What Is the Most Effective Email Marketing Campaign Strategy?
Because it has been used for a long time, email marketing was once considered outdated. But is that really true? According to DMA, on average, every dollar spent on email marketing brings a return of $42. Furthermore, it is estimated that there are 4.3 billion email users worldwide.
This is because the versatility of email allows it to be used both for sending introductory content to engage the consumer, as well as for more commercial approaches closer to the moment of sale, adapting to the content of all stages of the sales funnel.
To obtain positive results from the action, however, it is necessary to invest in campaign planning.
With that in mind, virtual assistant for lawyers shares what is the most effective email marketing campaign strategy for your company. Let's find out.
1. Don't buy email lists
One of the reasons email marketing fell into disrepute for some time was the common practice of buying email lists. Companies contacted users who were not interested in the offers in an invasive manner, since the email address had not been provided by the user.
It is essential to build your list in order to reach consumers who have already shown prior interest in the service or product. The most common solutions in digital marketing are:
Landing Pages
Created specifically to exchange relevant content for the consumer's contact information, landing pages aim to provide something new to the user. That's why they're willing to provide their email address.
Several practices can be adopted in the company's digital marketing strategy with the intention of improving the conversion rate. For instance, when you offer a calculator tool for solar panel installation Philippines, you can ask for the user's email address in order to use it.
Pop ups
They can be used on website pages, both when the user enters and when he threatens to close the window. Pop-up approaches must be relevant, offering complementary content in the form of a class, webinar, ebook, infographic or some other resource that attracts the user's attention without harming the browsing experience.
2. Set a goal
For the campaign to achieve the expected results, it is necessary to establish goals and an objective for the action. The focus can be to generate sales, inform, engage, promote the company's materials, etc.
It is possible to clearly define some fundamental characteristics of the solution, such as:
Persona
It is important to segment contacts into niches and send emails that are relevant to their previously expressed interests. Having personas (fictional representations of your ideal customer) will help define your objective.
For example, if you are offering virtual legal assistant services, you must nurture your audience first by giving them supplementary information that will help them convert and become paying clients.
Language
Once you know the persona and the campaign's focus, you should define the language to use in your contacts, whether formal or informal. It is also essential that the language is standardized in all emails sent.
Actions
Finally, it is necessary to establish which actions will be part of the campaign. For example, what materials will be offered, how often contacts will be made, among other information. The purpose of the campaign should guide the activities carried out.
3. Define the layout that best suits your email's objectives
An effective strategy that is presented inappropriately to the contact can harm the chances of success of your campaign. Therefore, the layout of your email marketing campaign must be strategically designed, just like the other actions.
It is common for users not to scroll through an email, so the most critical information should be displayed at the beginning (first 300px of height).
Therefore, if the purpose is to offer a content download, for example, this information should be clearly highlighted. A moderate call to action can facilitate the user's decision-making process.
A common question when thinking about the layout of an email is whether it should contain more text or images. For example, the recommended ratio is 40% images and 60% text. These numbers may vary depending on the purpose of the contact.
Finally, invest in a responsive template for images and text so that they are readable for users who open them on mobile devices. Before sending the emails, check that everything is correct!
4. Segment and automate your strategy
Segmenting email marketing campaigns is an essential practice for efficiency. It allows you to separate the audience by interests and thus increase the relevance of the contacts.
For example, a lead searching for a new smartphone doesn't want to receive information about home
appliances. This segmentation failure could cost you a sale.
For segmentation to be efficient, it is important to combine it with a digital marketing automation tool . As the company increases the number of contacts, only automation can ensure agility in sending emails, even with many recipients.
Creating an email sending schedule consistent with the contact's interests and their progress in the purchasing journey is an alternative to organizing the sending and not losing the frequency of contacts.
5. Analyze the results obtained
In digital marketing, the results analysis stage is essential. It is possible to identify whether actions have achieved the objectives initially set or whether it is necessary to adjust at some point, aiming to improve the campaign's performance.
In this sense, various email marketing metrics must be monitored to analyze the campaign's performance. Some of the main ones are emails delivered, open rate, click rate, and conversion rate, among others.
It is important to remember that while some metrics are evaluated in absolute numbers, others must be considered proportionally, allowing for more detailed evaluation of campaign evolution.
If emails are not achieving the expected goals, metrics also help to direct which adjustments and optimizations should be made.
An email marketing strategy - especially when combined with other digital marketing solutions - offers several opportunities for the company to interact with users, whether through direct sales or customer loyalty.
However, for good results to be obtained, actions must be developed in accordance with good practices and with planning appropriate to the business's interests.
