Grab a pen and paper and pay close attention. Today we'll give you the keys to fostering loyalty, encouraging cross-selling and attracting more customers.
And all through Email Marketing, of course.
Post Content
How to achieve an effective Email Marketing strategy?
1.- Optimization of devices, revolving around the mobile format.
2.- Humanization of the brand, generating an emotional bond
3.- The importance of time and frequency in shipments
4.- Personalization of content according to the particular needs of clients
5.- Effective data analysis
6.- The creation of powerful CTAs, and not only aimed at the purchase of a product and/or service
7.- Email design: logo, images and content
8.- The importance of the subject line and the preheader
How to achieve an effective Email Marketing strategy?
1.- Optimization of devices, revolving around the mobile format.
There is no doubt that times have changed so much that today we have reached a point where it is more important that web content (of all kinds: whether albania business email list landing pages, websites, banners or content in general) is focused on mobile reading . The desktop would be, in a way, in the background. The reason for this is none other than that, today, users make practically 70% of digital queries through their mobile, and, of course, check their personal emails.
Therefore, we need to make sure that the emails we send are accessible and correctly optimized. It is true that, in the vast majority of cases, this review is done via mobile, but regardless of this, they must be optimized for any device.
3 recommendations for internal email marketing
2.- Humanization of the brand, generating an emotional bond
In the current context in which we find ourselves immersed (and given the high competition and war of brands - and prices - of our days), it is necessary to stand out in some way, and manage to attract the attention of users who receive our brand.
Therefore, we need to generate emotional and affective links with our clients, in such a way that we get closer to them and distance ourselves from our competition.
In any effective strategy, emotionality is always stronger than rationality , and it is necessary to reach the "little heart" of our community to gain their loyalty and, secondly, complete the purchase of products and/or services.
3.- The importance of time and frequency in shipments
One of the most important decisions that an Email Marketing expert must make when working on sending mass emails is -without a doubt- the time of day to send the content . That is, the time of day when you decide to send the message .
This clearly depends on each particular brand and the type of followers and customers it has, with a B2B community not following the same strategy as a B2C one, for example.
However, in addition to the time at which you decide to send your content, it is also important to consider the frequency of those deliveries . It is true that this is another crucial element when determining the performance of the campaign.
As advice from experts in the field, we recommend that you do not send more than 2 or 3 pieces of content per week, since otherwise you may oversaturate your consumer and cause them to gradually move away from your brand.
Study the frequency and timing of your deliveries, and rely on consistency and expert strategy to accurately define the effective strategy linked to this.
6 steps to start your email marketing strategy this 2021
4.- Personalization of content according to the particular needs of clients
Numerous Email Marketing studies confirm that when we personalize content according to the recipient user , their commitment increases considerably.
Something as simple as personalizing the subject line can increase the opening rate by almost 30%. Imagine if we extrapolate this to the rest of the elements that make up an email, such as the CTA, the preheader, the greeting or the content, among others. It could generate a huge return!
5.- Effective data analysis
Having powerful data analysis systems allows us to improve the performance of our campaigns in the short term. Based on the results of the first campaigns, we can generate improvements in the second ones, and so on repeatedly and successively.
While it is true, not generating data is a terrible decision. Almost as bad as not knowing how to understand the data that the tools report to you.
Therefore, it is necessary to have experts in your company who are able to understand (and understand well ) the data derived from Email Marketing campaigns. In the event that you cannot access in-house planners, we recommend that you turn to external or third-party experts.
Trust us: understanding and interpreting data correctly is crucial to achieving an effective Email Marketing campaign.
6.- The creation of powerful CTAs, and not only aimed at the purchase of a product and/or service
We know that every email must contain, at the very least, a specific call to action (CTA) with a single objective, which guides the user to a specific point in the funnel , achieving the conversion of the stated objective; whether it is the purchase of a product, the reservation of a service, the download of a study or any other action.
However, there is also the possibility that within the same email, there are several call-to-action buttons; although they are more discreet and hidden (so that they do not distract attention from the main objective). Among others, we find CTA buttons that lead the user to share certain content on Social Networks, for example.
Email marketing metrics that don't matter (as much)
7.- Email design: logo, images and content
The logo, colors, typography, images and the content itself are basic and crucial elements that will determine the success of an effective Email Marketing campaign and strategy.
But, without a doubt, where digital reality is leading us is to understand that - informally put - a picture is worth a thousand words . That is, a powerful, well-chosen and quality image has more power than a copy , and will attract more attention to the user than any other element.
And, of course, the same (or better) happens with videos.
8.- The importance of the subject line and the preheader
We have already spoken to you on several occasions about the importance of the subject line , but we like you to be clear: the subject line and the first line of the content (preheader) are crucial for the user to notice the difference between our emails and those of the competition, and decide to click on our email.
And when we talk about this, we are of course referring to personalizing them, but we are also talking about much more. We are talking about knowing how to choose the exact words at the precise moment, and placing them in 50 characters in an impactful way. To achieve this (which, yes, it is true that it is not an easy task at all) it is very important that you specify exactly the objective that you are pursuing with the campaign , since this will lead you to verbalize the subject line (and the content itself) in one way or another.
