Campaign best practices

Creating effective campaigns can significantly improve engagement and conversion rates. Here are some best practices to help you maximize the impact of your campaigns.

Avoid lengthy emails

Long emails can overwhelm your audience and reduce engagement. Aim to keep your emails short and to the point, focusing on a single message or call to action. Here’s why shorter emails work better:

• Attention span: People have limited attention spans and are more likely to read and engage with shorter content.
• Clarity: Concise emails help you convey your message clearly and quickly, without overwhelming the reader with too much information.
• Action-oriented: With a clear and focused message, it’s easier for recipients to understand what you expect from them.

Strategies for concise emails

• Limit the scope: Focus on one core message or topic per email to avoid overwhelming the recipient with too much information.
• Use short paragraphs: Break your content into short, digestible paragraphs to make it more readable.
• Clear subject lines: Ensure your subject line clearly indicates the email’s purpose to immediately grab the recipient’s attention.
• Engaging opening: Start with a compelling opening that attracts the reader and piques their curiosity about the rest of the email.
• Direct language: Use straightforward and simple language to efficiently convey your message.

Example e-mail

Encourage conversations, not pitching

Build conversations in emails

Instead of directly pitching your product or service, focus on building a conversation. Ask questions, show interest in the recipient’s challenges, and offer value without a hard sell. This approach positions you as a helpful resource rather than a salesperson, increasing the chances of engagement.

Strategies for conversation-focused emails

• Ask open-ended questions: Encourage dialogue by asking questions that require more than a yes or no answer. For example, “What challenges are you currently facing with your current solution?”
• Show genuine interest: Refer to specific details about the recipient’s company or industry to show you’ve done your homework and are genuinely interested in their success.
• Offer help: Instead of immediately talking about your product, offer insights or assistance. For example, “I came across this article that might help with your current project.”

Example of a conversation-focused email

Optimize campaign steps

Limit campaign steps

We recommend structuring your campaign with five steps, as this number has shown the best performance. Too many steps can lead to audience fatigue, while too few might not build enough momentum. A streamlined approach ensures each touchpoint adds value and brings the recipient closer to the desired action.

Effective campaign structure

• Visit LinkedIn Profile: Start by visiting your lead’s LinkedIn profile. This action appears in their notifications and can spark their interest in learning more about you.
• LinkedIn Connection Request: Next, send a connection request. We recommend not including a personalized message, as this often feels too sales-oriented. This approach helps build a connection naturally and non-intrusively.
• First Email with Introduction: Once connected on LinkedIn, send a brief introductory email explaining how your product or service can address a specific pain point or need.
• Follow-Up Email with Added Value: Share a case study, testimonial, or useful resource that demonstrates the benefits of your solution. This helps build credibility and provides concrete examples of your product’s impact.
• Final Email with Strong Call to Action: Conclude your campaign with a clear, compelling call to action, such as scheduling a demo or a conversation. Make it easy for the recipient to take the next step.

Benefits of optimizing campaign steps

• Maintain Interest: A limited number of steps prevents overwhelming the recipient and keeps them engaged.
• Focused Messages: Each step has a clear purpose, ensuring your communication remains relevant and valuable.
• Better Performance: Our data shows that campaigns with a maximum of five steps perform better in terms of engagement and conversion rates.

Use a Multi-Touch Approach

Start with Low-Touch LinkedIn Steps

Begin your campaign with low-touch interactions, such as LinkedIn connections or profile visits. This approach helps warm up your audience and makes them more receptive to subsequent emails. Low-touch steps create a foundation of familiarity and trust without overwhelming the recipient.

Example of a Low-Touch Initial Message

Conclusion

By following these best practices, you can create campaigns that are more engaging, efficient, and effective. Remember to keep your communication concise, personalized, and focused on building conversations rather than direct pitches.

Monitor your performance and be ready to adjust your strategy for the best results. Visual aids, personalized content, and a strategic approach to campaign planning and execution will help you engage your audience and achieve better outcomes.