Steps to take to achieve an effective email marketing strategy
Who or who will be the objectives of email marketing?
When setting an objective, two types of general public must be taken into account. The first of them is named as the target public, being the one who is most familiar with the service to be offered.
On the other hand, the second type of public is one that is not steeped in the company’s premise, so it must be captured. The difficulty begins when part of this public is not interested in what is offered. That is, at the end of the day, you must be dynamic to take their attention.
Knowing who the target audience and the secondary audience are is essential to start the campaign through email marketing. They are the cornerstone of the entire project, as well as the future consumers of the idea to make known.
Briefly explained, the objective should be the main focus of the strategy. In the same way, a constant balance must be established between public a and public b, in order not to neglect either of them.
How to get the product to the target?
Now, knowing who the main objectives of the company are, the next step in the strategy is to deliver the product. To do this, first of all, it is necessary to be clear about what the main service to offer will be.
In the hypothetical scenario of being several of them, emphasis must always be placed on this particularity so as not to fall into diatribes with the objective. Dynamizing is not synonymous with speed, so if the process is done quickly without explaining every detail, it can be catastrophic.
Many affirm that, to achieve the honeys of success in this area of the strategy, you must enter the skin of the consumer. Thinking like another customer who subscribes to the company’s services will help answer common questions. Most are related to tastes or ways to capture attention.
As better measures are established to please the public, the higher the percentage of reciprocity will be. Nowadays, practicing promotions, discounts, raffles, free samples and more, will help to arouse interest in customers.
For its part, part of the marketing strategy is also to encourage curiosity. By virtue of this, it is possible to try small recreational videos, anecdotes or curiosities that serve as a basis to foster a good company-client relationship.
Maintain rate and rhythm
Once the ideal audience is known, as well as the way in which to deliver the product, it is time to move on to the next step. It is important to go through this process in a uniform and straight line, without leaving behind any rung of the strategy. If one of the steps is not carried out effectively, the plan drawn up can fall immediately.
But, if all goes well so far, the next thing on the list is to create a frequency and rhythm of transmission. It is time to find the number of times a day, a week or a month, where the information related to the product will be sent. Having the list of contacts more than refined, you must measure in real time how the community in general is reacting.
From the conclusions that emerge from this area, little by little the frequency of the information will vary. In the beginning, the ideal is to introduce the product gradually once a week at a particular time.
Then, the frequency could increase, varying the content that is sent directly to the participant’s mail. In the end, the frequency and rhythm will always depend on the percentage of reactions that are captured at various times.
Suffocating the customer or saturating the crowd with information and news will generate a feeling of invasion that will drive them away. Therefore, this point is the barrier to success; If a stable clientele is maintained, it is because an adequate rhythm has been achieved.
What will the information to send contain?
If the results issued from contact monitoring are efficient in terms of pace and frequency, everything is going smoothly. To maintain attention and this level of reciprocity, content generation will need to be constantly changing.
The quality of the content of the information, as well as its originality or its ways of attracting attention, will be vital. It is not easy to create and imagine advertising that retains the same public as always, but it is not impossible either.
The content must be accompanied by reliable and authentic images, recent and extremely clear. The greater the customer’s visual relationship with the visible product, the better the engagement they will experience with the prospect.
In the same way, it seems extremely useful to write all kinds of curiosities, anecdotes or historical facts about what is offered. At some point, the person will be attracted by the relevance of the embodied product, to the point of becoming a consumer.
Nowadays, there are all kinds of creative and designer applications, capable of adding different nuances and ingredients to the content. Therefore, its use is basic, acting as a support in this aspect as such.
Hand in hand with them, trends can be created on the internet by displaying a hashtag or creating contests to participate. Promotions, free samples or other types of events are also flagship points that will attract thousands of interested Internet users.