roi-email-marketing
Here are some of the keys that can help you shape a good email marketing strategy.
– Setting clear objectives
It may seem obvious, but it is the most common and most serious mistake. Not being clear about what we expect from an action, sending emails or newsletters “because it is necessary”, without having an objective petroleum manufacturers email lists against which we can measure afterwards. This is the basis of any effective campaign, since the strategy will be defined by these objectives.
– Defining the audiences
We must know what type of people we are targeting, what their sociodemographic profile is like, what they like to do… Trying to know what this audience can expect from us and always keep this in mind when developing campaigns. The clearer we have the definition of our audience, the easier it will be to offer them something of interest.
– Case studies, benchmarks
We will try to find similar situations in order to take advantage of the similarities, without losing sight of the fact that each case requires a different approach. Sometimes case studies can offer us reference data on aspects that we do not know about before launching a campaign. We will gather all the information that can help us to get our strategy right.
– Quality database
Another condition without which we cannot expect good results from our emailings. Having a clean database, with opt-in records, without invalid or old emails ensures good results. On the other hand, if we do not keep our databases updated, much of our effort will be in vain and we will get high bounce rates, inactive users, low numbers…
– Testing
Performing tests on our emailings will help us to have our own information that is useful for future mailings. Establishing a testing routine will allow us not to have to go looking for external data (studies, benchmarks…) and to have access to real information on the behavior of our own database.
– Measuring the results (oriented towards objectives) and improvement.
The measurement of the results must be done based on the objectives set in the first place. That is why this first phase is key, in which we define what we want. Without it, it is not possible to determine what we have done well or badly and correct it.
By following these steps we can avoid our email marketing budget going to waste. It is about knowing the terrain, knowing where we are directing our actions, studying the best paths and then evaluating whether we have adjusted to the objectives and strategies we set. We must also study whether our efforts have been directed in the right direction or whether a change in direction is necessary to optimize the results.
