Nowadays, email marketing is a very efficient strategy thanks to the big increase in mobile device activity, since nowadays users increasingly read emails on their smartphones. Therefore, in this post we will discuss How to create email marketing campaigns?
Email marketing is a tool used in the communication strategies of the marketing director. It is a method of connection between clients and the company, whose main goals are to convert cables into potential clients and strengthen relationships with them, through mail-order marketing campaigns.
Some examples of actions to carry out email marketing campaigns are:
- To promote your brand image
- Create notoriety by publicizing the company
- Take action to sell products and services
- Maintain contact with customers and create engagement
- Share relevant content such as news or updates
- Personalize emails: both by content and by segmentation, since you can design personalized content and create groups of contacts. There is easier customization in an email than on a web page or physical media.
- Results measurement: possibility to measure the results in real time and obtain them instantly. Mailchimp is one of the most complete platforms that allows you to analyze the email marketing campaign in detail.
- Maintaining email marketing: is low cost, since the cost of a campaign is low and, normally, maintaining a lead base is economical. That is why it is one of the most profitable ways to promote and do direct marketing campaigns.
- Non-intrusive media: The user, when providing his database, is aware that he will receive an email, and that is why, being a desired action, it is not considered intrusive. The conversion of the campaign may be higher, if the emails are sent specifically to the people who want to receive it.
- Ease of modification: it is easy, it can be done in the short term, and it is profitable to carry out different test options to analyze which is the most efficient.
- You get direct response through encourages immediate action.
Types of emails
- Email conversion: destined to get sales. It is used when someone visits the website and shows interest in a specific service or product, providing their email address. In this case, follow-up emails can be sent to continue persuading the user to end up buying that product or the like.
- Sales emails: they are oriented to the action of a single specific sales offer. Its main goal is to create the sale by a user clicking on “buy now” buttons. One of its most notable benefits is that it can be measured quickly, but on the contrary, it has the disadvantage that it does not provide much content, it focuses on a single product and therefore you cannot generate different interests.
- Transactional emails: these depend on the actions that users perform. We can find confirmation emails when you buy something online, the follow-up email to follow the order, the “Thank-You email” or “Welcome email”, when you subscribe to any platform, among others.
- CoMarketing email: these emails focus on capturing leads through collaborations with other brands similar to your products and target but not in competition.
- Event Invitation: are emails designed to promote attendance at events.
Metrics to measure email marketing campaigns
As we have previously commented, one of the advantages of doing email marketing is that the results are easy to measure through different metrics such as:
- Open Rate: It is one of the most important metrics in the field of email, since it provides the analysis of different elements such as, for example, seeing if the campaign has been segmented correctly, if it has been sent at the appropriate time, if the subject is established has been successful or the option to see if they directly open the email or not.
- Click Rate: this metric focuses on analyzing the links in the email, if they are well placed and distributed; and in the images, which ones have been more successful because they have been seen.
- Unsubscribe Rate: the metric to distinguish the users who unsubscribe and thus, be able to analyze the reason for it, either for the content offered or for the segmentation that has not been correct. For this fact, your emails can be sent to spam emails.
- Abuse Rate: It is quite similar to the Unsubscribe rate, but this is the metric focused specifically on spam.
- Conversion Rate (ROI): is the most effective metric to see which leads have come from the email marketing campaign carried out.
- Cost per conversion: it is the metric to analyze the price of each conversion, meaning, from going from lead to customer.