Email Marketing: 8 Steps to Create a Successful Campaign (Part 2)
This is the second part of the previous article on Email Marketing, last time we stayed in step 4 so now we continue:
5- Shipping: Ok, we have already defined the content and the group to which we are going to send our email but something very important is missing ... the sending itself. It seems like something very simple and in fact it is, but there are two things to keep in mind when doing a mass mailing.
Email testing: If our email is pure text there should be no problem but when including images and other things it is necessary to do a test to check the correct display on at least the most used platforms to read emails.
Intervals and hours: By interval I mean the time distance between one email and another, being consistent with the sending intervals helps build trust and if our emails are interesting enough we can even create expectation in our subscribers. For example there are certain newsletters that I look forward to and that are really a joy to receive, that is created with a combination of consistency and quality.
The timing of the emails is very important to ensure that people actually read us, there is no concrete answer for this, but it varies with our type of audience.
How do we know the best interval and time?
The only way to know is with evidence and evidence, we must experiment with our audience to know this answer.
6- Interaction Management: Each email interaction has to be considered as part of the company's marketing practice, even our automated emails such as order confirmation can be used to promote other services or products.
If our company uses a certain tone or style of content, these automated emails can be used to reinforce them.
7- Generate Reports: The key to growing as in all things in Marketing is analyze and optimizeLuckily, the analysis systems for mass emails generate quite friendly reports.
Some of the data that we have to pay a lot of attention to are these:
- Number of emails sent
- Number of bounces
- Number of people who unsubscribed from the list, if we see that many people unsubscribe from the list after receiving a couple of emails, it is because our content is not meeting their needs.
- CTR and conversions, the best way to determine if our email is really fulfilling its objective is to see the percentage of people who click on the links in the email and then carry out the action that we previously set (make a purchase, complete a survey, etc. ).
8- Analyze Results: Once we have the results, it is time to analyze what they reveal to us and use this information to improve our next email.
When we do split testing these are some factors we can experiment with:
- Number of open emails according to the time of sending and the title of the email.
- Optimal number of links by email.
- Response according to different writing styles and length of content.
These are the 8 essential steps that we must take into account when carrying out an Email Marketing campaign, later in future articles we will go deeper into the subject since saying "test" or "test different types of content" are really broad topics to be said lightly.
