One of the essential tools of the digital communication strategy of any business or company is Email Marketing. Most people who consult us know this. They usually know or receive emails from a firm.
An “e-mail marketing plan” resonance a bit complex, tricky, and appear time overwhelming. These are some of the problems that small businesses have when they think of e-mailmarketing, added to it that most business owners are too busy running their business to deal with something like that, right?
Because this strategy is the most effective when converting Leads into customers, we want to share this guide so you can take advantage of the power of email marketing for your business, which in combination with social networks, can generate an even more significant impact.
Done intelligently, email marketing plan drives conversions (sales), increases ROI and gives you a direct way to talk with your customers.
First step: Describe your readers
Prior to you start crafting, writing, and sending a campaign, you ought to describe your ideal audience ask: Who is my target audience? And what kind of content would interest that audience? One time you get a scheme of the community who study your emails, it will be a lot easier for you to choose what you have to say.
If you are starting, what follows is to get subscribers to your mailing list, if you don’t have subscribers to your list yet, the task will be to know how you will attract them.
To attract traffic to your website and to subscribe to your mailing list, you can do so in several ways, for example:
1. Paid (online advertising): generate traffic and attract subscribers.
2. Free (organic): publishing content frequently (twice a week) on your site.
3. Promote your content and subscription on social networks.
Important: Once your audience is attracted, you must have a capture form, and to increase the list, it is advisable to give or give away an e-book, a technical report, a discount coupon, etc.
Step two: Create Content
Now that you know who you are talking to, it is time to think about what you are going to communicate. Think about what your audience needs, try to send interesting information that helps them solve a problem; the idea is to make life easy for your readers.
Tips for building content
Your content is the most significant fraction of your newsletters. Here are some suggestions for preparing and collecting engaging content that speaks with your readers:
1. Pleasure your readers as VIPs
Citizens who subscribe to your email catalog have given you consent to entering their inboxes. Honor this permission and focus on letting them know what solutions your products and services provide. Give your subscribers access to unique benefits, such as exclusive content, special discounts, etc.
2. Make Email Marketing useful
Think of the emails that open and are deleted immediately. You would not open an email that does not benefit you in any way. Make sure the content of your newsletters that you are giving your subscribers something they didn’t have before. “The reader comes first.”
Most email newsletters are all about the company’s promotions, product sales, and news. I think it is sporadic for your readers to delight in that content, to send content that interests them, that is the key.
3. Show a little personality
Nobody wants to read a boring, complex, long newsletter and not even say anything … Inject some personality.
Probability is, voice, tone, and sense of wit are significant reasons why your customers sign up in the first place. Try writing in the same way you speak to one of these clients. And who knows? Maybe your cheerful emails with humor will help you recover a lot of money.
4. Keep it tiny
Nearly all communities are barraged with emails every day. Keep your newsletters short, easy to digest, and the point. If you want to include a longer piece, you will present the first paragraph or so, and link to the rest. Allow your readers the opportunity to explore the link quickly, if necessary.
5. Encourage them
Claim like Pocket, Pinterest, and Evernote are immense for reduction, organizing, and allocation inspirational contented and images.
If you want to make an effective email campaign, don’t just send sales offers, that’s a big mistake of many failed email marketing campaigns. The type of content can follow this rule, for example, 80 – 10 – 10 (80% useful and exciting content; 10% benefits, success stories, benefits of your product; 10% direct sale offer).
The content format can be text articles; Videos, photos, or images.
You must prepare a calendar or agenda of content to be sent that contains the titles, type of content, and links of the content, if possible, one month in advance.
Step three: Determine your Shipping Frequency and Objectives
Not all shipping frequencies are the same, try to ensure that shipments are not daily or very often, a recommended rate is a shipment every 15 days or 1 per month that will depend on the type of product or service and your corresponding public, but in Ultimately, you have to decide what works best for you and your customers.
Try to be consistent and be careful not to skip shipments for more than a couple of months, as some users may forget that they opted for it and may report spam. Also remember to look forward and plan accordingly for vacations, events, and the like. From there, decide what you want to send with your email marketing plan.
Set goals for your campaigns, and then track your evolution over time over your shipments.
Step Four: Do the Shipping Schedule for outstanding Email Marketing
If they have more than one list, the shipments will surely not be the same, and regularly, try to segment if necessary.
If you have several people working on your team, consider using a reliable E-mail Marketing platform that has multi-user accounts and other tools.
Your email marketing strategy will vary, of course, depending on the industry, type of content, shipping frequency, and so on.
But this is a simple example of how you can plan your campaigns in a few days:
Day 1: Write down the content topics, which are diagrammed in the content calendar form; this action will save you a lot of time and lets you know what the next shipments will be.
Day 2: Make your newsletter using a template and choose the images, which you will use.
Day 3: Access the e-mail platform and create your campaign. Correct if there are any kind of grammatical errors. Send proof of the campaign to yourself and at least one co-worker or collaborator, to check.
Day 4: Send your campaign to your list.
Now that you know better what email marketing plan is, you will understand that it is one of those strategies that require a lot of dedication at the beginning. Still, once it is working, both economic and time investment is minimal.
Therefore, it usually results in high levels of ROI according to the objective to be achieved.
Mind you, ROI is not always synonymous with direct sales!
And I would like to add that the personalization of the shipments is another factor that every day takes on more relevance.
Runaway from spam and focus on giving users what they need, you will see how this strategy starts to provide you with good results.
A good strategy will allow you to strengthen ties with your users or potential customers because email marketing plan also serves to build loyalty, do not hesitate!