Some effective email strategies to use and some mistakes to avoid
Although it seems that sending email marketing campaigns is out of fashion because now there are text messages, or messages on Facebook, the trend continues with great force. It is a very important strategy for small businesses as it is an effective and inexpensive way to maintain or achieve trusting relationships with clients.
Regardless that it does not cost much to do an email campaign can achieve miracles or kill any possibility of sales. There are several common mistakes made when sending these emails. Specifically the most common are five of which we will elaborate a bit. They are not in order of importance or relevance.
– Irrelevant Content
Send for command is electronic suicide. Make sure the message is relevant to the audience. You have to take the time to select not only the subject but also who it is aimed at and if possible to personalize as much as possible to the needs of the recipient. Imagine that you send a promotion of chocolates to a diabetic possibly not only will lose the sale but the contact itself.
– Send Emails Without Permission
It is a serious but very common mistake unfortunately. Small businesses usually starting to buy marketing campaigns and send everyone on the list. The message that you are sending by sending spam is of little seriousness and is to start on the wrong foot. It is best to build your own list even if it takes time by providing a way to opt-out.
– No Purpose
Without specific goals, actually sending emails to send is a mistake seen very often. First of all it is important to define the purpose of the campaign. It can be educating, starting a dialogue, informing about trends or products, news, events, etc.
– No Tracking
Another common mistake is sending thousands of emails and not knowing how many were opened or how many returned. It is very important to be able to determine whether or not the effort is successful by analyzing and comparing the numbers. By taking the time to verify your next efforts, they will be more robust and effective. It is important to know the best day and time of the email and which titles and content were the most receptive to the desired audience.
– Leave no room for dialogue
If you can’t make it possible for readers to share your message either through Twitter or Facebook, you are missing out on an invaluable effort maximization. It is also important to open the microphone and listen to the voice of the readers. A good conversation started in an email can very easily follow on Twitter and Facebook.
3 strategies to coordinate with your email marketing team
Coordination of work teams is what allows you to produce more with fewer resources. The same happens with email marketing teams, those professionals in charge of communicating with customers and the market through this powerful tool called email. That many times it was thought could be supplied or replaced by social networks, but that is still more current than ever.
1. Clearly identify the roles of the email Marketing team:
There are 8 work areas of the email marketing team: strategy, creativity, production, business analysis, development, quality, data analysis, project management. It does not mean that 8 professionals and positions are needed to mark each function, because this will depend on the volume and size of the business, but you must ensure that all functions are developed in order to guarantee customer service and the operation of the area. Because someone has to plan, design, distribute, control quality, use technology, join the business, analyze and start over.
2. Ensure that the different email marketing campaigns do not compete:
The company is the same and it is not natural that email campaigns from different areas compete with each other and cannibalize customers. The macro business must be above individual interests and each area must support this ultimate goal. When you have a business strategy and a strategic plan, email campaigns can be rotated and interleaved, monitor their results, complement each other, and use keywords to support a unique identity and image of the company.
3. Develop the skills of each member and exercise effective leadership:
Email marketing includes certain skills: strategy, graphic design, content development and technology management, which must be orchestrated under the leadership of a facilitating leader of your work. A leader who can be a Coach to get the best out of each individual and specialist. A leader who has charisma to get the whole team to follow him.
The coordination of the different work areas, the integration of the various communication campaigns, the development of the individual skills of each professional, and the charisma to facilitate the work, are the issues that you should address when designing strategies for the email marketing team.
