In this article, we are going to explain to you in detail everything that surrounds email marketing. This marketing process is vital, since it launches information selected for each need to customers and potential customers. Thanks to email marketing, many companies grow exponentially and remain profitable.
It is necessary, nowadays, to have the email marketing process to run a business whether it is for products, services or offers. But there is a correct way to carry out emailing and here we are going to give you all the tips to successfully do it in your company.
Summary
- Email marketing is growing more and more, as the world is becoming more and more digitalized. Therefore emailing is one of the best tools to advertise businesses online, given the ease and effectiveness of this method.
- Email marketing increases the esteem and efficiency of marketing campaigns, since the digital environment is the newest and most valuable thing in today’s economy. This communication method makes it easier to convert potential customers into real ones.
- Email marketing notifies potential customers about new products, services or offers from companies in record time, and in a detailed and visual way. In addition, according to an algorithm, the information relevant to their interests is shown, thus collecting new real customers.
Email marketing tips: The definitive list
Email marketing is very crucial nowadays. Every business that wants to thrive and stay afloat must have an emailing section and program to promote its products. But email marketing is not about bombarding your potential customers with information, it’s about detailing what they need in a special way. If you provide your customers with relevant, valuable, solution-oriented content in your emails, you will immediately capture their attention and gain their trust. Here are the keys to successful email marketing.
1. B2B vs. B2C segment in email marketing
There are different types of models, and to successfully carry out email marketing, you must differentiate between them. In sales, there are two important business models depending on the end customer that a company has. These models are known as B2B and B2C or: companies that sell to other companies and companies that sell directly to the end consumer.
When you target each of the different customers or models, email marketing is most effective. You must know each customer’s interests and segment campaigns to appeal to their preferences to ensure sales. B2B customers and B2C customers have different interests, objectives and decision-making methods, so this step is very crucial.
2. Engage your potential and existing customers
The email marketing process informs potential and existing customers about the reputation and value of companies, their products and/or services, as they are still at the doorstep of making a purchase.
Real/existing customers already know the company and its services, but they need to be kept informed about new products and services, special offers and exclusive information, in order to increase the number of sales. In short, each company must tailor its emails to attract buyers at different stages of the product or service buying cycle.
3. Needs- and wants-based segmentation in email marketing
Humans, and therefore their companies, are driven by wants and needs, so to maintain or increase sales companies must know these and tailor their offers to each buyer. To facilitate this there is market segmentation according to wants and needs. This allows you to identify and target customers using their needs, interests and activities.
When companies understand their buyers, they can provide the right information to the right people at the right time to meet those wants and needs that will ultimately keep the company thriving. It is very important to know when and what to offer each buyer, which is why this step in email marketing is indispensable.
4. Use analytics to measure campaign effectiveness
In this area of marketing, campaigns, and therefore their efficiency, are fundamental. In every company, it is necessary to consolidate a strong email marketing strategy when we contact our customers or our potential customers. An appropriate and basic strategy is that of objectives. For example, to get 50 new buyers in one month. This is a realistic and studied objective that can be measured through tools such as Google Analytics or HubSpot.
It wouldn’t hurt to have a background in analytics tools, as they give us a range of information on customer behaviour and preferences by analyzing their movements, such as how often they open emails, click on links, subscribe to newsletters, fill out forms, visit your website and make purchases. These analytical tools will help us to inform our business strategies.
5. Use primary and secondary calls to action in email marketing
If you’ve reached this point, you’ve done well, but you still need to encourage a potential customer’s curiosity about your brand. Usually, customers will want to know more about your company after reading the content of the email, they will want to know “what’s next”. This is very favourable for brands or companies as you can include a call to action that can help you convert a subscriber into a customer.
Some of the most prominent examples of calls to action are: register for Monday’s webinar, download a free book, and watch today’s video. But you don’t want to cram information down the reader’s throat; make sure what follows is brief and to the point. Also, by employing calls to action (CTAs), the aforementioned smart tools will help you continue to gather information and further segment potential customers.
6. Use behavioural triggers and test campaigns
To find out how the behaviour of potential customers towards a brand or a company works, there are analyzers. The actions taken by online visitors reveal the behaviour towards each project and whether it is going in a good commercial direction. If a potential customer visits a website more than once, but does not open contact or does not buy anything, something is holding back these purchases, and it is essential to review the website.
That is why it is necessary to monitor the behaviour of potential customers and keep the company’s product or service in the minds of the buying mass. After seeing that there are visitors who do not initiate contact with the brand, we should keep in touch: send them a FAQ email, an email with testimonials from existing customers, or an email with a link to another website or blog article they might enjoy. Sending a thank you for visiting the website would be the main thing.
7. Personalize emails in email marketing
If a company sends an email addressed to the customer’s name or the name of the client company, the chances of it being read by the recipient, quickly and enthusiastically, increase. Personalized emails tailored to each buyer or potential buyer show that the sender cares about building close relationships with the recipient, and that they are not just a number in a long list of contacts.
As an example, to personalize proper email marketing, we can individualize the sender’s name or include an image of the sender. This will make the message unique and the sender will feel the same. In short, email personalization increases the change from potential customers to real customers.
8. A/B Testing Campaigns
Different tests or A/B tests are a great trial-and-error method, to determine which email model is the most effective for email marketing campaigns in each company. By sending two possible customer groups two versions of email (A and B), you can measure the open rates and click-through rates that take place after reading each email.
This will give us an idea of which model is more attractive to our customers. Among many of the options to personalize emails we have email designs, offers or promotions and email content that will give a special touch to our email marketing before sending the main email campaign.
Advantages and disadvantages of using email marketing
Advantages
- Fast and Effective
- Economical and measurable
- Segmented and dynamic
- Less intrusive
Disadvantages
- Be ignored
- No immediate reaction
- Spam and network losses
- Design and size issues
- Possession of resources and skills
BONUS: Integrating email marketing with social media and a CRM and API
Social networks are indispensable in the environment in which we live and work, so their integration will be positive for brands, increasing their email marketing campaigns on many platforms. With a few social media icons, potential customers will spread your content if it is of quality and has all the above steps. This will expand your company’s reach far beyond your contact list.
For all of the above, it is important to have an integrated and up-to-date list of contacts and leads. This can be achieved with CRM or APIs, tools that allow you to plan and create email marketing campaigns with great foresight, saving companies time and money.
Conclusion
Nowadays, companies, whether they offer products, services or offers, move in a totally digitalized environment, which means that they must promote this type of media. Email marketing is a necessary part of the communication between a company and a client, since the information of your offer reaches the buyer in an immediate and detailed way.
As the framework in which we live and trade is almost purely digital, such tools give added value to companies, making it easier to attract potential customers. But carrying out the email marketing process does not lead to total success. These advertising campaigns must be developed with a series of elements for the proper reception of potential customers.
References
1. Today, email is still one of the most popular means of digital communication, especially for individuals and companies looking to have private and professional conversations.
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2. Digitalvar mentions that to implement an email marketing strategy effectively, it is necessary to define the goals to be achieved and the target or target audience.
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3. HubSpot is a software package that helps companies in their marketing, sales and customer service tasks. It is a CRM (Customer Relationship Manager) solution. Specifically, HubSpot is in charge of growing the online skills of businesses and adapting to what each company needs.
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