5 tips on how to create an efficient e-mail marketing strategy
Published in 30 de septiembre de 2015
It's essential to create an action plan for your email marketing campaigns, so that you can organize yourself better and set up a campaign dispatch date, time, subject, etc. In order to help you create a smart email marketing strategy, we suggest that you answer the following questions below:
1.What do you want to achieve by sending the email?
What is the reason you are sending this particular email to your contacts? Do you want to sell something? If so, then, you will probably need to send a promotional email. Or, maybe you just want to communicate with your contacts? Then, you should consider creating a newsletter. If your goal is to induce user interactions by sending mass emails, it is necessary to think strategically in order to encourage your contacts to interact with you.
2.What is your target audience?
Having a well-defined target market in crucial for your company, especially with the current state of the economy. Just imagine who could be your ideal customers that would buy your product or service and focus on them. There are many companies out there that offer their products to “everyone who is interested”. Most of the time their targets are too general and they end up making lose. Therefore, small businesses can effectively compete with large companies by targeting niche markets.
What are your current customers and why do they buy from you? Answer these questions first! Then! Let's think … It's very likely that other people like them could also buy your product/service if they new about it. Couldn't they?
Make sure that your target audience knows that they receive emails from you at first glance. Therefore once you have defined your target audience, make sure you always communicate with them by using the same language style and font.
3. What are you going to send?
Find what your clients want and then create a content (never opposite). Bear in mind that a message subject also makes a difference! Make sure you give your contact what they want and as a return you will get their “clicks” and recommendations. You should consider the content as one of the most important detail while building email campaigns.
4. What is the best time to send your email marketing campaigns?
The most effective time to dispatch your email campaigns depends on your company profile, products your company offers to the market, customers, competition. Because of these factors, the best option is to test your campaign by using A/B tests. We suggest that you send your campaign to the limited number of contacts from your list (at different times). Then, after receiving the answers you will be able to analyze all the factors (open rates, clicks etc.) and decide the best time for your campaign to be sent.
5. Your camapign was sent, but … Did everything go ok?
After sending a campaign, you can not forget to monitor its results. This way you will know the number of people that opened your email, clicked the link, or shared your message with others. All this information will allow you to create a campaign report. The reports are essential to understand user behaviour as well as what has been done right and what still needs to be improved.
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