Undoubtedly, the digitization of processes has given strength and new functionalities to this method, through different efficient and friendly platforms. Currently, databases take more relevance as long as they are updated and ordered. The action of email marketing is nothing new, but digital evolution allows one to find ways to continue innovating.
I insist that channels have no value if their content does not, and that is where public relations agencies have a lot to contribute to clients.
Realistically, nobody, or almost nobody, gives something for nothing. When a user subscribes to your mailing list, they expect to get a reward that is attractive to them: the answer to a question, the solution to a problem, information or even entertainment.
As you add more value, current and potential consumers will trust your brand more and more opportunities will open up that they are willing to carry out a strategic call to action linked to the objectives of each campaign; from answering questionnaires, sharing information, subscribing to social networks, to buying products and services.
Therefore, I recommend considering the following tips:
Segment and personalize the audience: it goes beyond the name of the recipient of the message; It is about creating groups that receive special content, fully related to their interests. It takes longer, but it certainly gives better results.
Create an empathetic welcome message: the welcome email is crucial, it determines if the user allows to follow or cut off that relationship; a virtual relationship that can be fostered as a good friendship or cut with a click of the “no more emails” button. Make sure to include at least these points:
Thanks for joining. Everyone likes to feel important and valued!
A presentation of your company.
An explanation of the type of content that they will receive in the emails.
Some extra valuable content or incentive.
3. Listen to your subscribers: If you want to connect with your audience, it is vital to learn and take the time to read and hear them. Promote a culture where they feel comfortable and safe to express their thoughts regarding your brand, always respond to their queries to build a solid relationship; comments help to refine the strategy more and more. It is important to be willing to hear the good and the bad.
Finally, when designing the content of your emails, it is recommended that you ask yourself the following simple question: how are you going to add value to your email marketing audience?