Email marketing to see a dramatic ''glow up''.
How it works and benefits of email marketing
We are going to learn the potential of email marketing for business
Email marketing uses
Are you able to stay more than two days without checking your email? That is the power of an email marketing strategy people. More and more people are connected 24/7 via email and because of that it is the perfect communication channel for our businesses.
What is the strategy is and what it is for?
To not get confused, it is necessary to know what
it is.
Email marketing is a technique used by brands to
connect with their target audience by email and it includes newsletters and other
kinds of actions more focused on the products and offers. This tool should be
used according to a strategy, thinking about the
objectives pursued and measuring the reactions in order to
track the success of the campaigns.
The messages sent in strategy can be:
- Newsletters:
Digital publication, mostly informative, sent directly by email. This information is usually periodical (daily, weekly, monthly, bi-monthly) and it usually shares information about a brand or about the industry of a
company or organization. The receivers will have shown previous interest in requesting a subscription.
- Lead-nurturing emails:
It is a strategy to keep the brand in the mind of a potential customer,
sending them information regularly about the topics they have shown
interest in until they are converted into a customer.
- Survey emails: These are emails asking questions of your customers about your products and services. It is a great way of finding out how your business is perceived.
- Promotional campaigns:
Emails with information about upcoming sales with calls to actions
and links to your site.
- Catalogue emails:
These kind of emails are an effective way to highlight products or
services.
- Transactional emails:
Sent after a purchase is made, as a way to confirm the transaction, say
thank you and encourage the customer to shop with you again.
Benefits:
1.
Low cost. Not all email platforms are free, especially when the
target audience is huge. When the number of receivers of a campaign is large,
the email service operators can charge a fee. But even then, the prices
are usually affordable even for small businesses.
2.
Measurable results. The user can be tracked via analytics, bounce messages,
un-subscribers, click-throughs, etc. Apart from this, the conversion rate is
bigger than a post in Social Media, especially because the audience is already
interested in what your company offers.
3.
Subscribe options. Subscription is a good way to retain and engage your
public, offering things that non-subscribers can’t access.
4.
Fast response. If you launch a good email campaign, you will be able to receive
the fruits of your labour very quickly, especially if you place timely and
appropriate calls to action.
5.
Highly personal. Email marketing lets you talk directly with your potential
customers. In view of this, it is a good idea to personalize the message
as much as possible, adapting it to the reader and make them feel special. A
good email strategy will bear in mind who is being targeted and will offer
a different style.
6.
Measurable results. We can know the average of emails open within the campaign, how
many people have clicked the links in the email and how many of them have
eventually become a conversion. Therefore, the return of investment is easily
verifiable.
7.
Target marketing. Newsletters can get a more targeted audience. The user should
have subscribed to the service and, very probably, have left some information
about themselves. Therefore we can use that data to adapt the campaign or much
better, design different email campaigns targeting our different users.
8.
Ideal for promotions. Email marketing is a great way to show new offers through
direct, appealing images, videos, and infographics. They will reach the
potential customer’s inbox and attract their attention easily.
Objectives
Should follow some objectives. They should be SMART (specific,
measurable, attainable, realistic and timely).
Examples of objectives could be:
- Generate loyalty.
- Increase the sales.
- Increase the number of subscribers.
- Get requests of quotations or
general information.
· These objectives can
be more accurate in such a way that we can measure the results in detail:
- Increase sales by 15%.
- Get 20% more subscribers.
- Increase the traffic to the website
from newsletter by 30%
Tools
Although email marketing looks as easy as sending an
email, it isn’t. It is important
to count on a good service provider in order to create accurate
lists of clients and manage the campaigns in the best way possible.
Frequency
Our readers can’t be overwhelmed by emails, but they
have to know about us from time to time. The frequency we send email campaigns
is really important. After launching some campaigns, we can analyse when our receivers open our emails and see is there a
pattern. It is useful to take care of the content of every campaign and
adjust the mailshot to the season or the trends around.
Kind of content
The content of email campaigns can be diverse.
Actually, the originality of them will affect the open rate and the loyalty of
your readers.
The
content can be:
· News
· Offers
· Banners
· Reviews
· Pictures
· Videos
· Testimonials
Tips on the strategy
· Use a personal tone, always according to your sector. But
if the field and the products of the company lets it, make it
informal and even funny. Make your email irresistible.
· Offer a promise but
never false ones.
· Ask questions of
your audience.
· Include calls-to-action.
· Be focused
on the content instead of selling oneself.
· Write short headlines.
· Avoid spammy words like
“free” or “offer” unless they are completely true and not tricky.
· Customise the email including
the name of the user you are sending the email to.
How to get subscribers
It is of vital
importance to make the subscription process as easy as possible. Don’t waste
any chance to offer the opportunity to subscribe, placing pop-ups, leading
to a short form where they can provide their email, a treasure for your strategy.
The banner
offering a subscription can be placed in a page of a site or in a blog, as once
you have a customer interested in the blog content, it is easy to generate an
interest in your products or services.
References
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