Just as in life you need to pursue the main objective, in Email Marketing all actions will achieve a much more effective result if you channel your shipments to that legitimate purpose. Do not know where you want to go or have goals set from the beginning? Do not make the big mistake of starting your Campaign without defining your strategy since you will never know if it was successful or not.
“Email Marketing is the process of delivering attractive, timely and relevant marketing messages about your products and services to a specific group of recipients through email.”
Although there are thousands and various definitions of Email Marketing. Your online efforts should be focused on delivering such messages in an effective way, that they reach the right people, that the piece is attractive, interests the Subscriber and generates clicks, that the Email is not inappropriate and that it is not the same delivery for everyone. but rather communications based on the segmentation of the target audience. You can send Free emails using Free SMTP servers. In case you are wondering what are SMTP servers?
Defining the objectives of your Email Marketing Campaigns
If we asked you to honestly answer if you are clear about your goals, what would you say? Well, according to the responses from the Doppler Academy survey, the truth is that 60% have them defined but the remaining 40% do not. A hobby that we usually have is to create and launch actions without having clearly defined what we need to do to reach the goal.
For this reason, our infallible advice is that you write down your objectives, that you are sincere and concise with what you want to achieve with the strategy that you are carrying out and that you define the purpose of your actions being specific, realistic and thinking of quantifying in the short and long-term results. You can read about how to use fonts to increase the message impact
To define these objectives, three fundamental questions will serve as triggers :
- What do you seek to obtain with the Campaign? Determine if what you want is, for example, to increase sales, position your brand or retain current customers.
- What is your target audience? It is essential that you define your target, that is, to whom you are going to send your Campaign.
- In what time frame do you intend to achieve your objective? Establish if the purpose to achieve you intend to achieve only with a Campaign or with a set of shipments to schedule communication accordingly.
Types of Campaigns adaptable to your need
In Email Marketing there are different types of Campaigns that you can develop and strongly associate with the objective that you seek to achieve. Each one of them has elements that are it’s own and help it to recognize it as such. Use them to your advantage! Learn about these features and you can target them to meet your specific needs.
- Newsletter: The main objective is to retain customers, inform new services and products, position the brand as a benchmark in the industry and generate traffic to an event, a resource to download, the site of a business partner, the blog itself or the website of the brand.
It will be essential that your Newsletter has a clear structure to become an effective communication channel. From our experience, the header or Header must be the presence of your brand with your logo corresponding to the Subscriber quickly associate and identify with your content.
As they are periodicals you must include a date for the news to be linked with a time-lapse. It is essential that the Subscriber finds, before making his first Scroll, the main reason for this piece, the central action of your Newsletter.
For this, you must highlight such content with greater visibility and quality. Then, accompany with sections and secondary notes to the highlight of the piece and invite your Subscribers to events or provide articles, tips from your industry or success stories.
Always remember that the main objective of your Newsletter should be to provide quality information and not all promotional material. Arrange the information in a way that is pleasant to read, understandable, and captures the interest of your clients.
- Promotionals: Your reason for being is to generate conversions, whether they are clicks, recommendations or higher sales. If you are going to send a Promotional Campaign, the main thing is that you focus on the benefit to offer and even more on how the user will reach it.
Your piece must specifically communicate what is the exclusive benefit that your Subscriber receives for being part of your Database. Dare to try different strategies and ways to get the attention of your Subscribers! For example, you can appeal to the sense of urgency of the discount, persuading with an unmissable offer Those who are interested should hurry because the promotion ends.
- Seasonal: Anchored to the special dates of a calendar such as Christmas, Mother’s Day, the beginning of winter, Children’s Day or Halloween, they seek to retain customers and acquire new prospects, position the brand or generate conversions.
Seasonal Campaigns use a special promotion for a certain date with the excuse of attracting the Subscriber and appealing to the collective imagination of a specific time offering something different.
The advice we gave is to make a calendar with all the key dates that you want to use in your favor and analyze what to offer in each one. Thus, you can review everything you have planned and use it to your advantage, checking what has been done to date and everything you still have to manage . At the end of the year, you will be able to analyze which Campaigns were more successful and establish which actions will be produced next year.
Check your calendar now and use the endless dates in your favor! Do not forget that these seasonal pieces are the ones that have the most competition, so your Campaign must be designed with time to stand out from the crowd . If you still don’t know what you will do to differentiate yourself from the competition at Christmas, we invite you to our next tutorial .
- Informational: Characterized by being concrete and concise , the main reason for these Campaigns is to communicate something new or to change the brand. In the informative pieces, the key is to provide human content and distance yourself from the robotic style.
You must be able to achieve with your Emails a warm sense of belonging, make your Subscribers part of something, provide them with special information and involve them as a select group that chooses you as the best option.
For this, nothing better than personalizing your communication actions with the signature of a member of your team at the foot of the piece. It will be an infallible strategy!
Who are you directing your Email Marketing shipments to?
After defining the objective of your online actions and the type of Campaign you will use, you must decide who will be the target audience to generate an efficient segmentation of your Database. To your consumer representative and ideals must direct your emails, knowing that it is they who must seduce with your product or service.
If you imagine your potential buyer you can use different demographic variables to take into account to segment your Campaigns . Defining the target audience will allow you to make your communications more efficient!
If what you are looking for is to enrich your Database , you can use subscription forms, customizable and flexible. Harness the power of Double Opt-In forms, include them on your Site and generate Subscribers!
A Landing Page is a very effective channel to improve your Database. It is the page to which you send your visitors from any type of Campaign, so you must use it with a single objective. While your Website can have multiple destinations and purposes, your Landing should focus on a specific objective such as closing an account, promoting an application, broadcasting an event, marketing a product or in this case increasing your Database.
Don’t buy a Database! The emails they have are invalid, do not exist, or worse, the person has not given their consent to receive your communications. Thus, your efforts will turn against you like a boomerang and you will have invested money in a truncated action. You can always send free emails. Conversely, nothing better than including a form on your Site or using Landing Pages to feed your lists.
How to generate new subscribers and potential clients
The best way is to generate new Subscribers and then segment them to allocate a personalized Email to each group . To make your Lists even more robust, you can follow our Speaker’s Tips:
- Include a Subscription form on each page of your site or in one of your Facebook Tabs.
- Use Landing Pages to feed your Lists and even add a link to a subscription landing in the signature of each member of your team.
- Offer special discounts, valid only for your Subscribers.
- Hold events to get new interesting data.
- Promote your Newsletter in Social Media.
Just as segmentation by geolocation factors is a good option, dividing your Lists according to the behavior of your Subscribers is an even more effective alternative since you will be able to separate your potential clients by analyzing the interaction they make with your brand and the actions they carry out. once you have sent them your Campaign. Review in this complete post the factors to classify the behaviors of your users.
By segmenting, the results will be much better! You will offer something that your Subscribers want to receive and the difference will be resounding . If you want to check it, you can send a general Campaign to your entire Base and another segmented by behavior, adapting perfectly to the real interests of your users. Then look at both reports and see what has worked best.
Start at the beginning: The Issue
If the subject of your Email Marketing Campaign is boring, surely nobody will open it. Never leave the alternatives to your possible Subject until the end but rather write variants with interesting and attractive content .
Follow advice and propose possible Subjects , write five alternatives and then choose the best one or make a mix of options to arrive at the ideal subject . In the same way, do not exceed 50 characters and strive because that line has all the attention focused on a specific action that invites you to open the Email .
You will thus have a second Subject to stimulate your Call to Action , provide a summary of the content, establish the reason for the Subscription, detail the times and expirations of your offer or give a summary of your content. It will be your time to activate creativity!
Viralize your Emails with Social Networks
If what you are looking for is to spread your content, even more, the best option is to carry out Social Email Marketing. You will see how by combining the spontaneity and virality of social networks with the personalization, massiveness, and economy of Email Marketing you can maximize the exposure of your Campaigns and increase your Database.
You can also integrate a Landing Page with your Social Networks through Facebook Tabs . Lander offers you the possibility of publishing your landing in just 4 steps. You will see how you can save applications and intermediate instances and you can maximize your content by sharing your material immediately with Lander and Facebook. Thus, you can enter a Landing on Facebook to serve as a Form and feed your Email Lists.
You have the possibility to set and configure the shipments of your Email Marketing Campaigns so that they are automatically published on your Social Networks. Check this post and you will see how to generate extra content for your networks in a simple and viral way.
Measure, analyze and retest
The Email Marketing has exclusivity to measure and evaluate the results . If you want to analyze the return on investment of each of your Campaigns, you can use a powerful ROI calculator and quantify the economic success of each of your shipments.
In turn, with email marketing you have an possibility to analyze the Reports of your Campaigns , evaluate who opened your Emails and who removed from your Base. If what you are looking for is to make informed decisions , there is nothing better than knowing the strengths and weaknesses of your piece by testing the content and the way you disseminate it .
To do this, you can send an A / B Test submission , either content or subject, to test which Subject works best and achieves more openings, or which content structure receives more clicks on your calls to action .
With some free email providers like sendgrid, mandrill you can know
With these free reports all the data of schedules, dates, frequencies, keywords, email clients and strategies to avoid removals. We hope that this report will help you make decisions !