An email marketing strategy consists of sending messages via email with various objectives.
These can be: to attract new customers, maintain relationships with current customers, build customer loyalty, generate trust or increase sales.
Carrying out a campaign of this type has several advantages: reduced cost, speed, effectiveness, versatility and the possibility of measurement.
For all these reasons, here are some of the keys to success.
1.Define our target audience
The aim of the campaign is to get the right message to the right people, so it is very important to select the audience to whom we are going to send it.
We can segment our contacts based on various factors such as geography, demographics or behaviour.
2. Define our target
As in any campaign, we must be clear about the objectives for which we are going to carry out the campaign. To do this, it is important to aim for them and not lose sight of them, so that our actions will stick to them, and it will be easier to achieve them.
Having a large database will help us to reach more people. It is important that it is organised and updated, as there is no point in having a lot of contacts if they have errors.
We can segment them through tags that, for example, indicate the sector they work in or the size of the company.
4. Planning mailings
Many email marketing platforms offer us the possibility of automating the sending of our messages, so that we do not have to be aware of sending them ourselves at the time and day set.
Another point to keep in mind regarding the planning, is that if we send a large number of messages at the same time, we run the risk that the platforms mark the messages as Spam and do not reach our recipients.
5. Creating a template
An email does not have to be just text, it must go beyond that, we need it to catch the eye of the recipients, that is to say, it has to catch their attention. We can find numerous templates that can make the design easier for you or you can do it yourself.
In it, it is important that from the first moment they know who is the company or person sending the mail, therefore, we must put our logo or image that best represents us.
6. Content of the message
Our message does not have to be excessively long, the information that we want to transmit has to be explained in a clear and brief way.
A recommendation we offer is to include images so that it is more visual, there must also be a call for attention that encourages them to visit us, contact us or buy our products or services, depending on our objectives.
7. Email marketing tools
There are several tools that can help you with these campaigns, such as Acumbamail, Mailchimp or GetResponse. Some offer free trial periods, but it is important to consider paying for the services of some of them, as they will provide more options such as a greater number of contacts or more customisation and design possibilities.
8. Test sending
Before we start sending our messages, it is a good idea to send one to ourselves so that we can see if there are any errors in our messages and correct them before they reach the final recipients.
Another aspect to consider is to send two types of mailings for the same campaign. We will send message type A to a percentage of our contacts and type B to another. With this, we will be able to observe which of them has a higher opening and so we will improve the following ones.
10. Statistics, follow-up and correction
Once we have finished sending emails, we will be able to measure various aspects such as subscribers, the number of clicks on our links or if the email has been opened.
This will help us to have a control of our campaigns and know if we are achieving our goals.
In short, we can successfully carry out an email marketing campaign if we take into account a number of points such as the target audience, the objectives of this, the design and content of the message. In addition, before sending it, we must ensure that the two models do not have any errors so that our results are the best possible.
In conclusion, carrying out an email marketing campaign will help us to keep in touch with our customers and attract new ones, as long as the messages we send are appropriate and attract the attention of the recipients.
If you want to learn more about some of the key topics in digital marketing, don´t miss our next month´s blog. While we´re working on it, you can read the previous ones.