Email marketing is a successful tool that refuses to die. If you don’t run email campaigns yet, you’re missing out on three things: savings on advertising, increasing conversions in your online store and, perhaps most importantly, reaching all the people who use your email account on a daily basis.
A email marketing campaign It is that tactic you are looking for to create better communication with your customers, improve the experience of your users and boost the sales of your business.
In the digital world there are many channels to be in contact with your customers and taking advantage of each one of them will be important for the growth of your company regardless of the line of business.
Bring pen and paper, because here We share tips, examples, two Y don’ts so that you can apply your own campaign in the best way and understand better What is email marketing.
What is email marketing?
Email marketing, defined above, It is all communication that a company maintains with its customers or community through email.
We have all come across several of these emails in our inbox. They offer promotions and discounts, inform about new releases, products and services, or invite us to read a note, access a certain page or perform another action.
Email marketing is a widely used tool today.and to understand why, it is enough to take into account three things: its low costthe conversions achieved And, perhaps the most important point, the large number of people who use your email account on a daily basis.
The people who use an email service in 2021, globally, are more than 4 billion,
So, a good content, with a personalized presentation, fired from time to time to the email accounts of the community that already knows your business (ideally, the email marketing is directed to a database obtained organically), It will positively impact your brand wherever you see it.
Have you already nailed the topic? Us too, so there you go recommendations and examples of how to make an incredible email marketing campaignstarting with the goals you should set for yourself.
Objectives of an email marketing campaign
There are several approaches to consider before defining the objective of your email marketing campaign.
To start your own strategy, you must be clear about what you want to achievethe audience you want to impact and the frequency with which you will shoot the emails.
- Make your business known
- Improve communication with your client
- Sell products or services
- Share news about your brand
Make your business known
One of the currently, is the welcome. There are newsletters to which we subscribe, brands to which we give our mail, that immediately after our interaction with them, they send a welcome message.
Learn more…
Article
This personalize the experience for customers and better position brands. In addition, with email marketing you can attract new customers, if you reach the right accounts.
For that audience that already knows you, adding extra information about the company and its procedures will be the best.
Improve communication with your client
Email marketing will help you communicate with customers more fluidly, as long as you communicate honestly and without being too insistent.
The No Reply is our enemy for this case. There are not a few emails that usually reach us from accounts with users like no-reply@empresa.mx, or with the classic message after the body of the text: “Please do not reply to this email”. That puts people off and is counterproductive for email marketing.
A personalized email, an added value in communication with your community.
Sell products or services
If your goal is to improve sales, the golden rule is not to write misleadingly. It is recommended to create urgency, with phrases such as “the first 20 people who enter”, but you should avoid using many commercial words and saturate people’s mail.
The prices must be perfectly explained, while the matter must not be ambiguous for the recipient. In an era of so much spam, deceptive email marketing strategies only guarantee one destination: the spam folder.
Share news about your brand
People don’t see emails as social media posts, but tend to pay special attention to their content.
Choose well the days and dates on which you will inform your community. Strategies of this type, with an email at the beginning or end of the week, with key points of what happened or will happen within your brand, for example, work very well.
Advantages of email marketing
How many people without email do you know? Almost all subscription pages, internet services, etc, require an email account to register.
Let’s be honest, creating an email account is one of the first things you do when you learn to surf the netfor this reason, almost all users have an account, and I dare to say that up to two or three.
In contrast to social media posts, people pay special attention to their emails every day. As an individual point of contact, it is prioritized, and personalized messages attract more easily.
Here are some advantages of email marketing for your business:
- personalized messages
- Convert more than a social media post
- You stay top of mind with your customer
- Segmentation of your audience
- It’s economic
Now, to explain each of these points:
personalized messages
You should always think of the recipient and how you will engage with the content of the email. A personalized message, with the name of the client in the subject or some characteristic that defines that audience, will improve the impact of your campaign.
Convert more than a social media post
What is a conversion? It refers to percentage of users who complete the proposed action in your email marketing campaignsuch as visiting your page or downloading a file.
Due to the personalization and careful handling of email accounts, conversion is usually higher in email marketing than with social media advertising strategies or other pages.
The actions most driven by an email marketing campaign are subscriptions, filling out forms, downloading files, and of course, purchases. Eye, Of course you can measure success by clicks within the content of the email, but this does not necessarily represent a conversion.
You stay top of mind with your customer
Email marketing will help you improve communication with customersand for this, a good scheduling is necessary, which will lead you to stay present among your clients and community.
Perhaps it has happened to you, it has happened to me; many times we stop consuming a certain brand or product because we simply forget about it, we do not remember its existence. One of the objectives of email marketing is also stay current and always remind your customers that you exist.
Segmentation of your audience
When creating an email marketing campaign, it is advisable to segment the audiences. This achieves absolute control of who will receive what emails.
Segmenting customers is divide your audience into different groups smaller according to their profiles, interests and actions.
Good segmentation will help meet the objectives of your email marketing campaign.
Learn more…
Article
It’s economic
Of course, the costs will depend on the content to be developed and the objectives set, but email marketing campaigns do. They are cheaper than buying advertising in the media, networks or other internet sites.
The ROI (Return On Marketing Investment) of email marketing campaigns is high, as long as good practices are followed.
In addition to saving budget in , you can also save timesince the tools and software that run email marketing campaigns are scheduled and will trigger the mail without the need for long processes.
5 steps to create an amazing email marketing campaign
You already know the benefits that email marketing can bring to your business, now, We will tell you how to start your campaign and not get stuck trying.
- Define your target audience
- Create a template or design
- What will the content be?
- Plan your shipments
- Track your metrics
Define your target audience
Marking a target audience will help to have better parameters to measure our results. It will not be the same communication for those who already buy from you as for , for example.
To define the audience, you can support yourself in monitoring user actions on your websitethe medium from which they subscribed to your information, if they have bought before or not, or even in their jobs, relevance in the sector, etc.
Create a template or design
In addition to following the same guidelines in each email, in order to create identity, it is highly recommended that you use colors, design patterns or images so that the receiver knows which company it is without having to read the information.
Some good practices for template creation are: always use call to actionfind a balance between images and text, and take care of the quality of all the graphic material included.
Standardizing a design will improve the click-through rate in your email marketing campaigns.
What will the content be?
The content will be defined by the stated objectives. Being direct in ideas will always be the best. Short paragraphs and with the most relevant information in the first lines.
Review the content well to avoid clashes with the language of the company and confirm that it really drives the specific actions.
An important part is adding, in each email, the option to unsubscribe. This way you can reduce the risk of being classified as spam and, therefore, mailing campaigns are closer to their objectives.
Plan your shipments
How many are many emails, and how many are few? This answer varies according to the case and the objectives, but as in everything, balance is the best option.
If you saturate your users with emails, the opening rate will drop. If you send too few emails, the community will forget your content and the effort will be wasted.
Plan your emails consistently. That they be sent on the same days and with established schedules. Here you can take into account special dates, such as Christmas or Day of the Dead, to take advantage of the context and boost ideas, sales and more.
You can start with a defined frequency, and try modifications little by little.
Track your metrics
The metrics are those indicators that will let us know if the result is favorable or not. You can divide them into positive and negative:
- Positive metrics: They are the number of emails sent, opened, registered clicks and of course, the conversions achieved.
- Negative metrics: They are spam marking, bounce rate (the number of emails rejected by the client’s server, compared…
Facebook Comments
Disqus