The theory of email marketing has been around for a long time, there is nothing new here.
Almost any mailing consists of the following steps:
Developing an email strategy . Understanding your goals and creating a list of tasks you plan to accomplish by sending emails. What types of emails you will have, what features you need/will need. About proper mailing planning .
Choosing a mailing service . The platform should implement all the tasks that you need to solve within the framework of the chosen email strategy. The deciding factor is the functionality, but do not forget about the costs / budget of the campaign. A list of the best letter builders can be found here .
Collecting a subscriber base . If we omit the technical details (what tools you will use to do this and where), it is imperative to take into account the fact that the contact base must be legitimate. That is, legal - clients must agree to receive advertising mailings and be ready to confirm this fact. You cannot just take someone else's contact and send them an advertisement for your goods or services. The maximum number of details on collecting a subscriber base can be found in our separate material " How to collect a database of email addresses for mailing ". Separate material on fines and sanctions for incorrectly designed mailings .
Developing the subject of the letter . The informational reason for which you will disturb the client/recipient should effectively correlate with both the goals/tasks of the marketing strategy, as well as with the expectations and interests of the user. Do not overemphasize clickbait and lost profits .
Audience segmentation. If there is only one client in your mailing list, then there should be no problems with personalizing content for him. But if you have thousands of contacts, then each recipient may have their own characteristics: their own time of activity , interests, gender (can be used to personalize the message), place of residence, language, etc. It is logical to distribute recipients into groups that match certain criteria. This way, the letters you receive will be as relevant as possible. Read more about audience segmentation . Since landing pages are best at segmentation, here is a list of the best landing page builders .
Content creation and layout design . The content of the letter is not only text. It is icons, general design style, buttons, pictures, animations... That is, everything that the end user sees. It is very good if australia phone number data you involve different specialists in their fields - copywriters, designers, photographers, designers, etc. And so that the work of specialized specialists is not in vain, they need to be initiated into the nuances of your strategy and given the correct technical task so that it correlates with all the previous steps. Pay special attention to the adaptability of letter layouts and correct display in different email clients and on different types of screens. Texts should be unique , pictures should only be taken from special photo banks or drawn from scratch, plus, you can use neural networks to generate images . AI has other areas of application .
Testing the mailing list . If you want to be sure of the quality of the result, you must check the letter before sending. For testing, you can use the built-in tools of the mailing platform, or you can use a special list of addresses, for example, emails of your employees, with the collection of relevant feedback. It is testing that will help identify technical problems, crooked layout, non-working links, the presence of stop words, etc. If you need to test ideas and measure the effectiveness of different calls to action, layout options, etc., you need to use the A/B testing mechanism .
Directly launching the mailing . Sending letters is not always effective in the "right now" format. Recipients may live in different time zones, they may have their own activity cycles, etc. Letters may be related to some important date, for example, congratulations on a holiday or an offer of discounts in anticipation of an event, etc. All these factors must be taken into account. In some cases, it will be more effective to plan the mailing for a specified time/date, tie it to an event (trigger, relevant for trigger mailings ).
Analysis of results . To understand whether you are moving in the right direction or not, you need adequate benchmarks. KPI indicators and metrics act as such benchmarks for email marketing . For a better understanding of your actions and your audience, you can also use end-to-end analytics , surveys and a comprehensive audit . An unshakable base is always data on sending, opening, unsubscribing and getting into spam. More about mailing analytics .
But this is more of a general algorithm that everyone knows. But what about the important nuances that you need to know to increase the effectiveness of email newsletters?