Smart strategies, a logical chart of the stages of the behavior of each segment of the leads, an orderly sending of mail messages that align with their stages of willingness to buy, and you will see the result in front of you.
Introduction to Email Marketing Email Marketing : In fact, despite all the technological advances witnessed in our world today, we can never consider that email has died or disappeared, but continues as an effective and powerful tool And a very good way to communicate with customers and digital marketing.
If you are an entrepreneur and are not yet using mailing marketing strategies in establishing relationships with customers and making sales, now is the time.
In this article, you will learn the principles of email marketing, and you will verify its importance in your business.
What is email marketing ?
Email marketing is a marketing strategy that forms part of content marketing strategies or what we call content marketing .
This strategy consists of publishing and sending mail in a segmented, segmented, and important way for the base of e-mails and the base of potential customers who have registered to obtain information and marketing content for the business, product or service.
Here, we stress the importance of these operations being divided and well planned, and this means that you have to send important contents that provide value and benefit and only to those who really care about the content of this email. You should not think about practicing spam or sending unwanted messages to people who do not allow you to do so or do not give you prior permission, as such practices are legally prohibited.
Under a more advanced and comprehensive strategy, email lists and rules can be divided according to the levels and stages that you specify in the sales funnel.
Such aspects are what characterize a good strategy in mail marketing and make an entrepreneur achieve success in what he does.
What are your reasons for relying on an email marketing strategy?
It is easy to understand the reasons that lead you to use the email marketing strategy if you know that, according to sources , the number of email users is growing increasingly, and email is an integral part of their daily life. In 2019 the number of email users increased to 3.9 billion users and from It is expected to grow and reach 4.48 billion by 2024.
In fact, this is what drives you to seriously consider such a strategy in addressing the potential and prospective customers of your business.
Segmentation or segmentation
Under a strategy in the field of electronic marketing, you can send divided and thoughtful emails to the audience, according to their interests and their degree of maturity regarding your business.
How do you divide?
When a person enters your site and feels curious, he registers, and this path that this expected customer takes to register on your site may include a landing page or landing page that contains specific contents depending on the desired purpose of the received list and / or the registration list.
For this reason, only cares about those content contained will register, and this is supposed to call this user who registers the name: a qualified client or Qualified Lead .
In addition, the potential customer can be further qualified by using a more comprehensive registration form, where you can request information such as: website, social media, how he arrived at your site, as well as his e-mail address.
When the lead e-mail is added, you will get very important information about them, and this helps you to think of strategies that can be directed directly in a manner that suits the characteristics of each of these categories.
And anyone who knows digital marketing knows that personalization greatly increases the chances of getting a conversion. For this reason, we ask that you seriously consider using this technique and strategy.
Inbound marketing strategy
Another reason that makes you think carefully about using email marketing is that you can start with a great and important strategy, with the goal of making the prospect progress through the stages of the sales funnel until it reaches the final goal of the business (which could be to make this customer buy one of your products. Or register on your website) …
The internal marketing technique really begins outside the e-mail, through the attraction phase, and depending on the availability of the e-mail marketing tool as a basic tool for the conversion and decision-making stages, as it is the best channel that helps you pay a reasonable price and get good benefits for entrepreneurship.
Types of email marketing
There are 3 basic and very common types of email marketing strategies, and they are:
1. Newsletter newsletter
Sending a newsletter or newsletter is a very used type of email marketing strategy . The primary goal of this strategy is to provide subscribers with information as well as updates and news about the launch events of your business.
It is a great strategy for maintaining a great relationship with customers and potential clients, especially those who have been considered your customers before. It is also good to get to know subscribers who have not interacted with your brand for a while, and to set up emails or special conditions for interacting with them.
Although the newsletter is the simplest and most common type, this strategy usually generates a lot of potential customers, and this can be the first step that leads to a strategy to nurture the relationship with future customers, as we will see.
2- Feeding the relationship with potential clients
Feeding the relationship with customers is one of the internal marketing strategies. They are messages that are sent to a base of prospects that contain content, and this transmission progresses more from the moment the prospective customer shows his interest in learning more about the products and services offered by the company, until he reaches the stage where he is completely ready to buy (or any Another transfer procedure).
Therefore, in this type of email marketing , marketing strategies are more complex, and they must be defined and laid out in advance. For this very purpose, tools are used to automate email marketing processes.
For example, suppose you submit a digital book that contains comprehensive and complete information about a publication on the blog, and in return, readers must fill out a form and enter contact information with them via email and answer a question that talks about the area they most love to learn.
Before sending any mailing message, you need to define the qualification path for these prospective customers, by comparing and linking this information that talks about their interests that they filled out in the form, as well as mentioning the product or service that could be the most useful or important for them, to be presented in a manner. It coincides with the decision-making stage .
Within the e-mail paths, these e-mails must be properly planned, and include the contents appropriate to each stage of the customer’s presence in the sales funnel. Thus, for every email that is received, each prospect shows greater interest and clicks the CTA button that you set for him in the message, and is eligible to receive another email containing more advanced and sophisticated content.
With these automation settings set, as soon as the visitor sends their answers and clicks the Send button , it is automatically added to a split list, and it automatically starts getting a pre-drawn flow and path of messages that suit their interests, all without the need to move any information or stage By hand.
3- Invitations and promotions
This last type of email marketing helps you invite people to events, launch products or help you set up a promotional campaign.
In the event that you have a base of leads and target customers, it is sufficient to just send them emails and messages that lead them to a list that talks about their interests. Otherwise, it is best to set up a marketing campaign, attract and submit a registration form within a landing page , for example.
The advantages of this strategy are the same as those of the previous types, you can segment your target customers and customize your strategies with them. Exactly what changes here is the content provided as well as the goal of the strategy you are developing.
How to start with a mail marketing strategy
1- Choose the email marketing automation tool that’s right for you
It is very important that you use these automation tools to send emails and develop the most professional strategies, so that you can later measure results and analyze the marketing actions that you put in place and conduct.
There are many options available in the market, with simple and free equipment and tools, right up to the most complex tools.
Here are some examples of the tools you can use:
1- MailChimp tool
Site MailChimp is a free platform, ideal for those who have not done any mail marketing strategy before, and wants to learn to start in this field.
The tool offers you many features and functions, you can set up various automation strategies, custom forms of email, as well as rely on a set of analysis tools.
2- HubSpot platform
The HubSpot platform is one of the world-famous platforms in the field of marketing business automation, helping you to better qualify potential customers to become more willing to learn about your products and services and deal with you.
You can also manage your email marketing strategies as you like, and assist you with your strategies through social media and more.
2- The stage of receiving the expected customer
This stage of e-mail marketing strategy is a really important stage in order to do lead segmentation. So if you have a marketing strategy to attract them, it should be coordinated exactly as it should be here.
You can get customers through the means Alsocheal Media, a blog by blog or through media campaigns.
Marketing strategies for Inbound , it is important that you have a page landing Landing Page improved, as well as a comprehensive form, as well as prepared systematically.
But for newsletter , only a banner or pop-up ( pop-up window), and it contains a field to place an email, within your website or blog is sufficient.
But here we recommend that you pay attention to the data protection law, which is a globally regulated law that has been specially prepared to protect the personal data of Internet users. You must explain to people who may fill out the form the purpose of your collection of this data and that it will not be displayed illegally to other parties, for example.
3- The stage of creating the marketing campaign
Now is the time to create the split lists, define the pathways for your lead qualification strategy and prepare emails.
Here are some tips to help you set up mail messages that can achieve a higher conversion rate:
1 – Use simple but beautiful templates: Try to maintain your own visual identity, reflecting your branding, and rely on fonts and create pictures when necessary.
We recommend that you keep a state of simplicity and clarity on the e-mail, because too much complication or studding can cause people to turn away from it.
2- Create attractive headlines: rely on the art of mental stimuli , which help you convince the potential customer.
3- Write important content and have value for potential customers: Think of helping those who read this email to solve a problem and overcome it before you think about offering a product or service to it just for the sake of buying.
4- Put a call-to-action button: Try to put a call-to-action button that directs the visitor to comprehensive and complete content, or to a specific page. With this, you can analyze the quality of the email you send as well as the interaction of your leads with it through the rate of clicks.
5- Use informal language and language close to your audience: One of the advantages of e-mail is the ability to approach the prospect in an appropriate manner. For this reason, when you use informal language, you help make your message more human, and by that you make the customer feel more sympathetic and connected to your content and business and not convey to him the feeling as if he is talking to a robot or reading an automated message that he sees a lot on the web.
4- Send the email and do the required analyzes
After you reach here, you are ready to test the emails before you send them, and then send them officially or adjust the automatic sending settings for the program or platform to do that for you
And as we mentioned before, then analyze the results you get from each email, email, or marketing campaign, run A / B tests and follow through on the strategies.