Preparations of a successful email marketing campaign
There are two very different
and quite opposing views on email marketing. One is that it is an effective
tool to reach the masses at once, the other that it is dying. However, newsletters
only work if the whole process is well structured, from who receives them to
what they contain.
However, the bad reputation of
email marketing is no coincidence: many people complain that the target group
doesn't even open the newsletters, the results are terrible and there is no
point in spending money on it. Well, if that's what you're experiencing, it's
worth thinking about what you're doing wrong. Something is definitely wrong. A
well-constructed newsletter campaign will certainly do the trick.
What should we look out for?
Successful marketing starts with
the basics, and this is no different for newsletters. And the foundation is
your mailing list.
Most businesses end up with unread
newsletters in the bin because they are not well targeted. By the "law of
large numbers", they are sending out newsletters even to people for whom
their offer is probably completely irrelevant. It is more effective to target a
smaller but relevant audience, as this will produce much better results and
less money to spend.
For B2B offers, the quickest and
easiest way to obtain a marketing list is from a business information company.
These lists can be narrowed down according to your own criteria, ensuring that
only recipients who would be ideal partners or customers and who might be
interested in your offer remain on them.
What's wrong with targeting
too many people?
It is reasonable to ask why, if
our emails reach the relevant target group, it is wrong for others to receive
them. There are several reasons for this: firstly, we are paying more for the
emails we send out unnecessarily, and this will never pay off.
On the other hand, if your mail is
regularly flagged as spam, email service providers may automatically move it to
the 'Spam' folder for all users. In reality, this means that there is a good
chance that our offer will not reach people who would otherwise be interested
in it, because they will not see it. So, by spamming people who are unlikely to
be interested in our offer, we are hurting our own reach.
If you want to get good value for
money and a high conversion rate, it is always a good idea to narrow down your
marketing list until you only have people who are likely to work with you.
No matter how good the
content is, if your list is not accurate.
In many cases newsletters are not
even ready, but they are already doomed: they can be as brilliantly worded as
they are, contain as many super offers, look as tempting as they look, but they
will not be effective because they simply won't reach the people who need them.
Less is sometimes more: a smaller
but more precise list can be more effective than a giant one.