Below we have compiled some of these keys that can serve as a “checklist” when generating our email campaigns:
Focus your efforts on customer RELATIONSHIPS and not on CAMPAIGNS.
We often make the mistake of focusing on the objectives and results of the campaign before us, measuring numbers and obtaining statistics, but without doing a deep analysis of the relationship we are generating with the telecommunications email list audiences of our email strategy. This relationship should be the starting point and the object of evaluation. Our objective should not be to get numbers, but to lengthen and optimize the Life Cycle of our prospects (LTV).
Quantity is nothing, quality is everything.
Baggott repeats throughout the book the idea that size is not everything. A list with thousands of prospects can be totally useless if these recipients are not involved with the company sending the message or interested in what it has to say.
Refine your database and segment it to offer truly relevant content.
In the same vein as the previous point, the book advocates exhaustive segmentation, a collection of records with double opt-in that ensures user involvement, and constant testing to ensure this interest in our subscription list.
Past behavior, Relevance, Frequency, and Creativity.
These are, in order of importance, the factors that influence user behavior. What they have done (and what they have spent) in previous campaigns, the relevance of the content (which is optimized through testing and segmentation), the frequency with which you send emails (there is no universally valid frequency, it depends on many factors) and, lastly - which should not consume much of our effort - the creativity of the email.
Everything can be tested.
The secret to success is to continually test what we do (as we can) to correct our path and focus on what really works.
In the last chapters of the book, we find some more concrete and tactical advice, such as enabling the email to be shared to encourage virality or integrating our website with the email marketing strategy so that some deliveries are automated in relation to actions carried out on the website, thus saving time and resources.
Finally, Baggott gives us one last important piece of advice: Don't be a spammer . In theory, we will avoid becoming spammers as long as contact with the recipient is explicitly allowed, however there are some technical factors that can be interpreted by email services in a negative way, causing them to mark us as spam. However, the topic of how to avoid becoming spam is extensive enough that we will dedicate an exclusive article to it on another occasion.
What other books would you recommend including in our email marketing library?
