What we do to make email marketing work
1. We build a tailored strategy
Every business has its peculiarities:
- if you are engaged in wholesale and retail sales, then a separate strategy for each segment is required;
- if you sell to men or women, students or businessmen, wealthy or poor, you need to use different arguments for different audiences;
- if you sell in the morning, afternoon, or evening, it’s important to send emails when your clients are usually online.
We take into account the nuances of your audience and thoughtfully analyze business processes, your product, its value, sources of income and expenses, and competitors’ strengths and weaknesses.
As a result, we create a clear email marketing strategy that helps you achieve your goals.
2. We set up alternative methods of collecting contacts on a website
Your website is the main tool for lead generation, and email is an excellent channel for working with potential clients.
We will ensure that website visitors who have not become your clients want to leave their contact information, and then convince them to make their first purchase with a welcome email series.
The subscription form should not reduce website conversion. We deliberately refused to use aggressive and annoying data collection methods, such as pop-ups that everyone could see.
Dynamic subscription forms are only seen by visitors who leave the website and have not taken any targeted actions.
We find areas of your website that people from your priority segments are interested in and place personalized subscription forms there.
3. We automate email campaigns
We combine your database with email marketing services and set up segments for newsletters. Automation is the only stage of email marketing setup that requires a lot of time on your part.
Why should you dedicate time to automation?
Automated emails bring 7-12% of total revenue to your business, and you will have to implement our technical tasks only in the first two months of cooperation. After that, we will handle all tasks, including creating segments and setting up automated scenarios.
To ensure the effectiveness of automated email campaigns, you need to segment your audience correctly.
We use various parameters for this purpose:
- personal characteristics (for example, whether they are wholesale or retail clients, men or women, where they live, whether they have children, etc.);
- sources of entering the database (subscription, registration, purchase, landing page, etc.);
- interests and categories of goods they buy;
- life cycle stage (non-buyers, newcomers, active buyers, VIP clients, etc.);
- activity in emails (read actively, haven’t read for more than 3 months, more than a year, etc.).
4. We create and launch automated campaigns
Once you transfer data on targeted actions, we set up automated scenarios:
- after subscription;
- after registration;
- after purchase;
- after other targeted actions on the website;
- reactivation by segments (for newcomers, regular, and VIP clients);
- reactivation based on the date of the last purchase or email read;
- emails from the micro sales funnel (abandoned views, abandoned carts, post-sale emails);
- event-based emails (birthday, special date);
- emails based on in-email triggers (for example, clicking a certain link).
We make sure that users in several segments do not receive the same messages twice.
For example, if a person subscribes to the newsletter and then registers, they will receive a shortened welcome email series after registration.
The email automation tools allow us to create any scenario, which means we can implement any marketing idea.
5. We launch regular email campaigns
Despite the effectiveness of automated emails, 60% of email marketing revenue comes from regular email campaigns.
We create and send one regular email per week for most clients.
After analyzing your target audience, we create a plan for regular emails, choosing topics and newsbreaks that are potentially interesting to your clients.
We don’t limit ourselves to a single template. We usually use the following types of regular emails:
- newsletters (useful content);
- promotional emails (promotions or new products);
- congratulations on holidays;
Creating email campaigns includes:
- content preparation;
- email design;
- creating a responsive version;
- testing on different devices, browsers, and email services;
- result analysis.
6. We test and optimize a strategy
To make your email marketing not just work but work more efficiently every month, we generate and test various hypotheses.
They are tested during mass email campaigns when you can reach a large audience. Hypotheses can relate to your clients’ behavior, email subject lines, and content delivery.
Email marketing best practices may have good statistics for the market as a whole, but they won’t necessarily work for your business.
That’s why we check even the smallest details:
- design of product cards in email campaigns;
- menu layout;
- sender’s name;
- time of sending emails;
- banner template;
- fonts, image settings, etc.
You can also test automated emails. We create alternative versions of triggered email campaigns and check which one works better.
But this is not just about testing hypotheses. Sometimes we conduct surveys and polls to get the answers you need first-hand from your subscribers and clients.