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 delivery tools that are available in the market, as well as their ease of designing and layout emails.
Today in I am from phone mailing list I am going to explain the basic concepts to establish an Email Marketing strategy, select an appropriate tool and guide the campaign towards attracting customers / subscribers.
If you already have a clear strategy and you have been sending for some time with a tool that suits you like a glove, you can improve the open rate with my article on how to avoid spam filters in your Email Marketing campaign Increase sales .
Inform about contests, webinars, new releases …
When we define the objective of our campaign we must quantify it. Some examples of measurable objectives: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 StrategyThere are many types of Email Marketingstrategies . It all depends on whether we sell a product, a service or an app, if we have a physical store or we only sell online, etc. It is not possible to contemplate the entire typology of Email Marketing strategies so we will focus on an example.
Let’s assume that our goal is to “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 gulf email list choose which or which are going to be the best for our product and above all, the most effective for our audience. Some examples:Use contests and sweepstakes that are exclusive to subscribers.
Send video tutorials with the product or a demonstration of it.
Sending content related to the product.
Sending content that talks about the advantages of the product.
Send product tests 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 a week, but it depends on the type of business and the target audience.
Finally, within the strategy we have to set the shipping plan . In this section it is convenient to be organized and have a document (for example an excel) where the dates of creation, sending, capture and review of reports meet.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 carry out these actions since this way we have all the data integrated directly 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 shipping we can use it, as long as we have a person who knows how to layout.
Acumbamail: It works very well, it has a great service and it is in Spanish, not like Mailchimp.Getresponse: It is fine but it is paid. It has a great capacity to carry out different content strategies.Subscriber acquisition
One of the consequences of a job well done in the long term will be the acquisition of subscribers. For this, it is necessary to generate a good, attractive and very visual form that invites you to leave your data.
There are basic forms in which only email is requested. They work very well since we are not overwhelmed with so much registration, but they can also be leads of less quality. 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 ask not only for personal information, but they may 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-response question