Every day we come into contact with companies that have been using the same strategy for years and many times they have not even stopped to think about how email really fits into Digital Marketing and what the benefit of having a good strategy is, considering the different types of email that exist.
First of all, it is good to be clear that in the funnel, email acts throughout the cycle from the moment in which a visitor, previously unknown, becomes a Lead by downloading educational content, requesting a quote, a demonstration or leaving a contact on the website.
o understand that every business is unique and therefore requires different Email Marketing strategies . In this post we are going to show you some types of campaigns and how they fit into the different objectives of your company.
Newsletters
Newsletters are perhaps the first step that many companies take when they start working with Email Marketing.
. It is a way to maintain some kind of contact over hungary mobile database time and allow people to interact more with your company.
In any case, the main measurement that should be analyzed in a newsletter is not the direct metrics of the campaign (opening, clicks, etc.), but the information about who clicked on which link.
This information will allow for excellent segmentation by subject of interest, depending on the content that the Lead clicked on and the stage of purchase of the same, based on the type of offer that was received in that click.
Here it is good to keep in mind that “promotional” does not mean an email announcing promotions and products. The meaning of promotional is in the sense of “promoting an offer”, be it free content or a product. Its great advantage is its focus, since it has a single objective and a single option.
That said, creating such an email is relatively simple and has enormous potential to deliver the right message to the right person at any stage of the purchase process, if done in an optimized way.
And how to create an optimized email? The secret is in segmentation.
In the case of the launch of educational material, for example, it is interesting to know who that content is aimed at, Examples:
- Managerial or technical positions;
- Professionals in the sales, HR or marketing areas;
- Technology companies or agencies;
- People who have already shown interest in other content on the same topic;
- People who converted, or not, in the last 4 months;
- People who have already shown interest in a certain product;
- Clients or non-clients.
To give you an idea of the results of segmentation, below are two real examples of promotional campaign statistics. The base to which the emails were sent is the same, with the only difference being that the first one was for all Leads and the second one for a specific segment.
Transactional emails
All of these examples are transactional emails digitalization platform hubspot compared to sap. For this reason, thinking about the Purchase Process , this email can act at various times, from the first conversion in educational content to the confirmation of a purchase.
Some examples of secondary conversions are: following on social media, speaking to a consultant, downloading complementary material, recommending to a friend, watching a demonstration, among others.
Lifecycle Email
As we said, the key to the success of these and other types of campaigns is segmentation.
Marketing Automation
Many of the types of emails mentioned above work in conjunction with a Marketing Automation strategy.
A common case in automation, for example, is the following: the company sends a promotional campaign offering an eBook or a newsletter with links to various offers. Then a Lead downloads some of these materials and begins to receive emails with complementary content. However, the Lead is already considering a solution for a specific problem and ends up demonstrating this interest by entering the website and requesting an evaluation of your company.
In this example, using automation, that Lead stops receiving emails about the downloaded material and enters a new flow where they will receive contact from a salesperson from the company.
This is just one of the use cases.
Conclusion
An email marketing campaign, regardless of the type of email sent, requires thinking about how it can influence a digital marketing strategy. Therefore, it is alb directory necessary to think about going beyond writing the body of the email and clicking send, taking into account the objective that this email will have for your company.
Need help planning your email campaigns? Download our checklist to launch your email marketing campaigns without errors.
