E-mails are one of the most important parts of marketing every day. They are one of the most profitable tools.
The first step is to create an e-mail plan:
This way, your e-mails will be effective. We recommend the following steps:
- – Define your audience: segmenting is fundamental. If you do not know your user, you will not be able to offer appropriate content.
- – Define the content: on the one hand, you can send campaigns (like newsletters, specific offers, etc.) and on the other hand, you can send trigger e-mails or system e-mails. The second ones (normally welcome or password recovery e-mails) need to be planned too, even if they are automatic.
- – Define your objective: what is your goal? You need to know what you are measuring and what your objectives are.
Marketing e-mails should not be too invasive:
In this case, you are directly addressing your users, so you should make them feel good and avoid pressuring them (unless you want to end up in the spam box).
Content is the most important part of the process:
There are different types of content:
- – Automatic content: like onboarding process, password recovery, purchases, follow up, win-back campaigns, etc.
- – Campaigns: offers, news, events… they are intended for subscribers. Make sure to offer quality content.
The frequency of these e-mails is an important decision. We recommend sending at least one every month. You can create a calendar to organize your team and yourself. Testing and analyzing frequency errors related to mailing days are key for efficient e-mailing.
When is the best moment to send an e-mail?
Some research shows that sending e-mails in the afternoon is better and Tuesday and Friday are the best days of the week. The only thing we are completely sure about, however, is that every company is different and you will learn more by doing your own testing. For example, choose a couple of days and different hours and test how users proceed.
These are very innovative and useful elements that increase the amount of clients and improves the ROI (Return of Investment). Thanks to them we can send the best content to our users: from a presentation of our company, to greetings for their birthday. They reinforce the relationship with the client and enhance the brand greatly.
When should you use them?
- – When a user subscribes to your account.
- – For a series of e-mails.
- – For special occasions that take place once a year.
- – To thank most active users.
- – To track a purchase.
- – When you want to ask for feedback.
- – For win-back e-mails.
You should not use them in the following cases:
- – When sending an e-mail created just for that specific client.
- – When you have too much content.
- – For transactional e-mails.
- – When following the user’s activity in our webpage.
The best idea is to customize automatic e-mails. It is important to not seem robotic and to use motivating and captivating content. For example, to remind clients that they have left their purchase in the cart.
The following information is important to know if we are obtaining good results:
- – The amount of clicks.
- – The amount of people who unsubscribed due to e-mailing.
- – Bounced e-mails.
- – The traffic to our webpage thanks to e-mails.
- – New subscriptions.
Users do not spend more than 51 seconds reading an e-mail:
More than 80% of people just skim through the content of the e-mails they receive. Pictures are very useful for attracting the client´s attention. However, do not include too many pictures, otherwise the e-mail will look like spam.
The key is to use images but also catchy text!