Email marketing as an art form and customer interaction

A large number of emails are sent to clients’ emails every day. An effective strategy will allow company emails not to get lost among the rest, not to end up in the spam folder and be useful to you and clients. Without forming it, it will be difficult to achieve results. A strategy is necessary in any type of commercial activity, some details are different.

In order for it to be effective, the following points should be adhered to:

• Establish who your customer is. A mailing list will be useful if it meets the needs of the consumer. It is necessary to define his wishes and form it according to the needs of your target audience;
• Set goals. First of all it is necessary to collect statistics of mailing lists for your type of commercial activity. It will serve as a basis for forming goals;
• Offer users a choice between subscribing or registering. This will make a list of customers for whom your letters will be relevant;
• Decide which email campaign you want to use. This is quite a problematic issue. It requires experimentation, in order to understand which campaign is more effective. Which articles you should write, how often you should send them, etc.;
• Track results. Each parameter is very important, changing one link can affect the entire strategy. Therefore, you should understand what is better to change, refine, delete or add.

It is necessary to form a list of mailing lists of potential buyers. There are two tools that allow you to do this – lead-magnets and subscription forms.

The first attracts buyers to the list. Its task is to draw attention and interest. In most cases, it is a free offer to get the customer’s email address. To get it, the offer must be useful to the user, because nowadays no one is in a hurry to share their data.

There are popular lead magnets:

• E-book;
• Brochure;
• Infographic;
• A report or study;
• Checklist;
• Template;
• Webinar or online course;
• Video.

To form an effective lead magnet, you should use the following guidelines:

• The offer allows the customer to cope with the problem. A person will be interested in information that will be useful in solving the problem, provide just that;
  It should be easy to access. The format of the proposal needs to be digital – a video, a page on a website, a PDF, etc. The user should not have difficulty accessing the information;
• Subsequent content should be considered. You can make an incredible offer in an email, but when the customer moves on to the next stage of the interaction, such as the website, they may be disappointed. Care must be taken to match the offer to the level of content;
• A free offer is beneficial to both parties. It should not be seen as a loss, it is rather an investment that helps to attract customers, demonstrate your value, which then leads to the purchase of the company’s products or service;
• It is necessary to take into account at what stage of the journey the client is. The offer must match the stage, so that the customer will make the transition to the next one.

The second element is the registration form. It serves as a tool for collecting data about the potential customer and then adding them to the list. To create a great registration form you should use the following recommendations:

• The design and title should be attractive. The user should be interested and want to register;
• The information that is specified in it should be true. A deceived client can leave his data, but it won’t do any good;
• There’s no need to overload the form with too many fields. It can scare away the user.
• Email, customer name is enough;
• You should create a form followed by a confirmation. According to research, customers prefer to receive emails with a confirmation rather than a greeting;
• Before starting the mailing, look at the form as a customer. Check that everything matches your offer, a thank you page is present. Make sure the first impression of the company will be positive.

You also need to work on the letter itself. The subject line should be written clearly and concisely, directed at the user and consistent with the main text. In which one subject should be disclosed. The images in the letter refer only to it and are adapted for different devices.

A call to action should be formulated, it should stand out and lead to the proposal. It is necessary to analyze and choose the best time for the mailing. Many emails are opened on smartphones, so not only the image, but the letter as a whole should be adapted to different devices. The text should be friendly and not overwhelming.