Email Marketing Strategy means the right content, at the right time, to the right person!
In web marketing, Email Marketing Consultancy refers to sending information to one’s database of contacts. We might also refer to them as corporate newsletters.
This is not to be confused with DEM (Direct Email Marketing) Campaigns, which involve sending advertising messages to a database of contacts owned by Companies that perform this service.
Newsletter and email marketing have, as their goal, to send content consistent with the needs expressed by users.
Email marketing is one of the building blocks of the Marketing Automation strategy.
We at Factory Communication use the HubSpot email marketing platform of which we are Solutions Partner Certified.
HubSpot is one of the leading and highest performing Marketing and Business Automation platforms available on the market today.
Buyer Persona means your ideal customer, the one you would like to sell your products and services to. The one you want to walk into your gym, store, professional office.
Customers are not all the same, so why not decide to work with “who we like”?
Building Buyer Personas is critical to a proper Email Marketing strategy. It allows you to write, plan and send the right content tailored to your “ideal customer.”
Indeed, let us remember that email marketing strategy must also put the customer at the center. Exactly in line with the Inbound philosophy.
Let’s start with the assumption that, no company holds 100% of the Market share, not even Coca-Cola which is one of the most popular and appreciated Brands in the world.
When Pepsi-Cola decided to gain Market share, it analyzed people’s needs and identified a particular target market. What we call in branding jargon a “niche market.”
The construction of the Buyer Persona allows us to define, precisely, our ideal customers, what is essentially, the Market niche we want to target.
Unfortunately, many companies, use Email Marketing exclusively for sending sales promotions.
This type of strategy is ineffective because it is basically one-way: the company needs to sell > sends out promotions.
Email Marketing strategy, based on the philosophy of Inbound Marketing, aims to send useful and relevant information to users.
The goal is to create a strong and lasting relationship with contacts and potential customers. To acquire their trust.
Make them trust our company and then, turn them into happy customers.
This solution also and especially applies when we talk about B2B Email Marketing Strategy.
Sales processes increasingly require patience and attention to the potential customer. Therefore, it is important to carry out distributed campaigns on various digital channels to slowly raise awareness of products and services and build trust in the brand.
What happened to direct marketing? Cold calls don’t seem to work anymore; they are seen as a nuisance. And e-mail is full of junk that no one reads.
If a nice claim is no longer enough to sell, as it was in the 1980s and 1990s, it doesn’t mean that direct marketing is now obsolete .Email marketing still has a lot to say, as long as you use it respectfully toward the potential customer.
In this article we suggest some goodies for prospecting with DEMs and newsletters.
Those who think they can sell after sending one advertising email are unfortunately off the mark.
Today, the marketer’s job is to pamper the potential customer, at every stage of the sales process. Fortunately, some technological tools such as marketing automation make our lives easier to send the right message to the right person at the right time.
Email marketing strategy is still useful for prospecting and for retaining customers already acquired.
Does it still work? Yes, it still works, if the content you send is useful to people on your target list.
Open your inbox-it will be full of newsletters, advertisements, and quite a bit of spam.
You probably gave consent to receive that material, perhaps without realizing it.
Beyond case law and GDPR, you can experience firsthand what happens to content you don’t care about: it ends up in the trash.
Marketing consent is a tool for protecting users’ personal data, but making sure that a person is really interested in what you want to communicate is also important for you.
It helps you define the target more precisely and avoid spending more energy than necessary.
One of the most widely used ways in digital marketing to get email addresses and consents is the use of lead magnets.
This is valuable, free premium content that users can request via email or download from the website by providing an email address and filling out the marketing consent.
Having permission to contact the user is the first step in prospecting and selling, but more importantly it is the beginning of retention.
Subsequent content should be in line with the user’s expectations: their preferences, the stage they are at in the sales process, etc.
Do not send emails without consent: in addition to being prohibited, it is also counterproductive.
Also remember to always give the recipient the option to unsubscribe from the newsletter by adding an opt out button in the footer of the DEMs.
Prospecting activities through email marketing should be gradual, commensurate with the “confidence” between your brand and the prospect.
Take your contact list and divide it into groups. For example, it is important to separate your customers from contacts acquired through lead generation campaigns and other marketing strategies.
The first e-mail you send to a new subscriber to your newsletter should give them confirmation that they have made the right choice. At this early stage, don’t focus on your products or services.
Rather, try to welcome your new lead, make a good “first impression” and put him at ease. Send valuable content; you might even ask for his or her views on a specific topic.
Before sending remember to check the content on the mobile device as well.
You can use the famous levers of persuasion for your email marketing campaigns. They are cognitive mechanisms that influence our decisions. You can use them ethically, to persuade without manipulating your interlocutor.
These levers (or principles) are as follows:
