How to Implement an Email Marketing Campaign for your Business

Email marketing is a tool that should not be discarded for any business, it consists of establishing a commercial and direct communication between the brand and customers, or prospective customers.

It is a well known premise that it is easier and cheaper to keep a customer than to attract a new one, email marketing is excellent for keeping customers loyal and in permanent contact with the business.

What is needed to implement email marketing?

The email marketing manager

To set up an email marketing campaign, you need to choose an email marketing manager. An email marketing manager is a computer platform that allows you to automatically send the same message to a large list of contacts.

There are many email marketing managers, if you have doubts about which one to choose, you can make an email marketing comparison in order to evaluate the options available on the market.

One of the most important aspects of an email marketing manager are the metrics, as this information is very important to direct the campaign. Through metrics, we can know if the message is working, if the subject line is the right one and if the objective is being met.

To make a proper choice, it is good to analyse the free account of the different options. 

These accounts have contact and sending limits, and some have restrictions on the functionalities they offer. Choose the one that best suits your objectives.

Deliverability is another important factor to analyse. This is the percentage of emails that reach the recipient’s inbox. This is very important because if the message does not arrive, it cannot fulfil its function. To achieve high deliverability, the best email marketing managers use expertly designed algorithms that improve this percentage.

The newsletter editor is a tool that facilitates the creation of messages. Mailrelay stands out for being very easy to use, you only need to drag and drop to add elements, and it is not necessary to have knowledge of graphic design to use it.

The contact list

A list of contacts is essential for an email marketing campaign. For this, you need to establish a subscription methodology in which the interested parties fill in a form and agree to receive the messages.

Usually, a subscription form is included on the website, in the form of a pop-up window, in which each person writes at least their email address, but it is best to include their name as well.

To reward subscribers, it is common to offer them a gift. This gift should be something of value to the customer, so that they will be pleased with it. For example, if the business is a shop, you can offer a discount on their next purchase. It can also be a course, a book, and so on.

The strategy

If you already have the email marketing manager and the mailing list, all that is missing is the campaign strategy.

Part of the strategy is to define the frequency of the newsletters, the duration of the campaign and the objectives you want to achieve.

Newsletters must be designed in a comprehensive way, so that they fulfil their function as a whole, they must be persuasive and guide the reader towards the desired action. It is very important that the sales channel is well-defined, in order to achieve conversions.

It is also necessary to define the target audience of the campaign, you may need to segment the contact list in order to reach subscribers who will be interested in the product or service.

Tips for successful email marketing

• Keeping your contact list clean is very important, there is no point in having a list full of the wrong emails or people who are no longer interested. Email marketing managers that have tools to clean up your list are very convenient.
• Place an unsubscribe link that is visible and easy to use. Subscribers who don’t want to receive further mailings often mark messages as spam when they can’t get any other way, so don’t let that happen.
• Keep in mind that commercial emails have an average open rate of 20%, anything around that number or, better yet, above, is a success. If you have less than 20% open rate, you should check if you are making a mistake.
• Pay close attention to the wording of the subject line. The subject line is the sentence that encourages the subscriber to open the message. If you have a very low open rate, it may be because of the subject line. Write an attractive, witty and persuasive sentence. Humor is a good way to use the subject line, and also to write it in the form of a question.
• Don’t make the mistake of writing a yellowish subject line or one that has nothing to do with the content, because although you will get opens, subscribers will feel cheated and won’t buy.
• Pay attention to the results of each mailing, for that the best email marketing managers offer statistics and metrics that contain valuable information. If you review the results after each mailing, you will have the opportunity to improve your campaign and get the most out of it.
• Check the unsubscribe rate and analyse it. It is very useful to know the reasons why the customer unsubscribed, but he or she won’t tell you. What you can do is analyse the email in which he or she unsubscribed, what type of subscriber he or she is, how you got him or her, and so on. If the rate is too high, you should review the quality of your newsletters and improve the content.

Email marketing is inexpensive, effective and adaptable to almost any business. It is important that you learn how to use it properly so that you can get the most out of it. Choose a good email marketing manager, start sending your emails and communicate with your customers directly. You will see how easy it is to achieve great results.