An e-mail marketing strategy can be thought of as the digital marketing strategy that an organisation adopts which combines all of its e-mail marketing goals into one comprehensive plan. It is imperative that such a strategy is drawn from market research and focuses on the right product mix in order to achieve the maximum profit potential and sustain the business.
Strategic approaches for your e-mail marketing strategy
Personalise your messages
When we talk about ‘personalised e-mail marketing’ we don’t mean that you send an individual e-mail to every single subscriber. Personalisation means that you use digital marketing customer data to create a personalised message.
Outside of using the customer’s name here are a few more tips to help you get started with personalisation:
Ask for the right information upfront
Great personalisation starts way before you hit the send button. It all starts with your sign-up form. Without data such as name, company and location you will be very limited with your personalised communication. Remember to only ask for the information you need rather than the data that you want.
Use a real reply-to e-mail address
When you use firstname.lastname@example.org, it takes away the authenticity from the messaging. You want your readers to engage and respond to your campaigns. Using a real reply address will improve credibility and appear more personal.
Use your real e-mail signature
Just like using a real reply-to e-mail address you want to use real contact information within the e-mail. The best way to do that is to include your contact details in the e-mail signature. Giving your readers the opportunity to contact you or connect with you online is a great way to be personal and build a relationship with them.
Segment your subscribers
The best way to get small business owners to turn up to your event would be to create a segment of people who list themselves as a small business owners who lives within 20 km of your event. With this information on hand, send them an invite by e-mail. The segmentation part is simple and can easily be done through CRM software.
Compare this to sending one e-mail to your entire database with subscribers spread across the country or continent.