How to develop an effective email marketing strategy
Posted: Tue Jan 21, 2025 4:55 am
How many times have you sent an email to the trash because you are not interested or you do not trust its origin? This is one of the many risks that your company runs if it is not characterized by having the best Email Marketing strategies.
This tool involves more than just a mass and automated mom database sending of information. It generates direct and personal contact with the recipient, which, depending on how well it is designed and implemented, will allow us to understand the online behavior of the user or prospect and their preferences.
So, how to make an effective Email Marketing campaign? After planning a strategy, considering the buyer persona , the company's objectives and budget, you have to carry out basic actions:
1. Build a permission-based database :
Imagine sending a vegetarian or vegan a newsletter with the latest barbecue grill deals! That's what can happen if you choose to buy a database. Besides violating privacy, you'll be a perfect candidate for spam or ending up in the trash, not to mention your reputation!
For this reason, it is better to generate your own database, so that you can deliver messages according to the interests and characteristics of the recipient. Keep in mind that this tool will help you enhance your Content Marketing strategy , so choose to segment, personalize and prioritize the quality of what you deliver.
2. Take care of the wording of the subject :
A subject line consisting of symbols, capital letters only, half-finished words, exclamation marks and attractive offers is very likely to help the email be classified as spam. The subject line should be short, precise, related to the message and inspire the recipient to open the email.
3. Make use of creativity :
Offering more of the same or sending information that is very similar or identical to that of the competition is not an incentive to generate more clients. The content you send must be valuable and have differentiating elements that make it unique, to spark the user's interest. On the Hubspot blog you can learn about some examples of Email Marketing such as the Canva tool, which is characterized by its simplicity.
4. Schedule the frequency and time of sending :
No matter how much interest your recipient has in the information you send, I assure you that they will not like to see their inbox invaded by your messages. You must consider the frequency and define it according to the characteristics of your campaign and your clients. For example, if subscribers gave you their business emails, it will be much more effective to send them during working hours than to send them on a Sunday.
5. Attach an unsubscribe link :
A customer may subscribe to your emails for a temporary service, or their interests may change later on. At that time, they will probably want to find the unsubscribe button. You may not like that news, but you also don't like sending emails that will never be read.
6. Be careful when sending links :
You may think that including links is essential; however, for the security of recipients, there are brands or companies that do not include them. In this way, they avoid their clients facing possible fraud, viruses and data theft. Analyze your case before making a decision.
By the way, to achieve an effective Email Marketing strategy , metrics management should not be neglected either .
This will make it possible to implement new actions that allow changing or enhancing the methods used, focusing on those objectives that result in conversion.
Depending on the Email Marketing platform used, some of the metrics that can be obtained are the unsubscribe rate, the geographic location of subscribers, the open rate, the bounce rate, the ROI or return on investment, the percentage of clicks made within a newsletter and the number of downloads made from the latter.
This tool involves more than just a mass and automated mom database sending of information. It generates direct and personal contact with the recipient, which, depending on how well it is designed and implemented, will allow us to understand the online behavior of the user or prospect and their preferences.
So, how to make an effective Email Marketing campaign? After planning a strategy, considering the buyer persona , the company's objectives and budget, you have to carry out basic actions:
1. Build a permission-based database :
Imagine sending a vegetarian or vegan a newsletter with the latest barbecue grill deals! That's what can happen if you choose to buy a database. Besides violating privacy, you'll be a perfect candidate for spam or ending up in the trash, not to mention your reputation!
For this reason, it is better to generate your own database, so that you can deliver messages according to the interests and characteristics of the recipient. Keep in mind that this tool will help you enhance your Content Marketing strategy , so choose to segment, personalize and prioritize the quality of what you deliver.
2. Take care of the wording of the subject :
A subject line consisting of symbols, capital letters only, half-finished words, exclamation marks and attractive offers is very likely to help the email be classified as spam. The subject line should be short, precise, related to the message and inspire the recipient to open the email.
3. Make use of creativity :
Offering more of the same or sending information that is very similar or identical to that of the competition is not an incentive to generate more clients. The content you send must be valuable and have differentiating elements that make it unique, to spark the user's interest. On the Hubspot blog you can learn about some examples of Email Marketing such as the Canva tool, which is characterized by its simplicity.
4. Schedule the frequency and time of sending :
No matter how much interest your recipient has in the information you send, I assure you that they will not like to see their inbox invaded by your messages. You must consider the frequency and define it according to the characteristics of your campaign and your clients. For example, if subscribers gave you their business emails, it will be much more effective to send them during working hours than to send them on a Sunday.
5. Attach an unsubscribe link :
A customer may subscribe to your emails for a temporary service, or their interests may change later on. At that time, they will probably want to find the unsubscribe button. You may not like that news, but you also don't like sending emails that will never be read.
6. Be careful when sending links :
You may think that including links is essential; however, for the security of recipients, there are brands or companies that do not include them. In this way, they avoid their clients facing possible fraud, viruses and data theft. Analyze your case before making a decision.
By the way, to achieve an effective Email Marketing strategy , metrics management should not be neglected either .
This will make it possible to implement new actions that allow changing or enhancing the methods used, focusing on those objectives that result in conversion.
Depending on the Email Marketing platform used, some of the metrics that can be obtained are the unsubscribe rate, the geographic location of subscribers, the open rate, the bounce rate, the ROI or return on investment, the percentage of clicks made within a newsletter and the number of downloads made from the latter.