Email is one of the most powerful marketing tools we have, but for its use to be effective, it is necessary to have strategies capable of engaging your subscribers with them. I propose 15 ideas of email marketing campaigns to make a difference, improve your results and get loyalty to your subscribers through your newsletters (with real examples!).
Today, businesses and brands have a wide range of ways to communicate with their audience, especially thanks to social networks in branch manager email list. However, email still represents a highly effective direct communication channel capable of creating and consolidating relationships with the audience that businesses and brands should not ignore.
Email marketing is one of the best channels available to build a solid relationship with your target audience
At this point, the question is more than obligatory: do you still not use email marketing? Assuming your answer is NO, let’s review why you should, at least, consider it:
Advantages of email marketing for your brand
Within the marketing strategy of a brand or company, email marketing is much more than a distribution channel. In fact, the newsletter campaigns represent a fundamental piece responsible for reinforcing your content strategy and connecting it with the other areas of your online marketing plan.
But, in addition, there are other added benefits to the use of email marketing strategies, such as:
✓ You can reach a global audience.
✓ It allows you to send totally personalized and segmented messages.
✓ The investment is minimal.
✓ The results are measurable.
✓ It is a very powerful web traffic source.
✓ It is one of the most efficient ways to attract customers and induce conversions.
REMEMBER: When you collect data from users as it is, in this case, your email, you have the most precious asset: the ability to address them directly and immediately.
How to prepare an email marketing strategy?
Now, once you have decided to use email marketing for your brand, the main steps to follow are:
Define and establish clear objectives for your strategy.
Choose a good email marketing tool.
Create a list of subscribers.
Start capturing leads
Prepare and send your email and newsletter campaigns.
The first two steps are the basis of any action you are going to undertake. A good email marketing strategy has to go hand in hand with the right tool and, before moving on to action, you must have specific objectives to know where you are going and what you want to achieve:
Capture new subscribers?
Loyalty to your customers?
Increase web traffic?
Now, once you have defined your objectives and you have the right tool at hand, there comes another key point in this strategy, that of capturing subscribers and start filling your list.
In this stage, the generalized strategy (and very little care) would be limited to create a subscription form, place it on the website or in the place from where we want to capture those leads and, once we have a certain volume of accumulated emails, Every time there is something to say, a newsletter campaign is sent to everyone equally and ready. Do not?
This is, without doubt, a huge mistake and it would not be the right strategy if we really want to get good results. What to do to avoid falling into the same trap? Let’s find out …
If you direct your #EmailMarketing campaigns to all your subscribers alike, you are making a serious mistake
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Segmentation: The key to success in email marketing
To avoid the generalized error described, it is as simple as avoiding sending shipments, yes, lightly. You need to plan well each of your actions and segment and optimize your contact list.
What is segmentation?
Within email marketing specifically, segmentation refers to the categorization of your lists of data in groups based on the information that you have collected or that you collect from subscribers (sex, age, geographical location, interests, behavior …) with the objective of offering them a “made to measure” content.
Although you can sell a single product or service, your customers / subscribers do not always have the same characteristics, so offering them the same content would be much less likely to succeed than delivering one that is perfectly adapted to their specific characteristics and needs.
Starting from a good segmentation, it will be much easier for us:
Know our target audience very well.
Loyalty to our subscribers.
Optimize our actions and “go to the point”.
Improve our results
What to take into account when segmenting?
As in everything, each case is a world but when it comes to grouping the contacts you can take into account a series of main criteria:
► Demographic data: Sex, age, location, income, marital status …
► The behavior: Interaction with the campaigns themselves, with a website, with a purchase process …
► Interests: Specific preferences on products or services.
► The activity: The frequency or the assiduousness with which subscribers interact (or not) with campaigns.
And you will think, why are we putting so much emphasis on segmentation if what I was looking for were specific email marketing strategies and examples? As we have seen, if we want the results of our email marketing strategies to improve, segmenting is a key step and from which we should start.
Once you have your lists well segmented, the ideal and most effective would be to prepare email campaigns aimed at each segment. This is where we would arrive at the crux of the matter.
Planning and segmentation are key elements for an email campaign to be effective
At this point, you can not miss a proper planning of your shipments and, to help you in the process, I propose several ideas for strategies and content for your newsletters:
15 ideas of Email Marketing campaigns that you can apply NOW in your newsletters
- The initial cleaning
Yes, you read it right. An initial cleaning, before launching with any other type of campaign, can help very notably in the following your results are much better.
If you have a good email marketing tool, such as Mailchimp, Mailrelay or Infusionsoft, for example, you will have access to the results and statistics of your campaigns.
Thanks to them, you can analyze two very specific metrics for this strategy that will allow you to detect which users show a behavior that does not benefit you at all:
Bounces: (When an email does not reach the recipient’s inbox).
The “no openings”: (When an email arrives in the recipient’s inbox but does not open).
Once detected and segmented users that show this particular behavior, prepare a campaign aimed exclusively at them and, in it, give them the ability to unsubscribe from your list openly and without any commitment.
Do not be afraid to “invite” your less (or none) active subscribers to unsubscribe from your list. After all, they were not giving you anything. Of course, do not dismiss outright. Try to use a sense of humor or a closer wink to avoid that the subscriber may feel offended.
Often, with this type of email, they serve as a wake-up call and subscribers show interest again. But, in any case, remember: What good is it to have thousands of subscribers if they do not open your emails? You are not interested in having a database with subscribers not interested in your product.
A list of well-segmented subscribers will improve the opening rate in your emails #EmailMarketing
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- The welcome email
This type of email is the key to start generating trust with your subscribers and it is very important that your content and form are appropriate.
Remember that, if you have obtained a new subscriber, you have the advantage that this user has a prior interest in what you have offered and you have to take advantage of it!
Of course, users who have subscribed to your list may not know you (or not enough). It would be good to introduce yourself and talk a little about yourself and your brand to start building that trust we are looking for. You can take advantage of this shipment to show who you are, what you do and, most importantly, how you can help the user.
The first email is the basis to build a solid relationship with your #EmailMarketing subscribers
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Take note of some other extra tips you can apply in this welcome email:
Thanks for that subscription
Share some content from your blog or other useful resource
Offer some extra incentive
In this example of GLOVO, once you register in the app and fill in the corresponding form, you receive the welcome email where, in addition to receiving you and reminding you of the reasons why you chose this application, you are encouraged with a “Free shipping”.
- Share blog updates
This Email Marketing campaign is more common but not less effective.
You can use your emails as an extension of your blog and each time you have new content, let your subscribers know and give them access from the comfort of your email. It is a good way to prevent your subscribers from forgetting about you and, if you also offer them a valuable content adapted to their characteristics.