In the arsenal of webmasters there are a huge number of ways to attract traffic to offers — from banner ads to Influencer marketing. Some ways are more effective, some are less useful, but the timeless classic of email marketing always brings good traffic for relatively little money. In this article, we will tell you in detail how to launch an email campaign, from creating a list of subscribers to analytics and campaign optimization.

What is email marketing

Email marketing is the sending of advertising messages to a target audience via email. Webmasters use this method of promotion to attract traffic to offers. Some media buyers consider this method outdated, however, it is still able to effectively monetise traffic, with email campaigns being much cheaper than running other types of advertising.

Benefits of email marketing in traffic arbitrage

Email marketing has several distinctive advantages that make it stand out among other methods of promoting offers:

• High return on investment. Email marketing has a high return on investment (ROI) due to the low cost of sending emails and a very high conversion rate on offers;
• Target Audience. With email marketing, you can segment your audience by finding target users and then send them personalized offers, which increases the likelihood of a targeted action.
• Automation. Modern platforms for email marketing in most cases have the function of automated email campaigns, selection of target audience or even creation of advertising text. All this makes managing email marketing campaigns many times easier, saving the webmaster’s time for other tasks;
• Analytics and optimization. In addition, advertising campaign launch platforms have inbuilt analytics tools, so you can track the effectiveness of each advertising campaign and make the necessary adjustments to improve its efficiency.

Email marketing services

Here are a few popular email campaign services that will help you run your campaigns effectively.

• Mailchimp. A service with an intuitive interface and extensive features for creating, automating and analysing email campaign;
• Brevo. A platform with features for launching and automating email marketing and SMS campaigns;
• Constant Contact. Easy-to-use service with email marketing templates, analytics tools and CRM integration;
• Campaign Monitor. A tool for creating personalised letters with multilingual support and campaign performance analytics.

How to create an effective email marketing campaign

To create an effective email marketing campaign, you need to follow these simple steps:

Create and manage a campaign mailing list

The first step in email marketing is to create and manage a mailing list. It is important not just to collect as many contacts as possible, but to make sure they are interested in your offers and belong to your target audience. The form for sending promotional emails should be simple and attractive, with a short description of the benefits of subscribing and the minimum time required to complete it. You can add various bonuses for users who opt-in to the letters, such as a discount, free stuff or exclusive access to content — this will help attract the attention of new subscribers. Segmenting your audience based on their interests, behaviour and other criteria will allow you to send more relevant messages.

Text for emails

Quality text is very important for creating a successful email campaign. The text should be interesting, useful and relevant to your target audience. Personalising the text will help to give users offers that match their interests and needs. It is also important to make attractive headlines that will encourage people to open your emails. Headlines should be short, informative and attention-grabbing. Also, each email should have a clear and easy to understand call to action that will direct the user to the next step, whether it’s buying a product or service, registering or simply clicking through to the website — depending on your targeted action.

Testing and optimisation

Testing and optimisation are actions without which email marketing will not effectively direct traffic to an offer. That’s why it’s important to regularly A/B test different elements of your emails, such as headlines, images, and calls to action. This way, you’ll be able to determine which ones are performing better and which ones need to be optimised. Careful tracking of key performance indicators (KPIs) such as open rate, clickability and conversion will give you all the information you need to optimise. Also, don’t forget about the sending time and frequency of emails. Experiment with these parameters to find the right time and frequency of sending emails for your target audience.

Automate email campaigns

Automation makes it much easier to manage email campaigns and increase their effectiveness. Creating automated funnels that guide users through a chain of emails based on their actions and interests can significantly increase conversion per offer. Trigger emails that are sent under certain conditions such as subscription, purchase and so on can keep subscribers’ attention and encourage them to take targeted actions. You can also get insights into user behaviour from your email list to create personalised recommendations to increase conversions.

Analytics and reporting

Integrating email marketing platforms with analytics tools is not just an optional extra, but an absolute necessity if you want to run truly effective campaigns. Use internal email tools or integrate third-party analytics tools to track key metrics and identify campaign weaknesses to optimise your strategy.

Conclusion

Although email marketing is gradually giving way to other promotional methods, it still performs well for getting traffic. However, the effectiveness of email marketing depends on how skilful hands use it. It is important to use this reliable and proven tool correctly, paying attention to such factors as quality text and headlines, compiling quality mailing lists and setting up automation. In addition, you should constantly analyse the results of your campaigns, test and optimise your emails so that the effectiveness of your mailing lists is not only maintained but also increased.