Email marketing is one of the best ways to promote your brand on the internet: the goal is to get the maximum return in terms of contacts, new customer acquisition and increased sales.
Along with so many advantages, email marketing is however an activity that also involves considerable risks, which can only be avoided if one operates on the basis of an effective email marketing plan.
The biggest risk is losing contacts and registering a high percentage of names that are deleted from your mailing list or asking to be deleted from your newsletter.
Has it already happened to you? It is very likely. And it is also physiological that a certain number of people choose not to receive your communications anymore. But when this number starts to grow it is likely that your plan, your strategy or your content has to be reviewed.
The factors that most affect the choice of unsubscribing from a mailing list mainly concern:
– excessive frequency of receiving emails
– monotony of contents or scarce relevance of the same with respect to the interest of the reader
– willingness to independently find the information you need
What actions, timelines and content make up your email marketing plan? Are you sure of its effectiveness? We want to give you 6 practical suggestions to set it up profitably.
To offer content of interest, before writing them you need to do a little analysis to focus on the distinctive features of your audience. Do you turn to a niche market? Do you want to reach one or more sectors? Define your messages based on what may interest or engage your audience.
The mistake that is often made is to concentrate so much information in a single e-mail with different objectives. With the result of confusing the reader and preventing his attention from fully understanding every given data. Proceed by successive steps. For example, dedicate a communication to the general presentation of your company. And one following the description of a new product or the proposal of a promotional offer.
If they are too frequent you risk making your contact “bombarded”. And keep in mind that, in addition to your own, he certainly also receives other communications. The risk is that, instead of refreshing his memory with your presence, you only get nervousness that could lead him to unsubscribe from your contacts. Like frequency, constancy must also be kept under control. Create a reasoned calendar, in which to set the deadlines for sending and establish the subject of each communication.
Make them more appealing and outlined. Study the message but also the form. Make sure they are consistent with your brand reputation. And this will make you remain impressed in the reader’s memory.
Do they come from a list of names you purchased? Virtually all users who receive communications without ever being interested in a company tend to unsubscribe. Or at least they will never turn into customers. You will need to acquire the contacts, but not buying them. You will be helped by blogs, data collection forms to be included in the website, sharing of effective contents on Social Networks.
Write mobile compliance messages that can be read not only on the PC, but also on mobile devices such as smartphones and tablets. There is no better time than spending time on the train or bus to read advertising emails! In addition to email and the newsletter, it also uses the channels offered by Social Networks to propose your content, intrigue readers, invite them to spontaneously subscribe to your newsletter.
These are the suggestions that, in our opinion, cannot be ignored to create an effective email marketing plan. An integrated system that provides analysis, programming and production of strategic content.
And you? Do you have a mail marketing strategy? And what actions does it provide? How often do you send emails? Can you schedule the sending and define the purpose each time?
Do you feel that your content is enjoying the desired success?
We are available to discuss these strategic issues with you and offer you our advice to make your email marketing plan even better.