An email marketing strategy is a plan that uses email as a key to achieving business goals. It can include designing and creating emails, segmenting the contact list, sending emails and tracking results. Email marketing can be very effective in achieving business goals, but only if it is done correctly. In In Inbound Marketing, creating personalised and quality content for prospects is essential to generate, capture and nurture leads. By defining and implementing an email marketing strategy, the brand employs a series of digital tools. The combination of these tactics ensures an increase in open rates and sales.
The email marketing strategy opens a communication channel between the company and potential customers or clients. Email can be used to send promotional messages, newsletters, coupons and other valuable information. It is therefore a way to foster brand growth. However, there are some elements that must be taken into account when creating an effective email marketing strategy. For example, making sure that the contact list is up-to-date, relevant and the email is sent at the right time in the buyer's journey.
To create an effective mailing strategy, it is advisable to use contact and email management software. These platforms can be used to organise customers in a database, perform follow-ups, understand which emails should be sent and automate actions. It is advisable to have an email service provider ( ESP) that offers a service for sending individual or bulk messages.
A software facilitates the daily work, unifies marketing actions in one place and applies techniques of an inbound strategy. HubSpot acts as a CRM for marketers and enables email marketing.
An email marketing strategy is developed by understanding the internal aspects of your business, i.e. the conversational strategy your brand uses, whether you interact with customers through active listening, project the necessary information or build a long-term customer-company relationship.
Establishing the objectives of the marketing strategy serves to determine its subsequent effectiveness, i.e. analysing the results of the campaign after it has been launched determines its success. This allows you to optimise your processes to obtain the best results.
To start developing an email marketing strategy you need to know the current state of your company and its marketing campaigns. Analysing the results of the present is essential to know where you want to go. You should ask yourself some of the following questions:
Defining your brand's target audience will help ensure the personalisation of emails. The goal is to gather information from existing customers by focusing on their tastes, interests or behaviour with the website. Creating a buyer persona profile will help you to draw lines of action with real users.
After knowing the objectives to be achieved and defining your target audience, you must choose the type of emails that will serve your business. Depending on the desired marketing action and user interaction with the website, these will vary. There are newsletters, automated emails, lead nurturing or welcome emails, among others.
To increase the success of your email marketing strategy, it is advisable to invest in software that guarantees the management of the campaign by centralising efforts and managing user interactions. To do this, you should know what your company's budget is and what type of emails you intend to send. If your brand needs additional features, you should have a platform with a higher investment.
Contact lists will help your marketing efforts run more smoothly. With a database, you can gather relevant information about each contact or company.
Segmenting the previously configured contact list will serve to divide users into groups according to their behaviours, demographics, interests or other characteristics. Automation processes can be automated, saving work for digital marketers.
Specialised email software often offers customised templates for your emails. However, depending on your business objective, you can design them yourself including the key elements of your campaign. It is important that the email design takes into account:
After defining the sending frequency for your audience and registering the participation of users with the campaign, it is time to measure the results. This monitoring, previously configured, will pay attention to some of the following elements:
These results are analysed with the intention of improving failed actions and optimising your performance for the future. A/B testing is also used to improve email marketing tactics.