Digital marketing has many sales channels. You can use social networks, position your website in Google, or even advertise for a fee.
One marketing channel that can be used in conjunction with any of these situations is email marketing. It is one of the most profitable ways to promote your company, and whatever your business, email marketing can help you increase sales.
Do you want to know in depth this way of selling? Keep reading.
What is email marketing?
E-mail marketing consists of sending segmented mail campaigns to a list of subscribers that you have on hand.
You can do this to achieve many things: keep your audience informed, attract traffic to your website, blog, promote the products of your online store … and increase your sales.
But doing effective email marketing is not about sending emails like crazy to everyone. Don’t become a spammer!
Instead, the key to email marketing is targeting – that is, knowing the interests of your subscribers, and sending the right campaign at the right time.
Is it worth doing email marketing?
Doing e-mail marketing is one more way to promote your products. But unlike doing SEO positioning, or working with social networks, email marketing is under your control.
Think about it: Everything you post on Facebook doesn’t really belong to you, and the social network can decide at any time to change the rules of the game.
Email marketing is immune to this, since it consists of having a list of subscribers that you know want to receive information from you. It’s like creating your own community of contacts and potential customers.
When you have a list of thousands of subscribers and you have something interesting to offer, it is a way to launch a product and have guaranteed sales. Imagine this case:
- 10,000 subscribers receive your newsletter.
- 2,000 of them open your email (20%)
- 400 of them click and visit your product (20%)
- 20 of them buy your product (5%)
In other words, working your subscriber lists and running effective email marketing campaigns is a very profitable way to get people ready to buy your product.
How email marketing works, in practice
Doing email marketing is relatively straightforward, but it does require some initial setup. On a day-to-day basis, email marketing consists of doing the following:
Locate an email marketing provider: The first thing is that you will need an email marketing platform. For that there are many services such as Mailchimp or Active Campaign, which provide you with the necessary tools for the day. This is where you will store your subscribers.
Set up a subscriber recruitment website: The next thing to do is to grow your subscriber list – and the easiest way to do that is by having recruitment forms on your website. For example, if you look at the Tajarat properties blog you will see that kind of form.
Prepare your email marketing campaigns: Now is the time to use your email marketing platform to set up the first campaigns. There are several ways to send emails, which we will see below. What you should keep in mind at all times is that there must be segmentation.
Evaluate progress from time to time and make adjustments: Once everything is assembled, everything is a matter of checking the effectiveness of your campaigns. That means making adjustments every so often and making sure what you send is working.
How to run an email marketing campaign
As you can see, email marketing can help you boost sales, so let’s take a look at a practical way to set up a channel. For that there are several steps that you must follow:
Plan your email marketing strategy
As I said before, the key to email marketing is segmentation – it is no use offering a product to someone who is not interested. If you limit yourself to sending newsletters to your list without distinction, you will achieve the same result as distributing brochures on the street: nobody will open your emails, and nobody will be interested.
Creating a segmented list means that you have it sorted by groups and interests – You may have subscribers interested in buying, others only in following your blog, and so on.
Segmentation is done with multiple lists and tags, depending on the platform you use to manage your email marketing. For example, Active Campaign makes heavy use of tags to indicate that a contact is interested in something in particular.
To create your email marketing strategy, simply be very clear about the following aspects:
- What product or service do you sell?
- What kind of people are interested in what you sell?
- What content or information can you send them?
For example, at Vendomia our main product is management software for companies, including the design of web pages and online stores. Therefore, when a visitor subscribes to our list we limit ourselves to sending very useful information for the kind of people who are interested in this.
Start attracting subscribers
Now that you are clear about what you want to send, you have to start attracting subscribers.
The best way to grow your list is with a website that has recruitment forms. You will see these forms on many websites, where they will ask you to subscribe to their newsletter.
Putting forms all over your site is fine, but to get results you have to go a step further: you have to give a good reason for them to subscribe.
Email marketing is built on trust – a person gives you access to their inbox in exchange for you contributing something useful. With your strategy in mind, try offering something of value to everyone who subscribes.
This is known as a lead magnet, and it can consist of anything:
- An ebook
- Access to exclusive content
- Discounts for a purchase
- Inside information
Above all, the key is to provide relevant information and that the people who visit you are interested in it.
Prepare your email campaigns.
The last step in setting up an email marketing channel is campaigns.
A campaign is simply content that you send to your audience – in the case of email marketing this is a newsletter.
When it comes to sending content and emails, there are 3 ways to do it:
- Traditional campaigns or newsletters: this means sending an email blast to your entire subscriber list – just once, a single content. This is what many companies do when they send you their promotions. And I do not recommend it.
- Autoresponders: An autoresponder ( autoresponder in English ) is a sequence of emails that are sent to each contact on a scheduled basis. They are made according to a stipulated schedule and each contact receives them independently of the rest. For example, when subscribing, after 5 days, or whenever you want.
- Email marketing automation: Simply put, automations are intelligent and conditional autoresponders. This system allows you to send emails based on clicks from your users, if they have visited your website, or if they meet certain requirements.
Evaluate your marketing campaigns.
The last and most important step is to continually improve.
All of your email marketing efforts should be focused on one thing: increasing conversions and getting better results. Platforms like Mailchimp already give you analysis tools:
- Reports on the performance of your campaigns.
- Data of who and how much your emails open.
- Data of when a user clicks on a link in your email.
- A / B testing tools.
An email marketing campaign usually takes a while to demonstrate its effectiveness – the ideal is to let it work for a while, and each month review the results to make corrections.
Using all these tools, the idea is to progressively improve your marketing performance. Some of the things you can do to make improvements in your campaigns are:
- Add more emails to your autoresponders.
- Use a different subject in your emails.
- Replace poor performance emails with others.
- Reorient your strategy completely.
- How can I do better email marketing?
In general, you shouldn’t need to send out campaigns or newsletters.
Of all the systems that I have mentioned, the most advanced and powerful way to do email marketing is with automations. It is a very powerful method that allows you to create a sequence based on events and situations, and it helps you to automatically classify contacts.
The problem is that an automation takes time, and you need to know exactly what your strategy is. You can spend hours creating an automation that you must then retouch step by step.
In fact, good automation should be done by an email marketer.
Therefore, my recommendation is to start with autoresponders. When new subscribers enter your contact list, you can send them automatic emails every few days, and thus build trust.
For example, imagine that you sell a consulting service. If you set up a page to attract subscribers and potential customers, one way to do it is as follows:
- Offer all subscribers an ebook with frequently asked questions in your sector
- When they subscribe, send links to relevant articles within 20 days
- After 20 days, send a limited-time offer to hire your service
- Then continue sending emails and information that is related to your service
Start doing email marketing today
In short, email marketing is a very profitable way to create your own community. It is a tool that gives you more control over your sales.
It is a way of creating loyalty. And above all, it is the most profitable form of marketing for many businesses like being done by smart city lahore. If you are interested in doing email marketing to generate more sales, just get in touch with us.