1. Think of a strategy and collect email addresses
It turns out that, despite the rise of alternative means of communication and social media, email is still one of the most effective marketing channels. But using email marketing alone is not enough. It is important to have the entire communication chain in sync, and to formulate a strategy. In order to email people, you need email addresses. Collecting email addresses can be done several ways. In theory, you could ask the client for their email address at every touch point, for instance in the store or on the website. However, it is important that you make clear to the client what’s in it for them. The client will often only give up their email address if they get something in return. For instance, you can offer the client a discount on their first order. It used to be that email addresses were purchased in bulk from third parties. Those practices, however, are outdated. Your own data is much more valuable.
2. Segment your target market and listen to the data
Listening to the data is done by looking at your reports. What does a mailing achieve for me? Based on the click behaviour, you can for instance find out which groups read which content most, and which product a group is most interested in. Based on this data, you can further segment your next mailing, and fine-tune your content to this.
3. Use marketing automation
Marketing automation enables you to automate phases of the marketing process. The systems can engage in marketing for you automatically. You don’t have to plan out your campaign 100%, because clients will always behave different from what you expect. Plan out about 80% and learn from that last part how to create a smarter marketing plan. For instance, the client receives a newsletter with items A, B, C, and D. He clicks items A and B. You know these items are interesting to him. In the follow emails, you could show him only those items. This can all be automated, and in the end that will save you a lot of time. You can also make use of marketing automation to personalise the entire email per individual, making the customer feel like the email was written especially for him.