Email is still the best channel to maintain constant communication with your potential clients and achieve engagement with your current clients, but if you do not have an email marketing strategy, it will be of little use to be the best channel to achieve your objectives.
However, many times we do not know how to properly plan this eMail Marketing strategy , the steps to follow or how to continue after obtaining some results, so its potential is minimized.
A good eMail Marketing strategy will allow you to:
Build loyalty and create engagement with your current customers
Converting undecided customers
Generate greater brand awareness
Increase visibility
Retain your customers
You can achieve all of this with an e-mail marketing strategy that does not only focus on sales, since there are several aspects that are equally important , and all of them will require patience and a little planning.
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How to create a good eMail Marketing strategy
1. The price of your product
2. Substitute products
3. Buyback cycle
4. Questions about your products
Email: a two-way channel
How to create a good eMail Marketing strategy
These are the priorities that you should not forget to take into account:
1. The price of your product
If you sell an expensive product, the potential customer will need to have more confidence in your brand , and to achieve more confidence you will need to earn it over time, so you will need patience.
2. Substitute products
Keep in mind that many other brands will offer similar products, and you should always show in your eMail Marketing strategy why you are the best option among your competitors.
3. Buyback cycle
In your e-mail marketing strategy, you must take into account the number of times the user will buy the product again , that is, the repurchase cycle. For some products, this cycle is very short, that is, the product will be required again in just a few days or weeks, but others will wait a few years to buy it again, for example, furniture for the home or even cars.
#ctaText??# Best practices for personalizing your Email Marketing campaigns
4. Questions about your products
Remember that email should be an interactive channel , so you should be alert to any questions that arise during the purchasing process, questions after the purchase process, and to resolve problems. Don't neglect two-way communication with your customer, or potential customer.
Email: a two-way channel
Another very important point that you should take into account when creating your eMail Marketing strategy is personalization , and this includes the automation of your communications.
While for a large number of your subscribers the emails you send regularly will be very useful, for another group of them it probably won't be , and they will require more information, since not all people will have to go through the same stages of the funnel.
Remember that if you send more communications than necessary, your subscribers will get bored, since in addition to realizing that they are generic emails that do not resolve their doubts, they will feel that your only goal is to sell and not provide good customer service.
While our ultimate desire is conversion and sales, the best eMail Marketing strategy is to give your potential customers the time they need until they are ready to buy, and to understand that this is a two-way communication channel.
