Email marketing is not just about sending emails, it is a communication strategy between your company and customers. If you are new to email marketing, it is easy for you to lose focus on the abundance of tools and details associated with this area. That is why we have decided to identify 10 basic principles of email marketing, which will help you organize high quality and efficient mailings.
- Goal setting
Before you write a letter, determine the main points and purpose of the message – why do you create communication with the subscriber? We recommend that you set one, maximum two or three goals when creating a letter. For example, goals may be:
- engage in discussion
Letters must match requests. In order to do this, explore the audience and its current needs. Personalize your messages: contact by name, if possible, use your knowledge about the recipient – show the client that a person for a person writes the letter. Choose the style of communication that is right for your segment of subscribers.
Your addressee should not receive letters from a robot from a faceless organization. If this is your personal newsletter, feel free to appear as a person. If you are sending a letter to a mass segment, be sure to consider the needs of a large audience by offering alternatives in the letter. Different letter blocks will be relevant to different subgroups of recipients. Consider that universal content almost never happens (except congratulations on the New Year).
Create exclusive offers for the most active subscribers.
In general, the reader should see personal gain in your newsletter – he must learn, have fun, receive small (and large) gifts, empathize and participate.
Remember that your product is beneficial, and you only need to tell the client from the right point of view. If your newsletters are uninteresting and useless, the subscriber will very quickly unsubscribe from them or put your letter in spam.
- Regularity and consistency
In a some way, email newsletters are like search engine optimization. The results do not come immediately, and in order for them to appear, you need to send out the newsletter regularly, without interruptions, with strict periodicity and a reasonable strategy. Provide an opportunity to choose a convenient frequency of receiving newsletters – daily, weekly, every month or at any time. Vary the subject of letters, interspersing entertaining, engaging and selling letters, try not to bore the recipients.
Consider: if a person subscribes to your newsletter, this does not mean that he is waiting for letters from you at any time and in any quantities. The usual frequency of mass marketing newsletters is from 1 to 4 times per month. I believe that mailings more than once a week can increase the outflow of the base, so I do not recommend partial, especially for online stores.
Make the subscription procedure simple and convenient: collect only the most necessary data – the more fields to fill in, the less willing potential subscribers will fill out the form, which means that the conversion will be lower. If the content of the letter is viral, and you expect that they will want to share, add a link to the subscription directly from the letter. This will help increase the number of subscribers.
Do not forget about the ease of “unsubscribe”. Anyone who wants to unsubscribe from your newsletter should be able to do this at any time. A small piece of advice: when parting, you can at least try to express your disappointment, or even better, ask what influenced the decision to unsubscribe. Therefore, you get a useful feedback.
Here is some useful infographics from Campaign Monitor that you might find interesting.