Email Marketing
Segmenting and nurturing is the key to success
Are you sending e-mails to your contacts, without getting any results? You’re, probably, missing out on something! E-mail is one of the main communication channels available in Digital Marketing. Besides communicating with people, who are already ready to buy, it prepares the rest of them for the purchase. Therefore, it is the best resource for lead nutrition!
59% of people admit that e-mails influence their purchasing decisions
(SaleCycle Survey, 2018)
E-mail Marketing is, above all, a relationship channel with customers and potential customers. It is extremely effective in terms of conversion, but only when there is a well-structured and segmented strategy.
Unlike social networks, where posts are directed to a mass of users, e-mails are directed to each individual in particular. That is why it is so important to be segmented and structured, based on the purpose for which they are intended.
99% of people access e-mail every day
(DMA Insights, 2017)
One e-mail for each goal/public.
In order to create an e-mail, it is not enough to write a few words without criteria and embellish them with “a few designer touches”. It is necessary to think about the target audience and the purpose you want to achieve through sending it. Therefore, there are several types of e-mail messages that a company can send to its contacts.
- Newsletter
- Promotional e-mail
- Commemorative e-mail
- Disclosing blog articles
- Company presentation
- E-mail for inactive clients
- E-commerce e-mail
It aims conversion. The secret lies in the sending’s segmentation. The e-mail should be sent to the contacts who are interested in a specific product/service and, not, to all the contacts in your database.
Surely you have already received e-mails with an offer for approaching your birthday, Father's Day or Christmas. The options are many. It is important to know how to use them, in order to increasing your leads!
It serves to notify your contacts whenever you publish new articles. Thus, it leads qualified traffic to the blog, while boosting the number of subscribers.
This e-mail is sent as soon as a new lead is generated. The purpose? To move it forward across the buying journey! Talking, again, about the gym’s example, send an e-mail presenting the space, services and sports available.
For the work not to be in vain, this e-mail needs to have a very appealing offer and its contacts have to be very well segmented. If someone continuously receives information about products or services, which they are not interested in, they will probably mark the sender as spam.
It allows you to approach several topics, in a single e-mail. Therefore, it has the advantage of communicating with leads that are at different stages of the purchase journey. A gym, for example, can provide information about a registration campaign for "hot" leads and, in the same e-mail, talking about the importance of exercise with leads, which are still at the top of the funnel.
It aims conversion. The secret lies in the sending’s segmentation. The e-mail should be sent to the contacts who are interested in a specific product/service and, not, to all the contacts in your database.
Surely you have already received e-mails with an offer for approaching your birthday, Father's Day or Christmas. The options are many. It is important to know how to use them, in order to increasing your leads!
It serves to notify your contacts whenever you publish new articles. Thus, it leads qualified traffic to the blog, while boosting the number of subscribers.
This e-mail is sent as soon as a new lead is generated. The purpose? To move it forward across the buying journey! Talking, again, about the gym’s example, send an e-mail presenting the space, services and sports available.
For the work not to be in vain, this e-mail needs to have a very appealing offer and its contacts have to be very well segmented. If someone continuously receives information about products or services, which they are not interested in, they will probably mark the sender as spam.
Concerning online shops, e-mails have a different character, because the leads are already at the end of the shopping journey. Their role is, for example, to remind someone that their shopping cart is ready to be finalized - if the user has added an item, without having made the purchase.
4 Golden rules, in order to creating successful e-mails
Subject
If the subject of the e-mail is interesting, the recipient will open it. If it doesn't, it probably won't. So, get their attention, from the first moment!
Images
Bet on appealing and quality visual content, in order to catch the recipient’s attention and demonstrate professionalism.
Copy
A results-oriented e-mail has to be well structured and written. Be clear in the message and get to the point!
CTA
Follow your contacts throughout the buying journey. Only an appealing call-to-action prompts the reader into clicking and being directed towards new contents or conversion forms.
It’s not easy to create an efficient e-mail at first! Use A/B tests, in order to understanding what works best. Test different subjects, CTA colours, images… whatever you want. What matters is testing one single element at a time.
The secret for success lies in contacts' segmentation!
No e-mail is effective unless there is a concern to forward the right message to the right person. This is called contact segmentation. To do this, you have to take into account criteria such as:
- Persona;
- Shopping day;
- Professional position;
- People who have shown interest in a similar content;
- People who have already shown interest in a product but have not bought it;
- Leads who have made the conversion in latest months.
Use the personal data to your advantage!
There is a set of information available, about your contacts, that you can – and should – use for the benefit of your company!
When leads are generated, and as they progress through the buying journey, the information becomes more and more complete. It is essential to use it to communicate better with your clients and prospect clients.
Imagine that, in your gym, a set of contacts shows interest in calm classes, like Pilates and Yoga. Introduce them to a new discipline, which is similar, and invite them to an open-air class.
These tools help us to create e-mail workflows, which automatically forward the leads throughout the various purchase journey’s stages, up to the bottom of the funnel. Thus, we increase our clients’ Digital Marketing strategy efficiency.
Campanhas segmentadas podem aumentar a receita em 760%
(Campaign Monitor, 2019)
Measuring to win!
Applying the best e-mail Marketing practices is no guarantee for your strategy’s success. Every company is a company and every audience is an audience. Therefore, there are no absolute truths or universal formulas.
The Marketing Professional’s work does not end with the “Send” button! After sending e-mails to your contacts, you should analyse the relevant metrics, according to you.
There is no point in sending equal e-mails to all contacts on your list. You need to segment.
It’s not worth filling your contacts’ mailbox. It is important to create an automatic workflow, according to the preferences and purchase journey of each contact.
There is no point in sending e-mails with an unconvincing subject, poorly structured copy and ineffective CTA. You will be spending time and money.
At Link&Grow, we have experienced professionals in creating E-mail Marketing campaigns. We make use of the best tools, always with a view to increasing your company’s revenues. Are you ready let your business grow up? Talk to us!
