Whether you’re just starting out with email marketing or rethinking your strategy, the list of things to do can seem endless. Where to start ? Don’t panic, this article is here to guide you through the steps you need to take to develop a successful email marketing strategy …
1. Create and develop a contact list
The first step to start defining your email marketing strategy is to create and develop a contact list.
Needless to say, you need subscribers to send emails to, otherwise your strategy will be completely useless.
There are many ways to do this, and you may need to try different approaches. The important thing is that you broaden your email base organically.
Your site should be the first place to start when creating a contact list.
People who visit your site are already interested in what you are offering, so it could be easier to get them to sign up on your site elsewhere.
You can also communicate about the benefits of subscribing to the newsletter through your social networks.
2. Define the objectives
Like any other growth marketing lever, email is nothing without a clear strategy.
Before you start designing and sending an email campaign, define why you are sending it.
Always ask yourself, “What is the goal of this campaign?” And then find the most appropriate way to assess whether you have achieved your goals.
Remember that email is the marketing channel that generates the best return on investment.
A / B testing and campaign performance comparison are powerful tools for determining the success of your strategy.
These results will give you a clear indication of your return on investment and whether you are doing everything you can to increase it.
When planning your campaigns, never forget that success will have a different meaning in each of your emails.
3. Plan campaigns
Now that you’ve set your goals and have a high-quality committed contact list to send your campaigns to, your next step is to plan your campaigns.
But what should you include in the emails you send? While some of the content is highly customizable and depends on your goals, there are a number of elements that should always be present in the emails you send.
The items you MUST include in each email are:
The subject of the email
The subject of the message should highlight your email in the inbox.
While it’s important to keep your tone and voice true to your brand, you may want to try different approaches to drawing attention to your email, such as catchy phrases or emojis in order to increase the rate of opening.
You wouldn’t want your contacts to think they just received a random email, which will end up in the trash faster than you can count to three, right?
So be sure to always let your contacts know who is sending them campaigns. To make sure your first name is recognizable, use your brand name or, if you want to be creative, find something that can still be linked to you and keep it consistent.
The power of the preface is often underestimated.
It’s an extremely effective way to summarize the content of an email, especially on mobile devices.
It should complement your topic and draw attention to your campaign.
Call to action
Call to action are closely linked to the objectives of your campaign.
When creating call to action, think about what you want your subscribers to do after reading your email.
Create responsive and easy-to-navigate CTAs on the desktop and on the mobile. Also, keep it simple.
Emails with a single CTA will be much more likely to perform than those with multiple CTAs.
Keep in mind that these things can make the difference between someone who opens your message or puts it in the trash.
The great thing about email is that you can get real-time, in-depth information about your audience and use it to tailor your marketing strategy. From your first campaign, pay close attention to your performance indicators to understand whether you are achieving your goals or not.
It will be a great learning experience that will allow you to change and adapt your strategy.
4. Design engaging marketing emails
There are still a number of things that you need to consider when designing your campaigns in order to stand out.
Make your emails responsive
55% of emails are now open on a mobile device, so you need to make sure your design is mobile-friendly. If a message is visually unattractive or difficult to read, subscribers will be frustrated and will not even bother to read it. This will also be reflected in your ROI (and this will affect your openness in future shipments).
The importance of deliverability
The size of your email can have a huge impact on deliverability. Emails that are too large take a long time to load and will be cut by certain messaging services.
Knowing the appropriate size for images and finding the right ratio of images to text is essential to ensuring that your contacts see the message exactly as you expected. This will also assure you that your email will not fall into spam.
Use user psychology to your advantage
Organize the articles or landing pages in your email in the order in which you want them to be read.
This will guide the reader to the best content directly and make their experience more enjoyable. Keep in mind that for those whose mother tongue is read from left to right, the upper left corner of the email tends to be the starting point. Use this in your favor, using this area to make your identity and purpose immediately clear.
Always place your clickable content above the fold.
Since most email systems provide around 300-500 pixels of space for previewing emails, you should make the most of it.
Finally, the colors you choose will influence feelings of your customers with regard to your email and your brand in general.
Thus, make sure that your graphic charter has no impact on the visibility of the text and that it complements your brand.
Think of transactional emails
In order to improve your brand image and the general quality of your communications, remember to respect the same graphic charter in your transactional emails as in your marketing emails. This will allow your customers / leads to quickly identify your brand.
In this way, your contacts will easily recognize you and develop your notoriety and your loyalty to the brand.
Remember that transactional emails are opened up to 8 times more often than marketing emails. It’s an important place to boost your value and brand.
Test, test and test again!
The last step in designing your email is to test it before sending it. This is extremely useful for ensuring that your images are all optimized, that your links are working, that there are no typos, and that your CTAs are clear and responsive.
5. Make the email relevant
Nowadays, we all receive tons of emails, several dozen a day.
But how many of them are really relevant?
To ensure the success of your email marketing strategy, you must create unique messages that really meet your customers’ needs, and send them the email at the right time.
Segmentation, personalization and automation are all powerful tools to make emails relevant.
6. Request feedback
The final step in developing your email marketing strategy is to determine how well your campaigns have worked and learn from your past experiences.
To do this, you can simply collect customer feedback to find out exactly what they like about your brand and where there is room for improvement. Or you can use tools that allow you to analyze “hard” data, like A / B testing and campaign performance comparison, but also send surveys to give them complete voice. (You will learn a lot!).
And now you’re ready to start developing an email marketing strategy and sending out your email campaigns!