To design an Email Marketing strategy we have to have a clear objective and above all a lot of patience with the maintenance of the databases. It is important to contemplate the different shipping tools that are available in the market, as well as the ease of these to design and layout emails. Today in I am Marketing I will explain the basic concepts to establish an Email Marketing strategies, select an appropriate tool and guide the campaign towards attracting clients / subscribers.
If you already have your strategy clear and you have been sending time with a tool that fits you, you can improve the opening rate with my article on how to avoid anti spam filters in your Email Marketing campaign (update 2018).
Objective of the campaign
When we consider an Email Marketing strategy we have to have clear about our assistant director email list. As I say, it is useless to perform actions without meaning for the fact of “doing marketing”. Some of the objectives that you can raise may have to do with:
Loyalty your audience for a new channel.
Sell for a new channel.
Increase sales through to newsletter.
Offer gifts or report contests.
Increase the number of subscribers.
Improve brand image
When we define the objective of our campaign we must quantify it. It is essential to quantify the objectives. It is true that sometimes you can not measure everything, but if we can it is better to do it. Some examples:
Increase subscribers by 15%.
Increase sales by 10%.
Get a penetration in the new channel of 40%.
Increase traffic to the web by 20%.
Email Marketing Strategy
There are many types of Email Marketing strategies. Everything depends on whether we sell a product, service or an app, if we have a physical store or only sell on the Internet, etc. It is not possible to contemplate the entire typology of Email Marketing strategies so we will focus on an example.
We will assume that our goal is “Sell our product through the newsletter”. Once we are clear that it is a sales objective, we define our strategy.
Our Email Marketing strategy can be focused on different points, this is where we must choose which one will be the best for our product and above all, the most effective for our audience. Some examples:
Use sweepstakes and contests that are exclusive to subscribers.
Send video tutorials with the product or a demonstration of this.
Sending content related to the product.
Sending content that speaks about the advantages of the product.
Send proof of the product to our subscribers.
To comply with the Email Marketing strategy we need to choose what type of content we are going to use. We can use news, testimonials from other people who have tried the product, videos, photos, reviews, offers, banners, etc. In addition to this we have to be clear about what our content frequency will be.
It is recommended to send a newsletter to week, at most, but if we lack quality content that will interest our subscribers it is better to send one every 15 days or a month.
Finally, within the strategy we have to set the shipment plan. In this section it is convenient to be organized and have a document (for example an excel) where the dates of creation, submission, collection and review of reports are collected.
Email Marketing Tools
On the Internet you will find numerous applications and programs that allow you to send a newsletter or emails to a list of subscribers. Some of these are:
CRM Program: For example Zoho, Salesforce, Hubspot, etc. A CRM is always a good place to perform these actions since we have all of the data directly integrated into our Marketing platform.
Mailchimp: It is the best known of all and offers a free version. Obviously this free version is limited, but it can be more than enough to start a project. It also has easily interpretable metrics.
Send it Simple: It is paid and more limited than Mailchimp. If we want easy shipments we can use it, as long as we have a person who knows how to design.
Acumbamail: It works very well, it has a great service and it’s in Spanish, not like Mailchimp.
Getresponse: It’s fine but it’s paid. It has a great capacity to perform different content strategies.
Recruitment of subscribers
One of the consequences of a job well done in the long term will be the recruitment of subscribers. For this it is necessary to generate a good form, attractive and very visual, that invites you to leave your data.
There are basic forms in which only the email is requested. They work very well since we do not overwhelm with so much registration, but they can also be less quality leads. This example is very old (and ugly) but it gave its results:
Then there are the standard forms, which are the most common. They include first name, last name and email.
Finally we find the professional forms. These forms do not only for personal data but they can ask you to fill in fields such as the company you belong to, your position in it, your country or even an open or multiple-choice question.