Email marketing has become one of the first and best-known means of digital communication. Many people are convinced that they know what it is. However, do they know how to make it more effective?
Nowadays, when data is the fuel of many business models, marketing using emails has become a popular communication tool. The reality is that, with the right strategy, it can become one of the most effective and profitable tools in terms of return.
The best strategy is one that offers users valuable content, quality, and does it in a personalized way.
The concept of marketing with email is also called emailing or mailing, is customizable and should not be invasive. We can predict that this evolution will be mobile since, currently, half of the users check their emails on their smartphones.
Email Marketing: What is It?
Email marketing is a powerful communication tool that a company uses to interact with its customers. The best marketing strategy using emails is one that offers the user valuable content, quality, and does it in a personalized way.
Keep in mind that it is not a tool that works effectively in the short term. The expected results are obtained with constancy and a lot of work. One of its strengths is that you can measure the results instantaneously and in real-time.
There are different reasons to use email for marketing. Companies rely on it to communicate with their customers and send them the latest news about their products and services. They do it to ensure that their brand remains firmly implanted in the minds of their clients.
Three Types of Email Marketing
If we go through the stages of the relationship with the customer, we’ll find that there are three types of them:
This type is characterized by its marketing and sales approach. A campaign consists of several emails sent over a specific period (e.g., several days or weeks). Some examples of this type of email can be special offers or the launch of a new product.
This type, also referred to as a newsletter, communicates brand news, contents of the organization's blog as well as informs about the new features of products or services.
The great advantage of email marketing is its scalability. However, it doesn’t mean that you have to send emails in bulk. We should think that a user who chooses to be part of our contact base can be potentially turned into a loyal customer.
To develop an effective marketing strategy, you should consider the following steps:
1. Choose a Right Software
There are three reasons why you should use software for an email marketing campaign. With it, you can:
Easily manage your emails
Quickly launch campaigns
Effectively monitor your campaign results.
Choose an email software that will help you meet your marketing goals.
The chosen software must allow you to analyze the behavior of the recipient and evaluate the result of the campaign within minutes. Given the great variety that exists in the market, you need to make sure that it will help you meet your marketing objectives.
2. Develop an Opt-In Process
The way of collecting email addresses has changed radically. The RGPG, or Regulation (EU), 2016/679 of the European Parliament, is a regulation that entered into force in Europe in May 2018 and which aims to protect the personal data of consumers, including their emails.
In essence, you should strive to have the user go through a process called “opt-in,” whereby they should give you their consent to obtain their contact information and include them in your email campaigns. Therefore, when designing registration forms, you need to specify what data you will be collecting and how you will be using it.
To achieve a greater impact on your email marketing campaign, you should start by segmenting your audience.
It is possible to divide it by sex, age, city of residence, or interests. Segmenting with appropriate criteria and designing valuable content for each group are essential for obtaining better metrics and conducting effective campaigns.
4. Apply the 3V technique
Visibility, value, and velocity are the three elements you should include in your strategy.
During email registration. You need to make sure that your CTA is obvious and that it is located on the main and the product/services pages. Value is all about knowing how to explain to the user the benefit of leaving an email.
During unsubscription. Here, the three rules of unsubscribing are:
Make the unsubscribe option clearly visible.
Facilitate the process.
Offer the user the possibility to change their preferences.
Before launching your email marketing campaign, you should answer these questions:
Who is my target audience?
What motivates them?
Why should they be interested?
How do they buy your products?
Remember — the more you know your audience, the better you will focus on the campaign. It is also advisable to customize emails by using the recipient’s name. That will allow you to boost your click and conversion rates. You should know that there is also a thing called dynamic customization, which will enable you to offer your customers different products based on their preferences.
6. The A/B Test
This type of technique can help you make the email marketing campaign professional. That is all about testing it with different variables and, according to the results obtained, sending emails for the sake of the best possible effect. In the medium term, it may be the best way to contact and acquire potential clients.
Have you checked all the steps we have analyzed here? Are you ready to develop your emailing campaign in the most effective way? If so, keep in mind this powerful communication tool that can help you acquire new customers.