{"id":92788,"date":"2021-12-20T13:29:26","date_gmt":"2021-12-20T11:29:26","guid":{"rendered":"https:\/\/happybrain.it\/?p=92788"},"modified":"2022-01-31T18:32:55","modified_gmt":"2022-01-31T16:32:55","slug":"email-marketing","status":"publish","type":"post","link":"https:\/\/happybrain.it\/en\/2021\/12\/20\/email-marketing\/","title":{"rendered":"Email marketing"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column column_width_percent=&#8221;80&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243;][vc_empty_space empty_h=&#8221;1&#8243;][vc_custom_heading text_size=&#8221;h1&#8243; separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221; sub_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;169893&#8243;]<strong>The exception to the rule<\/strong>[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;111288&#8243;]<span style=\"font-weight: 400\">Now that there\u2019re a thousand ways to engage and communicate online, you may think email marketing is outdated. With this article we\u2019ll show you that this way of communicating is still effective today.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">If your company doesn\u2019t already have a newsletter here are good reasons to run for cover as soon as possible. Let\u2019s start with some numbers!<\/span><\/p>\n<p><span style=\"font-weight: 400\">Communication through <strong>DEM<\/strong>, or sending an e-mail message to a number of profiled recipients, beats social media with a <strong>4000% ROI<\/strong>. After all, 80% of active people online have their own inbox and check it at least once a day.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Users who receive news about a product or an email service buy 138% more and their <strong>average order value is three times higher<\/strong> than those who arrive via social adv for example. Maybe that\u2019s why even Linkedin, as we told you <a href=\"https:\/\/happybrain.it\/en\/2021\/05\/16\/linkedin-newsletter\/\">here<\/a>, created\u00a0<\/span><span style=\"font-weight: 400\">a very similar system.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Entering your customer\u2019s mailbox (or potential customer) means creating an exclusive one-to-one communication relationship. The customer will feel pampered and considered, special and unique. It also allows you to create a constant connection with the customer and keep alive the memory of your brand!<\/span>[\/vc_column_text][vc_single_image media=&#8221;92807&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;520496&#8243;][vc_custom_heading separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221; uncode_shortcode_id=&#8221;189238&#8243;]Best practice[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;180698&#8243;]<span style=\"font-weight: 400\">You must always keep in mind, however, that the right way is not to send a thousand newsletters with offers, promotions and discounts with the sole aim of bringing the customer towards forced purchase. The recommended frequency is <strong>one message per wee<\/strong>k.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A proper email marketing campaign must be based on an <strong>editorial plan<\/strong> that has as its foundation the creation of valuable content for the user who has to read them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">It should provide practical and free advice, help in solving common customer problems and give information about the company.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Here are some other rules for your email marketing strategy:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">customize the message with <strong>logo<\/strong>, colors and references of your company and if possible enter the <strong>name<\/strong> of the recipient to make the text less formal and more friendly;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">highlight the <strong>keywords<\/strong> in order to make them clearly visible at first glance;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">make sure that the format is <strong>responsive<\/strong> and that it\u2019s graphically perfect both from desktop and phone and check that the <strong>links<\/strong> entered are working;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">uses a direct, conversational and simple but incisive tone to attract the user;\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">create lists divided by type of customer, interests&#8230; In short, create custom segments. This will allow you to increase your opening rate by targeting an interested audience. <\/span><\/li>\n<\/ul>\n<p>Ecco qualche altra regola per la tua strategia di email marketing:<\/p>\n<ul>\n<li>Personalizza il messaggio con logo, colori e riferimenti della tua azienda e se possibile inserisci il nome del destinatario per rendere il testo meno formale e pi\u00f9 friendly;<\/li>\n<li>Ricorda di evidenziare le parole chiave in modo da renderle ben visibili al primo sguardo;<\/li>\n<li>Assicurati che il formato sia responsive e che graficamente sia perfetta sia da desktop che da telefono e controlla che i link inseriti siano funzionanti<\/li>\n<li>Utilizza un tono diretto, colloquiale e semplice ma incisivo per attirare l\u2019utente;<\/li>\n<li>Crea liste suddivise per tipologia di cliente, interessi\u2026 Insomma crea dei segmenti personalizzati. Questo ti permetter\u00e0 di aumentare il tuo tasso di apertura rivolgendoti ad un pubblico interessato.<\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_empty_space empty_h=&#8221;1&#8243;][vc_custom_heading separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221; uncode_shortcode_id=&#8221;225756&#8243;]When to send?[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;166801&#8243;]<span style=\"font-weight: 400\">Once you have defined the contents and have graphically structured the mail, it\u2019s time to schedule the sending&#8230; but when?<\/span><\/p>\n<p><span style=\"font-weight: 400\">The answer to this question is not simple because it really depends on so many factors that play an important role in this decision.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">So look for reason on some fundamental points: do the people you\u2019re sending the message to work? Are there any times when they\u2019re more likely not to be busy or checking their e-mail? In short, study your audience well because only in this way you\u2019ll be able to define an optimal time slot for sending your emails.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A study by Yes Marketing has shown that with a B2C audience on weekends the opening figures are higher, especially on<strong> Saturdays<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">If you turn to a business audience instead avoid sending on Monday because you could end up in the many messages to be managed, exclude even on Friday afternoon or weekend because it is likely that the recipient is already with the mind on pause. So you prefer <strong>Tuesday and Wednesday<\/strong> better if right after lunch.<\/span><\/p>\n<p><span style=\"font-weight: 400\">However, we advise you to experiment by doing several <strong>tests<\/strong> of sending on different days and times to which follow an analysis of the best opening rates and clicks until you find the right time. Several software have introduced the option to choose to send at times when the recipient is most likely to open the message. This is definitely a big help!<\/span>[\/vc_column_text][vc_single_image media=&#8221;92808&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;207580&#8243;][vc_empty_space empty_h=&#8221;1&#8243;][vc_custom_heading separator=&#8221;yes&#8221; separator_color=&#8221;yes&#8221; uncode_shortcode_id=&#8221;173278&#8243;]Email automation[\/vc_custom_heading][vc_column_text uncode_shortcode_id=&#8221;421886&#8243;]<span style=\"font-weight: 400\">If you have an e-commerce email can be a valid ally of yours. You can program several automatic messages that allow you to give constant feedback to the user. These are some of the contact points you can take advantage of:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">registration confirmation<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">order confirmation and subsequent status<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">abandoned trolley recovery\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">launches of new products<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">promotions and special prices better if based on previous purchases or preferences expressed by the user<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">discounts on products added to the wishlist\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">referral initiatives with discounts dedicated to users who suggest your shop.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">There are plenty of other tools you can use to boost your e-commerce and you can read them in <\/span><a href=\"https:\/\/happybrain.it\/en\/2021\/03\/05\/strumenti-per-potenziare-ecommerce\/\"><span style=\"font-weight: 400\">this article<\/span><\/a><span style=\"font-weight: 400\"> dedicated to the topic.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Email marketing is however an extremely advantageous tool if used with the right measures, it allows you to establish a direct relationship with your customers and to retain them to your business! <\/span>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Now that there are a thousand ways to communicate online, you might think that email marketing is outdated &#8230; But no! Read the article to find out its best practices.<\/p>\n","protected":false},"author":1,"featured_media":92807,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[260],"tags":[244,286,399,411],"class_list":["post-92788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-web-marketing","tag-strategy","tag-web-marketing","tag-email-automation","tag-newsletter"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/happybrain.it\/en\/wp-json\/wp\/v2\/posts\/92788","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/happybrain.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/happybrain.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/happybrain.it\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/happybrain.it\/en\/wp-json\/wp\/v2\/comments?post=92788"}],"version-history":[{"count":0,"href":"https:\/\/happybrain.it\/en\/wp-json\/wp\/v2\/posts\/92788\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/happybrain.it\/en\/wp-json\/wp\/v2\/media\/92807"}],"wp:attachment":[{"href":"https:\/\/happybrain.it\/en\/wp-json\/wp\/v2\/media?parent=92788"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/happybrain.it\/en\/wp-json\/wp\/v2\/categories?post=92788"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/happybrain.it\/en\/wp-json\/wp\/v2\/tags?post=92788"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}