How to run an effective emailing campaign?
Pre-campaign
It is known by all that mass mail is one of the most powerful tools available in digital marketing, and that is why we must make the most of all its capabilities for the benefit of our business.
To begin with, it is very important to have a clean and updated database, so that our emails only reach those who want it and have given their consent. So don't buy external databases and only send the email to those who have subscribed to the newsletter, don't recycle contacts from your past. But before thinking about the campaign we must think about inbound marketing, that is, attraction marketing. Capture our potential potential clients. Users will have come to our website because they are interested in what we offer, either our products or our content, or both. To get and give the final push to insert your email into the box, it is recommended to have an attractive lead magnet. . This is synonymous with offering a reward for subscribing, such as a 10% discount or exclusive content. It is an investment for the brand, but thanks to it we have authorization to send any type of communication via email to that user.
Details that make the difference
Let's not forget to have a welcome email for new subscribers, it seems like an absurd detail but these small gestures help build trust. Greet your new user and explain who you are. Once submitted, you are free to send the mass email campaign you want. There are more and more tools to analyze our subscribers in detail, take advantage of them! It is not the same whether you subscribed in January or in February, your content has possibly changed, and therefore the interest of both is different. That's why it is important to know when you subscribed. You can create lists of contacts to classify them according to concerns. You can also add a form at the time of subscription in which users can mark what interests them most, so we can adapt to them. If, for example, you had a marketing blog, you could make the distinction between amateur users and professional users. The articles or news that you would send to each one would be different, since although they are driven by the same topic, they do not present the same language or knowledge.
The time and day to send the campaign is also important. There is no need to send shipments during the weekend, people usually check their mail at work, but I can't guarantee that they will do it on the weekend. Monday is also not a good day, many weekly campaigns are sent and recipients' mailboxes become overcrowded. In this sense, the time at which they arrive is also significant; between 8 and 10 in the morning is the optimal period. It is important to set a schedule routine, if it is a monthly newsletter that always arrives on the same day, this way you generate expectations.
Email design and content
Once we have controlled all these parameters, we are going to get involved in the content of the newsletter. With it, what we want is to capture the attention of readers and make them want to read the next one, so let's not focus the campaign on the mere fact of selling. The first step is to have an attractive subject, since it will determine whether or not the recipient opens the email. The matter should awaken our curiosity. Avoid words like offer or promotion. Once we have a good topic, we enter the field of content. Ideally, only 20% of the content is dedicated to the promotional part. If there is an offer or promotion, it can be introduced but together with news related to our products, events, tutorials, videos that we like, our own articles... we must offer quality, provide value. It is necessary to create a community around our company. It is also convenient to ask, to appeal to the recipient. To know if there is something that would be improved or simply to know their level of satisfaction, and if they miss something on our website. The campaign must be pleasing to the eye, we live in a visual world, and if it is all full of font and tabs that stick out, you will become overwhelmed and close the email. In the campaign, offer the right information and add the Read more tab. When writing your texts, follow the structure of the inverted pyramid, so well known to journalists.
Email marketing is a direct and personalized channel, so speak to the subscriber by name, demonstrate closeness to gradually create a relationship of trust with them. Those who are already clients, whose requirements and concerns you already know, offer them advantages. The newsletter is the best way to stay in touch with them, and if they have a satisfactory relationship with the brand, they will remember you and if they require the product again they will not hesitate to trust us again. p>
Extras and extensions
It is important to remember elements like the unsubscribe link. It must always be placed, since otherwise all the effort in the campaign will have been in vain. The best way to avoid this type of problem is to use an application to manage mass sending. These applications have a large number of templates and at the same time already offer a responsive design, that is, the adaptation of your email to any device. At the same time, these platforms offer a set of extensions to reinforce and make your campaign more effective. For example, A/B Test allows you to send two versions of the same campaign to two small samples of your contacts and study the performance of each sample. The one that works best is sent to the rest of the database. Or also Google Analytics, which is an extension that allows you to link your email campaigns to the account you use on your website, so you can check incoming traffic, opening rates, and click rates. ..We also find the Previews extension, which previews the appearance of our campaigns on the main email servers. These are just a few examples of the large number of extensions that these applications offer.
With all these instructions and ingredients we are now prepared to develop a very good emailing campaign, worthy of the great marketing chefs.
