Email Marketing Strategy: Beginners Guide

Strategies for email marketing: what is it about?

What is meant by email marketing?

What are the best strategies to adopt?

What results can be achieved?

How to integrate email marketing into other digital marketing activities?

This guide will answer all these questions, providing you with examples, tips, and strategies for implementing your next email campaign.

What is email marketing?

Email marketing is one of the main channels of digital marketing, now essential for any business that wants to communicate its services or products to its target audience.

When a company is to implement an email marketing activity, it must first carefully set up a real strategy, starting from the collection and constant increase of subscribers to its mailing list, proceeding with accurate segmentation of the reference audience, to which communications will be sent as personalized as possible and - finally - analyzing the results obtained to cyclically improve the strategy itself thanks to very useful tests.

Advantages of email marketing

Email marketing is an essential tool for most businesses. Now let's see the reason, namely: what advantage is this channel able to ensure to a company, compared to other types of strategy?

It is complex to reduce this issue to a minimum but, without a doubt, having to highlight the fundamental pluses of email marketing, it is inevitable to indicate at least two fundamental ones: the low budget and the simplicity of implementation.

The economic leverage is an essential factor, as it allows even small companies in the launch phase to realize with a small expense and the right strategies of email marketing campaigns that are truly profitable for their business.

The ease of management of this operation completes a really interesting panorama: just think of email marketing services such as Mailchimp, able to make every operation extremely simple, starting from the management of the mailing list, to get to the creation of the actual campaign, with the development of an essential and always precious reporting to pull the strings of the implemented email marketing strategy.

Is Email Marketing Still Relevant?

Certain! For some, the advice to focus on email marketing may seem anachronistic, especially in an era in which social media has registered a global spread. Yet - data in hand - the panorama that is emerging within digital marketing is clear: email marketing is not only relevant, but it is truly indispensable, for any type of business.

Let's see why, through the eloquent data that we propose in the next lines. As many as 94% of users who use internet services every day use email. On the contrary, only 61% of them spend their time on social networks. 75% of users openly prefer email marketing within the panorama of promotional and service communications. Email marketing includes the permission marketing function, technically called opt-in. This option allows the user to give consent to the inclusion of their data in a commercial mailing list and to receive messages related to it.

?Thanks to this feature, visitors to a website are required to provide a personal email address and confirm their subscription to the newsletter service offered. Furthermore, the collection of further information at the time of subscription by a target user is a valid opportunity to segment one's mailing list and trigger personalized and more effective communication strategies through emails.

Email messages have a much greater and more interesting range of customizations than campaigns via social networks. This allows you to better calibrate the overall visual impact of your communications, for greater clarity and effectiveness.

?Even at the level of analysis and reporting, an email marketing strategy offers significant opportunities, returning precise data on open rates, bounces, and conversions, for example. If used correctly, email marketing offers many features and opportunities,? and is ideal for a substantial increase.

?As we have seen above, email is a current tool and very present in the daily lives of users who populate the web or who check their email account several times a day mainly from mobile: just think that the potential target of a company receives an average of over 100 emails every day. It is easy to understand how essential it is to devise and develop a very precise marketing strategy to avoid ending up in the indiscriminate cauldron of anonymous newsletters. Therefore, if, on the one hand, e-mail is a highly potential pool, on the other the numbers it reaches run the risk of falling into anonymity in the eyes of one's target audience or, even worse, of ending up in the SPAM folder.

?But, how can you devise a truly functional email marketing strategy capable of triggering a virtuous circle for your business? Here are the 3 essential steps, a real scheme to be implemented carefully:

?Step 1: Define your audience.

For an email to be effective, it must be primarily relevant. This is an essential condition for the success of an e-mail communication activity. Moreover, other areas of marketing cannot ignore communications and contacts that possess this quality: understanding what the buyer wants, identifying his interests, and setting up an email marketing campaign that is personalized and targeted to the needs of the target is the starting point of a winning strategy.

Step 2: Set Goals Studying and highlighting the characteristics of the context in which the email marketing campaign is located is essential and must be a priority concerning identifying the objectives of the activity itself. Searching for statistics belonging to the sector in terms of email marketing is a very valid way to identify reference parameters on which to set the final objectives.

?Step 3: Create a simple and intuitive way for the target to register. As we said earlier, it all starts with building a mailing list that is as relevant, targeted, and carefully segmented as possible. To do this, it is essential to structure an evident and extremely clear registration form, both in terms of the registration procedure and in terms of expectations regarding the contents and information that will be shared from that moment on setting up a transparent and clear relationship will help the creation of a relationship of trust between the user and the company.

Do not be discouraged if initially, the number of subscriptions to the mailing list is small, the target audience must be studied, cultivated, and - above all - once the registration goal is reached, the contacts acquired must be treated with the utmost respect. By implementing these strategic behaviors, the mailing list will certainly grow validly.

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