To establish a better relationship with customers, mailing is considered one of the ways for the company to succeed in its digital strategies.
By adequately using your information, you can increase your chances of selling, produce more elaborate content, and further consolidate your contact with users.
Especially for those who have an online business, mailing is an important tool and can be used for several purposes: campaigns for launching new products, satisfaction surveys, soliciting feedback for some services, among other intentions.
If you are not familiar with this tool, or want to expand your knowledge about it, here are some tips on how to build a successful mailing!
Contents
Achieving Email
Conquering the email of a user who has had contact with your business for the first time is the first step in building a relationship and one of the first information that will be put into the mailing. It is true that people make great use of social networking, however, email is of even greater importance, do you know why?
With the email, you can locate the user on any social media that he is present. Not to mention you can conduct email marketing strategies, which make it easy to customize and monitor your content. That is, it is necessary to take into consideration that social networks are useful because they can capture users even if they are not necessarily behind the information, while e-mail can be a means of communication used for a lifetime.
Why not buy mailing lists
One of the wrong ways to create a mailing is to buy an email list, usually sold on some sites on the internet. This is because, when using e-mail as a means of communication, it is necessary to respect the user who will receive your content. This can be decisive, even for the image of your brand: if you send an email to someone who did not give you this concession, the person can start looking at the brand with a bad eye.
In addition, investing in communication and directing marketing to people who did not allow contact causes users to mark their email with spam. That is, however much your company seeks to reach a large number of people, this is not the most appropriate and secure way to win future leads, and may end up causing the reverse effect.
Data validation and update
One of the tasks that most needs to be done and checked in the mailing is the data update. It serves for the information present there to be valid and you do not make mistakes or rework when investing in people and wrong information. You have to be careful because changes happen, and someone who was once considered a qualified lead may not be that good any more.
For this, it is interesting that the professional responsible for managing the mailing work with metrics and set a frequency to check and update this information. In addition to this case, there is also the likelihood that a provided email will be false or invalid; and automation can help you check this data.
The supply of rich materials
One of the advantages of having a mailing is that you can work with the information gathered to create more elaborate materials, such as e-books, infographics and other materials, generating specific and quality content based on the tastes of each and the profile of the lead captured. There is also the possibility of making videos and podcasts for those who consume this type of media.
One important thing when working with content production is quality. That is, it is important to work with updated visuals and tools in order to provide a better user experience and make your company have a good engagement with your mailing. After all, the dream of every business is having leads engaged and interacting with the material offered.
Disclosure of campaigns
You can also use the mailing to promote campaigns. Whether you are promoting promotions and discounts on certain products, or announcing the update of your material catalog, mailing can help you a lot. However, care must be taken not to target a product that has nothing to do with that user’s personality.
A good way to target your content and help build your campaigns is to work with personas. By making a sales strategy more focused on the needs and characteristics of each of your “ideal leads”, the possibility of selling a service or product is even greater.
The frequency of submissions
Remember when we say that the mailing professional needs to work with metrics? This also applies to sending e-mails. You need to know the timing for the submission and the number of times you will distribute content. That’s because, let’s face it, if you send e-mails daily, the client’s chances of disinterestedness are very great.
To set the optimal frequency and time to trigger emails, you can search the internet for the date and time with the highest opening rates. Or you can do A / B testing, where you test the highest opening rate by sending emails at different times and dates to different leads.
There are very peculiar terms in digital marketing and this is one of the ones you will find when studying about mailing and email marketing. Opt-in is when you grant the permission of your company to establish contact with it through the email; and Opt-out is when the customer is no longer interested in your company and wants to terminate this contact.
It is interesting that there is an option, in each email sent, of this possibility, to show that your company is mature enough to respect the useful time it has in people’s lives. In this way, customers create more affinity and even more value their content.
As you can see throughout these tips, email marketing, as well as being a good relationship strategy, is also a way to nurture the leads in a more direct and effective way compared to social media. Its good use can engage your brand and increase your customers’ loyalty opportunities.
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