The world is becoming more and more digital and adapting our marketing campaigns to those strategies, such as email marketing, will allow you to be well positioned in the minds of your consumers, which is a great advantage.In recent times, this has become a way of communication with the highest potential, and we will see in more detail why this has happened.
There are hundreds of digital marketing strategies that we can apply to achieve our brand positioning. Email marketing is one of the best marketing strategies out there because it is very low cost and has a very high reach, considering that a single email can be received by hundreds and thousands of potential customers at the same time.
It is for this reason that emailing is emerging more and more strongly as the most powerful tool to communicate with potential customers and increase sales. The best thing is that it is a strategy that can be applied in any type of business, no matter if it is just starting.
Direct talk to the customer
This is perhaps the main premise that pursues the email marketing strategy. It is a direct way of communication between the brand and the potential customer. There are no intermediaries and no distractions. The message comes out of the email marketing software of the business and lands directly in the inbox of the person.
That way, the brand will remain active in the minds of its consumers and the chances of getting a sale (or many) will be greater as shipments are made. The reality is that you never know the exact moment when a person is available to buy, and even more so when we consider that we are procrastinators by nature. We end up procrastinating and forgetting.
Facilitate the sending of appropriate information
Human beings need to feel secure before making any purchase. Although it is a fact that most purchases have an emotional origin, it is essential to justify the payment with a rational value that avoids regrets.
That is why you have to provide the potential customer with enough information about a product or service to invite them to purchase it and to move forward with confidence. It is not about overloading them in a single email, it is about distributing the information in a strategic and interesting way in each mailing so that they become interested and move forward.
Breaking down objections
The objections to buying something are usually always greater than the benefits associated with the purchase, which is why it is so important to have a mechanism to gently, but at the same time establish a correct way to approach the consumer’s concerns.
Email marketing is an ideal channel for this because it makes it easy to introduce little bread crumbs in each mailing that are responsible for increasing the level of trust of subscribers. For example, sharing powerful testimonials, since people feel more comfortable when they see themselves reflected in the situation of others.
Maintain a fluent conversation
Unlike advertising in traditional media, such as radio or television, with email marketing, brands have the real opportunity to maintain an open and fluid communication with their potential customers within reach of the “reply” button.
Thanks to this it will be very easy to get feedback, understand the fears and possible objections that potential customers have and their limitations when it comes to buying. For example, a brand that targets several markets could segment the products it offers to a certain population at tighter prices if the economy is not so growing.
Recommendations to establish an effective email marketing strategy
For those who are just starting out and don’t have a team that specializes in this type of task, they may feel intimidated to take action. For this reason, it is helpful to have a series of recommendations to help you along the process:
- Set a goal for each email to be sent. This is a very important starting point because it allows you to stay focused on what you hope to achieve. It is important that it is a focused objective and that it establishes a unique path in the message so that people are clear about the purpose.
- Define a sending frequency. The frequency of sending should respond to the specific objectives of each brand. The most functional estimate is once a week, with the use of newsletters, but everything will depend on the moment in which the brand is. The idea is not to drown subscribers in messages, but neither should they be so few that they forget about the brand.
- Define the design. The design is another aspect that causes the most headaches. Here it is not necessary to get overly creative because, in this type of content, what works best is the simplest. This is a content that usually has a very short life span, so you have to send enough to make it functional. Currently, a good email marketing software will give a set of useful templates to meet this recommendation without being specialists.
- Include clear CTAs. Calls to action are essential for the actions that you hope to achieve by sending the email. At this point, you will tell the subscriber, very clearly, what they will have to do to get what they want. For example, go to the store to buy, read the article in the blog, etc. The ideal for this is to work them as buttons that are different from the rest of the text.
The execution of good email marketing campaigns go hand in hand with a good strategy. To achieve good return results, it is essential to establish the previous steps clearly, even before writing the first word of our email. This will ensure that it becomes an effective tool.
However, it’s not all said and done and this is also about trial and error. It is necessary to take into account the statistics of the messages when they are sent in order to evaluate what works and what doesn’t and adapt our future sendings. A message failure should not be seen as a failure, but as an action that should not be repeated in the future.