Help! How Do I Send An Email Campaign to My Customers?

Keeping subscribers of your email list happy

Sending an email campaign to customers can be broken down into a few easy steps. We will walk through four examples to show you every step of the journey.

Step 1: Identify the goal of your email campaign

The first step is to figure out what you want to accomplish with your campaign. Identifying this goal will dictate all of the other choices that you make. Here are four examples for us to examine:

1. Goal: Encourage customers to return to your shop

2. Goal: Get new customers

3. Goal: Get a quick boost in sales

4. Goal: Generate buzz around a new product that you are offering?

Step 2: Pick a method for using your email campaign to achieve your goal

Once you have identified your goal, you need to figure out how you will use the campaign to achieve your intended goal. Based on the four examples set forth above, here is how we would create an email campaign that would get us our intended results:

1. Goal: Encourage customers to return to your shop?
Method: Send customers a one-time discount

2. Goal: Get new customers? 
Method: Ask your current customers to refer their friends to your shop. Incentivize the referral with a referral bonus.

3. Goal: Get a quick boost in sales?
Method: Run a flash sale. Create a discount that is only valid for the next 48 hours.

4. Goal: Generate buzz around a new product that you are offering? 
Method: Send out a new product announcement that can be shared on Facebook

Step 3: Choose the customers who will receive the email campaign

Pick the right customers to receive your email campaign is just as important as picking the right goal and the right method. Everything should not be sent to everyone. For example,

  • You don’t want to send discounts to customers who would have made purchases anyway
  • You don’t want to overwhelm customers with too many emails and cause them to unsubscribe from your email list
  • You don’t want to ask unsatisfied customers for reviews or referrals.

Here is how we would identify the right customers for each of our four example campaigns.

1. Goal: Encourage customers to return to your shop?
Method: Send customers a one-time discount
Customers: Inactive customers who have not been back in at least 6 months

2. Goal: Get new customers? 
Method: Ask your current customers to refer their friends to your shop. Incentivize the referral with a referral bonus.
Customers: Your best customers, who you know love your business!

3. Goal: Get a quick boost in sales?
Method: Run a flash sale. Create a discount that is only valid for the next 48 hours.
Customers: Everyone

4. Goal: Generate buzz around a new product that you are offering? 
Method: Send out a new product announcement that can be shared on Facebook
Customers: Everyone

Step 4: Draft the email campaign and send!

Now, the final step. Write your text, design your email and send your campaign!  For more details on drafting your text and design, you can see our follow-up post.

Like what you've read? Get Bizzy's best tips once a week.

No sales pitches, no games, and one-click unsubscribe.