Email is a fantastic communications tool to gain new customers and stay in touch with existing customers. However there are some challenges and pitfalls to be aware of when planning and executing email campaigns.

Here are some great tips on how to successfully manage an email marketing campaign, courtesy of Academy Internet.

Integrated email campaigns

Email campaigns are most successful when they are integrated with your offline and online communications rather than used as a stand-alone tool existing in a vacuum.

Emails are one of the easiest ways to create a touch-point with your customer so it's important your email effectively communicates your brand and message in a positive and timely manner.

Database management and marketing

The quality of email communication is often hindered by a lack of cohesion between internal departments. It's important to create synergy amongst various departments, especially database management and marketing. 

By bringing these departments closer together email communication can become the powerful, sophisticated customer-focussed contact point it has the potential to be. This will help create a consistent message and avoid any violations of the Data Protection Act.

Consistency

If your emails are created by a number of different people in your business it is important to ensure that a consistent house style and language is used.

You also need to treat your in-house email lists with care. Make sure you are adhering to your customer's contact preferences so you don't over-communicate and alienate them. If they like what they see and forward your email to a friend then this is a great way to build your list.

CRM and analytics

You may also wish to think about integrating your email campaigns with your CRM and web analytics to build a more complete picture of your customers, gaining a deeper understanding of their behaviour and activities. Then you can start engaging with your customers using the information they want, when they want it and in the way they asked for it.

Training

Taking part in email marketing training will help you address common issues, improve your open and response rates, show you how to design HTML emails well for maximum response, underline the principles of online copy writing, detail how to build house lists and above all help to ensure you don't make common mistakes.  

Top tip

If your sales team make follow-up calls after an email is sent, make sure you spread the number of emails sent over a specific time period to ensure your leads stay warm.