Email marketing is a very powerful marketing tool that allows you to quickly get the most direct and personalized contact possible with a user.
Many companies, underestimating the importance of personalizing communication and human contact, send undifferentiated messages with high promotional content, losing the opportunity to establish a relationship with customers and gain their trust.
Therefore personalization is the main feature of this marketing tool and determines its success.
For this reason, emails need the support of SEO techniques, content creation, the use of social media and effective call-to-action.
BENEFITS
Email marketing is used to build a first contact with the customer in order to gain his trust and encourage loyalty with the offered product/service .
This relationship with the customer allows you to keep the memory of the company vivid as long as the customer is ready to buy.
This tool allows both to acquire new customers and to nurture the relationship with previous customers and convince them to buy something immediately.
The e-mail marketing not only allows you to make better business communication but allows you to better target your customers saving costs and ensuring sustainable development.
STEPS
An effective e-mail marketing campaign must take place first of all with the consent of the people to whom we send our newsletters, also giving the possibility to unsubscribe from the list at any time.
The first step is to get a mailing list by offering eBooks, videos or audio guides, discounts, coupons, bonuses, tutorials or educational material but also contest
entries or webinars.
The marketing campaign must be based on an editorial plan based on the creation of contents of values that can vary from a guide to solving common customer problems to practical and free advice or information on how your company has solved problems or can solve them.
Once you have chosen and created the added value to offer to your potential customer, we offer the product asking for the registration, which usually takes place by filling out a form. This module can be realized for example with MailChimp or GetResponse among the most used.
MailChimp is great for those who are ‘at the beginning, simple and free to send up to 12,000 monthly mailings and a maximum of 2,000 subscribers.
Once registered you can set the name of your campaign, create your form and your own template.
Every time a person completes it, it is registered directly in your MailChimp list.
The user will receive an email with the confirmation request and after confirmation will be redirected to the page set for the download of the free product also called report.
GetResponse allows you to have additional benefits ensuring a good compromise between quality and price. This performance with MailChimp is just as possible but only with the paid plan which is more expensive than GetResponse.
GetResponse gives you the opportunity to choose whether or not to confirm the registration, to schedule email submissions and to set up autoresponders – tools that allow you to automate the sending of a series of scheduled newsletters based on time or actions.
SALES FUNNEL
The content of the emails must be adapted to the stage of the funnel in which each reader is located.
There will come a time when the member is ready to buy and will need a particular personalized offer to decide to buy the product.
A sales funnel represents the path of the potential customer and whose goal is to turn the attention of the potential customer into a conversion to an effective customer.
- The first step in building a sales funnel is to create attention to the product or service offered through different channels including Facebook ads, Google AdWords or sharing on social media.
- Then follows the creation of a landing page through which you create interest in the product.
- The desire for the product is aroused in the third phase, that of the offer of a free version which turns out to be an excellent moment to record some data.
- Finally, the last step in the creation of a funnel is the proposal of an offer in order to stimulate the conversion action.
CONTENTS & ACTIONS
A fundamental concept in email marketing is to not betray the trust of customers, give a valid reason to continue to follow you, open and read your emails.
When the user signs up for the newsletter he immediately receives a thank-you email with the link to the download page of the promised resource.
In addition to the thank-you email, on the day of registration, it is good practice to thank the user again and inform him of the presence of a roadmap created specifically for him and that will be his guide among the main contents of the blog during this journey of training.
Avoid selling products immediately, if you want to retain your users and educate them to purchase over time the right strategy is to send only valuable information or surveys to better understand their tastes and their preferences.
The first emails are used to inform new members, not yet aware of your identity, your site, and products, that you have exclusive content for them by telling them about you, what you do and why they should follow you, what benefits could be gained from it.
At this stage, it is important to think more about the human side, to tell your story and that of your brand rather than sell.
EXAMPLE:
Awesome! I’ve just sent you an email with the PDF
- What is the content of the PDF and where it is taken from?
- What is your product or service?
- Is it for you?
- What are the benefits and changes you can make?
- How is it structured?
- Who are they and why should you believe me?
After a week, you can continue with your email marketing strategy by sending the user a second email informing him of an exclusive, free and reserved content for members, a content never published on the site, made only for them.
In this content tries to give something of value inviting the user to read a useful story to overcome the moments of crisis in order to reinforce the relationship.
After two weeks, continue with the third email in which you inform the customer that you have prepared an exclusive and free content reserved for members.
In this email you have to offer the solution to the problem, you have to show your value to people by explaining how you can help them to solve their problem.
This allows you to get closer and closer to the user and to take you as a reference in his mind.
Third and last week of the strategy, send the fourth email reminding the user of the roadmap and inviting him to interact through articles, comments, and social media.
LAST TIPS
You can send your newsletter every time you have a new article, promotion or event but the important thing is to remember the human relationship with the users: talk about yourself, show the company and its history, the employees, the story of the product, the idea and the production phases.
It is good to alternate with commercial emails at least 2 or 3 emails in which there is a human bond.
The only way to optimize newsletters, always analyze the results to improve and refine, study the behavior of your audience through the programming and monitoring of newsletters.
By monitoring these factors you will understand if you are working well, if the registered persons are following you and in what way they follow you.
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