If you go to Google Trends , which gives you a picture of global searches for the keyword Email Marketing , you can see that in 2004, when perhaps our inboxes were not yet full of SPAM, there was a strong interest in the subject.
The number of searches gradually decreased, fluctuating until January 2016, the year of its resurrection, where there was a similar interest to 2004. However, there was a new drop in December 2017, so can we expect a big recovery for 2018? Who knows...
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At the moment, not all companies take email marketing into thailand mobile phone numbers database consideration. Why? Partly because of ignorance, because they don't know how to use it, partly because of skepticism, because they think it's useless...
The fact is that if you don't use it you miss an unrepeatable opportunity, find out why in the article.
Why are we skeptical of email marketing?
We are skeptical about the results, because we ourselves are bombarded by emails, we know how annoying it is to receive an avalanche of information that does not interest us and also to waste time unsubscribing, when often the unsubscribe button [ Unsubscribe ] does not even work!
We have preconceptions when it comes to email marketing, which make us biased and so maybe, we don't even suggest it to our customers.
The truth is that email marketing takes time: you can spend a day designing the strategy of the century and then get zero, or rather, fewer, subscribers on your list.
In fact, as with any other digital marketing activity , emails are not suitable for all types of business, but for most. But the real difficulty lies in balancing promotional and informative content, lies in the thin line between doing SPAM and content marketing .
Find out in this article how to design an email marketing strategy that works.
Purposes of email marketing
Every company must decide what is the most appropriate purpose to pursue through an email marketing strategy, much depends on the type of sector in which they work. Here are some suitable objectives in brief:
Loyalty : this is perhaps the goal that all companies should pursue when designing an email marketing campaign. What we want to achieve is to be considered the number one point of reference by our customers. They must trust us. Email marketing makes us be in the minds of our customers often, makes us present, but be careful not to be intrusive.
How do you do it? For example, you could create a campaign that advertises "Free shipping for XX days to all customers", we must encourage recipients to love us, offer a valid reason to choose us.
Increase sales : this is perhaps one of the most coveted goals, however advertising emails must be well studied in the message and also with regards to the audience, the line between commercial email and SPAM is really thin.
I really like the quote that says:
This should guide every promotional email, we must sell with the excuse of helping our customers, not by throwing information to the four winds.
Find new potential customers : if the emails are sent to a new database it is also possible to find new customers interested in our offer, even in this case you have to pay attention to the type of database and the design of the content.
Convincing potential customers : You often have to rely on content marketing and persuasion techniques to convince potential customers to make a final purchase. So a sequence of captivating emails is the right strategy to engage the audience.
Improve communication : emails are also a great tool to improve communication with the customer and save time and money in the company. For example, think of all the automated post-sale campaigns, which confirm the purchase and perhaps also propose complementary products, if this communication was done manually by phone it would take more time. There are a set of campaigns that can be automated for better results.
How to build an email marketing strategy that works?
To build an email marketing strategy that works and brings the desired results, you must take the following aspects into consideration.
Goals
Setting goals is step number one, they must be realistic though and also in line with our business sector. The strategy must revolve around these goals and be adjusted if they are not working.
Furthermore, the strategy must also be associated with your segment, you should establish in which stage of the marketing funnel your recipients are and adapt the objectives accordingly.
