Let's look at how to get started with email marketing, which is still a potent tool for increasing sales or promoting a company's brand.
E-mail marketing, has been been around for 42 years for one simple reason: it still works, despite the fact that many people consider it is an outdated tool.
Although it may not appear as "cool" as selling or
advertising your company via social media or a chatbot, it is highly suggested
for businesses of all sizes to sell, promote their brand, or simply engage with
potential customers in a more intimate way.
What is E Mail Marketing?
The use of electronic mail or a single address to send a
series of E - mail messages of various types: information about the company,
commercial and, thus, direct sales, or to share interesting news is known as
" email marketing."
The users, or the people who will receive the emails, come
into play here. The company must maintain a " mailing list," which is
a list of contacts to whom email communications should be sent.
These lists can be produced over time by the corporation
using certain tactics that we will discuss later, or they can be purchased
(legally) by specialised companies in the sale of data.
The users of email marketing (and also, in general, of
integrated digital marketing strategies) are divided into three types:
1. Contacts : these are generally accessible people, of whom
the company knows the email address and, for example, the phone number
2. Prospects : these are users who could be potential
customers of the company, but with whom it is still necessary to establish a
direct relationship.
3. Leads : these are the users who are definitely closest to
buying a product or service. These are potential customers who have already met
and become interested in a particular brand, who have left their details,
possibly motivated by downloading a free e-book, guide, webinar, or something
similar.
In the best-case scenario, an effective email marketing
campaign converts " prospects " and " leads " into
customers (in this example, "conversion") and, in the best-case
scenario, loyal users over time.
How to do E Mail Marketing?
Once you understand the basics, you need to have a concrete
strategy to launch an effective email marketing campaign.
First, the main strategy must be divided into several
phases.
Understand the objectives of the campaign
The organisation must start with its "why," that
is, why he wants to conduct an email marketing campaign. Is it better to sell
or promote the brand? This is crucial, because the average user receives
hundreds of emails per day.
Define the buyer Personas
it is essential to understand who the potential customers of
the company are. Buyer personas are "typical" representations of
customers, helping to understand what their needs are. Therefore, it is
necessary to create a file for each typical client with different information:
gender, where they live, interests and customs. These are data that can also
arise from the information that the user leaves while subscribing to the
company's mailing list, or from the information obtained from the company's
social networks.
Create a list of prospects
SMEs obviously need an E Mail list, there are several
techniques, some of them very creative, we'll see in the next paragraph. Don't
be afraid if there are few subscribers at first, the process could start
slowly. The important thing is to treat your list subscribers in the best
possible way to incentivize organic growth, using fewer resources in the long
run.
Apply the concept of Funnel
In digital marketing, the funnel represents a funnel
strategy that indicates where a specific user is from the first contact with
the company until they become a customer. The upper part of the funnel is
clearly wider and contains many more users, while, as we go down, the funnel
narrows, as does the number of users, which are closest to what you have to do
is understand where each group of leads is located within the funnel and
position them correctly in the funnel.
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