Tips for great email marketing strategies
It may seem like some digital marketing techniques have become outdated and obsolete what with constant changes in the online marketing world casting them into oblivion. But quite on the contrary, if you know how to refocus them and take advantage of the synergies they can strike with new marketing formulas, you will find they take on a whole new dimension. Today, we are going to be talking about email marketing.
Email marketing is a way of reaching out to your target audience that has been taken to the next level by combining it with other digital marketing strategies such as social media, content marketing and landing pages.
Nevertheless, to ensure an email marketing strategy is fully effective, it must be perfectly integrated in your global plan encompassing combined marketing measures and will have to follow precise lines that help to reinforce clear, common goals.
New trends are inextricably influenced by the digital media we all use, so before defining what to do, it makes sense to think carefully about what you do not want or do not like.
Photograph via Unsplash
What to avoid in an email marketing strategy?
Here are some of the things you will want to avoid at all costs in your email marketing campaigns.
As a user, being constantly bombarded with emails in your inbox not only deters you from reading their content, it will probably lead you to label them as spam or block incoming messages in certain accounts, which makes for a very poor email marketing strategy.
Failing to target your audience
When an email comes through that does not fit your criteria or profile, you will automatically reject it, causing the same effect as in the previous point. Take, for example, a man who defines himself as a non-smoker receiving emails about Cuban cigars, or a 50-year-old who is always getting emails about teenage anti-acne cosmetics.
“Information allows you to segment and decide who your email should be sent to”
How to master email marketing?
Email marketing affords several advantages over other means because it is direct and customisable, as well as offering a choice of formats and enabling you to interact with the client. This channel allows you to not only release content that is relevant for your target audience, but also to send out calls to action, offers or quotes, update users with interesting news, and much more.
But as we said earlier, this has to be done using all the information that digital media places at your disposal and bearing in mind everything you know about your target audience.
Authorised and requested
Email marketing campaigns must only be addressed to potentially interested users who have asked to receive your emails and information. To achieve that, you will have to spark their interest with your content and social media publications in combination with landing pages.
There is enough information out there for you to direct your emails to the exact audience you believe will be most receptive generally and in your own database.
Care should be taken with every detail, from an eye-catching title to fascinating content, as well as your corporate image, signature and logo, the images you show and any links to your web pages, blogs and social media.
If you are interested in email marketing, Marketing Directo (Spanish), has plenty more tips for you to follow.
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