Before social networks, Email Marketing was already used by brands and companies to generate engagement with users, inform them about news and promotions. Today it is still an effective tool that generates very good results.
Before telling you some useful tips for creating and optimizing this type of campaign, let’s take a look:
What is Email Marketing and how can it help your business?
Emailing is a highly accessible tool to communicate with your customers by sending mass emails to a contact base.
It is an essential point to manage the growth of your business and the main asset that entrepreneurs can have, because in your contact list you will find people who have already shown interest in the brand (leads) and therefore are closer to making a conversion.
Email marketing is an effective, measurable, segmentable and simple tool. In addition, it can be a strategy that adds value to your business by building a closer and more personal communication with your customers.
It offers you the possibility to educate your audience about the value of your brand, inform them about news and keep them interested in your product or service, as long as you provide valuable and relevant information.
To achieve this, you need to focus your attention on your target audience, and thus make a good content marketing that keeps them interested and waiting for updates from your brand.
The important thing in email marketing is not your company, but your customers.
This tool will allow you, among other things:
- Maintain contact with customers
- Convert leads
- Communicate news and updates
- Collect opinions and feedback
- Generate engagement
- Develop content marketing strategies
The number of active email users is expected to reach 4.6 billion by 2025.
Now, we know what email marketing is and why it is essential to your marketing strategy. But I’m sure you’re wondering:
How do I create an email marketing strategy?
We share with you a list of steps you can follow to start managing email marketing in your business:
- Set goals.
You should ask yourself what you want to get: subscribers, sales, leads. This way it will be easier to define what to send and to whom.
- Define your audience.
As in most marketing processes, it is important to keep in mind who our audience is, for them we recommend you to make a buyer persona to understand what your “ideal customer” is looking for and create your campaign according to their needs.
- Know your surroundings.
We invite you to research email statistics in the market, and use this information to set your goals. You can also use other data specific to your products or services when thinking about content, such as: finding out what topics are trending, creating an ephemeris list, paying attention to network trends, etc.
- Build your email list.
Now that you have established your objectives and you know who you are targeting, it’s time to create your email list so you can start sending your campaigns.
If you already have a portfolio of customers, you can upload them manually in an Excel file or you can also use a tool to automatically synchronize your customer data from an e-commerce site.
In case you don’t have a customer base yet, you should get email addresses and build your list from scratch. How? You can offer potential customers an incentive or create simple subscription opportunities on your website.
💡 Use registration forms on your website and social networks.
- Select the type of campaign.
There are many types of email campaigns, you can analyze each one and then decide which one best suits your audience and your objectives.
The most recurrent types are newsletters, marketing offers, announcements and event invitations.
- Create a calendar.
Once the strategy and content are ready, we must determine how often we will contact users. It is a good option to inform the audience about this period in order to generate expectation and trust at the same time.
- Create your campaign and implement it.
Regarding the campaign, it is important to keep in mind that the information must be concise and clear. It must be distributed in a way that is easy to read, with a dynamic structure. It is important to guide the reader to the call to action to direct them to where you need them to go, be it a conversion, your website, your social networks, etc.
🔎 The average attention span of an adult is eight seconds.
- Measure results.
Use email marketing tracking tools to measure the performance of your campaigns and analyze the data to see what’s working and what’s not.
Some key metrics to keep in mind are:
- Unsubscribes: Number of users who unsubscribe.
- Deliverability: Percentage of emails delivered.
- Open rate: Percentage of users who opened your email.
- Click through rate: Percentage of users who click on your CTA (Call To Action).
Now that you know how to implement an email marketing campaign we share with you some…
Tips for a successful campaign
- Generate valuable content
Be sure to send emails that contain valuable and relevant information for your customers.
- Implement CTA
It is very important to include calls to action in every email, such as buy buttons or links to your website.
- Use automated emails
Automated email allows you to automatically send emails to your customers based on certain events, such as shopping cart abandonment or a recent purchase.
- Customization is important.
Each of the users subscribed for different reasons to your list so it’s important that they feel that the brand speaks directly to them. You can start with something simple like calling them by name or addressing them with the appropriate gender. But if you want to go further, there are different criteria you can use to group your contacts, such as their age, gender, date of last purchase on your site, etc.
This brings back the concept of segmentation that we saw earlier. This allows you to send personalized emails to specific groups of customers. Use information such as location, purchase history and customer preferences, and remember to update and refine it regularly.
- Design care
As soon as the customer opens your email, he will be guided by the body of the message to know if he is interested or if he will turn back. It is essential, then, to think about the aesthetics (subject to the profile of the contacts), the tone of communication and other variables. It is also extremely important to think about a responsive design, that is, one that adapts to any device: cell phone, tablet, computer, etc.
😉You can use design templates as a basis.
By following these tips, you will be able to use email marketing to increase sales for your business. However, it is important to remember that this is an ongoing process and you must be willing to keep researching and adjusting your strategy.