Email marketing is a practice that seeks to establish better communication with your users, improve your customers' experience and boost your business' sales through email.
These emails offer promotions and discounts, inform us about new products and services, or invite us to access a website or perform an action.
Email marketing is widely used today due to its low cost, conversions and the large number of people who use their email daily.
That is why good content and a personalized presentation, sent from time to time to the emails of the community that already knows your business or brand, will positively impact your sales.
Objectives of an email marketing campaign
Before I tell you the steps to create an email marketing campaign, it is important that you know the four fundamental objectives that you must take into account if you want your emails to be a success:
1️⃣Make your business known
2️⃣Improve communication with your client
3️⃣Sell products or services
4️⃣Share news about your brand
5 steps to create an amazing email marketing campaign
1. Define your Target Audience
Establishing a target audience will help you have better parameters for measuring results. Communication will not be the same for those who already buy from you as for potential customers.
To define it, you can rely on monitoring the actions of users on your website, the medium from which they subscribed, whether they have purchased before or not, relevance in the sector, among others.
2. Set a Template or Layout
While it is true that maintaining the same guidelines in all emails, in order to create identity, also establish a graphic line so that the recipient knows which company it is without having to read the information.
Some techniques for establishing templates include always using the call to action, finding a balance between images and text, and taking care of the quality of the graphic material.
Maintaining a consistent design will improve the click-through rate of your email marketing campaigns.
3. The Content
The content for email campaigns will be defined by the stated objectives. Here it is recommended to be direct in the ideas, containing short paragraphs, with the most relevant information in the first lines. Review the content and make sure it uses the company's language, as well as verify that it promotes the specific actions. It is important to include the unsubscribe option in each email. This will help you reduce the risk of being classified as spam.
4. Plan Shipments
Schedule your emails to be sent on the same days and at a set time. Here you can take into account special dates, such as Christmas, to take advantage of the trend wave and boost ideas, sales, etc.
You can start with a defined frequency, and try it little by little.
You should keep in mind that if you flood your community with emails, the opening rate will drop. If you send too few emails, users will forget your content and your effort will be wasted.
5. Tracking your Metrics
Metrics are the data that will allow us to know whether the result is favorable or not. They can be categorized into positive and negative metrics.
Positive metrics are the number of emails sent, emails opened, clicks recorded and conversions achieved.
While negative metrics are the marking of emails as spam, the rate of emails rejected by the client's server (compared to the number of emails successfully sent) and unsubscribed subscribers.
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Advantages of Email Marketing
Most social networks and subscription sites require an email address to register, which is why almost every user has an email account.
This becomes the individual point of contact, so people prioritize checking their inbox, and personalized messages easily attract the recipient's attention.
Some of the advantages of email marketing for your brand can be the following:
1. Personalized messages
A personalized message, with the customer's name in the subject line or some other characteristic that defines that recipient, will improve the impressions of your campaign.
2. Convert More Than Social Media
Conversions refer to the percentage of users who complete the action established in an email marketing campaign, such as visiting your page or subscribing. Due to the personalization of emails, this conversion can be higher in email marketing than with an advertising strategy on social networks or other pages.
3. You Stay in Your Customer's Mind
Email marketing will help you improve communication with your clients, and for this, good scheduling is necessary, which will help you stay present among your clients and community. One of the objectives of email marketing is to stay relevant and remind your clients that you exist. Therefore, planning is necessary to stay present in the minds of your community.
4. Segmentation of your Audience
Audience segmentation is dividing your community into different groups based on their profiles, interests, and actions. This is essential to achieve complete control over who will receive your emails.
A good segmentation strategy will help you meet the objectives of your email marketing campaign.
5. It is economical
Email marketing campaigns are cheaper than buying advertising on social media or websites.
The return on investment from email marketing campaigns will be high, as long as best practices are followed.
If you want to learn the email marketing strategies that will allow you to create successful campaigns and connect with your audience to promote your brand, we invite you to take our course: Email Marketing: Create your first campaign
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When you learn how to write emails in English, you will be able to contact clients from all over the world to find new business opportunities.
Courses that may interest you
Do you want to acquire more skills to master the world of digital marketing? We remind you to also check out our courses on Digital Marketing Fundamentals, Inbound Marketing and Growth Marketing.
