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Email marketing strategy, what you should keep in mind

Published by Mailrelay on February 14, 2017

estrategia de email marketing

Today, we will be talking about how to plan our email marketing strategy to get better results.

In terms of online marketing it is very difficult, almost impossible, to have good results without proper planning.

But often, we don’t know how to properly plan a marketing campaign.

Or what to do exactly.

And the fact is that many users contact us to ask:

But now, what can I send in my email marketing campaigns?

It’s a very common question.

That ends up generating inaction, or in many cases, the user will not make the most of the potential of email marketing. Many times, this alternative is only used to send sales newsletters.

So we can take advantage of other features, such as:

  • Fidelize
  • Attract undecided customers
  • Generate brand awareness
  • Increase visibility
  • And customer retention

Don’t you want to have better results for your email campaigns?

Of course.

And how can we achieve this?

With a good email marketing strategy, that is not just focused on sales, as there are other aspects that are also very important.

More work will be needed.

But it will be worth it.

Let’s get started.


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Email marketing strategy requires patience, and many other things

We will not be able to sell every day, and we will not sell immediately. There are a few things to keep in mind:

1) The price of our product or service

To sell an expensive product, we need the potential customer to have more confidence in your company.

And to have more confidence, it often takes more time.

In addition to aspects that help build confidence.

Don’t forget that.

2) Existence of substitute products

If there are substitute products (they always exist), or are well known companies offering the same product, we have to show the potential customer why our proposal is better, and solves his problem at better prices than other available products.

It’s not always easy, and we should also take that into account.

3) Product repurchase cycle

Also we have to take into account in our marketing strategy, and therefore in the email marketing strategy, the number of times the user will have to purchase the product again.

There are products with short repurchase cycles of a few weeks.

And other products, such as cars, for example, that the user will only purchase another one after a few years.

For each case, we have to use a different strategy.

4) Frequently asked questions about the product or service.

And not only about its use, But also about the characteristics of the product:

  • Any questions that arise during the purchase or hiring process
  • Questions that arise after purchase
  • And before buying (compared to similar products, it will help to solve an important problem, etc.)

It is likely that at some point, the user will have questions about the product.

For a good email marketing strategy to work, you need to define a fixed sequence of emails?

This is very, very common, and now even more so, with marketing automation, more and more companies are opting for this type of strategy.

Endless sequences of autoresponders.

I’ve seen cases with more than 15 autoresponders.

What’s wrong with this?

The sales funnel is interpreted literally.

And there are cases where this is so, but there are other cases where it is not.

But, to be honest, most marketers will only copy strategies from other companies, without asking if it is right or wrong. Whether it is useful or not.

The reality is that not all people, for all products, will have to pass through all stages of the funnel.

Also, remember that not all  steps have the same duration.

Do you need to send an email with features? Or two? Or three?

Maybe none.

The problem with very long email series is that:

  • No one will read all email

People tire fast, and no, humans are not constant, most of us will pay attention for 15 days, for instance, but if we receive autoresponders for months, we will end up unsubscribing.

Even less in the world we live in, with people busy for most of their working day, we usually only open important messages.

In the end the subscriber will be bored because he realizes that it is something generic, planned, that is not intended to solve his doubts, but created to convince the user to buy.

But that is what we want the user to do; to  buy.

But sometimes the best strategy is to give the potential customer time, until he is ready to buy.

The key, then, is to have a proper and Effective strategy

Convert email marketing into a bidirectional communication channel.

So that the user perceives that he has people ready to help him.

It should be clear.

Even encouraging the potential customer to contact us and ask any questions he may have.

For this, instead of putting the typical phrase:

  • You can reply to this email to ask your questions

We can use another strategy that I think is much more effective:

1)A human sender in our email campaigns

Do you remember the last time you were treated very well?

I do. I was in a Lush store:

  • With suggestions
  • Real interest
  • Giving answers to my questions
  • Without trying to sell me something I didn’t want (this is true, the store had more expensive products, or packages, but such products were not in my interest, so no one tried to force me to buy them.)

The shopping experience was so good, I left the store thinking that a similar strategy should be applied to email marketing, to try to create a connection with the subscriber.

The first step in achieving this goal is to humanize communications.

And using a human sender, I believe that would be the first step.

Then

2) Actively encourage communication

Forget the final sentence of the newsletter templates:

  • Send us your questions

Instead, try to encourage communication in the text itself.:

  • With questions included throughout the text
  • Speaking about possible doubts (I know it is normal to have doubts about This)
  • Insisting at the end of the message too

Especially make it clear at all times that:

Each email is a source of help that the potential customer can use to get the most of the product or service.

And obviously, try to help the customers who contact you, or send them to the appropriate support department of your company.

Despite this, you’re probably still thinking:

  • Ok, but what to send in my email campaigns?

In fact, the secret is more on how, than what to send.

Examples of email marketing strategies

As explained before, what will make the difference will be “how” and not “Why.”

What was said at the beginning:

  • Don’t use kilometer autoresponder sequences with many emails
  • And change the way you work

We want to humanize our online marketing communications.

For example:

1) Two, three e-mails scheduled

It should be enough for:

  • Present the product or service with its main features + an attempt to sell
  • Show some other features + comments from other customers + another sales attempt

And from there

2)Create email marketing with useful content

In any order, but covering all the necessary aspects such as:

  • Topics related to the product
  • Guides and Tutorials
  • Demonstrations

The order doesn’t matter, because:

  •  We will use all emails to try to establish communication
  • Try to convince the potential customer to visit the website

Website optimized and ready to receive visitors, so the user can follow our sales funnel.

3)More sales attempts

From time to time, we can send promotions, discounts.

Or just sales emails, nothing more.

And in these emails, we can also try to make the user respond, so that he may buy the product, or tell us about his doubts.

Creating a bond with the reader, persuading him to take small steps:

  • Consultations
  • Reply to emails
  • Visit the website
  • Comparisons
  • Etc.

4)Don’t forget that you can contact the user for other reasons

Ask for his opinion, try to discover what are his doubts, what are his concerns about the product.

Remember that it should be something natural.

Using marketing to connect with the user.

But does that mean we should not plan?

No, it does not.

All this means that you should plan your campaigns.

You don’t have to plan your customer’s buying experience:

  • Walk here, you should compare that product with this one, go there, see this discount, buy it, go away.

Consumers are able to decide for themselves.

You have to plan a content strategy that will help to solve the doubts of your subscribers.

It’s your job.

And adapt it if necessary.

Your strategy should vary, taking advantage of the resulting changes in the market.

This is not “SET and forget”, it is about working and improving.

Summarizing

Ultimately, we want to create a more natural process, with a focus on the customer.

We will not push the customer through the sales funnel.

The user should be able to walk step by step, at his own pace, our job, is to always make it clear that the customer can contact us.

But instead of an automated process and without any change.

As if the buyers were machines that will buy by pressing a button.

We should develop a collaborative strategy:

  • We want to solve their problems

And we will not do this by setting up a series of emails with the steps that we believe the user should follow.

Instead:

  • Demonstrate that we are willing to help
  • And we can offer additional information

In a world where everything is increasingly automated, relationships between human beings will gain more weight.

Try to use this email marketing strategy, it will give consistent results in the medium and long term.

jose-argudo

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Comments

  1. Bulldog

    Un post de Lujo, gracias

    02/04/2018 - 15:43:17 Publicar una respuesta
  2. Proyecto Online

    Muy buen post, ¡gracias por compartir vuestra experiencia!

    11/09/2017 - 10:58:03 Publicar una respuesta
  3. Mercedes

    ¡Muchas gracias! Un post muy útil.

    24/04/2017 - 16:04:49 Publicar una respuesta
  4. Arnaldo

    Al final José, todo se reduce a lo que claramente pregona el manifiesto Clue Train: “Los mercados son conversaciones”.

    Es que no podía ser de otra manera, si quien está detrás de cada dispositivo es un ser humano que toma decisiones.

    Excelente post.

    Gran abrazo.

    21/02/2017 - 15:20:56 Publicar una respuesta
    • Mailrelay

      ¡Muchas gracias por comentar Arnaldo! Lo cierto es que no puede ser de otra manera como bien dices. Hoy día vivimos una realidad en la que hay sobre-oferta, en todos los sectores. El cliente tiene una gran capacidad de elección. Y en muchos casos (no todos pero sí muchos) el precio no lo es todo. En esos casos las marcas necesitan desarrollar relaciones con los clientes, y para eso es necesario “conversar” 🙂

      ¡Gracias por pasarte! 🙂

      21/02/2017 - 15:24:16 Publicar una respuesta
  5. Riitta Karna

    ¡Muy acertado Jose, como siempre, gracias!

    15/02/2017 - 10:34:45 Publicar una respuesta

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