Marketing strategy is a form of marketing logic that is expected to be the basis for achieving marketing targets that have been previously designed. Marketing strategies can consist of making decisions related to marketing costs from the company, marketing allocation, and so forth. In other words, a marketing strategy is a fundamental tool that is the foundation of a company to develop their competitive edge in the market to achieve targeted sales goals.
Can the Marketing Strategy be applied via E-mail?
Nowadays, social media are indeed the most commonly used means to market products, so it is not uncommon for business people and entrepreneurs who use social media as the main means in their marketing strategies . However, until now e-mail also still has a position that cannot be replaced by any social media. Through e-mail, we will be more free to market products to prospective customers with a more private and deeper conversation.
For example, there might be things that potential customers want to ask about customer service. Unfortunately, some of these questions sound quite sensitive, so it’s not OK if asked through social media. To still look professional and free of expensive fees, potential customers can ask that by e-mail.
Manufacturers and customer service can also be free to market products to prospective customers without the marketing strategies being known by competitors. In other words, marketing strategies via e-mail make it easier for us to market products in an “underground” manner, whereas marketing strategies through social media enable us to sound more “noisy” and stand out from competitors.
In this article, we will discuss 5 marketing strategies via e-mail that are summarized from entrepreneur websites. The five marketing strategies that we will discuss in this article will help business partners to maximize the marketing of your products and services via e-mail. Let’s just look at the explanation below.
1. Personalization of E-mail Marketing Content is Very Important!
Marketing strategy should really be implemented as a strategy, not just an ordinary plan that is not implemented properly. In this case, actually many business people are aware that e-mail content personalization is very important. However, in reality there are still many business people who underestimate or ignore this. As a result, the marketing strategies they had previously made were only ‘ordinary strategies’.
Surveys prove that personalized e-mail marketing content will make it easier for business people to increase marketing effectiveness via e-mail. The survey results also explain that when business people try to personalize the content of their marketing e-mails, the transaction rate from sales will increase six times compared to marketing e-mails whose content is not personalized at all. In addition, there are other study results that show that personalized e-mail content will be clicked on by recipients as much as 14% higher and the conversion rate is 10% higher.
Building personalization in e-mail content is not as easy as we imagine, but we can try to do it well, colleagues. Usually, business people or customer service who want to greet prospective customers via e-mail only personalize by mentioning the e-mail recipient’s name.
For example: “Hello, Mr. Sugeng” or “Dear, Ms. Darlina “. They assume that just by mentioning the name of a prospect, we have personalized them. In fact, we need to make e-mail content more personalized than just calling their names.
For example, our product has a 20% promo for potential customers who have a birthday in July. First of all, fellow readers must select prospective customers who have a birthday in July (can be seen from demographics). After that, we can e-mail this notification to potential customers by reminding them that their birthdays are in July and offering products at a special 20% discount for them. That way, they will feel very special about us and become interested in the products we offer.
2. Pay Attention to the Delivery Time of E-mail Marketing.
The problem is that we may not only implement marketing strategies by e-mail. Maybe some of our competitors are also doing the same thing as us, namely, giving promotions, greeting potential customers via e-mail and creating personalized e-mail content. If this really happens, then most likely the e-mail that we send to potential customers will overlap with several other e-mails in their inbox.
Conditions like this will make potential customers become lazy or uncomfortable to open e-mail marketing that goes in large quantities like that. Therefore, the marketing strategy that we can do is to send e-mail marketing with a different time than other competitors. Most competitors will send marketing e-mails on weekdays that is, from Monday-Friday.
So that our e-mail marketing gets more attention from potential customers, then sending e-mail on weekends is a very bright idea. Especially if the e-mail marketing content that we send is related to promos on weekends. Wow! After checking e-mails from us, potential customers can be immediately interested in shopping for our products. In essence, we need to be different at different times from other competitors.
3. Create E-mail Marketing Content that is suitable for Cellphones.
Other research shows that most people would prefer to open e-mail through cell phones, not from a desktop or laptop. The results of this study are 46% of people prefer to open and read e-mail from mobile phones, there are also other studies that say that 59% of people really like to check and read their e-mail from mobile phones. Meanwhile, only 15-18% of people feel comfortable opening and reading their e-mail via desktop e-mail.
From this fact, it is advisable for business people to create appropriate email marketing content to be opened on mobile phones. If the e-mail content that is sent does not look good on a mobile device, then potential customers will not be interested to read it. There are several tips that we can use to create e-mail content that is suitable for mobile phones, namely:
– Make e-mail subject lines short (short and clear).
– Use email design in one column.
– Save email designs under 600 pixels.
– Use a larger font (13 or 14 pixels).
4. Avoid words that contain spam.
The fourth strategy that we need to pay attention to is avoiding the words in the e-mail content that can throw our e-mail marketing into the spam box. For example, the words “bargain” or “50% discount” as well as other keywords that are similar and are most likely to be thrown into a spam box. If our e-mail marketing has been “bounced” into the spam box, there isn’t much we can do except change the content of the e-mail marketing content.
5. Verify that the Recipient E-mail Address is Valid and Still in Use.
Often we feel proud if the e-mail marketing that we send involves many e-mail recipients. For example, in one day we can send marketing e-mails to 1000 e-mail addresses of potential customers. However, are all of the email addresses still valid? Do all of these email addresses guarantee that they will read our e-mail?
In order for marketing strategies via e-mail to be more effective, we must be diligent in re-checking and selecting which email addresses are still valid and we can send e-mail marketing. That way, the marketing strategy that we do will be more targeted.
