E-Mail Marketing is a very effective tool that is always good to include in an accurate online marketing plan and has primarily the objective of advertising a brand or its specific product/service i.e. to establish a lasting relationship with its targets: customers, prospects, suppliers, users, etc.
This is an online advertising activity based on the mass sending of an advertising message via e-mail to a list of selected users belonging to a specific target audience. When compared with other Web-based communication systems or channels, E-Mail Marketing allows a campaign to be concentrated over a highly circumscribed period of time, even limited to one day; this feature makes it particularly suitable as an instant propulsion tool for the launch of a new product or service, for the promotion ororganizing a contest as well as to generate new contacts and spread their brand.
The main tools used for this form of Web Marketing are Direct E-Mail Marketing (DEM) and Newslettering.
Planning direct communication to profiled targets with DEM
Unlike a banner which is a generalist and massive advertisement, DEM involves sending an E-Mail only to a list of selected users who meet the target of that specific advertising campaign. Therefore it is a particularly good tool in reaching qualified contacts and obtaining leads. In addition, direct contact makes it possible to acquire customers quickly and effectively, have them buy a product directly, raise awareness of your brand and increase your sales network.
Tun2U helps you build an effective strategy, supporting you in the different stages of its design and implementation:
- Goals: first establish what goals you intend to achieve with this campaign, e.g., reach new customers, retain those who have already chosen you, communicate promotions, inform suppliers of an important change. We carefully consider how e-mail marketing fits in with your Web marketing strategy and how it can help improve it as a whole;
- Target: after determining the objectives, we will determine with you what target audience we intend to address; much of the success of your campaign will depend on this choice. We guide you in choosing profiling parameters and prepare your distribution list;
- Communication: at this point you need to organize the informational part of the e-mail, concluding it with a call-to-action that will generally be a link to your site. Based on the objectives and target audience, what will be the best form and frequency of distribution? We plan an editorial calendar tailored to you;
- Content: in order for a campaign to be effective, it is necessary to capture the attention of readers, thus satisfying their need to be informed and find solutions to a problem in order to get them to take an action (Click to your site). For this it is necessary to take advantage of all the persuasive copywriting techniques that Tun2U provides you with its Web editing service: we elaborate the concept by creating a compelling headline, your payoff, and the entire bodycopy right down to choosing an image that strikes a chord with the reader; we will choose the best keywords and optimize it for search engines;
- Results monitoring: we constantly monitor the progress of the campaign, tracking results based on various quantitative and qualitative metrics and parameters. In particular we will use: 1. E-Mail Marketing indicators such as Open Rate, Click-Through Rate, Click to Open Rate, FQ Benchmark, TQ BEnchmark, Readers, Unique Clicks, Reads; 2. Business Indicators; 3. Benchmarking Indicators.
Keep your customers updated with an engaging newsletter
Sending newsletters is a particular web marketing technique that involves the periodic and free forwarding of a particular form of e-mail to a circumscribed group of users who have explicitly requested to receive them by signing a form.
It is, therefore, an e-mail message addressed to an audience interested in the topics you propose, it will be of paramount importance to build and maintain a relationship of trust and lasting interaction with them.
How to write a newsletter
Your newsletter must be carefully prepared and has specific characteristics that distinguish it from a simple E-Mail; in particular, compared to a generic E-Mail:
- is sent periodically according to a well-defined editorial calendar;
- Is longer and more detailed;
- talks about a specific topic and contains updates and news on specific topics;
- is explicitly requested by the user; therefore, this is an audience that is attentive and predisposed to listening;
Digital agency Tun2U creates your e-mail marketing campaign, builds and manages address lists, and carries out newsletter mailings in compliance with privacy regulations.
