Email marketing strategy to consolidate customers
Email marketing is one of the most consolidated ways to work on the relationship with users and customers. It has more positive results than most people expect, but yes, if you want good results, you will have to invest more time than you think at first.
What is email marketing?
It is a communication technique with which companies communicate with customers or potential customers through the sending of emails. It is a direct channel between both parties and allows the content to be adapted to each consumer or group of consumers. Perform a good segmentation is essential to achieve a good ROI, since it is useless to send the same advertising to all customers, but we must send advertising that each user believes appropriate.
There are a lot of tools for this type of actions, I will talk about the 4 most famous, with which I have had the luck to work.
Mailchimp: it is the most used tool, especially by small and medium-sized companies because of its great capacity of the free version. The tool allows us to create newsletter in which we can create a template as we want, add text, images, code, buttons … Also its integration with the different CMS is very simple, I always recommend it.
Acumbamail: is an email marketing tool that has gained popularity in recent years for being 100% Spanish. It allows to create adaptable emails to all the screens, integrable forms, a quite powerful analytical one and transactional emails, besides SMS.
Getresponse: an interesting point of this platform is that it allows you to create pages of destinations to increase the conversions of the newsletters sent. It also allows the use of marketing software with webinar, in addition to including CRM, to automate the marketing process to 100%
Obviously each company will mark a series of objectives and goals to achieve with the sending of commercial mails, being the most usual to increase the number of sales. Here are some examples of goals related to sending newsletters:
Increase sales by 10% in general
Sell the surplus of X products
Increase the number of subscribers by 15% in 3 months
Increase the traffic that comes from the newsletter by 12%
Once you have set some goals it is time to develop a total email marketing strategy, but that will be indicated in another article, since I would like to explain it in a more detailed way.
Does my company need an email marketing strategy?
I personally recommend the sending of newsletters at least once a month, not with the aim of selling, but with the aim of creating community and inform customers of possible developments that affect them. For example, a law firm could send an informative email every month with the latest legal news.
Therefore, if you are thinking about giving a boost to your digital strategy, do not hesitate to add this option to it. If you work well, you will achieve very positive results that will be reflected in the medium and long term.
See you in the next article!