Surely you must have asked yourself these questions many times: “Should I launch an e-mail marketing campaign?” “Which rules to follow?” “What should I measure?” And these are certainly some of the things that you should take into account before you start an email marketing campaign.
Nowadays, companies understand that e-mail marketing campaigns are one of their most relevant channels. However, you have to keep in mind that email marketing must be complemented by other efforts, such as SEO, content creation, social media, etc.
It is a tool with which not only you can “attack” a mailing list, but which you can also use to maintain a lasting relationship with your contacts.
Types of email marketing
This form of marketing is used to maintain contact with the recipients and to make sure they do not forget about your presence. A newsletter should be focused on creating brand recognition and is sent daily or weekly.
The story you send provides a summary of existing information; let’s say it’s a summary of the most important pieces of content because they are the ones that have been most read or commented or shared.
These emails are individually targeted and contain information about a single proposal, such as when you run an e-commerce business and wish to notify your audience about any changes in, e.g., the shipments of your products.
This type of email marketing focuses on the conversion of a call to action. Also, email marketing can help you build and maintain relationships with your potential customers. Once you have the data, you can personalize your contact and send an email notifying them about the news that could interest them or about your products, etc.
All the email types mentioned above are based on sending information to the contacts in your customer database, but if you want to reach a wider audience or have an impact on a different audience to generate more leads, then you should try out sponsored emails.
How do you do that? It is as easy as paying to be included in the newsletter of another provider or a specific email about your brand.
The transaction type is the one that comes out after you have taken some action. For example, you sign up for an online networking course and receive an email with the access data, etc. Here, the individual is waiting for the corresponding email derived from his or her action.
Tips that can help you with your email marketing task
- Perform A/B tests
- Write good texts
- Take care of the subject of your email: the open rate will depend on it. Be creative; if they are always the same, they’ll end up boring people to death. Think of what your audience would like to read that would motivate them to open your email?
- Be periodic.
- Try to offer added value.
- Respect privacy: it is extremely important that the user can unsubscribe with a link that must be included in your email and should be easy to find.
- You should use a friendly, personal tone, treat your readers as VIPs. Don’t just treat them as if they were just email addresses of yet another email blast.
- Show your personality and include some questions.
- Make your message as simple as possible.
- In each email, you have to include a call to action; you should not put several because your recipients will most likely not listen to any.
Have you heard about the AIDA structure?
Let’s look into it since it is the structure that you should follow.
A: Attention. This you will do with the matter.
I: Interest. You will do it with a phrase that catches your attention.
D: Desire. Pointing out the benefits of what you offer.
A: Action. That click on the link them you have motivated them to do.
- Keep your database updated; you should not send emails to people who do not want.
- Customize your emails.
- Provide added value, do not send promotional offers only. Find out what may interest your audience.
- It is important that you identify yourself, with a sender’s name, logos, images, etc.
- Measure the results.
- The cycle of an email marketing campaign would be:
- Creation and shipping
- Click on links
- Conversion action
- ROI analysis
- Upgrade of the database
- Create homogeneous groups based on their characteristics. For example, people who buy only in the mornings, people who buy a certain product, etc.
- The call to action is important. Locate the hot areas of your messages and put it there.
- Combine text and images in your email campaigns.
- Make sure that the platform you use does not identify as spam.
And to finish with these tips, you should know that to improve and optimize your email marketing campaigns you should also know a series of indicators. Read on.
The number of emails in your database
It is the total volume of addresses that you have in your database.
It’s a spam score that some providers give. It is based on the number of links and words that are included that could trigger the spam filter.
The ratio of action over time
Whenever you launch an email marketing campaign, what you want is to obtain the highest possible open rate, so you will have to decide the time and day of the mailing.
It tells you how many emails sent have not reached their recipient. They can be hard bounces, when the email address is non-existent or is badly written, or soft bounces, almost always by the destination server. For example, a company launches an email marketing campaign. It is sent to 100,000 addresses, and 2,000 are bounced. Here, the campaign would have a deliverability rate of 98% and a bounce rate of 2%. The e-mails that have been delivered vs those that haven’t.
Indicates the number of people who received your email and opened it. It is calculated as follows: open emails divided between the e-mails sent minus the bounced emails.
The rate of clicks or CTR
It refers to the number of recipients who have received and opened your email, and clicked on the link you provided. It is calculated as follows: the number of emails clicks divided among the emails sent minus bounced emails.
It refers to the percentage of emails that lead to a specific action according to the objective of your email marketing campaign and is calculated as follows: the number of emails that launched an action divided the emails sent minus the bounced emails. You must define the type of conversion you are looking for in each e-mail marketing campaign that you do.
Indicates the people who have opted tounsubscribe.