Planning the best email marketing strategy: how to do it efficiently?
Posted: Tue Dec 03, 2024 10:03 am
As we know, Email Marketing is one of the most powerful tools that exist today when it comes to generating direct communication with customers , in an effective way and adapted to our objectives.
Furthermore, despite the fact that it is a fairly old technique (compared, for example, with social networks - much more novel and recent -), the truth is that it continues to work perfectly, despite - even - the multiple attempts by its detractors to declassify it as a leading tool in communication and advertising, and one of those that generates the highest ROI (return on investment) .
Now, if we had to define the three pillars of Email Marketing, we would undoubtedly say that they are: firstly, the Email Marketing tool that will help us reach our entire community with our emails; secondly, having an effective strategy ; and finally, a good team of graphic designers who dedicate time and resources to its flow.
In our article today, we will talk about the second point: the strategy. That is, what steps we should follow when starting to define our Email Marketing strategy .
Post Content
What do you need to carry out an Email Marketing strategy?
Define what product you want to recommend
Study and analyze correctly who your audience is
Generate the most ad hoc content for them
Define the frequency of communication and contact with your audience
What do you need to carry out an Email Marketing strategy?
As with all campaigns, regardless of the medium in which they are to be communicated, it is necessary to have a good strategy that allows us to obtain the expected results and achieve the set KPIs.
In the case of Email Marketing, it does not work any other way. Therefore, the points that we recommend you follow before communicating any type of content with your clients are the following:
The complicated challenge of email marketing deliverability today
Define what product you want to recommend
As expected, users are usually cmo email lists overwhelmed by the fact that they get a lot of different information about all the products you have in your online store, so at Mittum we recommend that, rather than sending them communications about hundreds and hundreds of products, you carefully analyze which product or products you are most interested in communicating, and create your strategy based on that . Obviously, it doesn't necessarily have to be just one (there can be several), but don't exceed the limits. That is, for example, if the communication you are going to make is aimed at women, it wouldn't make much sense to communicate about both women's and men's perfumes in your newsletter.
However, it would be a different matter if your business was based on baby products, in which case you could mix the recipient (regardless of whether the user receiving it is a man or a woman); but, on the other hand, you would have to filter by the age of the baby, for example. In other words, each business and audience has different needs, and that is something you should be very clear about at the start of your strategy.
Study and analyze correctly who your audience is
Closely linked to the previous point, we find the definition of the target or audience. Because, depending on your product, the audience you should reach could be one or the other . That is, we understand that -simply by having an online business-, you already have your business's audience perfectly defined at a general level. Now, as for the Email Marketing strategy you carry out (and, of course, depending on the product you want to communicate), this can change, becoming more finely segmented.
For example, going back to the previous example of a children's eCommerce, depending on whether you want to communicate a product for newborns, or another one that is -for example- games to learn to read, you should adequately filter who you are going to send said communication to. To answer all these questions, the essential thing you need is to be in contact with your community, and obtain -the more, the better- information about them, which will allow you -later- to segment appropriately.
Do you want to grow on Instagram? Email marketing can be a great ally
Generate the most ad hoc content for them
Before sending any message, we recommend that you establish a common graphic line or atmosphere for all the communications that you are going to share with your community in the campaign in question for which you are working on the strategy.
Once you have it clear, you can apply it to all media equally, adapting it to creativity (obviously), but at least following a graphic line already established and ad hoc to the product you want to communicate.
Once this is clear, you can start working on your designs. For this we recommend -in the case of Email Marketing- that you always place the product in question in the center, that you do not use too much text (and that the text you use should be used primarily to communicate the benefits of the product), and that you place a CTA that is visible and clear enough so that the user knows, at all times, what you expect them to do.
Define the frequency of communication and contact with your audience
If there is one thing that is clear to us, and that we have already communicated to you on several occasions, it is that Email Marketing can play very bad tricks if you do not adequately define the frequency with which you are going to send your communications. And, with this, we refer to exceeding the time and overwhelming your community with daily emails that, at a certain point, will annoy them more than they will add value.
For this reason, we are much more inclined to not send too many emails per week, and -the few that we do send- load them with quality content .
We therefore recommend that you carefully study the day of the week and the time when you want to make your announcements. In addition, it would also be interesting to create a monthly calendar, which allows the entire team to be aligned and not overlap or repeat content.
Furthermore, despite the fact that it is a fairly old technique (compared, for example, with social networks - much more novel and recent -), the truth is that it continues to work perfectly, despite - even - the multiple attempts by its detractors to declassify it as a leading tool in communication and advertising, and one of those that generates the highest ROI (return on investment) .
Now, if we had to define the three pillars of Email Marketing, we would undoubtedly say that they are: firstly, the Email Marketing tool that will help us reach our entire community with our emails; secondly, having an effective strategy ; and finally, a good team of graphic designers who dedicate time and resources to its flow.
In our article today, we will talk about the second point: the strategy. That is, what steps we should follow when starting to define our Email Marketing strategy .
Post Content
What do you need to carry out an Email Marketing strategy?
Define what product you want to recommend
Study and analyze correctly who your audience is
Generate the most ad hoc content for them
Define the frequency of communication and contact with your audience
What do you need to carry out an Email Marketing strategy?
As with all campaigns, regardless of the medium in which they are to be communicated, it is necessary to have a good strategy that allows us to obtain the expected results and achieve the set KPIs.
In the case of Email Marketing, it does not work any other way. Therefore, the points that we recommend you follow before communicating any type of content with your clients are the following:
The complicated challenge of email marketing deliverability today
Define what product you want to recommend
As expected, users are usually cmo email lists overwhelmed by the fact that they get a lot of different information about all the products you have in your online store, so at Mittum we recommend that, rather than sending them communications about hundreds and hundreds of products, you carefully analyze which product or products you are most interested in communicating, and create your strategy based on that . Obviously, it doesn't necessarily have to be just one (there can be several), but don't exceed the limits. That is, for example, if the communication you are going to make is aimed at women, it wouldn't make much sense to communicate about both women's and men's perfumes in your newsletter.
However, it would be a different matter if your business was based on baby products, in which case you could mix the recipient (regardless of whether the user receiving it is a man or a woman); but, on the other hand, you would have to filter by the age of the baby, for example. In other words, each business and audience has different needs, and that is something you should be very clear about at the start of your strategy.
Study and analyze correctly who your audience is
Closely linked to the previous point, we find the definition of the target or audience. Because, depending on your product, the audience you should reach could be one or the other . That is, we understand that -simply by having an online business-, you already have your business's audience perfectly defined at a general level. Now, as for the Email Marketing strategy you carry out (and, of course, depending on the product you want to communicate), this can change, becoming more finely segmented.
For example, going back to the previous example of a children's eCommerce, depending on whether you want to communicate a product for newborns, or another one that is -for example- games to learn to read, you should adequately filter who you are going to send said communication to. To answer all these questions, the essential thing you need is to be in contact with your community, and obtain -the more, the better- information about them, which will allow you -later- to segment appropriately.
Do you want to grow on Instagram? Email marketing can be a great ally
Generate the most ad hoc content for them
Before sending any message, we recommend that you establish a common graphic line or atmosphere for all the communications that you are going to share with your community in the campaign in question for which you are working on the strategy.
Once you have it clear, you can apply it to all media equally, adapting it to creativity (obviously), but at least following a graphic line already established and ad hoc to the product you want to communicate.
Once this is clear, you can start working on your designs. For this we recommend -in the case of Email Marketing- that you always place the product in question in the center, that you do not use too much text (and that the text you use should be used primarily to communicate the benefits of the product), and that you place a CTA that is visible and clear enough so that the user knows, at all times, what you expect them to do.
Define the frequency of communication and contact with your audience
If there is one thing that is clear to us, and that we have already communicated to you on several occasions, it is that Email Marketing can play very bad tricks if you do not adequately define the frequency with which you are going to send your communications. And, with this, we refer to exceeding the time and overwhelming your community with daily emails that, at a certain point, will annoy them more than they will add value.
For this reason, we are much more inclined to not send too many emails per week, and -the few that we do send- load them with quality content .
We therefore recommend that you carefully study the day of the week and the time when you want to make your announcements. In addition, it would also be interesting to create a monthly calendar, which allows the entire team to be aligned and not overlap or repeat content.