There are a number of emailing solutions available today, so we should choose one that meets our requirements and goals, which we defined in the strategy in point 1.
How big is your database? Will we want to segment and personalize a lot? How much automation do we want? Will we focus mainly on the content side, or primarily on selling?
Do we need a connection to xml feeds? What about other connections, such as to an internal CRM? All of this, along with the price, needs to be taken into account when choosing a platform.
Personalize
Gone are the days when you sent the paytm database exact same email to everyone and waited to see what would happen.
Digital marketing is about data and its use. Personalization in emailing goes far beyond a different name in the address. We need to segment our customers smartly. What do they buy most often? At what price point?
Are they buying for themselves or as a gift? How do they pay? Personalization means sending the right offer to the right customers in the right way.
Don’t forget to analyze and evaluate.
It is necessary to ensure how to track this metric and use it in your marketing strategies that complete analytics are set up so that the tools can work as automatically as possible. At the same time, you can also create clear reporting in the form of automated reports.
We prepare such reports for our clients in Google Looker Studio. There we visualize and report the results and can make adjustments to the strategy accordingly and ensure optimal results.
Like any marketing activity,
Email distribution also has its legal pitfalls. This primarily concerns subscribing to newsletters, but also the easy option of unsubscribing. Fortunately, most platforms have already solved this.
There may also be mandatory legal lines, for example regarding pharmaceutical products. We have a number of such facebook users companies in the LCG New Media portfolio: if you don’t know what to do, we will help you set everything up securely, but at the same time so that your emailing is still effective.
We know this is already part of point 1 – setting the strategy (the right frequency), but we still have to emphasize it. There is no need to bombard users with a ton of emails.