Anyone in the Marketing area should know that the fundamental premise is to always have our audience in mind. A very useful technique is to create a Buyer Persona, a semi-fictional representation of your final (or potential) consumer built with demographic information, behavior, needs and motivations.

Then take note of what your strategy should have:

To create your Buyer Persona you can start by asking yourself these questions:

  • What are the demographic characteristics of your target audience? (age, gender, place of residence, among others).
  • What has been your previous behavior? (interaction with Email Campaigns, with your customer service channel, previous purchases, etc.).
  • What are your preferences and interests?
  • On what type of devices do you open your Emails?
Analyze your competition

Do you know what kind of Email Marketing Campaigns do your competitors send? What content do they handle? Knowing this information will help you take advantage to attack what it is not doing and you can create new ideas on how to present the information. For example:

  • What type of Email Pieces your competition sends.
  • In what format does it present the information (videos, articles, moving images) and what topics it deals with.
  • How structure and organize Email Campaigns.
  • What communication tone they use.
Define your brand identity and be consistent

It is essential that customers and users who interact with your brand recognize your company and can even associate the visual elements with the communication mode that you are going to implement. Always use the same ones so that you always have coherence your message.

Attract qualified leads

To start doing Email Marketing it is vital to have a Database made up of qualified contacts, that is, those who have the characteristics of your target audience and are potential clients. There is no point in collecting millions of email addresses that are not interested in your products or services.

It is of utmost importance that to send Email Pieces to a certain group of Subscribers, they have previously agreed to receive your communications, otherwise you would be breaking the law and, furthermore, it would not be a profitable Database.

However, to start searching for new contacts you must not lose sight of a fundamental premise: you need to have their consent to send them your Email Campaigns. Without approval there is no Permission and without it you cannot build a profitable Database.

Segment and personalize your shipments

There are multiple ways to segment your Email Marketing Campaign and achieve that level of personalization that will help you convert Subscribers into customers and build loyalty those you already have.

We have news for you, in Doppler you can put these forms of segmentation into practice. Create a free account, with unlimited sending up to 500 Subscribers and try them!

Define your objectives for each Campaign

It is key to define what your objectives are, always keeping in mind that they must be: specific, quantifiable, realistic and measurable over time.

Establish the periodicity

Remember that during the year there are relevant events linked to your sector that you can take advantage of, such as Christmas, Mother's Day, Easter, Halloween, your company's anniversary, etc. It is very important that at the beginning of the year you decide on what dates you can plan actions and send Email Campaigns.

You test your Campaigns

We must test what our users prefer, so we recommend that you test the subjects or content of your Campaigns to know what they like the most.

Integrate the Email Automation

Automated Emails are the trend that Marketing is setting, are you still not using them? Check out what you can do with this type of Campaigns. Thanks to Email Automation, you can schedule Email sequences that are sent automatically when a Subscriber meets a certain goal. This can be:


a) A defined date. With this type of sending you can greet your contacts on their birthday, for example, that is, when a specific date is reached, the Email is sent.

b) The entry of a Subscriber to a List. This alternative is ideal for sending Welcome Emails to users and telling them more about your company.

c) Articles on your Blog. Keep your contacts updated with the news you publish, schedule a Campaign of this type and they will receive the latest publications of the period you select, bringing relevant traffic to your Website.

d) Condition by behavior. You can schedule Emails to be sent depending on the way in which the Subscriber behaves on your Site or in your online store, it may also be that this sending is conditioned based on whether or not they open an Email, if they click on a link or another, for example. example.

Define your KPIs

You will need to measure your Campaigns, so do not hesitate to optimize your shipments with this information you discover.

Some of the metrics that are basic and to which you should pay attention are:

  • Delivery Rate.
  • Open Rate.
  • Bounce Rate.
  • Activity of your Links.
  • Impact of your Campaign on Social Networks.
  • ROI.
  • Geographic location of your Subscribers.

If you reviewed each point I mentioned, then you will be able to know how effective your strategy is. Make sure you are doing a good job and don't wait any longer. Check the benefits of Email Marketing.