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E-mail Marketing is one of the Digital marketing which consists of using e-mail as a way of communicating products and services to a specific target audience. However, there is a set of rules and procedures that must be followed to create successful E-mail Marketing campaigns.

The role of Email Marketing

O E-mail marketing Despite being one of the oldest strategies used by Marketing, it continues to be extremely relevant today. This represents around 30% of the sales of E-Commerce companies, for example.

According to a study by Radicati, it is estimated that in the next 3 years, the number of email users will grow by 11.2%. Thus, this indicator proves the growing importance of E-mail Marketing as one of the main and most efficient Digital Marketing techniques.

The role of E-mail Marketing involves communicating products and services, in a personalized and segmented way, with the aim of creating a more personal relationship with potential customers who have given their permission to do so. The fact that it is highly efficient in terms of cost-benefit makes this tool one of the greatest allies of any Marketing strategy.

To create an E-mail Marketing strategy, it is necessary to understand the importance of the process, which ranges from the potential customer's lack of knowledge of the company, to the purchase decision. However, it is necessary to understand what stage the potential customer is at, in order to promote personalized and interesting content combined with their interests.

How to create an E-Mail Marketing campaign?

1) Define a strategy

To develop an E-mail Marketing campaign, it is important to define who your target audience is, the reason why you want to send it and the content that will make up the e-mail.

1.1) Segment the target audience

The first question to ask before starting an E-mail Marketing campaign is “Who are you going to send the campaigns to?”.

Segmentation is a crucial step to define next steps. This involves identifying the preferences, needs and points of interest of customers and potential customers, in order to create different segments of content aimed at the target audience appropriate to your strategy. This way, you will create a more assertive campaign that will make it easier to achieve what you want.

1.2) Define the campaign objective

The next relevant question is “What do you want to achieve with the campaign?”.

It is important to define the different objectives of the E-mail Marketing campaign, so that you can obtain the expected results at each stage.

Discover some of the different types of objectives:

• Lead Generation

Lead generation is the “oxygen” of an E-mail Marketing campaign and also one of the biggest challenges. To do this, it is necessary to establish trust in your products or services, in order to create a value proposition for your potential customers.

Offering an advantage/reward by subscribing to a newsletter is the easiest and most efficient way to get the most Leads. These, in the future, may become customers.

Free e-books, discount vouchers, free shipping, webinars are good examples of mechanisms for encouraging Lead capture.

This strategy must be accompanied by a lead service strategy via WhatsApp.

• Promotion of services and products

E-mail Marketing is an excellent tool for disseminating content, services or products on a regular basis. The type of content presented must be relevant and of interest to the specific segment.

• Nurture and educate Leads

E-mail Marketing, contrary to what one might think, goes beyond an exclusively promotional and commercial approach.

When a user leaves their registration, they often do so with the intention of finding out more about a certain product or service. However, he may just want to relate to the brand.

It is important to take this aspect into consideration when creating email content, in order to inform or “educate” the user about a specific product or service, depending on their needs.

Only then can Leads be converted into new customers.

• Sell

In this type of communication with the aim of selling, it is necessary to understand the stage at which the potential customer is. Act in a conscious and personalized way, so as not to offer something that does not make sense to them.

It is important to take into account that the process of acquiring Leads is progressive and that they only become customers once they make a purchase.

• Maintain relationships with customers

Keep a continuous and close relationship with your customers It is essential, both in the sales process and after-sales, in order to build loyalty and maintain a good relationship with them.

1.3) Structure E-mail Marketing

Once the segmentation has been carried out and the campaign objectives have been completed, it is time to develop the E-mail Marketing structure, taking into account some relevant points to achieve better results.

• Email Subject

The subject is the target audience's first contact with the E-mail Marketing campaign, so it is crucial that it attracts attention and arouses curiosity to lead to its opening.

The statistics of Convince & Convert indicate that 35% of recipients open the email only because of the subject, therefore, it is crucial that the content that makes up the email is understood before opening it.

• Appealing design

When structuring E-mail Marketing, it is essential to develop an appealing design, which highlights the objective of the e-mail, so that the target audience immediately understands what you intend to communicate and where they should click.

Nowadays, the use of responsive templates is essential due to the sharp growth in the use of mobile devices when opening emails. According to some studies, it is estimated that more than 80% of readers open email from a mobile device.

Text emails, as a general rule, tend to have better results than emails with images.

• Call-to-action (CTA)

The purpose of the call-to-action is to encourage the consumer to carry out an action, by clicking on a button that aims to achieve a certain objective, such as getting the user to buy a product on a website.

It is important that the consumer feels that they are making a decision on their own, so they should choose buttons like “I want to buy”, thus giving them responsibility for the action.

2) Metrics to measure success

There are different metrics that must be analyzed to measure the success of different E-mail Marketing campaigns. Among the most important are the opening rate, the click rate and the reactivity rate.

2.1) Open rate:

Measures the percentage of opens of a given email. This indicator allows you to understand the level of interest in the subject of the email, as this is the first element presented to the user. The subject, as previously stated, is primarily responsible for opening an email and must therefore be appealing enough to attract the user's attention.

How to calculate: (number of openings / total number of shipments) x 100

2.2) Click rate:

This indicator measures the percentage of clicks in the body of an email, thus allowing us to understand the relevance of the content. Correct segmentation, relevant and well-designed content for the user are the main factors for the success of this metric.

How to calculate: (number of clicks / total number of shipments) x 100

2.3) Reactivity rate:

This metric relates the performance of the rates previously presented, as it relates opens and clicks. This allows you to understand the quality of the relationship between the subject and the content of the same email. This is why the subject, despite the need to be appealing, must always be related to the body of the email. If this relationship does not exist, it may fall into clickbait which, although they may seem interesting in the short term, are highly harmful in the long term.

How to calculate: (number of clicks / total number of openings) x 100

These are the main metrics that must be carefully followed as they allow you to create behavior patterns. After establishing these standards, it is possible to optimize campaigns, as there is a basis for comparison.

Campaign optimization largely involves carrying out A/B tests, which can be carried out not only in terms of segmentation but also in terms of content, subject and even the time of sending each email.

3) Types of Email Marketing

There are different types of emails that are used in the process of building an E-mail Marketing strategy. Among the different types of campaigns that your company can send, we highlight the following:

• Commercial Emails

Commercial emails are developed and created based on the company's own commercial plan. Examples of these specific actions include commemorative promotions, launch of new products and services, among others.

This type of e-mails, normally known as newsletters, although they do not directly require user action to be generated, must always be properly segmented in order to correspond to the interests/needs of each user segment.

• Behavioral emails

Behavioral emails, also called triggers, are not exactly linked to a commercial plan but rather depend on user behavior to be sent.

Before creating this type of e-mail, you must be able to identify standard user behaviors on a given website/page, in order to create communication mechanics. triggers relevant. In this way, the objective is to keep the user in the context and relationship with the brand, with the aim of generating conversions.

These are classic examples of triggers the “abandoned cart” (where items left in the cart by the user themselves are displayed) or after visit (set of items seen by the user without being added to their cart).

• Transactional emails

Generally this type of email does not have a commercial purpose and serves to support the user in their interaction with the website. They are extremely relevant because they are responsible for confirming and assisting the user's actions.

The best examples of this type of email include “registration confirmation” (where the user is confirmed to have created a customer file) or “recover password” (essential in cases where the user forgets their password access)

In a concerted E-mail Marketing strategy, all these typologies must work in harmony in order to promote synergies between them. However, the aim should not be to overload the user with countless emails until they convert, but rather to help them in their process of reflection and decision to purchase products and services that satisfy their needs. needs.

According to Edialog and your study “The future of mobile messaging”, around 27% of consumers prefer to receive special offers on their mobile devices.

4) Tools to create Email Marketing

E-mail Marketing tools are essential for creating a campaign, achieving its objectives and measuring its performance. With these tools it is possible to manage and control the way you interact with your target audience.

In a good E-mail Marketing tool, the elements to consider should be your campaign delivery rate and the associated spam rate.

There are several tools and applications that you can test for your E-mail Marketing campaign and see which is the most effective for your company, among these we have MailChimp, ActiveCampaign and E-Goi, with different functionalities but which complement each other. .

There is no perfect formula for creating E-mail Marketing campaigns. Authenticity and honesty work. This Digital Marketing technique is about building relationships based on the trust generated.

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