Developing a strategy for email marketing

What is the mailing to a client know both beginners and experienced businessmen. Let's define the term by the mouth of a marketer.
Mailing letters by e-mail is a tool for returning existing customers and attracting new ones, the opportunity to tell about company news, discounts and promotions. You can send letters periodically to customers, but if you do not develop a specific strategy, they will simply fly to the Spam folder.

Checklist for defining marketing strategies

Item 1: “Setting goals”

The email marketing strategy consists of 2 elements:

1. The goals to be achieved
2. Actions to achieve these goals

In total, there are 3 most popular goals that entrepreneurs want to achieve with the help of an effective email distribution:

• attracting traffic to increase sales;
• strengthening the brand - awareness of customers that the company is successful and can be trusted;
• loyalty - your customers will choose you among many competitors.

Usually, when ordering marketing services, a brief is filled in, which clearly indicates what the company wants to achieve by launching the mailing. You can write that in 7 days you need to get 500 sales or 300 new customers who will also leave their data for further letters. Or, for example, increase sales of "Z" products or increase the amount of the average check.

Item 2: “Definition of the target audience”

To send letters by email was really effective, you need to carefully study the client's portrait:

• age, location, interests (based on what kind of goods the customer was interested in the last time);
• identify needs, fears;
• determine by what criteria the customer chooses the goods (low price, quality, free delivery);
• identify how often the customer makes purchases in your company.

If you are viewing Google or Yandex analytics, some data can be taken from there, the rest can be taken from the letters and appeals of clients, as well as from social networks. This takes time and if you do not order marketing services from professionals, then you will have to collect the information yourself or with the help of your sales managers.

Item 3: “Analysis of competitors”

Before you start mailing letters by e-mail, you need to study the competitors, namely:

• how they compose letters;
• which headers are used for mailing;
• what they offer to their customers after they subscribe to news;
• how often they do mailing.

In order to really evaluate all the criteria, it will be necessary to subscribe to the rival's mailing, regularly make transitions, gather information and draw conclusions.

Point 4: “What to write in the letter”

Here you need to clearly create a content plan, and better a few for a different audience. For example, you found out that the audience "A" is only interested in discounts and brand shares, then we create a letter about discounts. And audience "B" is interested in novelties, new arrivals to the store. Then we make a letter about new acquisitions. Depending on how clearly you hit the target (the letter is really interested in the buyer) depends the conversion . After all, if you regularly send no use or promotional information, then the recipient simply unsubscribes from the mailing.

Kinds of letters for dispatches:

• a welcome letter for newly registered;
• letters about new receipts, promotions, sales;
• preliminary letters about the upcoming event;
• trigger - are compiled on the basis of the latest client actions.

In order to find out whether there was an effective e-mail distribution, we analyze the result: whether there were transitions, whether a purchase or a subscription was made.

Here are some examples of letters:

1. "Sign up for our newsletter today and get a discount on B products - 10%"
2. "Thank you for staying with us! New arrivals in our online store »
3. "The promotion is really 3 more days, do not miss your chance to buy goods at a hot price!"
4. "Did you request this product? It is back in stock "(personalized letter)
5. "Sale of the collection at ridiculous prices, go ahead, have not yet been dismantled"
The strategy of e-mail marketing is almost coming to an end. Please note that for a really high-quality mailing, you will need the help of several specialists: to write the text and create an attractive cover (picture), the person who configures the newsletter, sends letters and leads the analyst. If you have the time for this, and, of course, you have special skills, you can try on your own.