E-mail marketing is a very attractive, but, most of all, effective form of contacting the customer. It allows reaching wide groups of recipients, while it does not require sophisticated tools. Appreciate the power of e-mail marketing and take a closer look at a few principles that you need to follow to make such campaigns effective.
1. Build an e-mail list
A well-constructed e-mail list is a foundation for further communication. Its quality will determine the effectiveness of your campaign, so remember about updating it regularly and be thorough during data collection. Creating a strategy will help you build a mailing list – it should clearly specify, e.g. data sources, their range and how the data are obtained.
2. Segment the recipients
At the very beginning of building an e-mail base, pay attention to its segmentation and recipient targeting. E-mail list segmentation brings very positive effects of an e-mail campaign – it allows sending messages targeted at specific groups of recipients, which results in higher open rates and more actions taken by the addressees.
3. Take care of content
In order for an e-mail campaign to be effective, the recipients need to receive valuable and interesting content. Pertinent and high-quality content will build you an image of a professional and reliable sender, which will translate into a higher open rate of your e-mails over time.
4. Choose a campaign tool
A proper tool is necessary for an effective e-mail campaign. Today, there is a wide range of such tools to choose from and everyone can find something that matches their needs. You can choose from popular free and paid tools, the most common including GetResponse and Freshmail.
5. Test and monitor
You need to test message sending, for example from a technical perspective. This way you can avoid a situation in which it will be classified as SPAM. You also need to test the content alone, which will help you find out which content brings the highest open rate and encourages the users to take an action. Thanks to such tests, you will be able to match your e-mail campaign to the needs of the campaign recipients. Also, remember about monitoring the campaign tools regularly, which will help you realise which are most effective and bring the most users.