With an improvised and poorly designed email marketing campaign, it is not only certain that the visibility of a brand will not increase, but there is also the risk of generating a bad image of our company, and, therefore, not achieving our expected goals. It is important to take into account some tips before starting an email marketing campaign.One of them is to have the support of an email marketing management platform that helps to make the most of this resource.
When talking about email marketing, some people think that it is just sending emails to a database and that’s it. While it is true that it is a relatively simple resource to use, it is also a reality that certain guidelines must be followed to apply it correctly, in order to take advantage of all its benefits.
This online advertising tool has many advantages. Firstly, it is one of the most direct channels with the ability to achieve a constant and personalised flow of communication. When using email marketing management platforms, it is possible to achieve this, as the name of each potential customer is included in the emails and content can be offered based on their profiles and preferences.
Low cost is another major benefit. All that is needed is a suitable tool and a basic strategy. Specialised platforms offer free or very low-cost plans for mass mailings, with pre-designed email marketing templates that save time and effort, allowing you to better focus on the content you want to convey. There are also premium plans that are better suited to the requirements of large companies that handle various databases (different profiles) quite large but also, according to the results obtained, end up being quite economical.
Among many other advantages, we can also mention that it is a tool that can be measured, the mailings are automated, it achieves excellent results in terms of reinforcing the image of a brand and building customer loyalty, as well as being the ideal instrument for increasing website traffic.
How to achieve success with mass mailings?
As mentioned at the beginning, for email marketing to be successful, it is important to take into account some aspects that are essential for its correct application. Among these, we can mention:
The use of pre-designed templates: as also mentioned above, this is an excellent resource, as it allows speeding up the work. There is a wide variety of template models that adapt to the style you want to implement, so there is no risk of not finding one that fits the concept you are handling.
The templates come with the right structure, so your messages will have everything they need: header, welcome, preamble, text body, farewell and, in some cases, additional information.
They are a great way to optimise time, as they save you the work of doing everything from scratch. By providing design facilities, these templates decrease the complexity of a mass mailing campaign.
Using email marketing templates ensures that you work in a format without errors, which are common when a message is written from scratch. Keep in mind that these pre-designed templates have been developed by experts who know very well everything that an effective email message should have.
The subject line is essential: one of the most important aspects of effective email marketing campaigns is the subject line. Studies have shown that about 70% of email open rates depend on how eye-catching the subject line is, it’s as simple as that.
The first tip is to apply a discursive tone in line with the company’s corporate concept and brand ethos. For example, if the target audience is young, you cannot opt for a formal or distant subject line, this would mean a huge drop in the open rate, which will affect branding.
Another recommendation is that the subject line should be no longer than 30 characters, because when they are long, the connection with the recipient is lost. Also, they should look good on mobile devices, considering that more than 80% of the world’s population opens emails on their smartphones.
Personalization is important: technology has advanced to such an extent that it is possible to achieve personalization that includes not only the placement of the recipient’s name, but now even blocks of information, images and even GIFs can be personalised.
An action in the field of email marketing that builds customer loyalty is when personalization is done with the date of birth of the contacts. A very effective strategy is to give discount coupons as a birthday gift.
Segment the subscriber base for optimal results: studies have shown that when a proper segmentation of the database is performed, the metrics of email marketing campaigns are improved by more than 50%, in addition to ensuring that communication is going to be given to the right people.
Doing so gives a wide margin of advantage over those brands that do not segment their audiences. In addition to this, in the medium term, the behaviour of each target can be analysed, which will provide very useful information when creating appropriate and relevant content.
Campaigns optimised for mobile devices: a fact that was mentioned before is very important for several aspects related to email marketing, and it is the fact that more than 80% of the world’s inhabitants check their messaging through mobile devices.
Based on this reality is that it is imperative that email marketing campaigns are created taking into account this criterion. In this sense, some recommendations must be taken into account: the content must be designed so that it can be viewed on any type of smartphone. In addition, the content of the email cannot be saturated, understanding that less is more and that the most important thing is that the user quickly reaches the “call to action”.
By following these recommendations, always relying on those who have experience in the development of mass email campaigns, you will be able to take advantage of all the benefits of this strategy that, despite having been in use for many years, never loses its relevance.
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