1. Facilitate subscription in other channels.
Whether you can do email marketing depends directly on all the previous conversion opportunities that users have on the web (mainly), but also other channels such as social networks. Some of the traditional conversion paths are web forms, landing pages, but you should think that nowadays chatbots and bots and other types of messaging or call centers can also facilitate obtaining relevant contact information. Depending on your line of business, you should consider which ones are best to implement, considering the types of emails you intend to send.
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2. Be clear about the types of emails you send.
An email is not just any email. To effectively carry out an email marketing strategy you need to be clear about the different types of emails you can send. There are four types of email that you can take into account in your strategy regardless of whether you work B2B or B2C:
- Transactional emails: those welcome emails, payment confirmation emails, thank you emails for a subscription, order follow-up emails, or even up-selling and cross-selling emails. They are those emails that are sent after a conversion or relevant action of a contact.
- One to One Emails: are the emails with which a conversation is established with a salesperson or consultant to follow up a potential sale, an incident or problem, a direct query in which a certain type of information is requested or a request is made, etc.
- Newsletters: are those emails that are sent when a user voluntarily completes a subscription form to receive interesting information about the brand and its business activity such as articles, guides, product and service updates, etc.
- Direct marketing emails: are also subscription emails but of a commercial nature, in which products or services are promoted. They may include discounts, coupons or promotional codes, so they are intended for a final stage of the purchase cycle.
Once this is clear, it is worth mentioning that most of these emails can be considered in a specific email marketing campaign, since the campaign is the set of actions and messages (including emails) that are carried out for a specific purpose: the sale of a new product, participation in a webinar, etc.
Although you probably already knew this and thought it was too obvious a piece of advice, the truth is that not all businesses make this distinction and we say this for an important reason: your contacts do not have to be subscribed to all these emails. That is, they may not have agreed to receive all these notifications. Therefore, it is essential that you keep this in mind and follow this advice:
3. Define the different segments well.
Marketers using segmented campaigns notice a 760% increase in revenue. (Campaign Monitor, 2019)
There are many ways to segment your contacts. And this segmentation is going to depend on the needs of your SME, on the types of email or subscriptions you are going to set up to carry out campaigns, but also on different parameters specific to a contact. And which ones should you take into account?
- Aspects such as language (or nationality), or the fact that they are customers (although, as we will see, we should remember that the buying cycle could start again) are also properties that will influence the segmentations you make, but we imagine that these are data that you had already taken into account, so let’s continue with those that you may be ignoring:
- Type of subscription list: as we have already advanced, it is possible that a contact is only subscribed to one type of email and does not wish to receive any other type of notification. That is, he may want to receive your newsletter with the latest blog articles, but does not want to know about your promotional emails, or vice versa. For this reason, when he subscribes you must clearly specify what kind of notifications he is accepting to receive. Similarly, when unsubscribing from a list, there may be several options for them to choose from, so that they don’t lose the contact for good.
- Interest in content:Especially if your goal is to do lead nurturing with a specific target in mind, you must take into account what types of content (both in terms of subject matter and format) they would like to receive.
