5 Keys to Making an Email Marketing Campaign
Every day we receive a large amount of emails in our inbox. Many of them are commercial emails that we usually delete or archive without paying attention to them, and some even mark them as spam. Therefore, when we want to perform an email marketing action for our current or potential customers, it is important to take into account several aspects that influence the success or failure of our communication. Let’s look at the top 10
- Selecting the Email Marketing Tool
To carry out an email marketing campaign, it is fundamental to work with a platform that allows us to create, design and personalize our mailings, as well as manage our database of emails, test and measure the results, not forgetting that it is reliable for our Have the lowest possible risk of being considered as spam. Therefore, in general we advise against the use of plugins or web extensions, preferring without doubt specific commercial platforms that work in a independent server. There are many in the market, but the best known are:
- Campaign Monitor
- The database for emailing
The database should consist mainly of a list of valid email addresses, as well as other data to help us customize our campaigns. For example, if we have the user’s first name, we can include it in the email, which usually generates better response rates. The quality of the database has a critical influence on the success (open and click rates) of our actions, so it is preferable to work with our own databases that we have built, than with databases purchased or third parties.
- The sender
The sender of the email can be a person, a brand, a company or a website. It is composed of a name and an email address. If the sender does not generate confidence, it will be a barrier to capture our attention and open the email.
- The matter
Like the sender, the subject is the second key element when opening or discarding an email. In fact, several studies consider it the factor that most affects the success of an email marketing campaign. Also keep in mind that the subject has great influence in that the email is or not classified as spam by the mail servers, reason why we must be careful with the words that we use in the same.
- The content
The content of the email shows the information that we want to communicate to the user. We can use both plain text and HTML. No doubt, we recommend HTML, as it will allow us to have a more attractive design and include different images. And is that an email is somewhat similar to the design of a landing page. The purpose of the content is that once we have got the user to open our message, go a step further and click to go to the website. We must also keep in mind that the email can be opened on both a computer and a tablet or smartphone, so the design should in any case adapt and look good in all sizes. We recommend the design in a single column, using buttons instead of text links.