Email marketing is a popular type of advertising today, so how can you build an effective email marketing strategy ? Let’s find out with Lokas through suggestions to help advertisers create effective, high-quality email marketing campaigns that bring high efficiency!
Steps to build an effective email marketing strategy:
Quality customer data files:
Always a necessary condition to build an effective email marketing strategy. Make sure that your email is sent to the right audience who are your loyal customers or potential customers.
Building a list of customers is the daily work of every business. It directly affects the revenue as well as the development of the business. Having a quality customer list is the key to having an effective email marketing campaign. Many businesses miss a lot of marketing opportunities when not building a customer list but only interested in buying data, getting emails when customers do not allow. You can buy existing customer data. However, with this strategy you will not be selling or taking care of them. Because of a lot of data in it they will not have the need to make the efficiency very low. Thus, it is called spam mail, not email marketing.
Building a file of email data and customer information is an extremely time-consuming and labor-intensive job. You can build emails in the following ways:
- Create a newsletter subscription form on your website.
- Aggregate information of current customers.
- Ask customers to leave information and email for easy care
- Find reputable data list providers
Email content must be suitable for each target group:
To have an effective email marketing campaign, the email must contain content that customers care about. The content of the email determines the effectiveness of an email marketing campaign. Investing in good content, customer psychology, design, and good subject matter are important in emails. Targeted and targeted email templates are more effective than mass emails.
Don’t focus too much on flashy email layouts, large fonts or shocking items if you don’t want customers to send emails to spam boxes. Make your email template simple, professional, and as easy to navigate as possible. The more minimalist and understandable an email is, the more it will attract recipients.
One of the most overlooked factors for an effective email marketing campaign is segmenting your email list by age, gender, occupation, etc. If you do not properly segment the email addresses that you have, then surely email marketing will be ineffective with low click-through rates, or they will stop receiving email marketing. You can divide your professional email list differently based on industry or demographics. Based on that, you can adjust the content in each email easily with each audience. You can use welcome messages, emails reminding customers of forgotten carts. Plus, personalize emails by adding the recipient’s name in the salutation or subject line.
Define campaign goals
You shouldn’t send email marketing with a “mix” of company news, tips, or promotional information that isn’t properly organized. Instead, you should spend some time with your marketing and sales teams defining the goals of each message, so you can craft an email marketing draft that targets the right customer segments. Here are some common goals of email marketing campaigns that you can refer to:
- The quality of the message is good and surpasses expectations from the first time it is sent
- Promote a specific product or service to increase the likelihood that existing customers will return and continue using the product or service.
- Take care of existing customers and find potential customers
- Increase the number of visitors to the articles on your website.
Create a catchy headline.
One of the key elements to an effective email marketing strategy is how you set your subject line. If your theme is not attractive and practical. It may never be opened or may end up in spam. Here are ways to create headlines with high open rates.
- Avoid using words like “Free”, “Call now”, “Urgent”, or “Order now”.
- Email subject lines can contain up to 50 characters.
- Email subject lines should show the company’s name, brand, products and services.
- Create memorable email subject lines, stimulate customers’ curiosity, even humorous.
Create an email marketing campaign
Automated email campaigns will help engage users with the right message, at the right time. Today, there are also many tools to support automatic email sending such as Mailchimp, Mautic or Getresponse.
Step 1: Define your goal
For effective email marketing, the email content will be different based on the goal you want to accomplish. This increases customer awareness of the brand, driving purchases.
Step 2: Decide the sender
Will the email be sent from your company, your CEO, or a member of a particular department? Pick an influential character and then sync it in every email.
Step 3: Set up theme and preheader
The subject matter is important because it encourages recipients to click open and read your email. Similar to the topic of each blog, for email marketing, it must also be presented to attract attention.
Step 4: Design content and images
To get good results, you must first make the audience feel comfortable when reading your email to them. Avoid writing long lines and making too many suggestions in the body.
Step 5: Check your email
Before proceeding to send an email, you must check everything: from the design, layout, email marketing content, subject line and call to action. Then run your email tests with different customer segments; at the same time, align the time reasonably.
Monitor campaign performance
Once you’ve created an email marketing campaign and sent it successfully, next you need to track the performance of your campaign. Because email marketing is constantly updated data, in real time. So regularly compare the performance of different campaigns to measure how effective email marketing campaigns are.
Review Email List
Regularly review and filter the email list, remove the potential emails to save time for the following campaign. Email filtering will limit the risk of being put in Spam by Google. This is an indispensable step if you want effective email marketing.
In addition you need:
- Eliminate inactive customers every 3-6 months.
- Eliminate unsubscribe and spam customers after each campaign.
- Send a 2-3 month reactivation email to contact inactive email addresses
Take advantage of email marketing campaigns to nurture leads and grow existing ones, to increase sales and profits for your business.