The strength of email marketing lies in its being a direct marketing tool. The ‘ e-mail marketing , in fact, is a form of communication that enables companies to communicate directly with a specific and selected target (or at least should be) by sending e-mail in your personal mailbox.
The advantages guaranteed by e-mail marketing strategies are different and precious:
- E-mail marketing is less expensive than traditional paper marketing;
- ROI is higher than conventional channels;
- Allows you to establish a one-to-one relationship with the recipients of the messages;
- It is fast and instantaneous (how long does it take an email to reach its destination?);
- The results are easily traceable and measurable.
In order for e-mail marketing to be an effective marketing strategy with Corporate Video Production Companies In Dubai it is necessary to know it thoroughly and try to avoid making some mistakes, both common and serious. Which? Here is a useful list.
The mistakes you don’t have to make in your E-mail Marketing strategies
To make your E-mail Marketing strategies truly effective, you must stay away from these mistakes.
1. Email is a tool for Inbound Marketing strategies
When planning an E-mail Marketing strategy you must consider it part of a much broader Inbound Marketing strategy, which allows you to use the right communication tools at the right time and addressing the right target audience.
In this way, the content you develop and the tactics you use will be much more useful and effective.
Furthermore, this systemic conception is fundamental to ensure mutual support for all marketing tools, which will promote and support each other, proceeding in the same direction.
2. Build and maintain the database
E-mail Marketing strategies need a solid starting point: the database of contacts you contact.
It is essential to build it by trying to gather people potentially interested in your content and your offer of products and / or services or people who are already your customers, because this will make your efforts effective and optimize the resources used to implement the E- strategy mail Marketing.
The database you build collects the people you will contact and, if they are not interested in your messages, they will not open your e-mails, they will not click your links, they will unsubscribe from your list.
For the same reasons, it is essential to maintain your database over time with the right number of e-mails and the right content, just as (in the case of large databases) it is essential to segment the recipients according to the messages sent.
3. Remember to respect privacy
When building your contact database, always ask for consent from those directly involved. This is important both to ensure that the people you include on your lists are genuinely interested in your content, both for ethical and legal reasons.
Sending e-mails without the recipient’s consent may result in fines and penalties and this issue has become even more delicate following the entry into force of the GDPR, the new European Regulation governing privacy.
4. Program different types of content
A very important aspect of email marketing strategies concerns the type of content planned and sent to the recipient.
Do not make the mistake of sending e-mails exclusively for commercial and promotional purposes, but alternating with messages that can communicate news, information and suggestions that are actually useful for the recipients.
A few examples? An unspoken or unread advice on how best to use your products; a suggestion on a specific feature of the new service you launched; an ad hoc guide; a particular interview, etc.
5. Respect the principle of relevance
To guarantee over time the reliability and effectiveness of your E-mail Marketing strategy, you must always respect a founding and fundamental principle, that of relevance. All communications that you send to your contact database must be relevant to those who receive them, be they commercial or informative, promotional or fact-finding.
If your emails are always full of content relevant to your target audience (and that’s why it is essential to build the right database of contacts), then they will gain the opening rates of the emails, the clicks on the links and the subscription rates / unsubscribe from the newsletter.
6. Adjust the number of consignments
How many e-mails can you send to your database? There is no rule valid for everyone. It depends a lot on the type of business and brand, on the topic of reference, on the period of the year (think about the Christmas holidays, the discount periods, the special promotions activated on occasions such as Valentine’s Day, Halloween, Women’s Day, and so on).
What matters is not to send an excessive number of e-mails, because this would annoy your target audience, just as it is important not to send a small number of messages, since it would mean that you have forgotten the people who have donated their confidence.
My suggestion? Plan in advance the number of ordinary and extraordinary e-mails to be sent, so that you can keep track of your consignments.
7. Choose the email subject carefully
This is perhaps the most difficult content to think and write when writing an email because in a small number of characters (usually around 40/50) you have to be able to concentrate the content of your email, to attract the attention of the target audience and to get people to open your message.
In short, the adventure is arduous!
8. Enter the (correct) CTA in the email
An email must always contain the right Call to Action, the call to action. The invitation you will send to your target audience will depend on both the purpose of your e-mail and the content of your communication.
In any case, it is essential that the Call to Action is clear, convincing and incisive.
9. Enter the link to unsubscribe from the newsletter
It is good practice to insert in the footer of the e-mails that you send the link that anyone who wants to unsubscribe from your newsletter must follow. This means respecting people’s freedom of participation and not limiting their changes of mind.
Everyone must be free to receive the communications they want, when they want it and for the time they deem it necessary.
10. Collect, monitor and analyze the results
Data collection, constant monitoring and careful data analysis is essential both to know the tastes, habits and needs of your target audience and to improve the effectiveness of your e-mail marketing strategies (and not only), thus optimizing all the resources invested : time, money, professionalism.
Listening and understanding who you are dealing with, starting from a careful analysis of the data you have available, is essential to know your target and plan effective marketing and communication strategies.
These are just 10 mistakes you don’t have to make if you want to apply an effective email marketing strategy. What other mistakes should I avoid making in Email Marketing strategies? What, in your opinion, could undermine its effectiveness?