There is no point in carrying out an action for someone who has already purchased or who will not be interested in that product. The relationship routine is more suitable for companies where the sale is complex or the purpose is simply to generate reputation and brand value among the base. Even here, segmenting the base is equally important. The unsubscribe or mark as spam button is right there , and all it takes is one email addressing a subject that doesn’t interest the user for them to be removed from your list. 8.3. When to invest: The basic question to start doing email marketing is: do you have an email base? If you answered yes, consider another question: is it segmented? If so, create lists separated by interest, region, product, age, gender. The more specific the better. “Ah, but it’s going to be work. Will I have to make several emails, one for each segmentation?” He is going yes. And that’s what will bring results.
The basic question to start doing email marketing is
Now, if your company doesn’t have a base, consider the other strategies we cover here to generate traffic and leads. But NEVER buy email bases from others. And, if you have a base but it is not segmented, evaluate the possibility of carrying out an initial email action requesting more data from your audience. Data that will be relevant to separate leads from the base. But of course, offer something in return . A content, an offer, a discount. Otherwise, no one will respond. 8.4. How to measure the result: Virtually any email trigger tool will offer you simple indicators: openings; clicks; opening rate; click rate; marked Latest database as spam; unsubscribes. If your purpose is relationship-oriented, focus on these numbers and vary the title, content and structure of your emails to try to improve.
How to measure the result
Also consider the possibility of running a/b tests on your shooting tool. Now, if the objective is sales, it will also be necessary to measure conversions. It’s a good idea to have a dedicated landing page to receive traffic from email actions, or at least set up goal conversions in Google Analytics to track registrations generated through the email source. 9. Marketing automation Marketing automation 9.1. What is it: Like content marketing, marketing automation is another discipline that has gained prominence due to the popularity of inbound marketing. This is because, as we described, applying inbound involves starting conversations with people who are Phone Lead not yet at the point of purchase , and who need to be nurtured and qualified to understand their pain points and show interest in the companies’ solutions and products.