As promised, we will move on to intermediate practices regarding email marketing. In the first stage, we focused on the aesthetic part of your email marketing, but now it’s time to talk about relationships.
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Email marketing is the perfect strategy to build relationships and engage your customers.
So, check out now everything that can be costa rica phone number list done Email Marketing to have a “serious relationship” with the person you’re interested in.
Oh, and in case you haven’t seen part 1 of this series, click here to read it!
Have a shipping frequency
Frequency: that’s the first tip
The idea is to strategically define the time between emails. This is a way to ensure that you don’t miss the timing and forget about the customer, but also to avoid sending too many emails.
Did you find it complicated? Don’t worry, it’s simple.
The bad news is that there is no recipe
for the exact Email Marketing frequency. But we mbudo’s path to hubspot diamond partner status have separated some important tips.
Proximity: Keep in mind that sending email marketing is a way of getting closer to customers and keeping them informed about the company’s news.
Have something to talk about: Ah, more proximity does not mean quantity of messages, but rather having interesting and relevant content for those who will receive it.
Don’t be annoying:
No matter how many topics you have
be careful not to fill your customers’ inboxes rich data with emails. No one likes a chatterbox, especially in a business relationship. This practice can make many people unsubscribe from your newsletter or even end up in the spam folder (and between us, being thrown into the spam folder is like turning down a job interview: you’ll never get called back).
In short, it’s all about balance and strategy.
When a big campaign arrives, for example, you can safely send out more than one email per day. Of course, if it is really important and impactful for the person who will receive it!
Want an example?
We ran a campaign for the last “ O Dia de Craque ” ( The Day of the Star) at Allianz Parque: 6 emails in five days with a super offer ! Remember when I talked about relevance? It’s important to explain why these 6 emails were sent without mercy:
Craque Day is an event aimed at true Palmeiras fans: you spend a day as if you were a Palmeiras player, trained by an idol, using the locker room, giving interviews and, of course, playing in the stadium.
The idea behind the email was to create an irresistible voice, the kind of contact you stop everything to read and respond to: Ademir da Guia and Alex, two stars from different generations of Palmeiras.
They were the ones who invited you to the event. How are you going to put an idol in your spam box?
With a conscious strategy, with strong and impactful mental triggers, the result could not be different: sales target reached in a few hours (but that’s a topic for another post, okay?) .
About the frequency of the campaign:
The first email of the day was sent in the morning. It served as an alert regarding a pre-sale with limited tickets, creating anticipation and creating a sense of urgency in the customer (that’s a powerful trigger!).
The second email of the day was precisely the warning email, saying almost: RUN, YOU WILL LOSE!
The last two emails in this campaign were sent on the same day, just a few hours apart.
In short: there is no formula. There is strategy, Email Marketing monitored testing and adjustments.
Segment your email sending
Email marketing segmentation allows you to send the right message to the right audience – and, of course, at the right time. It’s a way for you to associate customer interest with the content you offer.
What we mean is this: within your database, there are distinct lead profiles . In other words, you need to trigger an alert when sending an email to the entire database.
It is worth exploring (and listing) the possibilities within each profile, segmenting by: preferences, stage in the purchasing journey, region of residence, demonstrated interests, concerns about the purchase, available budget, etc.
This way, you will avoid mistakes like “sending a cell phone offer to someone who just bought one”, right?
In all these cases and many others
people receive emails that are of no interest to them. Remember what we said at the beginning? This type of action, especially when repeated, causes the user to mark you as spam or ask to be unsubscribed from the list. After all, you are being quite inconvenient!
To avoid this type of action, the company needs to act from the first contact according to the interests demonstrated by the user on the website.
This is the main advantage of segmentation: preventing the company from sending uninteresting messages to the lead , making him no longer want to receive contact from the brand.