How Can An Email Marketing Strategy Help Your Business?

email marketing strategy

Sending emails to customers is sometimes criticized. Am I going to annoy my customers? Will my emails go to their trash? Not necessarily! By building an effective strategy, email marketing will be your best tool to increase your visibility and awareness. 

Automating your emails will make your schedule easier, and then allow you to build loyalty or acquire new customers, with barely lifting a finger – once everything is organized, of course!

It is therefore very important to measure the number of emails you send to your recipients. Don’t bomb their inbox! Content should also be personalized to grab attention and engage your target audience. 

What are the tips and tricks for mastering, developing, and implementing email marketing strategies? Let’s learn what email marketing is and the best practices for implementing it.

What is email marketing?

This type of marketing is the sending of personalized emails to your customer segments. The content of the messages aims to achieve different objectives, such as:

  • Promote your business;
  • Solidify your competitive positioning;
  • Present your products and services;
  • Build customer loyalty.

On the other hand, email marketing is very often used using a specialized platform, such as Mailchimp. It will allow you to create, program, and publish your messages. This type of platform offers more features, such as collecting data on the performance of your campaigns and your customers.

6 benefits of deploying an email marketing strategy

1. 99% of consumers check their email daily

This data is not surprising! Email is a very popular means of communication worldwide. This is a good guarantee that almost all of your customers will be exposed to your various campaigns.

2. Its costs are lower than those of other traditional means of communication

The costs of television, radio and print media campaigns are very high. In addition, the return on investment of email marketing campaigns is 4 times higher than that of other means of communication, according to a study by DMA & Demand Metric.

3. Email marketing helps automate your campaigns

Platforms like Mailchimp allow you to automate certain tasks to reduce your workload. For example, you can set up sending messages periodically. Did you know that you can exploit several other more advanced features? Like sending an email to a user registered in your database who leaves your site, or sending a reminder email to someone who left a product in their shopping cart.

4. It can increase traffic to your website

Emails are a great way to drive more people to your site. Indeed, you only have to integrate a hyperlink accompanied by a call to action in your message.

Moreover, you can be almost certain that these additional visitors would be very good potential buyers since they initially provided you with the email address of their own free will! In other words, they have a high level of interest in your organization’s activities.

5. Data is easily measurable

Email marketing software collects a lot of data automatically. In addition, you can effectively measure your performance. Generally, these platforms present the results of your campaigns in the form of tables and graphs. So what is this data? There is a variety of them, including:

  • Average click-through rate;
  • Average open rates;
  • Conversion rates;
  • The cost per acquisition;
  • The return on investment.

6. Email Marketing Builds Your Credibility

A good strategy is not just about sending emails with transactional content. A good campaign manager takes advantage of this type of marketing to send informative and educational content to their target customers. Indeed, it allows you to position yourself as an expert in your sector of activity.

3 steps to create the best email outings!

Now that you know the main advantages of email marketing, it is important to know how to properly prepare your email marketing campaigns. Here are the 3 main steps!

1. Define your goals

As with any marketing campaign strategy, you need to set goals. These must be measurable to accurately assess your performance.

What are your campaign goals?

  • Generate more traffic to your website;
  • Share educational and informational content;
  • Promote your products and services;
  • Announce news about your organization;
  • Invite your target customers to follow your social media.

What are the main indicators to follow for the analysis of your performance?

  • The opening rate of emails;
  • The number of visits to your website;
  • Sales made after opening the email;
  • Conversion rates;
  • The return on investment.

2. Segment your personas

You need to know the characteristics that define your categories of customers. Indeed, this will allow you to adapt the content to send them. Remember that it’s important to personalize it to better engage your customers. In addition, personalized content will generate interest and increase the level of commitment of your target customers to your organization.

3. Create your campaign

a) Choose a campaign management tool

As mentioned in this article, you need to find an email marketing management platform that suits your needs. Generally, most software of this type offers you several features to create and manage campaigns:

  • Customer database management;
  • Segmentation of your customers;
  • Content creation and personalization;
  • Automation and management of e-mail sending calendar;
  • The compilation, presentation, and analysis of data.

B) Determine the type of content to send

First, determine the segment of customers you are going to address, as well as the goals you want to achieve. 

It is important to keep in mind that your content should always be of high quality and engaging. In addition, do not forget to adapt it according to the parameters of your campaign. For example, if you want to increase your level of awareness among your customers with conservative lifestyles, use a serious and professional communication tone. This communication could invite your customers to a blog post on your website.

c) Compose the content

The content of your email is not just text. Indeed, it is highly recommended to create an attractive design and visuals. This makes it easier to read and locate information in your email. Also, don’t forget to personalize this visual content! What does attractive and engaging textual content entail? Add calls to action, limit the length of your message so you don’t lose your reader’s interest, and create an interesting title (email subject).

Furthermore, it is highly recommended to add links to your site and your social networks to keep your customers engaged with the activities of your organization.

d) Send content

It is necessary to determine a strategic moment to send your newsletter. There are several factors to consider before proceeding with your shipment. First, you need to know the habits of your target customers regarding the use of their electronic devices. In case you don’t know them, you could send your emails on Wednesday or Thursday. What is the reason? She is quite simple. Your customers and probably yourself have a very full inbox because of the many messages sent to you at the end of last week (including Friday).

e) Track results

Analyzing the performance of your campaigns is an important step in your email marketing strategy. Indeed, by using the performance indicators that you have established, you will be able to precisely evaluate the elements of your campaign to improve. Also, don’t just look at the data provided by your campaign management platform. Remember to also consult those that have been compiled by other tools, such as your Google Analytics account.

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