That said, knowing that Email Marketing is extremely effective in terms of ROI , we must be clear that, before using it within our company, a period of work is required in terms of strategy and objectives.
Because, yes, my dear friend: if we dedicate ourselves to launching Email Marketing campaigns without having any objective and strategy in sight, surely the results will not be as fruitful as we expect; either because they do not focus adequately on the expected KPI, or because they are not segmented as they should be.
For this reason, we always recommend that if you want to implement the technique within your company, you have the most appropriate tool according to your needs, which will accompany and advise you along the way.
Well, we have to tell you that, whatever tool you choose, all of them - prior to any campaign - will sit down with you to define a series of objectives around which the definition of your campaign will revolve.
Today, we will see what some of them are.
What objectives should we define in Email Marketing?
General objectives in line with the company's initiatives and strategies
Understanding, after prior analysis, the tastes and preferences of the target
Correct approach to techniques
Employment and use of appropriate technologies
Market studies on what our most direct competitors are doing
What objectives should we define in Email Marketing?
General objectives in line with the company's initiatives and strategies
Something extremely important when defining where we want to direct chemical manufacturers email lists Email Marketing campaigns will be the study and analysis of the company's general strategy , since this will condition the objectives and KPIs of the Email Marketing campaigns.
Tools to increase results in email marketing
It will be of no use if, in a company, the Email Marketing tool is used independently of what the company is doing, at a general level, which is why cross-brand information is required , which will involve both Email Marketing experts and the company's planners and strategists.
Understanding, after prior analysis, the tastes and preferences of the target
Equally necessary to analyse the company's strategy is the fact of studying what our user is like : what they expect from us, what their tastes and preferences are. In short, what can we - as a brand - offer them that offers them added value that is of quality for them.
In addition to knowing this type of information, it is also interesting to go further: to know which device they use most frequently, how much time they spend reading, which mail server they tend to use... All this will give us information to define our message, adapting it to the user and their interest in us. In this way, if, for example, we know that our user tends to use Gmail as an email account, we will have the advantage of knowing exactly what the server requires to improve the display of our messages. In other words, we will be able to create ad hoc content for our user to improve the usability, interest and results of our campaigns.
Correct approach to techniques
Once we have a clear idea of the direction that Email Marketing campaigns should follow, as well as what our consumers expect from us, it is necessary that, when we come down to earth in terms of their definition and implementation, we know exactly how we should personalize our content, how we should manage customer lists and databases (in terms of cleaning and assigning clusters) and how we should optimize our content - including here, both the pure body copy , as well as the subject line and the preheader -. All are equally important and key when it comes to obtaining the expected results in Email Marketing.
#ctaText??# How to wish your subscribers a Merry Christmas: Examples of newsletters
Employment and use of appropriate technologies
Always, as you know, the results of any campaign (whether Email Marketing or any other tool) generate better results when we have the appropriate and most convenient technology , which allows us to save time, resources and money, significantly improving the performance of our campaigns .
