Turn Up the Sales: Run a Successful Email Marketing Operation

Diana Rubine
By Diana Rubine, Updated on October 03, 2023, 6 min read

Email marketing can help you earn a lot of money if you know how to run a successful campaign. It is one of the most effective ways to reach your customer base and sell products. In this blog post, we will discuss all the steps you need to follow to run an effective email marketing campaign:

  • Create a buyer persona.

  • Define your target audience.

  • Define your ideal customer.

  • Create a buyer persona for each of the above.

  • Allow your customers to tell you what they’re interested in.

Small business owners who need help growing their businesses; and Individuals who want to better organize their lives and spend more time on other things than just working (such as family or hobbies) are prime examples of people who need to implement email marketing campaigns. 



Set Your Email Marketing Goals

The first step is to set your email marketing goals. There are many different kinds of goals, but they all boil down to helping you achieve your business objectives.

  • How much traffic do you want to drive?

  • How many sales do you want to make?

  • What kind of ROI (return on investment) do you expect from the campaign?

It’s essential to set a goal for your email marketing campaign and ensure that it aligns with what makes sense for your business. If the goal doesn’t align with making more money or growing traffic, there’s no point in spending time and resources toward it.



Know Your Audience – Create a Buyer Persona



The first step of a successful email marketing campaign is knowing your audience. This might seem obvious, but it’s easy to forget when you’re getting carried away with writing content or setting up your website. Knowing who your customer is and what they want from you helps you craft more targeted messages that will resonate with them more than generic ones would.


Knowing who your customers are also helps create a buyer persona — a fictional representation of one of your ideal customers in detail (who they are, how much money they make, how old they are, etc.). This can help guide your language when speaking about yourself and even inform things like pricing strategy.


Finally — knowing who your audience is makes it easier for you to understand what content interests them most (and, therefore, what types of products/services would be best suited for them). This will lead directly to planning an effective email campaign strategy: emails needn’t just be sent randomly; instead, they should align themselves with existing interests and topics which may have already been touched upon elsewhere on social media or within blog posts!

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Conduct A/B Testing



You must know what works best for your audience to get the most out of your email marketing campaign. A/B testing is one of the best ways to find out.


A/B testing is a simple way to measure which version of an email performs better and is more likely to convert a user into a customer. It’s not just about seeing what people like better; it’s also about discovering what motivates them more than other options (like offering discounts or sending them coupons). All you need are two different versions that are nearly identical except for one minor change and some data from your MailChimp account. Then you can use this information to refine future emails while collecting data on how effective different approaches have been so far.



Write an Engaging Subject Line

If people don’t open your emails, there’s no way for them to read what you have written inside – which means all your hard work will go down the drain! If this happens too often, eventually, people will give up opening more messages from companies like yours, which can lead to losing customers altogether (and not just potential ones). That’s why having good subject lines matters so much when sending out emails; it helps keep those high open rates high and ensures that everyone who does open gets enough incentive (through value) not only to stay engaged but maybe even convert into sales later down the road too.


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Customer Engagement Tactics for Small Business


Personalize Your Email Content

Personalizing your email content for each customer is a sure-fire way to improve sales. You should use the customer’s name, location, and/or purchase history to personalize their email. You can also include information about their preferences and interests using data from social media sites such as Facebook or Twitter.


The key here is to ensure you’re authentic and not make assumptions about your customers’ personalities and interests. The best way to understand what customers want is to ask them! When they sign up for your email list, do your best to learn about their interests. You can send them something similar in your email marketing campaigns (such as a coupon code). This will help build trust with your customers because they’ll see that what they say matters!



An Email Marketing Must: Optimize your CTA button



This is where you need to be creative. You could ask people to sign up for your email list, download your free ebook or whitepaper, watch a video on a related topic, etc. It all depends on what you want them to do.


Make sure that the CTA button is large enough and easy enough for users to click on it. Make sure it’s in the right place on your website/email so it doesn’t force people away from what they’re reading or watching.


Also, ensure that this button is relevant to whatever content you’re sending through an email campaign or blog post – don’t just add CTAs without thinking about them first! One last tip: TEST YOUR CTAs AND LINKS. You might also consider email automation tools to automatically optimize your CTAs based on past purchase history.


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Improve Your Content Strategy

Your content strategy should not be just about the content. It’s not just about marketing, writing, or technology either. The best way to think of a content strategy is as an overall plan for creating, distributing, and promoting your company’s content.


A good content marketing strategy starts with understanding what you are trying to achieve and how you can use different types of content to get there. For example:

  • What do I want my audience (customers) to know?

  • How can I use different types of media (blog posts, social media, videos) to help them learn more?

  • How can I meet my customers where they’re at?

You must follow the proper content steps to run a successful email marketing campaign.



The Importance of Email Marketing

Email marketing is one of the most effective ways to keep in touch with your customers and prospects. It gives you a direct line of communication with them while they are on their way to purchase something from you or make an appointment to see your business in person. This is why it’s so essential that you use this channel wisely.




Email marketing for your small business is a powerful tool to grow revenue, but you must do it right and provide value to your readers. Take some time to consider your brand’s audience and what they want. This will help you create engaging content that encourages them to buy more from you in the future! Focus on the content while respecting your reader’s time!

Diana Rubine
Diana Rubine Diana Rubine is a proud Colombian-Israeli and currently, she is the Director of Engagement at Spike. Diana has 15 years of experience in Account Management and Customer Success in a variety of industries such as gaming, mobile attribution & cybersecurity. She also loves mentoring women in CS and Pilates.

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