how can you design an effective mailing plan to attract new customers? In this article we offer the keys to achieve it
If you have reached this article, surely you know the advantages of a newsletter campaign in the profitability of a company, but to get the best results, first you need to establish an effective mailing project that, above all, is of interest to users.
In this sense, mailing or email marketing aims to provide value to the buyer persona of a business to encourage their interest in it, increase engagement and facilitate their conversion to customers. This is part of the so-called permission marketing, which allows consumers to decide whether they want to receive advertising from a brand or not, as opposed to more invasive strategies. In addition, it differs from transactional or mass email in that it is aimed at meeting the needs of subscribers and improve their experience with the company through its own content.
Effectivemailing: 15 tips on how to reach them
Something that, at first glance, may seem as simple as sending emails, hides many challenges that must be faced. Therefore, from OCCAM we want to facilitate this process to those who need it with a list of 15 recommendations to take into account in email marketing. Let's see them one by one:
Better if you use specialised mailing tools
From the first step to launch a newsletter, the most effective is to hire the most suitable plan for your goals with an expert tool in the field that facilitates all actions (which we will see later). Some offer fairly limited free options that, depending on how ambitious your strategy is, may be enough. Among the best known platforms are Sendinblue, MailChimp, Mailrelay, Aweber or Hubspot, although the latter has many other features within the marketing.
Automate your campaign
One of the possibilities offered by the tools mentioned above is that they allow you to automate the sending of emails. In this way, you will be able to send emails to the right person at the right time without having to be alert 24 hours a day. Among others, the emails that you can automate are confirmation, welcome, birthday, recovery (for inactive users), thank you, etc.
Personalise emails to encourage trust and interaction
Users appreciate human identification when sending emails, so it is a good idea to include the recipient's name at the beginning of the email or in the subject line itself, so that recipients perceive that they are not just another number in a list of contacts, but a person to whom you want to offer the best possible experience.
Offer quality content
To add value to the user's journey through a company, it is essential to offer them your own content, of interest and high quality. It is not enough to promote your company's products or services, but you must be able to provide them with elements outside the purchasing process. These can be an ebook, blog articles, tutorials, courses, etc. And, only in justified cases that enrich the user experience, you can include calls to action within the email. In addition, another option would be to create sweepstakes or contests as a reward for being part of the community (something that would also benefit the recruitment of subscribers).
Create segmentations among your contacts to send relevant content to each group
Whether you have a larger or smaller number of contacts, it is important that you group them into smaller lists according to their interests, needs, etc. And how many lists should you create? The answer is as many as possible within your capabilities, because there is no point in collecting lists if you don't use them.
Keep in mind the stages of the conversion funnel
In relation to the previous point, another method of segmentation is to divide by stages of the conversion funnel. That is, group users according to their proximity to become customers to send them differentiated emails. It is not the same a newly subscribed contact than another who has been receiving emails for two years and has shown a real interest in buying. Therefore, the goal is to conquer new subscribers with interesting content and convert the most veteran ones into loyal customers.
Update your database
In order to carry out the two previous points satisfactorily, it is essential to keep your database updated, especially when it comes to checking which users remain active and which seem to have lost interest in your content without having unsubscribed. Therefore, you can automate recovery emails to try to attract their attention again or, if they do not react, remove them from your contacts so that they do not negatively affect your results statistics.
Establish a regularity in sending
To avoid that users feel saturated with the reception of emails, it is important to establish a regularity. This can be weekly, monthly, quarterly, etc. It can even vary depending on the target group you are addressing. But avoid sending daily or random emails that may mislead subscribers. Even so, you can make exceptions in very specific cases that may be of special interest.
Count on the professionalism of a copywriter to write your mailings
Sending emails implies a writing and originality work that users find attractive. Therefore, consider hiring a copywriter (professional in the creation of texts) that guarantees a correct and quality writing. In this sense, it is important to highlight that emails should be brief and concise: being longer does not make them more interesting (on the contrary).
Pay special attention to subject lines
If the content of the text must be striking, in the case of subject lines it is especially important to establish a direct hook that encourages reading. Users decide in a few seconds whether to read the email, ignore it or delete it. And the subject line plays a key role in this decision.
Remember that the storyteller is a growing trend in mailing
Perhaps the traditional email format is less attractive to your subscribers and your overall mailing strategy than the presentation of content through the storyteller. This technique focuses on creative writing in literary format, and you should take it into account.
Think about the best date and time to send your mailings
Fridays are the best day of the week to send emails, and it is preferable to do it in the morning rather than in the afternoon.
Set up the subscription form with a double opt-in confirmation
Allowing users to confirm their subscription reduces the error rate, but offers many other advantages that demonstrate the (almost) obligatory nature of setting it up. In this sense, it improves engagement, avoids fraudulent registrations, improves the reception of emails and ensures compliance with the requirements of the RGPD.
Don't forget responsive design
Although we usually work from the computer configuring the designs for this device, it is essential to ensure good access to mail from mobile phones or tablets.
Keep track of the results of your effective mailing strategy analytically
Finally, thanks to the options of the platforms mentioned at the beginning, you can access more or less complete metrics and statistics of results, so you can see what works, what doesn't and what you can improve in the future based on the interaction of subscribers with your mailings.
Remember that mailing can greatly help you to create a community, increase the number of customers and improve the profitability of your business, so follow these tips and get the most out of your strategy!