Did you ever get the feeling of creating an strong digital communication strategy but by analyzing the reports found out the results of your email marketing campaigns showed the opposite? This can affect anyone. Proof of this is the query we received from one of our clients with an impeccable reputation and one of the best sending pools with all the validations applied. Despite doing everything right, their interactions began to fall gradually.

We made a complete analysis of our client’s communication strategy. Technically, all the following items were done right:

As the technical piece went through the test, the next step goes to evaluate the user experience. Looking for more information, we made a register in our client's website to receive the newsletter. It called our attention.

Registration forms

To receive the campaign, you need to register for an application form, which usually consists of a space with blank fields for name and/or email. It appears with a call to action button. This was settled in 99% of the forms found on any website. Technically, no mistakes. The structure simplicity, however, can create in this kind of form the risk of leaving valuable information go blank.

Keep in mind that a good form is one that helps in the register, as well as it gather important information passing by constant maintenance for improvements. There is no need to add multiple fields. Just ask for the name or company. So in order to clear any doubts we’ll show when you should ask for more information.

Register acknowledgment

In this case, our client wasn’t using that email that arrives in your inbox to ensure your registration, to confirm your interest and to check the veracity of the email address provided on the form: Double Opt-In. We recommend that you use this option to avoid mistakes in your contacts list. This also helps to keep your reputation high, increasing the deliverability rate and it still serves as a complement to get to know more about your recipient’s interests.

A good example of an email confirmation contains a link that directs the user to a page to confirm his registration. This is the best place to ask what kind of content he wants to receive.

Welcome email

An email to welcome new users who registered on your website is always a good idea. It may seem a simple action maybe even trivial but it generates good response and approach your brand to later leads. The best part of preparing an welcome email is that you can customize it according to the preferences of those who will receive it.

Therefore, the items listed in the email confirmation (content, format, frequency and additional information) become powerful sources to create the next message.

Interesting content, guaranteed interaction

So far everything featured in this post can be translated into a single sentence: send the content the user wants to receive.

If the only information we have is the email (and, with some luck, the name) it’s just a matter of time until your entire contacts list start receiving the same type of content over and over without any worries about their individual interests. So you fall in most common mistake: sell at all costs.

Without any doubt one of the main goals of an email marketing campaign is to achieve more conversions and to generate more sales. However, nothing can reduce more interactions than the constant attempt to sell something. So caution and moderation are essential. In long-term, if you only send offers or commercial messages any of them will be seen as those pamphlets delivered in the streets. Generally, you don’t hold it or, if you do, you throw it away without even looking.

Before any action, get to know your audience well. Think of a fully guided strategy to serve your audience in the best way, considering their individual interests through a proper application form, an email confirmation and another welcome email in addition to exclusive content. Make an analysis of your strategy as a user, not as a seller. This is the best way to maximize your interactions.

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