In order not to start from the roof and end up wasting valuable time and resources, it is necessary to have an email marketing strategy that can cover all this complexity. Not sure where to start? In this article I tell you the 5 essential elements of a successful strategy, 4 examples of brands and what we can learn from them and 7 tricks to optimize your campaigns . Let’s get to it!
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How to design an effective email marketing strategy
The 5 ingredients of a good email marketing strategy
1) Clearly define your objectives
Before planning any action, there is one question you need to ask yourself: what exactly do you want to achieve with your email marketing strategy ?
Email marketing can help you achieve a multitude of goals, but it can’t do everything at once. If you want to get good results, you need to be focused. So the first step is to sit down and think about what you want to use email marketing for:
Create a new loyalty channel?
Increase sales of a specific range of products through your newsletter ?
Get more subscribers to your promotional emails?
Remember that for an objective to be truly functional, it must Special Database specify a quantifiable value and establish a time frame for achieving it: “increase sales of cosmetic products by 20% in the next six months.”
In addition to defining objectives, it is also important to clearly define who our target is . Here we can rely on tools such as the buyer persona , a semi-fictional description of our ideal client that helps us better direct our acquisition initiatives.
2) Think about how you are going to get subscribers
And speaking of acquisition, every email marketing strategy must be supported by a good database. That’s why subscriber acquisition is a fundamental ingredient for success with your email marketing.
To properly summarize your acquisition strategy
My recommendation is that you try to answer these three questions:
Who are you targeting? As we saw in the previous section, the buyer persona can help us to orient our marketing.
But the reality can be much more complex
We will often find that we need to have databases segmented by objectives (first conversion versus loyalty, for example) or by consumer types (parents with children from X to X age). Based on that, we will structure our database so that the right messages reach the right people.
What are you going to offer them? To be part of your database, users have to voluntarily Specific Database By Industry lead their personal information (at the very least, they should give you their email address).
In exchange for this valuable data
The brand must offer them some kind of incentive. Sometimes, it may be enough to explain the benefits they will get thanks to your newsletter, but it may also be necessary to reinforce this incentive through exclusive discounts or content that they find valuable (such as the typical “leave us your details and download our free ebook”).
