A good email marketing strategy can boost the sales of your business exponentially. Now, it is not a matter of mass mailing to see if there is luck, but rather of planning actions and customizing the shipments according to the profile of each client and their situation in the sales funnel.
In addition to good planning, an email marketing strategy must have clear, realistic and measurable objectives. After the campaign, the results obtained should always be analyzed to see if they have been positive or negative.
Here’s how you can drive sales with email marketing.
Define a goal
The first step in an email marketing strategy is to define the objectives to be pursued. Only by being clear about the objective is it possible to optimize your strategy to obtain good results.
When we talk about objectives, we tend to think only about sales. However, the objectives of an email marketing strategy can be very varied. It all depends on the type of business and the profile of the users with whom we are going to contact. You should not act the same with a first-time subscriber as with a regular customer.
Some common purposes of an email marketing strategy can be:
- Increase the traffic of visits to the website or blog
- Drive sales of a service or product
- Obtain relevant information from our buyer persona through a survey
- Get interactions through a contest
- Offer a sample of your product or service
- Build loyalty or reward the best customers
Once you have defined the purpose for your email marketing strategy, you must establish measurable objectives that will serve to measure the level of success of your campaign. This quantifiable objective must be realistic and comply with the SMART model (specific, measurable, achievable, relevant and with a specific time frame).
Some SMART goals might be to increase web traffic by 25%, increase sales of a product or service by 15%, or get 20% of current customers to repeat purchases.
Segment the database
The next step in your email marketing strategy is to segment the database based on the purpose of your campaign. You must define who the relevant subscribers are, that is, those who may be interested in opening your email.
The sending mass mailings not only does not guarantee success but can hurt your brand image. Imagine that you are already a customer of a company and they send you a promotion for new customers. How do you stay? The first thing you think is that this company doesn’t even bother to get to know its customers.
The basic segmentation will be between current customers and potential customers. Depending on the industry of your company and its level of maturity, you may have to segment between subscribers of your blog, potential customers who requested a sample or signed up for a freemium service, etc.
Buying databases is not a good choice. You will invest money in contacting people who probably do not know your brand or who do not have the slightest idea of why they receive your emails. The result: they will mark you as spam.
A good database to drive sales with email marketing comes with time and effort.
Prepare your email marketing strategy
Now that you have the objectives and the segmented database, it is key to design an email marketing strategy that helps you achieve your goals. It is a vitally important step that must be carefully crafted.
If your goal is to introduce a new product or service, you will have to design several combined actions. For example, you can offer free product samples, offer a registration for a free version, publish related content on your blog and spread it in your newsletters, create video tutorials to show the potential of the product or create a promotion with discounts.
At this point it should be remembered that the subject of your email must be interesting enough to arouse curiosity in the recipient. Also, your email template design should be attractive and contain a call to action that leads to the landing page.
It goes without saying that the design of the campaigns must be adapted to all devices. Today all the tools have responsive templates to help you with this task.
When you choose a template, don’t forget to customize it with your logo, your corporate colors and your typography. In addition, you should include the following key elements:
- Sender with the name of the responsible person plus that of the company
- Descriptive text of the campaign
- Button with call to action (CTA) linked to the landing page
- Suggestive image related to content
- Link to unsubscribe
- Contact details of your company
Finally, you must establish an adequate sending frequency so as not to saturate the recipients. The ideal frequency depends on each case, but the ideal is that 80% of your shipments are informational content and the remaining 20%, commercial content.
Measure the results
Although it is the most tedious part of an email marketing strategy, it is essential to measure and analyze the results obtained to know if it has been successful or not. This way you can optimize your next campaign to improve.
To have analysis tools you must hire a good email marketing tool that provides as much information as possible about your campaign. There are many email marketing tools on the market, so you should choose the one that best suits your needs.
Some essential metrics that you should analyze in your email marketing campaigns are the following:
- Open rate
- Click rate
- Unique and total openings
- Opening hours
- Bounce rate
- Subscriptions canceled
- Location and device
According to Animation Video Service, creating a good email marketing strategy is not difficult if you take into account the key aspects that we have discussed: objectives, relevance, design, message, segmentation, frequency and measurement.