According to a report by research agency Ascend2 , 82% of marketers consider email to be one of the most effective channels for their content marketing strategies . No wonder so many companies and brands use it, right?
From lead nurturing to promoting promotions, it is a versatile practice that allows you to maintain a closer relationship with your audience/customers.
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In this post, we explain what email marketing is, the main types, and how to implement this strategy. We also give tips on how to improve your results. To find out more, just read until the end!
What is email marketing?
Email marketing is a way to automate the process of sending content to a specific contact list. This way, it is possible to send mass emails, impacting a large number of people at once.
Among the main types of email marketing, we have:
welcome – sent to users who have just signed up to a list;
promotions – a type of catalog with promotional events or discounted products. Generally seen in the trade and services sectors;
commemorative dates – congratulatory messages, commonly sent on specific dates, such as birthdays, festive seasons or dates relevant to the segment;
newsletter – periodic communications that may contain news, content curation or project updates.
How to send email marketing? Step by step
Now that you understand the concept, you might be wondering: “What does it take to do this in practice?”
First, you need to understand that an email marketing campaign is much more than simply sending emails to people.
To achieve the expected results, it is important to be careful and follow certain steps. But don't worry, we are here to help you!
Check out how to plan an email marketing strategy:
1. Build a contact list
The first step to sending out email marketing, as you might imagine, is to build a contact list. There are several ways to do this, from creating landing pages to producing rich materials to distribute in exchange for those emails.
The key point here is to produce content that sparks people's interest , so that they want more, voluntarily opting to receive your messages.
2. Choose your email marketing tool
Also known as ESP ( Email Service Provider ), an email marketing tool is nothing more than a resource through which you will send your messages and manage your campaigns.
In addition to allowing you to develop a custom brazil business fax list layout, this type of tool reduces the chances of your message ending up in the spam box .
You can opt for a free or paid email marketing trigger, it all depends on your preferences and needs. Some examples are:
MailChimp;
Nitronews;
ConvertKit;
HubSpot;
SendInBlue.
Some of these email marketing triggers have free plans with limited features that are suitable for small projects. Others are paid but offer a free trial period so you can test them out.
Need help choosing? Check out this post: Choose your free email marketing tool – 5 options with pros and cons
3. Organize your contact list
Segmentation is a relevant part of a good email marketing strategy.
It is important to measure the performance of your campaigns with different groups and, most importantly, to target content to the right people.
4. Organize the structure of your email marketing
The way your email is structured also impacts how people perceive your message. Therefore, when defining the design of your template, follow your brand's visual identity . The same goes for the construction of the text.
5. Focus on the call to action (CTA)
A good CTA is essential in your communication. Whether it’s a list of promotions or project updates, each message should have a well-defined objective.
Encourage people to check out more products on your website, invite them to check out other blog content, ask them to share your post, etc.
6. Track results and optimize your campaigns
Many people think that the work is done after sending the email marketing, but that is not quite the case.
Every strategy must be monitored in order to verify its effectiveness. Test, experiment and continue to refine the processes, always seeking to increase your opening rate, as well as clicks and conversions.
3 tips to get more results with email marketing campaigns
A good email marketing strategy can make all the difference in your results. That’s why we’ve prepared some tips that can help you improve your numbers. Check them out:
1. Never buy contact lists
Although it may seem advantageous, buying a list of leads can harm your brand image. This is because the contact addresses on these types of lists may belong to people who don't even know your company.
Imagine how strange it would be to receive an email from a company that you never gave your details to? If you've ever experienced this, you know what we're talking about, right?!
By doing this, you will end up on many people's spam lists, making it difficult for your message to be delivered even to those who might be interested.
Therefore, the correct thing to do is to build your contact lists from scratch, with people who are actually interested and authorize emails to be sent to their addresses .
2. Pay attention to the best time to send email marketing
This is a common question among professionals working in the field. After all, what is the best day and time to send email marketing?
A survey carried out by Omnisend gives us good guidance.
According to the study, Tuesday is the day with the highest opening rates (11.36%), and on Friday, we have the highest conversion rates (5.74%).
Email marketing open rate chart by day of the week
Open rate by day of the week. Source: Omnisend.
As for the best time to send email marketing, the most significant results in terms of opening rates are at 8 am (20.32%), 1 pm (22.39%) and 4 pm (22.7%).
Email marketing open rate chart by hour
Open rate by time. Source: Omnisend.
To see more details about conversion and performance of shots at different times and days, check out Omnisend's full study .
It is important to keep in mind that this data provides a broad and generalized approach to the issue. In this sense, it is worth remembering that each niche has its own particularities.
Therefore, it is recommended to carry out tests in order to identify what works best for your business.
