Balanced email marketing strategy: communicate without excess and provide value

Clean, clear, attractive design . The user cannot feel overwhelmed when entering the landing page.
A clear objective . When the user enters the landing page, the objective of capturing leads must be clear (visually and through the content). That is, will they get a guide? Based on the previous point, it is recommended to include a graphic resource that helps to visually understand the objective. An image Balanced  usually increases the conversion rate on landing pages.
You can also use a video, especially on landing pages where leaving information requires an extra dose of confidence. For example, to request a consultation.
lead capture

This simple question proves the following:

marketing emails are a tremendously effective channel for both direct sales and B2B sectors . In fact, it is essential in any marketing or communication strategy.

It is an economical, fast and super effective way to attract traffic to a website and build loyalty among your contacts.

Want to know what the article is all about? Watch the video below !

 

TABLE OF CONTENTS
Frequency is the key to a balanced communication strategy
Personalize the emails
Use graphic resources
Direct your reader by directing the message
Less is more
Don’t be heavy. Communicate in a balanced way
And finally… Test

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Periodicity is the key to a balanced communication strategy

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I have 28 people subscribed to my Newsletter. Can I send them an email every time I upload an article to my website? NO. Well… sort of. I mean, yes, you can, but be careful.

It all depends on how often you upload content to your website. If you upload one post per month, then it’s not a bad idea to promote it when it comes out. But… what if you’re doing Inbound marketing and you upload more than 4 posts in a month? In that case, it’s more sensible to gather all of that content into a single email send and make the email strategy a crucial part of your Inbound strategy.

The secret is to create a schedule that allows

your subscribers to expect communication from your company on approximate dates. With this, we not only achieve customer and prospect loyalty, but also ensure that other eventual mailings that our company may need have a higher success rate. Plan your mailing strategy!

The key is not to be heavy, it is to be consistent.

 

2. Personalize the emails
Make your newsletters include the first and last names of the people who read them. This is an easily programmable option in mailing tools , such as Hubspot. With it, you can create a rule that makes the reader always see that the email is addressed to them.

Personalizing emails has proven to be an effectiv

e way to get our contacts more interested in the content of the Newsletter. This way we achieve a higher rate of openings and interactions with the communication.

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3. Use graphic resources
You don’t need to be a graphic designer or know how to use complex editing tools. There are countless free tools that you can use to easily design resources that make your communications fun and eye-catching.

Always remember not to stretch the email template too much to avoid our reader having to scroll too much.

Here is a list of super practical and easy-to-use free tools:

Canva
Flat Icon
Mockuper
Freepik
Piktochar
Pinetools
Pixlr

4. Direct your reader by directing the message
We must do some reflection before sending any marketing email . We must set a goal to meet in each email. For example, if we want our contacts to download an ebook, we must design a path that ends with that download.

Organizing content and planning your email marketing strategy is vital to achieving communication and conversion goals. That’s why it’s so important to know what communication materials you’re going to have available over time.

Think about the content you have published that is related to the ebook you want them to download, organize it so that the reader sees an evolution in the solution you offer and, finally, add a CTA (or call to action) that invites the reader to access that ebook that will finally resolve their doubts. The idea is to arouse their curiosity from the moment they see the email in their inbox.

 

5. Less is more
Scrolling is like going to the dentist, it is done out of necessity, not pleasure. When sending emails, we must be very careful with the measurements. The key is to find a design that allows you to communicate what you want, but that does not force your reader to scroll a lot to consume that information. We must always keep in mind that every time we force someone to scroll, their interest in what we are telling them gradually loses.

digital-sales-navigator

 

Don’t be heavy Communicate in a balanced way

We don’t have to communicate just for the sake of it. We should only send Newsletters when we have something to say, something that will be interesting for our clients. Otherwise, we run the risk of boring our contacts and they will end up ignoring all the emails we send them, or worse… unsubscribing from our Newsletter.

Remember that what we want is to retain our contacts , we have to be careful not to bore them.

 

7. And finally… Test
Email marketing strategies are an art. They america cell phone number material need to be polished and constantly reviewed to ensure that they meet the objectives. To do this, we need to review the data generated after each email. Tools like Hubspot give us (for free) an extensive report on how our emails have worked and who the people who have alb directory interacted with them have been.

Therefore, A/B testing is often a good way to acquire valuable data through comparison.

You have to closely monitor all this data and launch

several email tests until you find the perfect formula for your business and your audience. There is no unique recipe for how to do things; every marketing strategy must be unique and adapted to the particular needs of each business.

We hope you found this useful. If you follow all these tips, your email marketing strategy is guaranteed to be a success. But to achieve this… you have to implement it!

Here is a list of tools that you can use as a commercial messaging service. We invite you to take a look at them.

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