How to do email marketing Step By Step

The email marketing is the technique of marketing and advertising online oldest, and there is no doubt that, after decades of use, today is a totally effective method is still used massively and in many campaigns, with results more than satisfactory.

The question comes now ...  

what is the secret of the endless success of email marketing? 

There is no doubt that one of the most important reasons, and probably the main one, is its extraordinary ability to adapt . In today's post we will give you some tricks to get the most out of this technique. Join us!

First of all, you should bear in mind that email marketing can serve both to give visibility to a product through a conventional or outbound campaign and to be used in an inbound marketing strategy, especially in sending personalized emails to educate and mature the customer in the purchase process, which is known as  lead nurturing .

But ... 

How to do email marketing in an  optimal way and, above all, adapted to our specific campaign ? 

And, refining a little more, how to make it as aligned as possible with the point of the strategy in which we find ourselves ? 

In the answer to this question is the key to achieve maximum efficiency with email marketing. 

We will try to explain it to you, step by step .

If you already know the steps to make an effective email marketing campaign but want to learn more about this technique, you can download the Introduction to email marketing guide .

The 5 steps of email marketing

1. Define objectives

To define the objectives that we intend with our email marketing campaign, it is essential to answer these two questions:

What use do we want to give to emailing?

What type of audience are we going to send it to?

It is not the same to start an email marketing campaign to give the maximum possible visibility to a special promotion within our online store than, for example, to spread a newsletter with tips or news of interest within an inbound marketing campaign.

In addition to our intentions and the type of recipient, we must also try to define our goals in a concrete and quantitative way . 

For example: increase 10% of sales of a certain product or increase conversion to leads in an inbound marketing strategy. Without forgetting to set specific dates for the achievement of objectives!

2. Segment the database  

One of the main keys to any good email marketing campaign resides, to a large extent, in the segmentation of the database , that is, of the recipients who are going to receive our emails. To achieve this we can resort to the following methods:

Through forms in which we can enter questions about the age, gender, profession or academic level of the user (to name a few examples).

Surveys by web, email or telephone.

3. Define a content strategy

We cannot forget that an email is also content , which means that to produce quality emails, a good design, striking graphics and images with good resolution are not enough. There is something else! With an email we must try to provide content of value for the reader. And for this we can follow the following guidelines:

Create headlines that generate interest in a close and direct tone.

In the body we must be especially careful with the first lines to attract the reader's attention, use subtitles to divide the information, as well as all kinds of visual resources: vignettes, photos, graphics ...

Take care of the arrangement of the different elements that make up the email, seeking a good balance between images and texts.  

If the email includes a newsletter, it must, of course, be visually very attractive, but also provide valuable and relevant content, with news of interest related to our sector or topic. Whenever possible we should try to surprise the reader with curious news and, sometimes (why not?), With a touch of humor.

4. Use of suitable tools 

The automation platforms marketing , as HubSpot or Marketo ( if you want to learn more about these tools, click here ) includes powerful features of email marketing as templates predefined to create high - quality designs, customer segmentation, linking with CRM of the company, lead nurturing and workflow techniques or incorporation of call-to-action (CTA) buttons. Take advantage of them!

There are also specific email marketing tools , which usually have a free version for basic and limited use in terms of number of shipments, and another for paid or premium, with greater possibilities in terms of functionality and capacity. Acumbamail, Mailchimp and GetResponse stand out.

5. Analysis and monitoring

Finally, we must closely monitor the impact of our campaigns . 

How? 

Analyzing data like this: 

Click-through rate and reading time . In addition to knowing how many users end up opening our emails, we must also determine the interest our readers show about our campaigns and the time they spend interacting with them.

Supports used . Another very useful piece of information is to know from what medium (smartphone, tablet, PC, laptop and even type of browser) our potential clients consult emails. 

The content . 

From the content analysis we will be able to know which links, buttons or images have received the most clicks and, therefore, more interaction.

The purpose of summarizing all this information is not to collect data for its own sake, but to have information of great value to improve our campaigns , especially if the results we are achieving are below our expectations.

After reading this post, we hope that the steps we tell you will help you start your emailing strategy or improve the one you already have in place. It 's time to get down to business, so we'd love to  hear more about her through your input in the comments section. Do you jump?