An email marketing strategy can be the best ally of your digital marketing activity if used appropriately.
Understanding the benefits, the parameters to analyze and knowing the ideal platform for your needs are the first and fundamental steps to consider.
In this super guide you will discover this and much more; so, happy reading!
First of all:
What is email marketing?
Email marketing is a form of digital marketing that uses email to promote products or services, maintain and improve customer relationships, and achieve a variety of business goals.
Within this strategy we can also include email marketing automation . In fact, it is the subset that is based on the use of software to automate, personalize and optimize the sending of emails based on the actions, preferences and behavior of recipients.
So, we can define 3 main objectives of email marketing :
Promotion of products and services : in this way it is possible to further stimulate the public’s interest and inform them;
Maintain and improve customer relationships : After all, we are providing useful information and solving people’s needs. Who wouldn’t like that?!
Achieve business goals : By creating targeted email campaigns, you can increase conversions, reduce cart abandonment, and promote word of mouth among customers.
The advantages
But isn’t email marketing dead? NO, it’s IMMORTAL !
Digital marketing email marketing with Klaviyo
The first advantage that this tool offers us is the ability to transform paid traffic into owned traffic.
In this way it will be possible to reduce costs because once paid for the purchase of the email contact (perhaps through adv campaigns) we will not have other additional costs to be able to communicate with our contact again . Once paid for the subscription to the email marketing platform, we can write to our contacts whenever we want.
Emails get results . Because creating highly personalized messages makes it easier to increase engagement and conversions.
Furthermore, it is easy for everyone to implement email marketing thanks to platforms that are increasingly intuitive and accessible.
Finally, the ability to monitor and analyze data allows you to design optimized strategies to achieve your goals.
How many types of email marketing are there?
It is possible to define 3 types of email marketing . Let’s see them in detail:
DEM
These emails are intended to promote products or services, special offers or discounts.
Transactional Emails
These are sent in response to an action taken by the user, such as a purchase, registration or support request.
Newsletter
Finally, newsletters are periodic emails sent to members of a contact list to share news, updates, and valuable content. Newsletters can include blog posts, tips, events , and other information relevant to your target audience.
Are you wondering if you can use them all and send everything to everyone? The answer is no, for your own good and that of your clients or future clients
The key word is SEGMENTATION
Most email marketing tools allow you to segment your database using data, you can divide people into segments (based on the actions they have taken). Don’t worry if it’s still not clear, keep reading. Download the segmentation matrix I created for you in just one click!
download the matrix
Steps to Creating Effective Emails
Well, now that we have clarified some basic concepts about email marketing, we can see the steps to create effective ones, these are the fundamental elements of a successful email:
Subject: Create a catchy and relevant subject line that will pique the reader’s interest and create a sense of urgency.
Design: choose it clean, responsive and readable. Remember that it is important to ensure a positive reading experience for the customer.
Content: It must be valuable and relevant. To do this, make sure you offer concrete solutions to the recipient’s problems and useful information.
Personalization: Make sure you are engaging. If you segment, you can speak directly to the recipient and tailor the content to their specific needs.
Call-to-action: Guide the reader towards the desired action with clearly visible buttons and clear, persuasive messages.
Frequency and timing: Emails should not be sent based on “feelings,” but at strategic times, respecting the recipient’s preferences so as not to overload them with information.
Regulatory Compliance: Don’t Be an Outlaw! Comply with privacy and data processing laws, ensuring the ability to unsubscribe. ( GDPR what?!)
Test and Optimize:
By continuing to analyze your campaign results, you can refine key elements and improve engagement.
Personalize and segment
When the going gets tough, the tough get segmented!
Segmentation refers to the creation of contacts and their subsequent division based on information collected through forms or interactions:
Demographics: Information such as age, gender, geographic location, profession, and education allow you to create campaigns that are targeted to specific demographic groups and increase their relevance.
Behavioral data: By tracking site interactions, purchases, attendance, product views, and other behaviors, you can personalize communications and anticipate future customer needs.
Customer preferences: Taking into account your customers’ interests, habits, communication preferences and thematic subscriptions, you can create email marketing campaigns with better engagement.
Benefits of segmentation
The main advantages of segmentation to personalize your email marketing strategy are many.
First, you can increase engagement by creating content that is relevant and tailored to the specific needs of each user. This will then help you increase conversions by targeting them precisely based on user interests and behaviors.
You can also reduce unsubscribe rates by providing added value through relevant, personalized content.
Finally, email marketing allows you to create stronger relationships with customers and increase their trust in your brand.
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We’ve seen all the benefits, but how can we personalize emails ?
Recipient name in email content and subject;
Personalized content;
Location-based personalization;
Personalization based on recipient actions;
Personalization based on if you have a problem, close your computer and preferences (and look, the shirt I like is on sale!)
Want to save time and energy? Password: Automation
Now that you understand the importance of personalizing your bw lists email marketing campaigns , how often should you send an email?
Imagine having many segments and having to think about following the purchase path of each of them to send the email at the right time. The thought alone is driving you crazy, isn’t it?
There is a solution: automation !
In fact, this allows you to save time and energy by setting up email sequences for the main actions performed by your customers. Before explaining in detail how many you can use, let’s see the benefits of this fantastic implementation.
Advantages
Efficiency: as we said, email marketing automation allows you to save time and energy, reducing manual interventions;
Consistency through predefined rules and deadlines;
Personalization: Improve engagement and conversions
Scalability: You have the ability to manage large numbers of contacts and campaigns for your growing business;Analysis and optimization: monitoring data will allow you to check the performance of your campaigns and confirm or modify them.
How many email sequences do I need?
To define the number of email sequences you must first follow some steps.
First, you need to identify the stages of the user’s purchasing journey : awareness, evaluation, decision, post-purchase.
For each of these it will be necessary to foresee specific objectives such as promoting a service, resolving the user’s doubts, supporting him in his choice or retaining the customer who has chosen us.
Each objective will have corresponding triggers and actions . So, for example, you can invite the user to sign up for the newsletter or suggest recovering the abandoned cart.
Now that the strategic phase has been defined, you will have to think about the copy of your emails . In fact, it will be necessary to study texts that are useful for satisfying the needs and resolving the doubts of the recipient to strengthen their trust in your Brand and lead them to continue choosing you.
You will need to establish the frequency and timing, i.e. after which action to send the sequence, and implement it all in your email marketing platform.
At this point, all you have to do is continue monitoring and optimizing your campaigns to confirm or improve your strategy.
Email Marketing Automation Campaigns for B2C
To get into the practical side, I’ll give you an example of some automated campaigns for B2C (keep calm and continue reading for B2B!):
Welcome Series: Allows you to introduce your brand, share valuable content, and encourage engagement for new subscribers.
Abandoned Cart: Drive conversions by emailing users who haven’t completed their purchase.
Post-purchase follow-up: With this you can thank the customer, ask for feedback and suggest related products. Also, by providing coupons you can accompany them to the third order!
Back-in-stock and price-drop: they notify the customer of the return of products they had shown interest in and of the price reduction;
Behavior-based campaigns: These are emails that are sent based on actions or viewing of specific product lines.
I give you my TO DO LIST and a case study
But before you watch it, make me happy and finish reading the article! It will all be clearer.
Here are the main aspects of email marketing automation clarified . To help you implement it in the best way in your platform I’ll give you my “to do list”!
Choose an email marketing platform and integrate it , but if you don’t know which one to choose, keep reading because you will find the ones I recommend!
Create automated rules and workflows.
This way you can define the conditions for sending automated emails
Design and personalize emails;
Test and optimize automated campaigns to ensure they are working properly;
Monitor and analyze results to control performance and confirm or improve strategy.
Data is not just looked at, it is used!
An email marketing strategy requires monitoring and analyzing key KPIs.
What data should I check?
Be sure to check the open rate, which is the percentage of recipients who open your email. This indicator shows you how effective your subject line is.
Next, you’ll want to check the click-through rate, which represents the percentage of recipients who click on links to measure the relevance of your content and calls-to-action.
Finally, evaluate conversions which represent the number of recipients who perform the desired action. This is the indicator of the achievement of your business goals.
In fact, using these KPIs will allow you to identify trends and areas for improvement, verify the achievement of the objectives set and modify the campaigns in case of poor results.
My advice is to keep a calendar organized into categories, run tests on sending times, and test one variable at a time.
A/B Testing
Using an A/B test allows you to improve the effectiveness of your emails and achieve the desired results.
To do this you need to follow some steps:
Choose one element (at a time!) to test: Email subject line, design, copy, images, call-to-action, etc.
Create two versions of the email: Version A (original) and Version B (edited). Some platforms have A/B testing built in, which makes it much more convenient!
If you don’t have A/B testing built in, split your audience instead – Send Version A and Version B to groups that are similar in size and characteristics.
Analyze the results: Compare the performance of the two versions (open rate, click-through rate, conversions).
Implement changes: Use the winning version in future email campaigns.
Iterate: Continue to test different elements and analyze the results over time to constantly improve your email marketing campaigns.
Guide to choosing the best email marketing platform
I promised you in the previous chapters and I keep my promises! Here are my tips for choosing the best email marketing platform based on your needs and my experiences.
