Email marketing done right

More than 260 billion emails are sent every day around the world. It is important to stand out between daily received Emails and not loose people as a contact. In this article GreenLine provides practical tips and advice for setting up successful mail campaigns.

Goals Email Campaign

Email campaigns can be used to create awareness around your services, products and organization. In addition, you want to create interaction between you and potential customers with the aim of obtaining leads and sales. Another aspect is to increase client loyalty, such as keeping existing customers or stimulate clients to purchase other type of products or services from you. Furthermore, information can easily be shared in the digital domain by your contacts with other potential customers.

Advantages

People use mail on a daily basis and read much of what they receive. About 90% of adults have a mail account in western countries. Mailboxes are an ordered type of two-way communication and is widely seen as the most trusted and official way of contacting a company. For a lot of organizations this is the preferred communication medium to contact their clients. Via subscription the public can choose to receive information on a regular basis. This must become a very important field within your communication strategy, if it isn’t already!

First steps

A mail campaign is always based on a mailing list that is generated via different channels. The most common way to build a great list is to turn website visitors into subscribers or to have them fill in a form and check the option “I want to receive more information about your products and services”. Popup boxes are a popular choice to engage with web-visitors to receive their email addresses. A mailing list can also be filled by allowing them to download information of interest for free on the condition of entering their email.

Types of content

Promotional Emails
Share your offers and sales via your contacts to generate conversions in a direct manner. The information is combined with a striking button that leads to the website where more information can be requested. For E-commerce this is also a great option to direct people to your products in your webshop.

Relational Emails
Think of weekly or monthly information about what you offer as a company and what you are doing. Think of it as your business news paper with all the ins and outs about what is going on internally and externally. It’s a great way to keep people engaged and build a bond that goes beyond a one-off impulsive sales transaction.

Transactional Emails
When you work with a client login or perform transactions with a person, you want that person to receive confirmations of changes or interactions that take place. They are server generated, so after setting up, this form of contact takes little time. It is a way to further improve your service level and is even expected nowadays. Think of welcome messages or order confirmations. A mail that reminds you about products that are in your shopping bad is also popular.

Analysis

As soon as you start working with Email marketing campaigns, it is important to collect and analyze data about the transactions that take place. Google Analytics and Facebook Insights are of great importance as tools in this respect. In this digital age, everything can be requested and campaigns can always be adjusted to better its effects.

Email service providers

There are many online platforms that support you in setting up your campaign. The most famous are MailChimp, GetResponse, SensinBlue, ConstantContact and ConvertKit. HostingFacts has listed these on their page with pros and cons. But you should first consider which industry you are in and which one best suits your specific needs. This with a long-term vision in mind.

Conclusion

Any modern business should make use of this effective and relatively inexpensive way of communicating with existing and potential customers. More than 80% of companies in Western countries already do this. For B2B marketers, this way of connecting is seen by many as the best medium for communication. It is cost effective and direct. If your company has not yet developed a strategy for saving and maintaining a mailing list, then it is high time you got started. We at GreenLine are happy to provide you with information about the steps to take towards a successful Email campaign.

About the author
Derek Durgaram is an entrepreneur with a background in business consultancy. He is the brains behind Green Media, a media production company based in Curacao. GreenLine Communication is a spin off of his company, a service that offers insights and project management within the digital media domain.


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