Email marketing or mailing is an excellent communication tool that the company has to communicate with the client. It is a very powerful weapon that is well used, can give very good results, especially conversion. It is a perfect opportunity to offer user quality and valuable content. A customizable plus to convert leads into potential customers.
Besides, email marketing uses email to send various types of content to a group of contacts, it is customizable and not invasive. Although emails are sent in bulk, we must bear in mind that for the user to receive our email; they have previously had to give their data.
These are the 5 tips that you should take into account to carry out an effective email marketing campaign:
Define the objectives of your email marketing
Firstly, To define the objectives that we intend with our email marketing campaign, it is essential to answer these two questions:
- What use do we want to give to emailing?
- What type of audience are we going to send it to?
Launching an email marketing campaign to give the maximum possible visibility to a special promotion within our online store is not the same as spreading a newsletter with tips or news of interest within an inbound marketing campaign.
In addition to our intentions and the type of destination, we must also define our goals concretely and quantitatively. For example: increase 10% of the sales of a certain product or increase the conversion to leads in an inbound marketing strategy.
Segment the database of your email marketing campaign
One of the main keys to a good email marketing campaign is the segmentation of the database, that is, of the recipients who will receive our emails.
To get a list of recipients, we can use methods like forms in which we can ask questions about the user’s age, sex, profession, or academic level, or surveys via the web, email, or telephone.
Define a content strategy
Do not forget that an email marketing campaign is also content, which means that to make quality emails, a good design, fun graphics, and images with a good resolution are not enough. More is needed, with an email we must try to provide valuable content for the reader, and for this, it is necessary to take into account the following tips:
- Create headlines that generate interest in a close and direct tone
- Special care must be taken with the first lines to attract the reader’s attention; use subtitles to divide the information, as well as all kinds of visual resources: vignettes, photos, graphics, etc
- Take care of the arrangement of the different elements that make up the email; seeking a good balance between images and texts
- A newsletter must be visually very attractive; but also provide valuable and relevant content, with news of interest related to the niche or topic to be discussed
- Whenever possible we should try to surprise the reader with curious news and sometimes, with a touch of humor
Use the right tools
Marketing automation platforms include powerful email marketing functionalities; such as predefined templates to create high-quality designs, customer segmentation, linking with the company’s CRM, lead nurturing and workflow techniques, or incorporating call-to-action buttons ( CTA).
Monitor your email marketing campaign
Finally, the impact of the email marketing campaign must be monitored. To do this, data such as:
Percentage of open clicks and reading time
In addition to knowing how many users end up opening our emails; we must also determine the interest that readers show about our campaigns and the time they spend interacting with them.
Media used
Another important piece of information; is to know from what medium (smartphone, tablet, PC, laptop, and even type of browser) our potential clients consult emails.
Content analysis
In this way, we can know which links, buttons, or images have received the most clicks and, therefore, more interaction.
The purpose of summarizing all this information is to have information of great value to improve our email marketing campaigns; especially if the results we are achieving are below our expectations.
