Keys to get more subscribers and customers with your email marketing campaigns

Keys to get more subscribers and customers with your email marketing campaigns-Overview

What do we need to run a   successful email marketing campaign? 

One of the main requirements is undoubtedly a quality contact list. Building a database is not an easy task, it requires time and above all to make really effective attraction strategies ... however, the work is not only reduced to "attract", but to convert and retain. In this article we will look at the existing strategies to build powerful subscriber lists and tactics that allow you to convert leads into customers.

Keys to get more subscribers and customers with your email marketing campaigns

Email marketing campaign: Strategies to attract more subscribers, incentivize conversion and retain customers

1 # Promotion and email marketing

Promotion is part of the " marketing mix " and its objective is said to be to influence the attitude of the target audience in favor of the product or service. The objectives of  a sales promotion are strongly related to short-term objectives , that is, they are objectives that seek to "attack" quickly and thus get an immediate reaction. We are talking about promotion, not advertising . While the first seeks the aforementioned, advertising tries to penetrate the mind of the consumer and achieve the long-awaited positioning.

Promotions are often done to increase sales, get the public to try our new product, reduce our stock, break seasonality, etc.

Keys to get more subscribers and customers with your email marketing campaigns

And what is email marketing ? 

Email marketing is doing "email marketing." A word used to define mass mailing to a list of contacts who have previously given their consent to do so.

Through a mailing campaign we can incentivize  both our distributors and end consumers, on the one hand, motivating the sales force in pursuit of the fulfillment of their monthly objectives and on the other, making consumers get up from the sofa and go to buy our product Immediately.

How do we use sales promotion to attract subscribers, convert or retain customers? 

Here we explain it to you with some real examples.

Striking offers

The 2x1 is one of the most popular promotions in the world of sales . Its logic is simple ... you pay for one product and you get two. This is used by a large number of businesses worldwide. According to some data, it is known that  its effectiveness in the consumer's mind is overwhelming  (33% of consumers choose to choose it). Through a mailing campaign you can communicate this promotion and use a direct subject such as: "2x1 in summer offers" ... more than one will click on your email.

Keys to get more subscribers and customers with your email marketing campaigns

Attractive discounts to the target

Attraction and retention, discounts, within a promotion strategy can be used in both stages of inbound marketing. With this type of strategy, what you want is to encourage sales, "reward loyal customers" and stay competitive. Salsa Jeans includes two types of promotion on its website, the first to encourage subscribing to the newsletter and the second to encourage sales. We see that both strategies can work correctly if we apply them in a complementary way.

Keys to get more subscribers and customers with your email marketing campaigns

Contests or exclusive sales for subscribers

Exclusivity always tends to generate a sense of belonging. Someone who feels committed to your brand will always speak well of it. Through a discount newsletter for subscribers, encourage your customers to go from online to offline in a few minutes.

Keys to get more subscribers and customers with your email marketing campaigns

2 # Improve the design of your newsletters

Optimizing the sales process is crucial for conversion. We can have an excellent promotion, competitive prices, but what if the user experience with our blog, website or newsletter is not optimal? Basically, I would recommend you go for a minimalist newsletter, here are the keys to design one and increase conversion.

Light background and dark font : a white text on a dark background, usually (or always) is not very well seen by users. Ideally, you keep this law, this simple action will make your content stand out effectively.

Color type : bright colors, pastel shades. The idea in this type of design is to make the content the "star". Pick up to two or three colors.

Typography : if you like “long” titles and subtitles, now you will have to be creative and choose to keep them short and concise. The preferred fonts for the body of the message are sans serif.

Keys to get more subscribers and customers with your email marketing campaigns

Responsive templates

The use and diffusion of mobile devices increases over the years. According to  a GSMA report , by 2020 it will be possible to count  5.7 billion mobile phone users worldwide . With this data, it is impossible not to think responsive, but what is it about?

We are talking about a set of design techniques that adapt to all types of screen resolution. In more exact terms, these techniques use "media queries" and CSS depending on each screen. But it must be said that when we talk about responsive we also talk about  adaptive design , a design adapted to the different screens of existing devices.

What is a responsive newsletter like? 

It is a newsletter that can be viewed perfectly on screens of various sizes; from a SmartPhone to a computer. In the market there are many applications that offer editable responsive templates for free download. When opting for a software, choose the one that allows you to choose from a large gallery of templates categorized by sector and that also has a bank of quality photographs, remember that for today's users, "an image is worth a thousand words" .

Keys to get more subscribers and customers with your email marketing campaigns

CTAs that convert

Is it really difficult to create an effective CTA? Not really, but we must pay it due importance, remembering that our conversion often depends on our CTAs. What should we take into account when creating them?

Text length : keep the copy short and concise (between 90 to 150 characters). Use words like: "now", "today", "here". Use practical language.

Design and visibility : flat colors and large, visible buttons, that is still the trend when it comes to designing CTAs. Regarding the location, we suggest locating them in the upper left part, having as directionality the way we usually read (right to left).

3 # Use the resources that bring you the most traffic

Share your most read articles

With Google Analytics you can know which are the most read articles on your blog. Use these to attract traffic and therefore more contacts for your email marketing campaigns.

Popups, banners

A pop-up or pop-up subscription form is a resource that helps you have a dynamic communication with those who visit your website. It is a widely used method to get leads. Its great disadvantage? Popups are often considered intrusive by many, with very little ability to bring us leads that are really worthwhile and profitable.

How to use it effectively to get subscribers?

 The answer: content. Popups should provide information to your website ... Include an attractive discount such as Atrápalo using a simple popup with attractive content.

Landing pages for email marketing campaigns

Why should you pay special attention to landing pages? Landing pages specially designed for a mass mailing campaign can make a difference. A landing page or landing page is a page whose content has been created based on an objective. Do you want to have more subscribers? Generating downloads of your last resort as part of your retention strategy? Include creative landing pages in your email marketing campaigns.

What do you need to do it?

Think about the goal

Create the landing page, if we talk about aesthetics, it must go according to your graphic line.

Include CTAs

Measure the results of your campaign in the "statistics" section of your email marketing software.

4 # Mixed strategy: social networks and email marketing

The  email marketing is one of the most used technic  in countries like England, Spain, United States and France. According to a study carried out in the retail sector in 2014 by Adweek in the US, of 925,000 subscribers, who were sent an email coordinated with ads on Facebook, 22% were more likely to buy. 

This study gives us a hint of what a good combination of both tools can do. As we can see, despite the years  , email marketing has established itself as one of the most effective and profitable communication strategies . We understand by strategies the set of actions that allow us to fulfill a previously defined objective. If our goal is "engagement" or loyalty, using this tool will be of great benefit to us. We talk about addressing the client, getting closer to him permanently. On the one hand we get the necessary information to generate quality content and on the other a mechanism that helps you to be closer to the customer.

Integration? But how?

The dynamics is simple, from social networks you can monitor your audience, know what content they are excited about, the type of offers they prefer, the style, tone and communication preferences. With all the insights obtained, you can develop an effective email marketing campaign . Remember that to build loyalty, you need to know the consumer beforehand. When designing your newsletter, include buttons for your social networks: Facebook, Twitter, Instagram and invite your customers to join them with a simple text such as: "Follow us on Facebook, Instagram ..." With this simple action you get streamline and integrate both tools in a powerful way.

By including the buttons of your social networks, you encourage your customers to enter them. Really, I assure you that you will get more followers. Through Facebook, Twitter or Instagram we give short messages about our brand, by using a newsletter we can expand the information and offer more content. For this we must take the customer into account, only then will we get more followers and less “unsubscribe”.

Keys to get more subscribers and customers with your email marketing campaigns

Advantage of integration

“Your brand goes where the customer is”, with this phrase we simply define the great advantage of integration. Most of our lives are spent in front of a computer or smartphone. The  online marketing  allows your brand to be in contact with your community so omnipresent. Your brand becomes that whisper that reminds the customer of your existence. In such a way that if at any time you crave a pastry, for example ... walk a kilometer or two and go to your bakery, without even thinking about buying it in any other.

Keys to get more subscribers and customers with your email marketing campaigns

5 # Satisfaction surveys

If what we seek is loyalty, we must pay importance to what our customers say and think of us . Only in this way will we achieve the so-called "engagement", loyalty that translates into generating strong emotional ties between customer and brand. 

Knowing the preferences of customers will allow the company to improve intrinsic aspects of a product or service, thereby achieving an increase in loyalty and word of mouth recommendation, obviously positively. Now that we know more about the main objective of measuring customer satisfaction (engagement), it is time to learn how to design surveys through your email marketing platform.

Now that you know all the advantages of doing an email marketing campaign, what are you waiting for to implement it in your digital strategy?