Guide to Create an Effective Email Marketing Strategy

In the 70s, email ushered in the era of modern communication. Since then, e-mail has become one of the most important channels for companies thanks to its great versatility and effectiveness. More and more businesses are using it, not only for internal work processes, but also to communicate news to their customers and increase sales.

This channel offers you the possibility to generate an authentic connection with the essential people for your company.

However, taking advantage of all the marketing opportunities that email offers us can be tricky. For this reason, we want to explain how you can create a marketing strategy that helps you connect with your target audience and promote your brand.

What is an e-mail marketing strategy?

An email marketing strategy consists of the approach, tactics, and actions that are implemented to achieve business objectives through email.

In this sense, developing an email marketing strategy will not only help you to have a planning of the emails you are going to send, but also guarantee that they are aligned with the brand, are relevant and meet the marketing objectives set.

Although e-mail marketing is normally used as a channel whose objective is conversion, it can also fulfil many other functions and objectives, among others, such as:

• Recruitment emails to attract leads to our e-commerce.
• Newsletters or newsletters to keep our customers abreast of the news of our trade.
• Dissemination of blog content to give visibility to those that may be more relevant.
• Loyalty emails in which we grant rewards such as discounts and promotions to our customers to get them to continue buying.

As you can see, there are many uses that we can give to an e-mail marketing strategy. But in addition to this, there are also a number of advantages that we tell you below.

Advantages of implementing an e-mail marketing strategy

• Create strong customer relationships

Email is one of the fastest and most effective communication channels to use with your customers and keep them abreast of the news of your business.

• Facilitate the development of  your brand's personality

Implementing an email marketing strategy allows you to reinforce the tone, style and image of your brand by transmitting them through a direct communication channel.

• Allow efficient use of resources

Implementing an email marketing campaign can be quite profitable for any business.  If we do it correctly, email marketing has the potential to generate a return on investment (ROI) of up to 4 400%, according to data from the Data & Marketing Association.

Steps to create an email marketing campaign

1. Analyze the current situation

Determine what the opportunities, strengths and challenges are for your email marketing strategy.  For this, we recommend doing a SWOT analysis (adding content link about SWOT analysis). We also suggest you do an analysis on what your competition is doing in their email marketing campaigns so that you consider what things you can do better.

2. Define your audience

As with a general marketing strategy, you need to determine who your target audience is. To do this, we recommend you start with your buyer persona, to understand what they are looking for and create an email communication strategy according to their needs.

3. Set your goals

It is important to determine what exactly you want to achieve with the email marketing strategy.  It should have specific objectives that, in turn, should work on the commercial objectives of your business.

4. Choose a type of campaign and email to send

We recommend you analyse in depth the types of emails available and choose according to the objectives of your business and your target audience. A good example could be a newsletter, or announcements about products and promotions.

5. Create a calendar to implement your marketing strategy

It's important to define how often you plan to contact your list of users. Inform in advance of the periodicity, to set expectations and respect a broad program to build trust.

6. Measure your results

Set goals that help you achieve your marketing goals and measure them. Some metrics you can consider especially are unsubscribes and the opening, bounce and click handles