Just because channels like social media and Google searches are more in vogue doesn’t mean this traditional strategy has lost its value.
Quite the opposite: when used in an integrated way with other channels, it can be a great option for more intimate and assertive contact with prospects and leads.
To give you an idea, the ROI (return on investment) of email marketing generates an average revenue of US$42 on every dollar invested, which represents a huge percentage of 4200% , according to Hubspot .
Another interesting fact is the strong popularity and adoption of this strategy in smaller companies. According to Hubspot, 64% of small businesses invest in email marketing to contact their customers.
Therefore, there is no point in fighting with the data and continuing to ignore the use of our beloved email in your digital strategies, right?
With this in mind, we have prepared this complete guide with all the steps on how to do email marketing efficiently. At the end of the text, you will see how commercial revenue and customer success only tend to benefit from this action.
Happy reading!
How to do email marketing? Check out 5 steps!
1. Make a list of email addresses
The first step in this planning is to define the resources used to capture leads to enter your email marketing route.
In this sense, it is worth noting that, although unfortunately there are still cases, it is not recommended to buy ready-made email lists to randomly bombard people with messages they did not ask for.
In addition to being an invasive tactic, since email is a personal space and no one likes to receive indiscriminate advertising, this measure is not efficient for the company. After all, since there was no meticulous and well-designed lead qualification process , very few messages will generate conversion.
In times of digital transformation , on the other hand, there are much more ethical and assertive resources to be used, such as:
landing pages for qualifying leads, such as a form to download an ebook or participate in a webinar;
pop-ups in contextualized content, such as blog articles or product/service pages;
consented registration on the company's virtual platform, whether on a website or app.
This procedure is extremely efficient because it is integrated with the customer journey.
This way, if the customer has agreed to provide their email to receive promotions to deepen their knowledge about the solution, they have automatically advanced to the next stages of the sales funnel and are more likely to convert.
Building an assertive and targeted email list is therefore the best way to do email marketing with a higher level of success and returns.
2. Invest in more personal communication
An important foundation for branding today is to behave in a personal and affectionate way with their consumers.
If your target audience happens to be mostly young people, for example, it's worth using a lighter language and sometimes even an informal language that conveys confidence.
After all, a good email marketing copy is essential to align the customer's expectations with the brand, as they will understand from this that the brand knows them, understands their needs and can solve their problems.
The language, in fact, must be integrated and similar to that of other communication channels used, such as social media and in-person or telephone service, for example.
In this way, the organization creates its own identity usa business fax list that is recognizable to the public, which is very important for corporate communication and brand reputation.
Another important point is under what name the brand intends to communicate with its audience through email marketing. To make the interaction more personal, it would not be interesting to appear in the consumer's inbox with the name “[email protected]”.
With this in mind, many companies use both the brand's own name and the name of the owner or some public figure who represents the company to the public.
Generally, when there is a person who interacts with the public in social media videos or in different content, it can also be an option to establish contact via email marketing in a more personal way.
>>> Want to learn how to delight your customers? See more in this exclusive video from EAD Plataforma:
3. Segment messages according to the sales funnel
The sales funnel is a great resource for segmenting your consumers according to the stage they are at in the purchasing journey.
With this division, consumers who are still in the initial stages of the top/middle of the funnel should not receive the same interactions as those who are at the bottom of the funnel or even those who are already customers and are in the post-sales phase.
Therefore, it is much easier to learn how to do email marketing this way. After all, the messages will be much better targeted according to the consumer profile.
This way, he will feel better considered by the communication, which will drastically increase the success rate.
In this sense, email marketing is a great solution for post-sales strategies. The purchase history has already provided input for the sales team to better understand the customer's consumption profile and, thus, use sales techniques to make complementary offers through upselling and cross-selling.
Remember: customer success is the key to success for any digital marketing strategy today.
>>> Learn more about customer success with the EAD Platform:
With so much competition and companies offering the same products/services, flexible service, a fluid purchasing journey and assertive, personalized interactions that reflect your real needs are essential!
In this context, mapping the sales funnel and segmenting leads and customers is essential to sending emails that meet what customers expect.
4. Define a good shooting tool
If you’ve noticed, we’ve talked about some email marketing tips so far to be more assertive with interactions and know how to delight customers. But now we’re going to talk about an essential material tool for a broad and efficient strategy.
We are talking about investing in email marketing tools, or ESP (Email Service Provider). It is through them that it is possible to automate processes, facilitate sending and optimize task management.
With the help of an efficient and complete platform, the marketing team can:
make mass shootings;
segment your audience into categories;
program the scheduling of messages;
and create automatic responses for specific procedures.
There are both simpler and free solutions available, as well as paid tools that are more complete and deliver better performance.
Among the free tools , one of the most popular options is Mailchimp ; in the second, there is RD Station , which offers complete segmentation and lead nurturing resources that are extremely well structured.
>>> Want to better understand what leads are and how they are qualified? Check out EAD Plataforma's special content:
5. Monitor results and make adjustments
Finally, we have reached the last point of our complete step-by-step guide on how to do email marketing. And as it could not be different in relation to any business strategy, regardless of segment, this last step is monitoring results.
The digital environment offers a wide variety of metrics and indicators so that managers can evaluate the success of their email marketing strategy, from click counts to conversion rates.
Using these indicators, it is even possible to carry out tests with specific segmentations to interpret the levels of success in each procedure.
Or, for example, a direction that had been working until then may no longer deliver the same results and a new adjustment needs to be made.
The fact is that the digital world has brought a lot of volatility in market trends and dynamics. In this sense, a company that does not invest in frequent measurement of performance and results may end up falling behind.
Learning how to do email marketing is crucial for sales
As a conclusion to our content, we saw that learning how to do email marketing can still yield extremely positive results for businesses looking to strengthen themselves on the internet.
The emergence of new leading channels, such as social networks, has in no way diminished the effectiveness of email in attracting new conversions.
In fact, both channels can simultaneously be protagonists and, acting in an integrated manner, enhance the presence of any brand in the digital world.
Did you like the content? Did we answer all your questions about how to do email marketing efficiently and assertively?
We hope so! We at EAD Plataforma are passionate about education and our mission is to contribute to the knowledge of digital entrepreneurs who want to strengthen their business on the networks.
For more enriching content like this, keep an eye on our blog posts.
