Email marketing strategies and tactics. Part 2
In the first part, we talked about what strategies and tactics are, and what they can be for different business sectors. And now is the time to figure out how to make an effective strategy and with the help of which tactics to implement it.
Elements of building a strategy
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1. Portrait of Central Asia.
Always keep a portrait of your client in front of you. In the end, you should have a clear image. Quite specific how your friend / famous politician / grandmother's wife is shopping. Read more here.
2. The period of the decision on the first purchase.
Spontaneously you can buy lipstick or headphones. Straight from the banner. And then you will still sell the cream, phone case and watch at half price. As a rule, this applies to inexpensive goods.
A deliberate approach to the acquisition of expensive goods or services. Training, refrigerator, tour, apartment, the conclusion of the contract of service.
A good rule is to strike while the iron is hot . How long does a person make a purchase decision? During this period, you need to overcome all his objections.
And yet - to get closer to him. Stay in his mailbox, in his phone, become his screen saver on your desktop, or exit with a printout of color matching, checklist of products or documents - anything!
3. Cycling, the possibility of re-buying, cross-haul:
If from time to time like in cosmetics / gadgets / underwear, then we will focus on keeping the client's interest in the company. Our engine is cross-sales and promotions. We will regularly inform the customer in the newsletters about what else he can get from us.
If regular as consumables / coffee / payment of tariffs, where we can predict when the client will need the next batch. We protect each client, not allowing even to think about changing the supplier. To do this, set up an automatic series of letters, reminiscent of the end of the service or product.
If purchases are rare when the goods are expensive. You need to focus on the conversion from lead generation - turning the potential audience of choice into your customers. To do this, we make an automatic series of letters to combat objections, training and explanations, than your product will be useful to the consumer.
4. Description of your product or company:
This is what you will fill your letters with. What will you build the mailing stages, what trigger letters will you send to clients.
You can take advantage of the benefits icons, or make slogans of them, mention them in the texts. But customers must know, and it’s better to visually see how you stand out from the competition. That's enough for now.
Putting everything in the system
The main thing now is to leave the most necessary and not to be intrusive. From the life cycle of the client, determine at what stages you need increased impact. And what kind of newsletter you need for this.
Here are the main stages of the client's life. Put the features of your product on them, and look at what stage you need to do the gain. We have color-coded in various industries where their key periods are usually found.
If you have passed all the stages of our article with your product, then now you have a picture for scheduling mailings.
Check out the highlighted areas for your industry. Create automatic series and make beautiful promotional templates.
Begin to embed newsletters in your sales system.
It remains only to warn. The process of setting and grinding will take you about 3 months. In the first month you will write the texts and fill the mailing. And then you will carry out split tests and watch reports in order to increase the conversion from the new mechanism.
High conversions to you!
Elements of building a strategy
')
1. Portrait of Central Asia.
- Gender, age.
- Income level
- How often do your customers watch mail
- Features of the audience.
Always keep a portrait of your client in front of you. In the end, you should have a clear image. Quite specific how your friend / famous politician / grandmother's wife is shopping. Read more here.
2. The period of the decision on the first purchase.
- Spontaneous purchase
- Thought over purchase.
Spontaneously you can buy lipstick or headphones. Straight from the banner. And then you will still sell the cream, phone case and watch at half price. As a rule, this applies to inexpensive goods.
A deliberate approach to the acquisition of expensive goods or services. Training, refrigerator, tour, apartment, the conclusion of the contract of service.
A good rule is to strike while the iron is hot . How long does a person make a purchase decision? During this period, you need to overcome all his objections.
And yet - to get closer to him. Stay in his mailbox, in his phone, become his screen saver on your desktop, or exit with a printout of color matching, checklist of products or documents - anything!
3. Cycling, the possibility of re-buying, cross-haul:
- From time to time,
- Regular,
- Rare
If from time to time like in cosmetics / gadgets / underwear, then we will focus on keeping the client's interest in the company. Our engine is cross-sales and promotions. We will regularly inform the customer in the newsletters about what else he can get from us.
If regular as consumables / coffee / payment of tariffs, where we can predict when the client will need the next batch. We protect each client, not allowing even to think about changing the supplier. To do this, set up an automatic series of letters, reminiscent of the end of the service or product.
If purchases are rare when the goods are expensive. You need to focus on the conversion from lead generation - turning the potential audience of choice into your customers. To do this, we make an automatic series of letters to combat objections, training and explanations, than your product will be useful to the consumer.
4. Description of your product or company:
- Competitive advantages
- Cost of
- Features of consumption
- Service
This is what you will fill your letters with. What will you build the mailing stages, what trigger letters will you send to clients.
You can take advantage of the benefits icons, or make slogans of them, mention them in the texts. But customers must know, and it’s better to visually see how you stand out from the competition. That's enough for now.
Putting everything in the system
The main thing now is to leave the most necessary and not to be intrusive. From the life cycle of the client, determine at what stages you need increased impact. And what kind of newsletter you need for this.
- Welcome series
- Promotional mailing
- Trigger mailings
Here are the main stages of the client's life. Put the features of your product on them, and look at what stage you need to do the gain. We have color-coded in various industries where their key periods are usually found.
If you have passed all the stages of our article with your product, then now you have a picture for scheduling mailings.
Check out the highlighted areas for your industry. Create automatic series and make beautiful promotional templates.
Begin to embed newsletters in your sales system.
It remains only to warn. The process of setting and grinding will take you about 3 months. In the first month you will write the texts and fill the mailing. And then you will carry out split tests and watch reports in order to increase the conversion from the new mechanism.
High conversions to you!
Source: https://habr.com/ru/post/366143/
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