How to make an effective emailing campaign? pre-campaign is known by all that mass email is one of the most powerful tools available in digital marketing, and that is why we must squeeze all its capacities for the benefit of our business. To begin with, it is very important to have a clean and updated database, that our emails only reach those who wish and have given their consent. So do not buy external databases and only send the mail those who have signed to the newsletter, do not recite contacts of your past. but before thinking about the campaign we must think of the Inbound Marketing , that is to say in the attraction marketing . Capture our potential potential customers. Users will have reached our website because they are interested in what we offer, either for our products or our content, or both. To get and give the final push to insert your email into the box, have a Lead Magnet attractive . This is synonymous with offering a reward for subscribing, such as a 10% discount or an 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 an absurd detail but these little gestures help create trust. Greet your new user and explain who you are. Once presented you already have a free way to send you the mass email campaign you want. There are more and more tools to analyze our subscriber in detail, take advantage of them! It is not the same that has been signed in January as in February, your content has possibly changed, and therefore the interest of both is different. That is why it is important to know the moment in which has been signed. You can prepare contact lists to classify them according to concerns. You can also add a form at the time of the subscription in which users can mark what most interest them , so we can adapt to them. If for example you had a marketing blog, you could make the distinction between those amateur users or those professionals. The articles or news that you would send to each one would be different, since although they are moved by the same theme they do not present the same language or knowledge. The time and day to send the campaign is also important. Do not make shipments during the weekend, people usually check the mail at work, but I do not assure you to do it over the weekend. On Monday it is not a good day, many weekly campaigns are sent and the subscription mailboxes are crowded. In this sense, the time when they arrive, between 8 and 10 in the morning is the optimal period. It is relevant to mark a schedule routine, if it is a monthly bulletin that always arrives the same day, you generate expectation. mail design and content Once all these parameters are controlled we will get involved in the content of the newsletter . With her, what we want is to capture the attention of the readers and raise desire to read the next one, so we do not guide the campaign to the mere fact of selling. The first step is to have an attractive matter, since it will determine that the receiver opens the email or not. The matter must awaken our curiosity. Avoid words such as offer or promotion. Once we have a good matter, we enter the field of content. The ideal is that only 20% of the content is dedicated to the promotional part. If there is any 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. Also it is convenient to ask, appeal to the receiver. The campaign must be pleasant to view, we live in a visual world, and if everything is full of lyrics and tabs that stand out will be overwhelmed and close the mail. In the campaign it offers fair information and adds the Read more tab. When elaborating the texts, make them following the structure of the inverted pyramid, so known to journalists. Email Marketing is a direct and personalized channel, so he tightens the subscriber by name, demonstrates closeness to gradually create a relationship of trust with him. Those who are already customers, of those who already know their requirements and concerns, offer them advantages. The Newsletter is the best way to continue in contact 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. extras and extensions It is important remember elements such as the low link . We must always place it, since but all the effort in the campaign will have been in Valde. The best way not to have this type of problem is to use an application to manage mass shipping. These applications have a large number of templates and at the same time 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, the test a/b 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 the 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 consult the incoming traffic, the opening rates, click ... We also find the previous views , which provides the appearance of our campaigns in the main mail servers. These are just examples of the large number of extensions offered by these applications. With all these instructions and ingredients we are already prepared to elaborate a very good emailing campaign, worthy of the great chefs of marketing.
Written by: MCK Expertos Digitales
Date: 2017-01-20 00:00:00
