videos and engaging copy to keep the audience engaged.
– Call to Action: CTAs are like the icing on a cupcake that provides subscribers a part where to navigate and what they have to take the action.
For example buy now, learn more, Join the community.
3. Personalisation and Segmentation–
This is the most crucial part for email marketing as it increase the effectiveness of email campaigns.
– Personalisation: when the brand uses subscribers name, past purchase history, or any other personal details, it provides the special fee to the customer as it makes the email feel more tailored to them.
– Segmentation: segmentation is the process of dividing the audience into smaller groups and to target them based on their past history and preferences or behaviour, this feature allows to send more targeted and relevant emails.
4. Email Testing–
Before hitting the send button, it is important to test the email first to ensure that everything looks fine and works as intended.
Below are the steps which helps in testing:
– Preview: It provides you the different visuals of the email that how it appears on different devices and to the email customers.
– Links: Always ensure that the links and CTAs are added in the email are correctly working.
– Spam Test: It is suggested to use few tools to check if the email is likely to be flagged as spam and rectify by taking the appropriate actions.
– A/B Testing: Send different versions of email to the different audience just to see which one is performing better and what your audience is going liking from the particular brand.
5. Email Deployment–
Once the brand is satisfied that the email they have prepared is fine, then it is time to deploy the same. We can send the email in 3 ways:
– Schedule: If you want to reach out to the audience later, you can schedule it for the best time to send the email based on the audience behaviour and the time zones.
– Send: Use email service provider to send the emails to the targeted list.
– Monitor: once you send the campaign, the last step is to monitor the performance so that the metrics like open rates, click through rates, conversion rates help you to create the next strategy.
Let’s Discuss the Best Practices Every Branch should Follow for Email Deployment
Brand should ensure the success of the email campaigns through the below pointers.
1. Maintain a clean email list.
2. Optimise the email for mobile, tab and desktop version.
3. Always use a consistent sender name.
4. Provide value through email.
5. Comply with regulations.
Below are the Tools for Email Deployment
Although there are several tools available in the market that can help brands to streamline the email deployment process.
Few are mentioned below.
1. Mailchimp: This is the widely used ESP that provides several features like the targeted segmentation, automation and the detailed analytics.
2. Sendinblue: It offers the range of features which includes the SMS marketing and the advance segmentation.
3. Hubspot: This is the all in one marketing Automation platform considered as a powerful email marketing tool in the industry.
4. Mailercloud: It is the most easy to use platform in email world, which provides the segmentation and automation of emails and advance scheduling option.
Final thoughts?
Let’s have a look
Email deployment is a critical concept in email marketing, but by following the steps and the best practices mentioned in the above blog post, Brand can ensure that their email reach to the right audience at the right time with the right content. Remember, to plan the email campaigns, design engaging emails, add the spice of personalization and always segment the target audience into the smaller groups , and don’t forget to test the emails thoroughly with the A/B testing option and never forget to check the performance of the email campaigns so that Brand can create the effective strategies as per the metrics and reach out to the audience in the same way they want.
Hence, with the right approach and tools brand can reach out to the target audience and make the email marketing effort with more effectiveness and drive results for their businesses.
Happy emailing!
Read Also – Do You Aware About Psychographics Segmentation?
Amit Bhateja is the co-founder of enrcloud and helping brands and Unicorns from the last 15+ years and overachieve their Engagement and Retention goals. He is passionate about solving customer problems with modern technology, new age solutions, and consultancy approach. Besides Building ENR, He enjoys reading books, spending time with his family and Teammates, traveling, meeting new people, learning new things, and love to close the business deals.
