Publikácie

Preparations of a successful email marketing campaign

Preparations of a successful email marketing campaign

06/29/2023
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.

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.

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