Email Marketing Strategy
Email Marketing Strategy
Let us immediately be amazed by the numbers. There is a round of about 300 billion emails, sent and received, per day.
WOW !!
In practice, about forty messages each. That is for each of the nearly eight billion people who populate our land.
Are they mind-boggling figures? What makes us think? Exactly. And it is precisely from here that the need to focus on a good email marketing strategy arises.
In short, we are not talking about any communication channel.
But one of the best tools on the square. Used by almost all small, medium and large companies to get in touch with their audience.
Do you want to know more and understand how an effective email marketing campaign is carried out? Then we already have a great piece of advice for you: go ahead and read.
You will discover everything there is to know and the tricks of the trade.
Let's go!
In a few points: [ hide ]
3 # 1 How to prepare for an email marketing campaign
3.1 Types of email marketing campaigns
3.2 What messages to send
3.3 Contact segmentation
3.3.1 What are the segmentation criteria
5.1 Rates
6.1 How to put together a contact list
7 4 # Email marketing campaign - What to write and what elements to insert
7.1 The object that works
7.2 Initial greeting and body text
7.3 Closure and CTA
7.3.1 How to create a good call to action
7.4 Closure and email signature
8.1 Tips for an optimized email marketing strategy
10 6 # Email marketing strategy and A / B testing
10.1 How to set up an A / B test for email marketing
10.1.1 On which elements to perform A / B testing
10.2 Extra tips
11 Mistakes to Avoid in an Email Marketing Strategy
12 When is the best time to send an email marketing campaign
What is email marketing?
Before explaining how to build a slap-up email marketing strategy let's do a very short service recap (which never hurts).
Email marketing is:
a type of direct marketing that uses electronic mail to communicate messages - commercial and otherwise - to the target audience.
What characterizes it? The fact that it allows us to establish an exclusive and personalized "one to one" relationship with potential customers. A relationship of trust destined to last over time.
But above all, capable of returning important economic results. And this is despite the limited economic investment.
Organize a correct email marketing strategy
The Net is flooded with a truly disproportionate amount of self-proclaimed comprehensive guides on email marketing.
Let's face it as well. Sometimes it is difficult to juggle so much information. Understanding which ones to pay attention to and which ones not to.
But luckily we are there.
The purpose of this journey is to help you understand what needs to be done to activate a functional campaign. Adapted to your goals and properly set up.
Very well. We just have to take a pen and paper for notes.
# 1 How to prepare for an email marketing campaign
There is an old Chinese proverb that everyone should listen to.
And that is: “We can choose what we want to sow, but we are obliged to reap what we have sown”.
This is a warning. Of an indication of life, perfectly applicable to any email marketing strategy worthy of being defined as such.
It means that before moving on to the operational part we must clarify the starting situation.
We need it to avoid making mistakes that are difficult to fix. In the business world, improvisation is never rewarded.
But how do you proceed? Easy. By asking ourselves a series of key questions. Essential.
What is the goal of our email marketing campaign? More leads, feedback, conversions, sales, average shopping cart increase, or what else?
What is the target to reach? The customer to conquer?
Naturally, at this stage, we suggest using real data that will help us define the so-called buyer person, a kind of model profile created on the image of the ideal user.Which type of email marketing campaign should you focus on? And how to plan it?
What metrics do we want to measure the activated campaign with?
These are the famous KPIs (Key Performance Indicators) and to analyze them we use special tools such as Google Analytics, SEMrush, and Survey Monkey. For example, these indicators include opening rate, clicks, bounces, type of visitors, and new registrations.
If the answers are in black and white, we can continue. Sharpen - finally - mouse and opposable index.
But first, we advise you to take a look at our article starting from the in-depth analysis dedicated to the main email marketing “formats” available.
It starts right from the basics. From the ABC.
Types of email marketing campaigns
Let's start the dance with a mandatory clarification.
A couple of decent words are not enough to create a professional email marketing campaign. A beautiful accompanying image and a catchy claim.
In-depth knowledge of the medium is also required. But above all of the opportunities related to it.
What is there to know? Well, first of all, not all campaigns are the same.
We can - for explanatory convenience - divide them into 3 broad categories. Or:
Email
Ema
transactional
These are non-commercial messages. They are forwarded as an immediate reply to an operation performed by the user (subscribing to a list, requesting a new password, or deleting a service)A
In this case, we are talking about informational emails sent periodically. They are a kind of company bulletins that include useful updates for users such as the launch of a new product or the notice of upcoming offers.
What messages to send
OK. There is more we can add. To understand better: what should not be missing in the basic set of a well-rounded email marketing strategy? Complete?
Let's take a practical example.
Our sample marketer has clothing e-commerce.
Depending on the time of year and the recipient concerned (new member, loyal customer, etc.), he will send email marketing campaigns with messages of:
WELCOME
It is the typical welcome mail that welcomes new subscribers. It almost always has an informal style and states the advantages of receiving news and promotions by e-mail.RECOVERY OF ABANDONED CARTS
This is a strategy in all respects. Just consider that, according to recent research, the average cart abandonment rate found on documented purchases is about 69%.
So it is necessary to intervene wisely. In principle, action is taken within one hour of leaving. With personalized messages. Animated gifs, reviews, and calls to action help to give important support.UPSELLING & CROSS-SELLING
Their purpose is to convince users to buy higher-end products or services. Or complimentary items such as (in the case of our clothing e-commerce) shoes and accessories to combine with a newly purchased dress.
They are usually follow-up emails that follow an expense made.OFFERS
When we think of a promotional email we think of the classic emails of unmissable discounts. The factors on which we must tread are price and a sense of urgency (communicating that the product or the offer itself is about to end).FEEDBACK REQUEST
Surveys, questionnaires, or reviews serve to identify weak the esses and strengths of the services offered. They work best when attached to gift vouchers or coupons.INFORMATION ABOUT
THE COMPANY They are part of the aforementioned group of newsletters. In addition to conveying useful information to users, they can improve the authority and reputation of the brand.
Contact segmentation
Now you know the main types of campaigns possible. But how do you choose the most appropriate one?
Simple. You need to segment your contact database. That is, divide it into subsets that share common characteristics.
Marketers say they notice a 20% increase in sales with the use of segmentation in email marketing.
What is the purpose? Just to identify the target (the reference market) to understand which email marketing strategy to use and how to personalize the contents.
The related benefits are significant. Improve the relationship with leads, the interaction of contacts, and increase sales.
We also remind you that the segment must be:
ACCESSIBLE = potential customers can be easily reached by marketing actions.
MEASURABLE = that is, it can be analyzed according to objective parameters that detect its profitability.
RELEVANT = that is composed of users who have strategic value for the company.
What are the segmentation criteria
We go to the operational part.
How are contacts segmented? First of all, we point out that the procedure can be carried out manually or automatically with the support of specific platforms.
What about the segmentation methods? They are practically infinite and must be chosen according to business needs.
Generally, we use type criteria:
geographical = nationality, residence, climate, population;
socio-demographic = age, sex, educational qualification, profession, income, education, number of family members, religion, political orientation;
psychographic = social class to which they belong, lifestyle, etc.
behavioral = habits, interests, hobbies, brand loyalty, tastes, and so on.
Of course, users can also be segmented by identifying their position in the sales funnel.
Let's take an example.
You have e-commerce and you have decided to segment two groups of contacts: new subscribers to the newsletter service and best client. At the first, you will send welcome emails. Second "reward" messages contain reward coupons, discounts, or free shipping offers.
# 2 Choice of platform
By now it should be pretty clear what an email marketing campaign is.
Now we need to understand which tool to rely on for work management.
But let's first specify what we are talking about.
Email marketing platforms are automation tools that allow us to manage, send and monitor large quantities of emails.
In an easy, fast, and - above all - safe way. Guaranteeing delivery rates (deliverability) very close to 100%.
How do we choose? There are so many.
Among the best known on the international scene, Mailchimp, SendinBlue, GetResponse, and ActiveCampaign should certainly be mentioned.
On the Italian podium, we find MailSenpai, the easy-to-use email marketing platform full of features to try. Also thanks to the free 30-day demo.
Functionality and performance
How can you be sure you are choosing the right tool for your business? Can you support our email marketing strategy?
If you are lucky enough to have colleagues with experience in the field, it is advisable to consult them to find out their opinion. She is usually selfless and rather objective.
Unfortunately, this is not the case for you? Are you surrounded by newbies? Let's not get discouraged.
We have some tips for you.
Check the characteristics of the platform concerned by verifying:
Ease of use
Intuitive interface plus qualified assistance - reachable on different channels (mail, messages, telephone) - and in language are essential. Especially for those who are unfamiliar with web technology.Deliverability
The average performance of the platform should be checked. But also the presence of any dedicated IP, SPF / DKIM / DMARC authentication, and personalized delivery error management services.Integrations
They allow us to save time, far from useless, to import and segment contact lists from other platforms, CMSA C
Reports and statistics
Let's go back to the ones already mentioned KPIKPI
. They must be constantly monitored to understand if our email marketing campaign is proceeding in the desired manner. Or to intervene with strategy adjustments and corrections. Even during construction.
Additional functions
They are usually linked to the chosen package. A few examples? The ability to preview emails or segment subscribers by tags.
One final recommendation: check out discussion forums and user reviews. Often you have to heed the rumors. Not 100%. Just to get a general idea.
Rates
We have given some theoretical indications. But to get to the optimal choice you have to test the product. At least if you want guarantees.
Not before appropriate analysis. With an eye to rates and services offered.
Small businesses or a company in the start-up phase can start with free versions of the chosen tool.
Or opt for the "pay as you go" formula. The costs are proportionate to the number of services or emails used.
Do you want to get an idea of the main platforms on the market?
Perfect. We have compared the best 10 professional email sending software currently out there for you.
3# Mailing list
We are facing another highlight. You can't do the math without the host. But not even without patrons.
In short, we have to ask ourselves to who to send our emails.
There are no doubts. The mailing list is the beating heart of any self-respecting email marketing strategy.
So how do you build an adequate contact database? To put together the right addresses? Which ones should lead us to the desired results?
The main resource is the contact or registration form.
As the name suggests, it is used to collect contacts (but also information on users) to which emails can be forwarded.
But how many types of modules are there? Three:
POPUP = The term is quite popular. These are those windows that appear - suddenly (actually after about 45 seconds of browsing) - when the user visits a website. We find them in various formats. Mostly: full screen, lightbox, floating bar, or slide-in.
FLYOUT = It is a flyout box, practically very similar to the popup, which can appear from the bottom, from the top, from the margin, or from the corner of the page.
INCORPORATED = Usually found at the header or footer of the page and includes a simple white bar where you can enter your email address.
How to put together a contact list
First of all, let's remember that quantity does not mean quality. Therefore it is not recommended to buy contact lists. The makeup numbers but not income (as some would say). Often these are fake addresses or - even - stolen email addresses. And there is also the risk of incurring heavy penalties.
So let's try to understand how we have to move. How to put together a real mailing list for our email marketing campaign.
Set the double opt-in to confirm the subscription to the service. It is a good method that allows us to verify the validity of the transcribed address and the actual ownership of the user.
Segment your contacts. In short, it is necessary to make the most of the information given at the time of registration (age, sex, geographical origin, interests ...). Each email marketing campaign is unique and targets specific recipients. Ad hoc. Unsorted mailing never works. It would be like shooting zero. The chances of hitting the mark are minimal.
Keep the mailing list clean. What does it mean? Perform periodic checks to eliminate long-term inactive addresses and duplicate or non-existent addresses: they increase the percentage of bounce rates. And, in addition to being unproductive, they can trigger spam mechanisms.
Implement your list with a lead magnet. That is, by using incentives that lead to registration such as free webinars, ebooks, videos, and discount codes.
Finally, let's not forget the new rules of the GDPR on the protection and processing of personal data. The contact emails must contain the related information and privacy policy.
Without beating around the bush.
4 # Email marketing campaign - What to write and what elements to insert
We have everything prepared. The platform is there. Contacts as well. Now all that remains is to roll up your sleeves and write the contents of our email marketing campaign.
But let's go in order. What is an email like? What are the parts that make it up?
Let's see them together.
The = object is a sort of preview that introduces the user to the content of the message.
The initial greeting = opens the email and defines the tone of voice. Style.
The body of the text = develops what is announced by subject and greeting.
Final leave = close the message and 99% of the time it also includes a call to action.
Logically, other aspects must also be considered. Like the design, the presence of images, and graphic elements of different nature.
No worries! Let's examine it in detail. Instantly.
The object that works
We experience it every day. When we check the inbox. Certainly, the subject of the email can condition its opening.
After all, it is a kind of business card. A lure.
To work it should be: clear, direct, and engaging.
But it doesn't stop there. We have some ready-to-use tips.
Keep it short
A good subject contains a maximum of 50-60 characters and fully describes the subject of the message.Avoid Spam Words
Free, unlimited time and overly pressing calls to action can annoy you. Sometimes irreparably. Let's say that if all goes well it will trash the email. If it goes wrong ... it will probably permanently unsubscribe from the service.Do not write everything in uppercase or italics
AND do not use vulgar, ambiguous terms, exclamation points, and other special characters either. Strange. They don't grab users' attention. On the contrary. It goes towards the spam effect.Personalize
Everyone likes to hear their name. It seems to establish a more intimate and confidential relationship with the interlocutor. So if your recipient is called Marco… write it now!
Alternatively, geographically locate the object using phrases such as: "Are you looking for a gym in Rome?" or "Come and find our shop via Gabriele D'Annunzio in Milan".Ask questions
They arouse people's curiosity and interest. Especially those that begin with the "why" typical of preschool children. Seeing is believing.
What is a good practice to gain the trust of your contacts? That of using custom subdomains. Maybe they clarify the purpose of the email immediately.
As for the sender's name: use the name of the company or brand combined with that of the activated campaign.
Caution. Proper names are no longer impressive. It is now a known fact. They are a trick that hardly anyone believes anymore. Leave it.
Initial greeting and body text
Here we are. The user has opened the email. Now we have to hope that it gets to the end of the message.
It's not child's play. Or it's not as easy as it sounds anyway. It could abandon the reading or turn to the infamous DELETE file for many different reasons.
But there is no need to be alarmed. We have several aces up our sleeve.
Here are the strategies not to be underestimated. As the specialists in the sector have taught us from the top of their experience.
Do not generalize
Formulas such as "Dear customer" or "Dear user" do not work. Also in this case the customization rule applies. In short, if you can write down the user's name.Use simple language
The goal of our campaign is to make us understand. Explain the message we introduced with the subject. So to ban big words and various complications. At the same time, we try to be synthetic. Exhaustive. A practical tip? Use prominent key terms.Bet on storytelling
The art of storytelling allows us to add value to our content. Especially when dealing with a newsletter. Because they involve the user and create connections with a high emotional impact.Choose the right tone of voice
In practice, it is a question of identifying one's image. Make yourself recognizable and authentic in the eyes of users. An example? If you have a very young audience, focus on "be friendly". They will appreciate it.Divide into paragraphs
Leave space for each expressed concept. A large line spacing. It serves to give breath to the speech. To make reading more fluent.
The choice of writing characters is also important.
The general rule prescribes the use of a maximum of 3 fonts per text (and not too dissimilar to each other). What are the recommended sizes?
14 px because they are optimally viewable from both fixed and mobile screens.
a.
As mentioned, in the final part of our email we find the famous call to action.
What is that? It is the central element of any email marketing strategy. There are no objections to make.
It is, in fact, a call to action directly addressed to the user.
Normally they are used to:
generate leads ;
close sales ;
Share posts on social media.
Well, you know those colored buttons (but they can also appear as text with hyperlink or image-link ) overwritten by phrases like "download", "subscribe" or "buy now"? Perfect. They are calls to action.
Do you want to know how to make really effective ones?
We are here for this.
How to create a good call to action
Let's start the speech with a lesson from a call to action expert.
For your CTA to work, these two things must happen. First, visitors need to be able to find it effortlessly. Second, users need to know immediately what they are doing.
Tim Ash
So, let's keep in mind that:
Less is more
Some use multiple calls to action to increase the chances of clicks. In reality, it is preferable to opt for a single button. Well placed, in a prominent position. Almost always at the bottom of the page.
For what reason? Because multiple CTAs create confusion. They can tire the user leading to negative outcomes.With more than nine words you are out
. In short, the calls to action are all about brevity. The little hidden secret is to use imperative verbs, which immediately clear what needs to be done (register, download, etc.). If the proposal includes free offers… write it!
The advantages must be highlighted.Color is power
It means that aesthetics should not be neglected. The eye wants its part and colors play a decisive role.
But which ones do we choose? Statistics tell us that almost one in two companies uses at least one color belonging to their brand logo. The CTA must emerge from the background. So yes to contrasting colors.Size
Matters It's always a question of proportion and harmony. The ancient Greeks also taught us this.
What does it mean? Nothing complicated. There is no need to exaggerate. The calls to action must be easily clickable (even from a mobile phone) but not excessive. Otherwise, they could be mistaken for decorative graphics.
The world of call to action is unexpectedly vast.
We've provided some standard tips for optimizing your email marketing strategy. But we can provide other information. How? By consulting our call to action guide.
Closure and email signature
The chapter isn't over yet. As we know the terminal part of our email message also includes what, in jargon, is called email signature.
It is the signature that we put at the bottom of the body of the text.
It can include photos, text, contacts, logo, address, and other useful information about the sender.
Let's not neglect this component. It helps to strengthen the brand identity and restore a professional image. Both the sender and the email marketing campaign itself.
But how do you make a quality email signature? Always remember to:
add the company name ;
enter at least one contact and the link to the official website ;
do not get lost in unnecessary elements (bulleted lists, gifs, images, etc.);
use colors and designs that are consistent with the email marketing campaign launched.
If you have active social profiles you can attach the related icons.
5#SEO
Search Engine Optimization is a fundamental strategy of web marketing. It is used to place any website on the top floors of the SERP
The acorn. And therefore to generate qualified traffic and useful conversions. Sales.
The beauty is that it is an activity that can be integrated with email marketing.
In short, you can use SEO to create a super-enhanced campaign. The important thing is to know how to do it. And we are ready to give you some ideas.
Tips for an optimized email marketing strategy
SEO specialists know their way around. We are at a more complex level of work. Which goes a little beyond the "simple" theme of keywords.
This is also why we recommend that you contact specialized agencies. To avoid daring steps into the void and avoid unwanted backlashes.
However, if you already know a certain caliber… here's what you need to do to put SEO at the service of our email marketing campaign.
Use web analytics tools such as google AnalyticseFoxMetricsto identify the most clicked pages of your website and use them to insert free content in exchange - for example - for subscribing to the newsletter service.
Follow the same procedure to choose which links to the site to add to the emails. Don't forget the social profiles.
Archive emails sent online using the canonical tag (tell search engines which URL to consider and use for indexing).
Convert emails to posts. Using an appropriate style and the necessary keywords. It is a ploy that saves time when creating content.
Write a summary newsletter with the latest publications/posts on your website, blog, or social profiles.
As you can see, SEO and email marketing are not two separate entities. Take advantage of the multi-channel system!
6 # The design of an email marketing campaign
Taking care of your email marketing strategy also means taking care of the graphic layout of the messages. Because? How should it be?
To put it in a nutshell: impactful, attractive, and functional.
In line with the so-called brand identity.
Those who deal with this aspect are well aware - in fact - that there are several objectives to be achieved. Or:
keep the user's attention alive from the beginning to the end of the reading;
create a practical and efficient structure where each element is in its place and used in the right proportions (the general rule is 60% of text and 40% of images).
ensure the correct display of the email, both from mobile and fixed devices.
We have clarified the starting point. Now let's move on to the practice.
Publisher orHTML
The HTM title of this paragraph is not Shakespearean. Let's say that it's about understanding the value of your IT skills and what are the goals we want to achieve with our email marketing campaign.
We are talking - in fact - about the basic structure of an email.
The question we must ask ourselves is the following. Can we use HTML and CSS
programming languages? No? or at most ... nì? Let's not delay any longer. It is worthwhile to "fall back" on the famous page builders. That is, on tools - plugins or native functions - that allow us to build web pages using a simple drag & drop technique.
Of course, editors don't offer the same level of customization that HTML does. But they are very simple to use.
Are you looking for an even more practical alternative? Good. There are tons of ready-to-use templates and templates.
Free or paid. Just choose the one that best suits your needs.
How to position content
An email marketing campaign consists of text and images. That's for sure.
They are its constituent elements and it is essential to position them as correctly as possible.
To make sure that the user understands the message conveyed and is greatly facilitated in doing so.
So how and where do we place it all?
Generally, the scheme is chosen based on the reading intentions.
INVERTED PYRAMID = The order follows the main message, description, and call to action. It is particularly good for quick reading.
GUTENBERG DIAGRAM = The eyes scroll the page according to horizontal movements. So it is divided (ideally) into 4 areas. The focus elements are located in the upper left or lower right. It is optimal when you have a lot of content to offer.
Z PATTERN = In practice, a “Z reading” movement is described which starts at the top left and closes at the bottom right. After a kind of zigzag shift. It is used with numerous images and contents available.
F PATTERN = The scanning movement of the page proceeds along the lines of a hypothetical F shape. The attention progressively decreases going downwards. Therefore the parts of interest must be presented at the beginning of the model.
Layout a colonne
Do you know the writing columns for a newspaper? In practice, they are the same thing.
These are vertical spaces used to insert words, images, and other graphic elements of an email.
I'm generally at:
Single column = consists of one or more overlapping forms that fill the entire width of the email. It aids in reading and usually involves arranging contents in an inverted pyramid.
Multiple columns = form a kind of grid with boxes where you can place more content (especially images and photos) to view at ease.
Hybrid columns = it is a mix of the two categories mentioned above and used according to needs. This is a scheme that is suggested to those with many linking web pages.
Write an editorial plan for your email marketing campaign. And opt for the most suitable layout model by checking the available material.
How to manage images
Never underestimate the image factor in an email marketing strategy.
Emails containing images record a click rate that is about 4.5% higher than emails consisting of text only.
They also increase brand recognition and the degree of user engagement.
That said ... you have to put some skill into it. In short, images do not have the powers of a magic wand. So keep in mind that to have effective results it is essential:
choose light images so as not to slow down the loading speed (do not go beyond 50/60 KB);
ensure a resolution of 72 dpi ;
74% of users abandon pages that take more than 5 seconds to load.
Kinsta survey
insert alt tags because they improve SEO optimization and user experience;
do not overdo the quantities ;
pay attention to mobile screen viewing ;
avoid trivial subjects or thematically incongruous to the message transmitted.
Last (but not least) check the formats. JPEG is practically unavoidable when dealing with large, colorful images. For animations, there is the GIF format. While for titles, logos, and transparent backgrounds it is better to orientate towards PNG files.
Other visual content
You may have heard of visual marketing. Then you will also know it's not just about pictures. There are other elements to consider.
That means:
GIF (Graphics Interchange Format)
We know them as the funny and very short animated video clips that are popular on the web. And in social chats. In technical jargon, they are bitmap digital images.
They can use them to spice up an overly serious or monotonous-looking email marketing campaign. But let's remember that the user must be functional to the image of the brand on the market. For a funeral home, a GIF could be irreverent or in bad taste.Photographs
They play a central role. Especially when you have an online store. To take good-quality pictures, you should follow some precautions. For example, use professional equipment (including a lightbox) and neutral backgrounds, which do not distract the eye from the product.Video
It is no coincidence that more and more companies are deciding to invest in video marketing. It builds customer loyalty, involves them, and allows you to create a community of active, connected, and largely inclined to social sharing users.Infographics
They are used to convey information and complex data to users. To facilitate understanding. Of course, they must also be visually pleasing and based on reliable sources.
Finally, to those who bet on sympathy, we propose not to put aside memes. On the contrary.
They are not the exclusive prerogative of social networks and have a good impact. Especially with young people belonging to Generation Z.
Main trends
Even when it comes to design and email marketing, it is possible to talk about trends. Fashionable".
Information technology goes on and puts itself at the service of companies to stimulate the curiosity of users. Make them more involved.
But what are the trends of the last few years?
Let's find out now!
Images and 3D graphics
They give dynamism to the general graphic of an email by striking the imagination of the contacts.Photo carousels
They allow you to collect multiple photos in one original solution. Note: they are often poorly optimized for SEO and can cause page slowdowns.Dark mode Dark
wallpapers (black, midnight blue, brown, etc.) are used to add a touch of charm to the content. In addition, compared to bright backgrounds, they tire the eyes less.Creative typography
The standard suggests the well-known fonts suitable for email marketing: Arial, Helvetica, Times New Roman, Verdana, Courier, and similar. For some time now, companies have decided to dare with super customized fonts and are out of the rules. With excellent results too.
Be inspired by the email marketing strategies adopted by large companies. They usually enter the field as forward-looking forerunners.
How to use color psychology in an email marketing campaign
Chromotherapy and color psychology play a central role in the world of advertising.
No choice is dictated by chance. Not even those related to digital marketing colors. They help define a brand's identity and influence consumer habits. Sometimes more than decisively.
But what is there to take into account when implementing an email marketing strategy?
Also in this case we have useful information.
Do not exceed the number of colors. It is a temptation that must be avoided.
There is a risk of giving users too many stimuli, distracting them from the intent of the message transmitted. We recommend choosing a focus color and combining it - at most - with two other shades.Highlight the call to action with the right colors. They need to stand out from the background and incentivize users to convert. Many companies (one on all Amazon) are focusing on orange.
48% of brands associate the call to action with a color print in their brand.
Good Emails
Study the target audience to exploit their preferences. For example, as Neil Patel reminds us on his blog about him, women love subtle shades of purple, red, green, and blue. Men have brighter and more decisive colors like black.
The meaning of colors
Still unsure which color to aim for? Which one to choose as the workhorse for your email marketing strategy?
Before making your decision take a look below.
RED = is the color of passion, energy, and love. It evokes strong feelings of urgency. It is no coincidence that it is used for this. But also to highlight sales and promotions.
BLUE = represents feelings such as confidence and calm. Calm. This is why it is often used in the creation of logos and for web areas dedicated to privacy.
GREEN = immediately brings to mind the element of nature and is widely used by those involved in the environment, fitness, and health.
YELLOW = arouses optimism and dynamism. This is why it is the preferred choice of companies active in the field of childhood and culture. Beware of abusing it: it can bore users.
ORANGE = communicate enthusiasm. Creativity. It is used for the creation of calls to action, links, and offer boxes.
BLACK = expresses elegance and refinement. Where does it work? In the sectors related to luxury, technology, and professional consultancy.
WHITE = evokes purity. And freshness, a sense of cleanliness. It is used in the medical and domestic sectors.
PINK = is connected to the feminine and beauty universe. If you are dealing with make-up, don't hesitate to use it.
Let's not forget the purple. For artists it is a color that brings bad luck, to stay away from.
In an ideal email marketing campaign, it can emphasize the seriousness component. Or mystery.
6 # Email marketing strategy and A / B testing
There is one last step to take before officially launching an email marketing campaign.
You have to experiment with what works and what doesn't thanks to A / B testing.
What is it about?
They have controlled experiments that allow you to test two different versions of the same website. But also two emails or - to be more precise - a couple of elements.
Variants are submitted to two distinct groups of users. Depending on the reaction aroused, the final choice is made.
In short, if the contacts show that they prefer the red call to action to the green I will insert the red one in my email marketing campaign. Without hesitation.
What are the benefits of this test? Which, more or less, directly:
refines the effectiveness of the email marketing campaign;
increase the conversion rate and the number of sales;
improves user knowledge.
How to set up an A / B test for email marketing
The keyword is always programming.
Even when it comes to A / B testing and email marketing strategy.
After clarifying what the browsing habits of our contacts are, we will try to understand how to meet their preferences.
To do this we proceed, in the second order, to:
choose which elements to submit to judgment ;
establish the KPIs to be taken into consideration;
select the user sample ;
define the duration of the test;
analyze the results.
On which elements to perform A / B testing
In practice, we can use A / B tests to test the potential of any component of our future email marketing campaign.
We are talking, above all, of elements:
TEXTUAL = titles, CTAs, metadata, selected languages, etc.
of DESIGN = font, buttons, graphics, layouts, modules, and images;
of USABILITY = concerned with the structure of the email and the ease of reading/use shown by users;
AUDIOVISUAL = duration, playback mode (automatic or on click), and content.
The essential advice? At least test: subject, sender, main message, and sending time of each campaign.
Extra tips
Are you about to send the first A / B test of your email marketing campaign? Optimal. But if you don't want to make mistakes, keep in mind our plus instructions!
One A / B test is performed at a time. It is necessary to be able to identify with certainty which variable determined the result in evidence.
The two versions must be submitted simultaneously, simultaneously. In order not to jeopardize the outcome of the test.
The sample of users must be heterogeneous and composed of a sufficiently large number of elements (usually 10-30% of your contact base).
Finally… for reliable results, let's rely on the automation tools offered by professional email marketing platforms.
The mistakes to avoid in an email marketing strategy
Some mistakes could compromise the success of any email marketing campaign. Even what seems to be positive from the beginning.
To non-marketers, these may seem like minor mistakes. Yet they can turn into a very threatening tip of the iceberg.
Do we want to avoid the occurrence? Good choice. Then avoid:
neglecting the management of bounces (rebounds) because they can damage your reputation;
skip the preheader, that is the portion of text that appears to the recipient of the email immediately after the subject: do not leave it blank, and place the keywords of the message in the first part.
hide the unsubscribe link/button from the newsletter service as it is mandatory, as established by the GDPR;
make grammatical or spelling blunders;
pester users with overly sales-oriented content and too many emails.
Furthermore, we pay attention to the correctness of the links (no broken or blacklisted links). You can carry out regular checks using special tools such as BrokenLink Check or S itechecker.
When is the best time to send an email marketing campaign?
Everything is on the table (or rather ... on the platform). But let's not get caught up in haste.
Let's think with numbers in hand.
Studies agree that the best results are achieved within the first hour of sending.
The initial opening rate, approximately 25%, is expected to drop as the minutes pass. Drastically.
Yet eMarketer gives us another interesting fact.
That is, many users do not check their email right away. But they take it easy. Even up to five days before deciding to open.
Therefore? What can we deduce from these - at least apparently - conflicting data?
That you have to pay close attention to planning the consignments.
Even in this case, it is a question of studying: the audience, market segment, and type of email to send.
It's all good stuff. Useful for drawing conclusions and making predictions.
Let's try to make a hypothesis considering the contacts.
A user of a certain age hardly connects to the Internet during the night. And that a student is busy at school in the morning (or so it should be).
So we will take care to start our email marketing campaign following their habits. To make sure you don't send blank messages. At the pensioner, we could forward our email at 9.00, for breakfast. To the boy even at 11.00 pm, after dinner.
Do we have anything else to add? Of course yes. What questions!
Let's find out the rest by continuing with the reading.
A matter of timing
Let's make it short.
Are there days of the week that ensure higher opening rates? The statistics answer us in the affirmative. Without hesitation.
If we want to increase the chances that our email marketing strategy will be successful we must focus on the middle part of the week.
Tuesday, Wednesday, and Thursday are the most productive days (as we reported in the newsletter article ).
But there is other information that may prove useful. To be kept in the drawer of precious things.
Here they are ready to use.
Newsletter campaigns sent around 10: 00/11: 00 in the morning have a good open rate but low purchases.
The time slot between 21:00 and 6:00 is considered off-limits. You sleep.
Mondays and weekends are risky days. People prefer to engage in other things than advertising and online shopping. Especially on days conventionally dedicated to relaxation and fun.
If there are upcoming events (Black Friday, Saint Valentine, Christmas) it is better to send our newsletter in time, at least a few days in advance.
Watch out! What we have said so far is only the result of a statistical average. There is always the exception that proves the rule.
Let's reiterate it. Before starting your email marketing campaign, rely on A / B tests and ask yourself:
Who are the recipients of the message?
What do you want to communicate?
Will they read from desktop or mobile devices?
What are the benefits of an email marketing campaign
At this point, it seems right to offer a quick report. The benefits of building a well-thought-out email marketing strategy.
Why should we NOT GIVE UP?
In summary, it offers:
the simplicity of management and reduced working times (it can be automated);
fast communication;
greater interaction with users;
ease of implementation;
traceability of results;
substantial return on investment ( ROI ).
Email marketing is one of the preferred contact tools for users (61% of people are happy to receive promotional emails periodically) and most incisive for finalizing a purchase (about 60% of consumers said they had concluded a purchase thanks to an email received)
What to do after a wrong email marketing campaign
We hope you don't have to find yourself in this situation. Do you think you have followed every suggestion to the letter? Of having put effort, passion, and a certain level of fussiness into it ... but are the results disappointing?
Well, something went wrong. How do we behave?
We measure the metrics to understand where the catch is.
Is it the template's fault? Of the object? Were there any empty links or unviewable images?
Once the problem has been identified, it must be repaired. Then let your contacts know what happened.
How? There are various modus operandi. With:
a correction email that corrects communication errors or incorrect information;
an apology message (especially if we have received spam complaints);
a follow-up email explaining any malfunctions
Still, finding it difficult to spot the error?
KEEP CALM. There is a remedy for everything. Just consult the experts. They will help you - step by step - to regain the trust of your subscribers and reach the set goals.
Conclusions
We hope we have been pretty comprehensive. That I have explained to you with due attention how effective email marketing strategies are structured.
Do you want to take your first steps in the world of digital marketing? Or do you think it is better to contact a professional in the sector?
For sure, you are now in a position to make a valid decision. And to weigh every pros and con. Independently.
On the other hand, Umberto Eco reminds us that “being educated does not mean remembering all the notions, but knowing where to look for them”.
And for this, the MailSenpai team is at your complete disposal.
Contact us by filling out the form. We respond to questions, requests for quotes, and collaboration proposals.
What are you waiting for? Seize the day and create your winning email marketing strategy!
Post a Comment