Email Marketing, Blogs, and Social Media: Strategies for Success
Email Marketing Campaign Process
1. Goals
Start by defining the goals of the campaign:
- Obtain qualified traffic.
- Getting leads.
- Conversion into sales.
2. Segmentation – Database
Clearly determine the target.
Distribution lists:
- External: purchased or rented.
- Internal: built by the company itself through data capture actions
- By subscription forms.
- Exchanging user contact dates by added value.
3. Content of the Message
Subject Line:
- Clearly identify the content.
- 50 characters maximum.
- Highlight benefits.
- Written in lowercase letters.
- Adding receiver name increases response.
- Add the name or brand of the company.
- Create a sense of urgency.
Efficacy Criteria:
- Write brief and concise texts.
- Insert elements of credibility.
- Insert a commercial hook.
- Insert calls to action.
- Insert an easy response mechanism.
- Link to unsubscribe.
- Forward link.
- Link to the newsletter web version.
- Maintain corporate design.
- Ensure good landing page management.
4. Send
- Pay attention to the moments of greater predisposition of the user.
- Specialized software: Mailchimp, Constant Contact, Campaign Monitor…
- Can be scheduled in advance.
- Pay attention to the hidden copy (BCC).
5. Measuring Campaign
Measuring tools allow you to track the results in real time and accurately.
Most used indicators:
- Delivery success: total number of delivered sends.
- Bounces: non-arrived messages.
- Opening rate: % of deliveries that have been opened or read.
- Click-Through: read and “linked”.
- Forwarding: resent.
- Conversion rate: % delivered with sales.
6. Legal Considerations for Email Marketing
- Commercial email messages should be identified as such by indicating at the beginning of the subject line the word “advertising” or “ad”.
- It is forbidden to send an email without prior authorization of the receiver.
- The receiver can request the removal of an email list at any time.
- When collecting personal data of the user, you should notify the existence of the database file to the relevant data protection agency.
Blog Marketing
1. Web vs. Blog
Static/dynamic, rigid/flexible, fixed/mobile, stable/versatile, formal/informal, business/family, corporate/human, institutional/personal.
2. What is a Blog?
Where one or more bloggers regularly publish articles of interest shown in chronological order, from most current to least, with the option of being commented on by readers. They have labels and links to other websites.
3. Top 10 Reasons for Businesses to Incorporate a Blog
- Key to content marketing strategies (profitable investment).
- Be seen as experts in the field.
- Attract reader’s attention, capture qualified social traffic.
- Listen to the user.
- Encourage brand interaction.
- Establish conversations.
- Easily linkable and viralizable.
- Improve natural positioning (SEO).
- Generate traffic to the corporate web.
- Convert leads into customers (sales).
Social Media
1. What is Social Media?
A social structure composed of a group of people who share a common interest, relationship, or activity through the internet where social meetings take place and the preferences of information consumption are shown through real-time or deferred interactions.
2. What Should Social Media Fulfill?
- Be a network of contacts.
- Have a profile.
- Allow interaction of users.
- Allow sharing common interests.
- Provide social tools for interaction with contents.
3. Reasons to Be on Social Media
- Your audience is already present.
- It makes you much more visible.
- Useful to analyze the market and trends.
- Useful to study your competitors.
- Participate in the conversation with consumers.
- Emotional connection with clients and leads.
- Drive the public to your land and vice versa.
- Real opportunities for influencing purchase decisions.
- Increase traffic and sales.
4. 5 Social Media Trends
Brands will be supported more than ever in message apps, live video content has become more prominent, e-commerce through social networks will become a great sales channel, ephemeral content will continue to have a place and purpose, virtual reality will open up more and more and offer more marketing experiences.