3 Ways to Create a Last-Second Email Campaign That Actually Works

By: Craig Spooner

If you’ve been in the marketing world for a long time, chances are you’ve gotten pretty comfortable pushing out rush emails every now and again. If I were to come to you requesting a 48-hour turn time from campaign ideation to launch, my guess is that you’d feel pretty confident that you and your team could manage the content creation, design, list segmentation, and testing necessary to generate the results you’re looking for.

Our industry is all about timing, so being quick on your feet is of the upmost importance, but sometimes that desire for quick turns can mean working outside of your normal operating procedures, leading to slip-ups that could cost you or your company valuable opportunities. Below are three helpful hints that will save you precious time on the road to find that perfect final product.

• Clone it! Looking for ways to cut down on the time it takes to set up your email? Do you have an email that recently received awesome results? CLONE IT! By duplicating a previous email, you can save yourself time on the basic setup of your email design and use the successful elements from the previous send to increase the results of your upcoming send. Once you have your setup taken care of, it’s as easy as populating the email with new copy and design. 
  
  

• Make your lists work for you. List segmentation is arguably the most time-consuming portion of any email campaign. Why not get those lists to work for you for a change? Create forms on your site that automatically bucket prospects based on segmentable criteria (job title, location, pain points) and use that data to easily build outreach lists that are primed for use.
  
  
  Pro-tip: Using MailChimp? Don’t forget to use the segmentation and group tools built into your MailChimp lists. Just build lists based on previous email engagement and segment users based on their interest level over time.
  
  

• Test, test, test. The most obvious of all hints, but it’s also the most important. Are you using personalization tokens in your email? Are you trying to send responses to a particular employee at your company? Are you linking to a landing page in your email? Does that landing page have a form on it? How will you know that all of these elements are working? Test it all!

And there you have it! These are just a few of the tips I’ve gathered from launching dozens of last-minute email campaigns that should help set you up for success on your email journey. When in doubt, trust your data to help you make decisions during your setup.

Additional Offer: Email is one of the many levers that play a role in developing a successful marketing strategy. Looking for more quick tips and tricks to enhancing your marketing efforts? Download our quick start guide to inbound marketing to gain insight into more quick and effective marketing strategies.

Thanks for sharing!