Did you know that a well-executed Email Marketing campaign outperforms the leads you can get on Twitter and Facebook?
According to McKinsey & Company, an Email Marketing campaign is 40 times more effective at attracting customers than other popular social networks like Facebook or Twitter.
Likewise, a recent analysis by Emailexpert also shows that, for every $ 1 invested in an Email Marketing campaign, $ 44.25 in sales are generated.
So why is it that we think more about repowering our strategy for social networks than investing in a good Email Marketing campaign?
Email Marketing: A Results-Oriented Strategy
To begin with, all part of the so-called “vanity metrics”, which function as distractors that take us away from the main objective of our company’s advertising and marketing strategy.
For example, it often happens that we see our growth in social networks as a specific achievement without realizing that having a large audience in networks is a means to an end. That is, you can have high traffic on social networks and still not convert your leads (potential customers) into recipients of your product.
With Email Marketing, something different happens. Given that this strategy is more focused on the opening rates of emails, clicks made by users as well as the use of persuasive language, the requirement when measuring our results is greater and the objectives of each campaign are better defined.
The same goes for the relationship with the user. A person can ignore a post or just react to it. However, the true connection between company and client or lead occurs the moment we exchange ideas, we make them pay attention to our content; And above all, notice that we care about him.
This is a difficult thing to do with a social media account and takes a certain amount of time. Whereas in Email Marketing, the possibilities only grow with each email we send.
Build your subscriber list
Let’s emphasize the word “build”.
Frequently, the idea of buying a database arises in the Marketing departments of companies to “grow” the list of subscribers and thus increase the number of emails sent. However, on a few (if not zero) occasions, this has worked.
What happens mostly with the purchase of databases is that the emails that are there are deactivated. Or, failing that, the people on these lists are not interested in your content because you have not previously approached them through a lead capture strategy. And, chances are, they can mark your email as Spam.
With the latter, you should be careful since some email sending platforms such as Mailchimp, rely on your rate of open emails sent and reported as Spam to assess whether, in the future, it will send your messages to the inbox or to the spam tray.
If a person reports your content, your probability of reaching more people is reduced since, what is the use of sending an email that will end in Spam?
Because of this, the database purchase ends up being a counterproductive expense rather than a good investment for a company. Therefore, the best recommendation to build a database is not to acquire it, but to start building it from your website.
A good way to do this is by implementing a “Subscribe!” Button. in a strategic place in your page design. Likewise, it never hurts to collect data from the attendees of a conference or event that you have held.
Segment your audience well
The key to developing a good Email Marketing strategy is a well-segmented audience. If you have many audiences, you need to make sure that there is content aimed at each of them. It seems tedious and even a major logistical investment. However, when evaluating the results, you will notice that you have made the right decision.
Some questions that you or your marketing team can take into account when segmenting an audience are the following:
- Demographic data: age, where you are, profession, etc.
- Additional data such as preferred activities, interests and hobbies.
- Professional goals and long-term objectives of these audiences.
- Likewise, something you must remember when defining which audiences you will work with is that after having defined them, you must establish which is the most suitable communication style for them as well as the type of content to send.
Define who you write to
This seems basic, but it is a core issue within Email Marketing. You cannot start writing without first knowing:
- Who is it written for?
- What is the purpose of what is being written?
- How would the recipient of the content like to be communicated with the ideas or valuable information that you are offering?
- Is that content useful to him/her?
These answers can only be answered by you and your writing team if you have done a good segmentation. As you can see, it is important to know in detail the person for whom your team will write to later be able to offer them something or invite them to continue receiving your content periodically.
Use custom emails
No one opens an email first that begins with “Hello, Alejandra Suárez Odontologist.” Especially because it becomes clear that it is a machine that is sending us an e-mail, not a person.
And this is one of the main difficulties for Copywriters when developing Email Marketing content: excessive reliance on automation tools. That is, platforms or software for mass mailing of emails.
It is true that it is valid to use these resources, but care must be taken when using them since the text that is sent must be read as a conversation between two people and not something generated by a machine for thousands of people at the same time. Like the conversation that you and I are having right now when discussing Email Marketing.
Until now, has this content been useful to you? If so, we hope to have you for the second part of this special publication dedicated to Email Marketing. In it, we will address the main mechanisms that you can use to retain your user and increase your rate of open emailings.