Email marketing: Tips for a successful campaign

What is an Email Marketing Campaign?

An email marketing campaign is a commercial campaign, in a massive, fast and personalized way that is distributed to a certain number of selected users through emails.

But, surely, you do not know that email marketing is an essential indicator to be able to have online communication and marketing with the client. Yes, it is a powerful tool, because its correct use offers infinite advantages. Mainly to increase conversion.

The email marketing campaign is going to be a valuable tool, if you know how to plan strategies that support what you are pursuing for your business. You need to be able to develop content that attracts the customer, to establish good communication with them.

If you manage to do this campaign with quality, you will see that if social networks are an important instrument for your business, the email marketing campaign will make a difference.

How to create an email marketing campaign plan?

To create an email marketing campaign plan, you have to take into account the same parameters that you use in any strategy you have developed, of course taking into account the specific issues you want to promote and the requirements established for an email marketing campaign.

For this you must:

• Pay careful attention to planning the goals you pursue. Examine how your competition moves, what they do in your industry and how your target audience behaves.
• You have to determine, in detail, the strategies you are going to use. Elaborate, with great care, the contents based on the planned objectives and project the emails.

To execute the email marketing campaign plan, you must pay attention to:

• The review of the actions: before the execution of the project, within the execution and at the end of the execution to take the necessary measures.
• Analysis of conversions: this is one of the most significant moments, since this indicator is the one that increases or not your results: here you will know what has been captured, if there have been losses and the causes. Results, which you have achieved at the beginning of the campaign, also spam, clicks, links, etc.

It is necessary to project you in the following directions:

• Create the conditions to attract subscribers. It is time to make the list, but be careful at this moment, that if you do not segment your clients, through a database, it can lead to the loss of your entire project.

Why is the database important? Because this gives you the possibility of not sending generalized information to all subscribers. If you do that you would make a serious mistake.

All people do not have the same preferences and needs. Therefore, you must direct your email marketing campaign in a personalized way to provide an adequate solution to the individual needs of your clients.

What is segmentation? And how important is it to achieve success in an email marketing campaign?

Segmentation is the individualized selection, which you take from your contact list. With this you can give personalized attention to users. You have to use the database of your contacts, which you have previously requested: email, gender, age, address, behavior, needs, marital status, etc.

You can also group certain clients who have the same interests, preferences and financial resources, etc.

The first piece of information you should have is the email address of your users.

Segmentation is of great importance, because it is the indicator that you use in order to offer products or services of your choice to your customers. That is, in a personalized way. Segmentation makes it easier for an email campaign to be successful. With this we achieve:

• Get closer to our target audience and achieve effective communication.
• Better know their needs, preferences, the economic resources they have and thus know what brand or service can be offered.
• Achieve their trust and therefore, that they believe in you and in the quality of the offers you propose. And with this you are capturing them for permanent clients.
• Correctly orient Marketing efforts.
• With segmentation you will achieve one of the most important objectives that you have to pursue: to obtain good results.

How to achieve an effective email marketing campaing?

We offer you some of the best practices to achieve effective email marketing:

• The first thing you should fight for is to earn a space in the inbox of your prospects or clients. To achieve that goal, you have to take care not to be tagged as spam. With this I am telling you that you must ensure that you are not blocked and that they do not pass you to the list of those eliminated. To avoid this you have to:

Have a database that maintains its reputation: that the emails are the ones that you have actually sent, that users read them, that they click, that is, there is an interaction between you and your target audience.

The contents that are designed and sent must have texts, not only images, and the ones you use must comply with the requirements established in relation to their specific weight.

That the offers that you are going to propose to clients have quality and precision.

The design has to fit the device from which you are going to receive the email. All clients do not have the same tools to receive messages. That is, you have to create designs that fit all devices: mobiles, computers, tablets, etc.

The text you send has to be read easily. Do not introduce the text within an image because, this causes the content to lose visibility and that the ideas expressed clearly cannot be captured.

You must identify yourself with the contact to whom you are going to send the message: inform them who is sending it, how they can locate you and the reason why you are transmitting the message.

Take into account the quality of the content in the email you are going to send:

It must have a clear, simple, blunt and brief introduction. The text must be able to awaken the interest of the client, but be objective, where it is specified what is the offer and the advantages that this communication brings.

• The content must be direct, precise, practical, personal, persuasive, attractive, communicative and not too long to read. You must help yourself with visual images, but without making an abusive use of them.
• Make a call to action, but to be effective, it must be clear, simple, you can use an action button that is genuine, attractive and functional. And finally, it is important that you direct the customer’s attention to the tab where the product you offer appears or to the content that you want them to read.

Top email marketing platforms for small business.

We recommend you to use one of the following platforms that will help you create a quality email marketing design:

• Mailchimp
• MailPoet
• Aweber
• Converkit
• Constant Constant
• Active Campaign
• Get Response

These platforms that we suggest are important to achieve high results in your email marketing campaign. It is in your hands to make the selection of the one you are going to use. This, of course, must correspond to the brand or service you are going to offer, your financial possibilities, etc.

If you use one of these tools, you will know what your users do when they receive the message: if they open the message, who was interested in opening it and who was not, if they clicked, if they are not interested in doing so and many more benefits that will help you to launch a campaign with all the necessary quality.

• Locate users where you know they are going to be, follow them, talk to them, use networks as a means of communication and take them to your page or blog and turn them into customers.
• Make a good design. I have recommended you the necessary tools to achieve it, prepare quality content. Remember that the text is very important to achieve success in a campaign.
• Use all the ideas, indicators and tools to find the necessary ways that make your target audience follow you, believe in you and enlist as a permanent buyer of your brand or service. Never fail with information.
• I advise you to prepare a document, where you control the messages that you send to your customers and users, as well as their customs, needs and everything you know, it will be necessary for you to know about them.
• The messages have to arrive on time and with the necessary quality so that your number of conversions and your reputation increase.
• I also recommend two emails a week, you should not become undesirable, loading your target audience with a number of unnecessary messages. The important thing is that they show up at the right time, that they have quality and that they are well received by the reader.

And last, but not least, you should do an analysis a few days after launching the campaign, to take action in case there is any imbalance.

These and other tips can lead you to achieve many benefits when applying the email marketing campaign plan. Now I just have to say to you: Launch it !!!