Let us teach you how to create highly successful email marketing campaigns by following these simple steps. Acquire new customers, build loyal commercial relationships and strengthen your company’s presence and brand.
Why use email marketing?
Email marketing has numerous advantages you can benefit from. It is personalized, far reaching, cost-effective and if you the strategy correctly you will produce great returns. And remember, in order to use this marketing tool it is vital to have a database of your target audience. As we have learnt in previous posts, building this database is best done through a landing page which records information of each unique visitor.
Even if you have a significant number of clients, email marketing is still important, not only to introduce your clients to the brand for the first time, but to develop a strong and loyal relationship. Because after all, retaining clients is cheaper than getting new ones.
Step by step guide on how to create an email marketing campaign
Step #1 – Define your objective: before thinking about the details of the campaign, you have to define what is the goal of your brand when sending the emails. This objective must be present at every stage, so that you can check if your marketing strategies are working well.
When you think about your goal, it is important to remember that you should not send lots of emails without relevant information or without a clear brand aim. In other words, your aim is not sending emails just to flood your users’ mailboxes, because it annoys people and also damages brand credibility. It also leaves a bad impression that these emails are merely automatic, with no specific aim.
Step #2 – Segment your audience: dividing your mailing list when sending emails to them is always a good strategy. Even if your client database isn’t huge, the division of them into different profiles helps you to create personalized campaigns to target each of these audiences, since they have specific characteristics and needs.
Depending on your business you can segment them according to several criteria, such as sex, age, location and even results of previous campaigns, which, in some way, define the kind of clients you have.
Step #3 – Create valuable content: offer relevant content. But how can you know what is relevant to different kinds of people? Well, that is why it’s vital to properly segment audiences, like we mentioned before. When you know their preferences and interests you can think from their perspectives, thus knowing what may be useful to them and what may not. In addition, the content must be friendly and creative to captivate and generate interest.
Step #4 – Talk about irresistible subjects: on many occasions the email subject is the main reason for success or failure. It is the first sentence that people read when they open their mailboxes. which means that it is the first point to decide between opening the email or not. And this is our main issue. We must use the subject line to gain the attention of the audience and make them want to read our message.
People receive lots of messages everyday. Consequently they have to choose which of them they will open by reading the subject. So one bit of advice is don’t make the length too long. Subject text should be between 25 and 45 characters.
Step #5 – Dedication to design: design is an important part of your email marketing strategy.. It should be sophisticated, but not exaggerated. It is essential that the emails are catchy, calling the clients to buy the products and helping them identify with the brand in a subtle way. And do not forget, the quantity of text must be bigger than the quantity of images.
Another good tip: when designing your email, think that it must captivate the readers so much that they will recognize and differentiate your email from others they receive.
Step #6 – Use a highlighted CTA (Call to action): the call to action is, together with the subject, one of the most important aspects of email marketing. This CTA may be a link inserted within the text or a button which redirects users to the page you want. That is why it must be conveniently located to prevent any confusion.
CTAs must be clear, concise and the message cannot be ambiguous. Therefore we recommend you to use interesting verbs and short, engaging words.
Step #7 – Track the results: after you have created an excellent email strategy from all the previous tips, you now need to send them. And what is next? Tracking the results! Your emails must deliver the results you expect, so tracking them is fundamental. Constantly tracking them means you can see deviations from your targets or elements which are not working well.
Tracking is the main, and maybe the most time-consuming element in a marketing campaign, since it is when you measure open-rate for emails, clicks and conversions. If there is any problem with the campaign, this is where you’ll be able to spot issues and react accordingly.
Can you see how useful and important a strong email marketing strategy is? Do not waste anymore time and use this helpful tool to get great results.
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