If you’ve tried email advertising, chances are good that you’ve seen how much more effective it can be than display and social media advertising.
While email is a strong way to get your message in front of readers, it can be particularly challenging to scale.
If you’re used to simply boosting ad spend when you want to acquire more customers, the process of researching new publishing partners can seem tedious. Advertising with the same publishers more than a few times, however, can result in diminishing returns for your business.
That’s why, just in time for the new year, I’m sharing the best strategies for scaling your email campaign strategy in 2021, including the best way to stop doing it all on your own, once and for all.
The Inefficiencies of Email Advertising on Your Own
Even if you already have an email campaign strategy in place, taking it to the next level can be challenging.
The main hurdle you have to contend with when scaling your email campaign strategy is time. It can be time-consuming to research popular publishers in the right niche, get to know their brand, figure out if they offer advertising options, and get a media kit from them.
Then, once you do find a publisher to work with, you may wonder about the accuracy of their media kit and whether you can expect reliable results from them.
When you send your campaigns, you have to track each email blast for results like traffic to your landing page and conversions, generally without the metrics to be able to understand email opens and clicks.
Luckily, there are ways to combat the challenges of email advertising on your own. One of the easiest ways to scale your email strategy is to join Paved and browse our marketplace of hundreds of publishers to find the right fit for you.
How to Scale Your Email Ad Strategy
It takes finesse to take the email campaign strategy that worked for you on a small scale to the next level.
When you’re scaling any marketing strategy, a good place to start is by identifying what is and is not working about your current campaign strategy.
Begin by diving into your campaign metrics to identify which publishers have been most effective for you in the past. Identify campaigns that have driven the most conversions for your brand and look for common elements in the types of lists you mailed to or the offer you created.
If you used Paved, you can consult the metric dashboards for each of your previous campaign sends. When you’re looking at your metrics, consider these measures of success:
- Open rates can offer insight into effective subject lines
- Click rates tell you whether your email content is serving you
- Heat maps show which visuals are working in your emails
- Landing page conversion rates tell you whether your landing page content is effective
Who is Your Ideal Customer?
Once you’ve examined past performance, dig into what made those campaigns effective. Examine your ideal customer persona, including their interests and motivations. Compare the lists you mailed and offers you created to the interests of your ideal customer.
Are there areas that you thought your customers would be interested in, but didn’t pan out? Are there newsletters that proved to be more effective than you anticipated?
The answers to these questions can shape which niches you look at mailing to in the future.
Researching New Newsletter Partners
When you’re researching new email newsletters to help scale your strategy, build on the niches that have been effective for you in the past. In addition to search engines, try using social media platforms to find popular publishers.
If you use Paved, browse the marketplace by niche to find relevant audiences interested in topics relevant to your brand. You can also look to your tailored publisher recommendations, which our team sends each week via email.
Once you identify potential partners, follow the newsletters yourself to understand their content. Ask for a media kit if you aren’t using Paved. If you’re going through the Paved marketplace, you’ll be able to see verified performance metrics like newsletter size, open rates, and click rates within publishers’ profiles.
Our publisher profiles also have media kits with demographic data based on a sample of their list. Understand where their audience is located, as well as household and employment information.
Measure Effectiveness and Repeat
After your publishing partners send, it’s important to keep track of performance metrics so you can repeat this process at the beginning. After all, a repeatable process is essential to scaling any marketing strategy.
Create a spreadsheet where you can track traffic and conversion rates from your email sends. Keep track of which offer you sent, the name of the publisher, the date of send, and if it was the first time you mailed to that list. Fill in data on traffic to your landing page and conversions.
If you use Paved, you can also track open and click rates for your emails in real-time, giving additional insight into the effectiveness of your email content.
Once you record your data and pay your publishing partner, you’ll be ready to repeat the entire process and scale your strategy.
Scale Your Email Campaigns
Whether you go it alone or use Paved, 2021 is the year to scale your email campaign strategy. As consumers become blind to display ads and turn on ad blockers, email marketing is still an effective way to connect with your ideal audience.
Join Paved today to see how simple it can be to scale your email campaigns.