These are just some of the concepts to take into account to
make email marketing an excellent form of communication regardless of the type
of business or company.
In digital marketing, email is one of the main ways to
establish contact with a previously obtained base. Either to promote special
content such as ebooks, whitepapers, infographics, as well as disclose events,
webinars, send newsletters, articles among other things.
How to do email marketing step by step
To structure the objectives of email marketing, it is
necessary to take into account three specific aspects: visibility, ability to retain the public and
attracting customers . An objective manages to be solid when it attends to
Understand a little more about the subject and learn to
determine effective objectives below.
Step 1 – Define the goal
To structure the objectives
of email marketing, it is necessary to take into account three specific
aspects: visibility, ability to retain
the public and attracting customers. An objective manages to be solid when it
attends to these considerations.
Without a doubt this tool is ideal for those who want to
make known a new service, product, brand or company. The interesting thing
about this point is that when sending a message, the company has the user as
the recipient, but he, in turn, can route the message to other people or
companies with just one click. As a result, the campaign can have a very broad
But, how to make a person open the mail? It is not an
impossible task, just create and design a creative topic, with content that
provides information of interest to the public.
Acquisition of new
Another factor of great importance for the creation of an
objective is the acquisition of customers. A well conducted email marketing
campaign can reach different parts of the world without the need for you to
leave your physical space. For this reason, stimulating the participation of
other people is such an important aspect.
Step 2 – Segment your audience
It is important to create a personalized campaign for your audience.
For that, filter and separate your email list according to the factors that are
important for your business or product:
Segment means grouping the clients according to their
similar characteristics. Therefore, to segment the campaigns is to understand
the needs of each client and understand that each person is unique. By thinking
in this way, grouping them according to their characteristics becomes a much
For segmentation to be effective, it is important to collect
information about customers, both existing and potential. Thus, we will have
two types of segmentations: by data and by behavior.
The segmentation data requires people to be separated into
groups, with the information based on gender, age, region, income, etc. The
segmentation by behavior, considers the interaction of people with the messages
sent by the company.
Step 3 – Offer valuable content to your audience
Relevance is the golden rule for any content. Before writing
an email marketing put yourself in the position of who will receive it and
think how the benefits that your product or service can help the reader. Focus
on the client! Create friendly and interesting content that makes people want
to visit your site. Be enthralling and use simple and personal language. Less
Step 4 – Create an irresistible topic
Even though the subject field in the email has a function:
to make the reader open the email; do not despise it for a second. This is much
more important and can determine the success or failure of all your efforts.
When writing the subject, try to use between 25 to 40 characters, this is the
measure that has more results.
Step 5 – Be aware of the importance of design
Design is one of the most relevant aspects in email
marketing campaigns, since it helps the strategy achieve good results. The
design must be in accordance with the purpose of the campaign. The same applies
to the layout , which must be according
to the target audience. There must be coherence in the visual identity – that
is to say – you must add colors, photos, illustrations and typographies
according to what your brand represents.