Secrets to an effective email marketing strategy.

Email marketing is a way of promoting the product or service your business offers and it can also inform your customer base about the latest promotions. Email marketing is a powerful tool to reach and engage your audience, but it can be difficult to know where to start. From creating compelling subject lines to designing visually appealing emails to segmenting your list and analyzing your results, there are many different elements to consider. We'll cover all of these topics, providing you with the knowledge and tools you need to create effective email marketing campaigns that drive results. Whether you're a small business owner or a marketer, this blog is a valuable resource for anyone looking to improve their email marketing strategy.

The steps to good marketing:

1. Understand and segment your customer base. Know who the people on your email list are and target them well to better convert them.

2. Establish your marketing goals. Do you want readers of this email to have visited your website? That they buy your product or service? That they respond to a survey?

3. Develop registration forms. Such as creating an account or entering an email.

4. Track attraction around the frequency of your campaigns. Like tracking conversion frequency as well as quality score. (Example of a quality score: campaign A = 100 emails sent and 10 unsubscribes (10%) - campaign B = 100 emails sent and 80 unsubscribes (80%)).

5. Choose the best time to send your marketing campaign.

What the email you send should include:

- A catchy subject title so that the recipient is intrigued and rushes to open your email.

- Your company logo so that when they open the email they can immediately see who you are.

* Optional * - The name of the person to whom the email is addressed for more personalization and for this recipient to feel engaged.

- The content of your email. What do you want to talk about ? What do you want to announce? If you are promoting any service or product, it is important that your copy includes FOMO (Fear Of Missing Out). In the same way as a countdown or a limited duration to create an urgency of acquisition.

- A CTA or call to action. Example: a “complete my profile” or “buy now” or “see all products” button.

- An “unsubscribe” link or button at the end of your email. You must give your customer the option to continue receiving your content or not.

You can decide to run different types of marketing campaigns, either to welcome the new consumer, engage them in your business, catch up with them if they have been away for a while and complete your relationship.

Here is an example email sequence:

The first email that must be sent is of the ONBOARDING / INTEGRATION type, this is the initial contact with your client. Either to welcome him to your “family” or to invite him to complete his profile.

The second email should be of the ENGAGEMENT type, this ensures that the customer will be engaged with your product or service and will encourage purchase or consumption. This email attests to the loyalty of your customers.

Then comes the WINBACK/RECONQUERIR email, it catches up with your consumer and directs them to your campaign. (Example: We missed you…). However, it must contain a CTA with the objective of bringing it back (example: What you missed… Come back and see us…). In addition, you can offer a discount between this and that date to encourage even more action to come back.

Finally, the SUNSET GOAL/OBJECTIVE CRÉPUSCULE type will allow your company to better segment your customers by giving the listener the choice to continually receive your emails or not, thus cleaning up your contact list.

Several elements are included in a marketing email, some of them can be optimized for better presence and visibility.

First, your content, it must be solid and credible so that the reader trusts you and wants to engage with your business.

Secondly, the frequency of sending these emails, if you are putting all your chances on email marketing, go all out! You may need to send several emails so that your product or service is well understood and acquired by your consumers.

Third, the time you send it, to do this you need to know where your customer base is. If it is mainly in the UK, it will be important to change your time zone to Greenwich Mean Time.

Fourth, the design of your email, it is important that it is attractive, that it is immediately clear who you are and what you offer and that it has a beautiful color scheme. (See blog: The guide to colors in marketing: know the color wheel to stand out)

In summary, email marketing is a solid instrument for achieving your business goals. Note that it is important to understand and segment your customer base, establish your marketing objectives, track attraction around the frequency of your campaigns, and choose the best time to send them. Your emails should include a catchy title, your logo, attractive content with a clear CTA (Call To Action) leading to your reader's action. It is also important to offer an unsubscribe option to respect your customers' choices. Using the steps mentioned, you can create effective email campaigns to welcome new customers, engage them and retain them. A lot of information ? Here is our Call To Action: Contact us to optimize your marketing emails to convert more customers.