Not every email to potential clients is equally useful. We figure out how to increase sales and reduce the cost of a lead together with content marketing expert Irina Galka.
Content
Template your newsletters
Assemble a “warm” base yourself
Send emails regularly
Write correctly
Analyze campaign results
How to Make Email Marketing More Effective
Template your newsletters
Inventing letters every time means wasting effort and money. Your mailings should be recognizable. If the text structure, images and general style are constantly changing, the user will not be able to identify your company.
We recommend developing one or more email newsletter templates for each type of letter. This will simplify and speed up the process.
Images in the message header, an icon that is visible upon receipt, a greeting style, a special structure or visual elements will help make your letters recognizable.
To create a unique email newsletter design, at least at the level of templates and prototypes, you will need the services of a designer.
Promote yourself through expert content in Aktion publications that your audience reads, including through email newsletters.
Assemble a “warm” base yourself
Building a customer base from scratch is a very long and expensive process. But buying a ready-made base is not an option either:
the quality of the base may be low;
users did not agree to receive emails from you, they are annoyed by it;
If your messages are flagged as spam in bulk, your IP address will be blacklisted.
Important! You must obtain the consent of the mailbox owner to send letters . Remember to comply with the law on personal data when collecting contacts.
You can get addresses for sending letters in more environmentally friendly ways:
using your company’s website – place the newsletter subscription form in a prominent place or create a pop-up window;
motivate the user to create a personal account on the site – a mailbox is required for registration;
transfer to email subscribers who receive newsletters via SMS messages or in a chat bot (email is always cheaper than SMS!);
share useful free content. You will need a lead magnet, ask for an email address to access the material (users are more willing to share email addresses than phone numbers);
At offline events (exhibitions, seminars, etc.), ask people to fill out forms to participate in a prize draw from the organizers.
We recommend not to rely on ready-made databases: their quality may be low, and the reputational risks of using them may be very high.
An alternative to collecting addresses yourself is email promotion of your business by specialists from Aktion Marketing . The company has an active base of more than 15 million clients. Among them are your target clients who are interested in your product . Experienced marketers will attract applications to sales departments through available communication channels – email newsletters, targeting and contextual advertising. Stable lead generation – after just three months of work.
