I believe that in the last years I have heard more than 100 times the phrase: “The email marketing is dead” and I begin to give him his part of reason but I terse it a little: “The email marketing that we know is dying.” This way of working the emails can be summarized as follows:
When dealing with a database, something quite illogical and very common happens, as the results are scarce (few openings, low CTR, and new casualties every time an email is sent), the conclusion is almost always the same: “It is A channel that is very saturated, you cannot do more.”
Email marketing In contrast to this, if we draw any study on the ROI obtained by channels in online marketing, we realize that email marketing is precisely the most profitable. So what are we left with? Is he dead just for some? The truth is that yes, for those who use the email in a massive way without providing any value and without taking into account the behavior of users. The key is to introduce this behavioral element into the email strategy and move towards relational email marketing.
The user, when entering into a relationship with a brand passes through 5 phases. Understanding, classifying users in stages and knowing how to customize messages is key to understanding relational email marketing. These 5 phases are:
This cycle can evolve to reach an automation and hyersegmentation scenario. This well executed is possibly the most profitable scenario for a company in email marketing:
Start working with an email marketing tool that allows you to use these features : Segmentation of mailing lists in groups and subgroups, being able to send with A / B tests (50% of the shipments with some characteristics and the other 50% with others for Measure results) that allows you to create contact forms that are well-designed to win emails, automate email chains, and have a built-in measurement system for opening, clicking …
Segment your email list based on user behavior: You need to make the following distinctions to customize communications:
– Users according to the sources of acquisition: It is not the same one channel of SEO that another of pay per click for example.
– Users who have already made a purchase.
– The most valuable users for the company. Those that suppose more billing.
– The most inactive or passive users.
Know how to program email chains with a strategic sense: Let’s give an example. Users who have already made a purchase make sense that we start a chain first sending a preliminary information about a service complementary to your purchase and then a special offer for them in that particular service.
A / B Test Strategy continues: This is a very healthy exercise for relational email marketing. This is a test policy that cannot be stopped because every time a test is extracted valuable information applicable to the following email.
Measurement of all results: All conclusions regarding the strategy are taken on the basis of metrics. There must always be a number that corroborates a theory.
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Marketing is advancing according to the rest of online marketing techniques; we are going from the massification, unique and unidirectional message to the personalization, messages according to the behavior of the users and bidirectional in all the channels.