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What is the Email Marketing?
The email marketing is one of the most powerful weapons that any project on-line, company, freelancer or blogger have to communicate with your audience.
It is, without a doubt, el mejor channel para difundir el contents from your Blog or the promotions of your products.
There are many other dissemination channels, such as social networks, Youtube or, every day more, the podcast, but ninguno es tan cercano como enviar un correo electrónico directo a la bandeja de entrada de tu subscriber.
And at the same time, without being invasive, because after all, if who you send the mail to is not interested in reading it, they simply send it to the trash.
What is the best time to start with email marketing
The best time to start is ... ALREADY!
You have to start collecting data to do email marketing sooner. Tomorrow is late and, in the future, you will regret every day that you miss.
What is the email marketing
Although it may not seem like it, perform a campaign of email marketing it can be used for many things.
Do not think that it consists only of sending an email from time to time, far from it!
Look at all that the email marketing can do for you:
Offer free content
You can use it to offer your audience free content.
Not only the publications that they can already find in your Blog, otherwise contenido exclusivo que solo reciban las persons suscritas a tu lista.
It generates recurring traffic
There are many people that the first thing they do in the morning when entering Internet is to open your email.
At the same time, it must be taken into account that there are people who, when working during the week, prefer to visit their blogs preferred on the weekend. Saturday, and especially Sunday, are the best days to send a newsletter.
You promote the loyalty of your audience
If you are able to create good, useful and quality content, you will be able to reach a high percentage of subscribers who open your emails y, como te dije en el punto anterior, así consigues un importante traffic recurrente.
It enables you to do a good segmentation
If you have at your disposal a service newsletter, sure you send your emails to all your subscribers without exception.
In spite of everything, on many occasions you will want send specific emails to specific people. As an example, if you use the service that Mailchimp offers, you will know that your subscribers are classified according to a star scale.
1 star, is a subscriber who does not open your emails or who does so very rarely. 5 stars, indicates that it is a loyal subscriber, who opens all your emails and makes click in most of your links.
These stars may not tell you anything now, but I guarantee that in the future they will help you segment your subscribers, and this it will help you send your content in a much more efficient way.
Email Marketing - Tools
To create a list you need a provider to help you manage that list.
Mailchimp es uno de ellos, pero hay otras herramientas como Mailrelay y Aweber que al mismo tiempo son muy populares.
It is up to you to study its advantages and disadvantages and choose the one you consider most effective.
When you've selected your provider and configured your list, the next thing you need is a form to attract subscribers in you Web or Blog.
Regarding your subscribers, you basically need capture at least one email account to which you are going to send your emails.
At the same time it would be convenient for you to get the name of your subscriber, in order to better personalize your newsletter. Keep in mind that we all like to receive a e-mail Let him say “Hello Diego”, “Good morning Isabel”. "Have a good week Teresa", etc.
How to capture the e-mail from a subscriber
To capture the e-mail from a subscriber you need to have a well visible form and, if possible, in several different parts of your Blog.
The best places to have a form are:
At the end of each post
If a person enters your Blog and read a post from start to finish, when finished you should see is your form.
If you have been interested in what you have read, you may very well want to continue reading more posts y, por tanto, se convierte en un Username susceptible de apuntarse a tu newsletter.
Give that chance placing your form at the end of the post.
In the middle of a post
Place the form in the middle of a post it's a good way to get the visitor's attention.
They may not sign up to your list the first time, but at least they won't forget that you're giving them that chance right from the start.
In a pop-up
Many people hate pop-up. Even the creator of this invention asked for forgiveness for an idea that, over the years, he has considered negative.
A pesar de todo, aunque la teoría y la user experience nos dicen que no debemos usarlo, he pop-up tiene uno de los ratios de conversion más grandes.
In this way, having a form in the form of pop-up is very efficient at capturing email addresses for your email list. email marketing.
In the sidebar
Having your form in the sidebar is very positive because it is a way to always have it visible.
Its level of conversion is lower than in the case of pop-up, But in the end it all adds up, and the more calls to subscribe the more chances you have of success.
As top bar
It is about asking your visitor their e-mail by means of a bar type banner that accompanies you throughout the time you spend in the Blog.
It is not excessively intrusive but it is always there, with a button "call to action”Or call to action.
Other ways to get subscribers
Offer a gift
Reach for a person trust you enough to give you their email address It is not something far from easy.
One way to get your visitor's attention and get them to subscribe to your list is to offer them a gift.
In most cases it is a e-book or some kind of guide in PDF format.
Think about what might interest your visitors the most and elabora un buen regalo para ofrecer a cambio de la subscription.
Keep in mind that we are all more receptive to giving our e-mail Yes it is in exchange for receiving something tangible.
Run a contest
An attractive way to incentivize your visitors can be to create a contest.
As an example, you can raffle 1 hour of free consulting. For a person to participate, the only requirement will be to give you their e-mail. Do you see how easy?
Organize a webinar
Esta idea no está al scope de cualquiera, pero si ya llevas tiempo con tu Blog and you've made a little hole in the blogosphere may be interesting organize a webinar for your followers.
The only requirement that is asked when participating in this type of event is to sign up with an email, in this way there you have another idea to capture emails.
What you should NEVER do with your list
Buy and sell lists
Unfortunately, today almost everything is for sale. Yes, at the same time there is a "black" market for databases with emails.
I recommend you to do not buy these types of lists, much less sell yours.
Lo más importante a la hora de crear tu lista es que esta be voluntaria. A visitor becomes a subscriber, not only because they like what they read on your Blog, but especially because he has full confidence in you.
Under no circumstances do you betray that trust!
Spam
In line with the previous point, if you buy a list and send them your emails you will be doing spam, because the people on that list haven't asked you to send them anything.
Besides this, Sending too many emails at the same time is considered spam.
Send your emails only when you really have something important to offer. The most recommended is one email a week.
Fake subscribers
Subscribe to a Blog It has to be a voluntary act 100%.
Under no circumstances add addresses of e-mail of people who have not given you their consent. The only thing you would achieve is to destroy your personal brand.
Trust me, it's not worth faking subscriptions.
What should your emails
Basically you e-mail has to contain the articles you have written.
If you have selected to send an email a week, possibly send 1, 2 or even 3 items in one e-mail.
You can send a fragment of each article offering a link to you Blog, or you can send the entire article. The first option will bring more traffic to your website, but with the second you make sure that more people read you.
7 myths about him email marketing
As you already know, the email marketing is one of the most used strategies en cualquier plan de digital marketing y es considerada como una buena inversión debido a que:
- Enables award very specific objectives and analyze them.
- Enables a alta segmentation de tu lista subscribers / users / customers.
- It is easily scalable.
- It is ubiquitous. There are more than 4.1 billion email accounts, más que el número de cuentas de Twitter and Facebook juntas.
- Offers a ROI alto. El valor medio de un pedido de un client que compra por medio de de una newsletter it is 17% higher than that of the one who buys through an action on social networks.
- It is customizable and puedes incluir contenido único.
- It does not require a large investment economical.
- It's a channel ideal for loyal customers.
Whether you have at your disposal a website or an online store, the email marketing It is one of the most important channels to attract traffic and get customers.
Pero, como en toda buena strategy, lo más importante es planning each campaign.
There is a lot written about campaign planning and often so much information can form wrong beliefs or myths.
As an example, about what time it is best to send our campaigns, about the ideal number of shipments, or about customers who never open your emails.
According to a study by Alchemy Worx, some of these myths about the email marketing, are the following:
Myth 1. Consumers are bombarded by emails of brands.
The truth is that the 60% receives less than 6 brand emails and, of these, the 40% receives 3 or less.
Myth 2. The best time to send our newsletter It is at 3 pm on Thursday.
Well, no, the data shows that 85% users open the mail up to 2 days after receiving it.
Myth 3. You should stop sending emails to inactive users after 6 months.
Let's write down the data, a 20% of annual openings have been made 6 months after considering a user as inactive.
Myth 4. Clients send to spam the newsletters brands quickly.
Making a mean, less than 1 subscriber in 2000 marks an email from a brand as spam.
Myth 5. If brands increase the shipment of newsletters, customers ultimately ignore them.
Well it turns out that if we send 4 newsletters in a month instead of one, the number of openings doubles.
Myth 6. A short headline works best.
The data is that, below 60 characters the openings and above 70 characters, clicks are increased.
Myth 7. Many newsletters they end up in the folder spam because of the subject text.
According to the 540 billion emails sent to spam, the headline has little or no effect for a newsletter ended up in the trash folder.
Once the most important myths have been dismantled, the key recommendation for success is the analysis and segmentation of users / records / clients, together with the adaptation of the campaigns to the criteria and objectives established for each segment.
The legality of email marketing
As we have already seen, the email marketing It is a technique widely used at this time by most companies in their marketing strategies, and the effectiveness that this type of campaign has for the sales activity of any organization has been absolutely demonstrated.
If you need to reach a significant number of recipients you must have a complete and quality database that can help you ensure that your message reaches the intended recipients.
Have you ever wondered Are campaign campaigns legal? email marketing?
The legality of email marketing It is something that anyone should know before embarking on these actions, if we want to avoid ending up receiving quite significant financial sanctions.
The development of commercial and marketing actions through the Internet is subject to various regulations that can jeopardize your marketing campaigns if you don't follow through.
The normative references that regulate this type of activity on-line are two:
Organic Law on Data Protection
The organic data protection law focuses its interest on the protection of the personal data of third parties.
It is about preventing us from misusing that data that can have significant consequences for our company.
In fact, for any database to be considered "legal" for all intents and purposes, you must register the data file with the Spanish Agency for Data Protection. In this way, we will have notified the data that we are going to process and that we are authorized to do so.
The users who appear registered in that file must have the right to know that your data is being processed in that file y, en caso de hacer algún envío de advertising, debemos dejar bien clara la información sobre who is the sender of this campaign and give the option to unsubscribe if you wish.
Law of the Information Society and Electronic Commerce
This law is the other great workhorse that must be considered to ensure that our campaigns are carried out under the law.
In this law, what is intended is prevent users' inboxes from getting saturatede due to a large amount of emails that you have not authorized.
This regulation requires that Advertising cannot be made available to people who have not authorized or given their consent to do so..
Therefore, in several cases what we do is contact previously by phone with users who may be recipients of our services to request consent to send you information to your email.
Another widely used way to obtain this consent is, precisely, have a form on the web where users are the ones who send us their data and authorize the sending of information.
In spite of everything, this law at the same time incorporates exceptions. If the recipient of the data and information is a person who in the past has had a previous relationship with the company, and has contracted services or products similar to those we want to send, the sending of emails is authorized to these people.
As indicated so far, it can be verified that the email marketing It is a very suitable activity for the development of advertising and promotions for companies, but it is necessary to meet the necessary requirements to avoid incurring in illegalities.
Companies must ensure that our databases are sufficiently verified and refined, as well as that the information it contains has been authorized by users.
In that way we will avoid the risk of having to face the passage of fines and penalties.
10 common mistakes Email Marketing what you should avoid at all costs
I think you will agree when I say: he email marketing not for the faint of heart. But it is only valid if you do not know what you are doing and you end up making some or all of the common mistakes of email marketing.
The email marketing remains one of the best ways to drive traffic and increase sales. By doing your homework right, you can avoid these common pitfalls and turn email marketing into a gold mine.
Sounds like a great deal, right? I guess you're starting or thinking about it email marketing. If you are a professional, well, at the same time you are welcome.
Without further ado, we get down to work to create an email list that offers you tangible results.
Here's 10 very common mistakes email marketing what you should avoid.
1. Start marketing late
Most beginners don't see the immense value of email marketing. So instead of allotting the time and resources that email marketing it deserves, te centras en la creación de contenido, las redes sociales y el SEO.
Putting the email marketing in the background, you end up losing a lot of money. You forget that most of las personas que llegan a tu sitio desde los search engines y las redes sociales, a menudo no regresan.
Regardless, you can turn things around by deploying email marketing while launching your site.
Due, you'll improve the chances of capturing leads that you would otherwise lose early on. the use of a plugin Like Optin Form, it can help you capture new leads before they leave your site.
And since we're talking syncing, keep in mind that you can't just send email blasts whenever you want.
Studies show that there are specific days and times when your emails have the most impact on your subscribers. Herramientas como CoSchedule ofrecen incluso la «programming inteligente», para ayudarte a saber cuándo es el mejor momento para publicar en varias plataformas.
This way, don't wait to start the email marketing at a future date; start immediately and keep improving.
2. Do not test to promote
As they say, knowledge is power. This means that researching and testing different aspects of your marketing strategy is essential. email marketing.
In most cases, email marketing newbies paste a signup form, they put it somewhere on their website and then they let it be.
So they wonder why their email list isn't growing as fast as they want. Well, you need to do some A / B testing to recognize the areas with the most significant impact.
The best marketing tools like Hello Bar and OptinMonster include A / B testing. Therefore you can build and test various registration forms, compose, and placements to see what works best for your site.
In the same way, you can learn about email content, using the built-in reports. Open rates are important!
At the same time, remember that you must keep an eye on the latest trends in email marketing so you can capitalize on the methods with the best results.
3. Buy email lists
No sé por qué querrías comprar una lista de correo electrónico, a menos que seas uno de esos herederos africanos de Yahoo! or a spammer small time. Since you are neither of the two, you better build your mailing list from scratch.
Buying an email list is always a bad idea, no matter how much time you think you're saving, you don't need an engineering Ph.D. to understand that buying a list of emails It will explode in your face in a big way.
To get started, no one ever wants to receive emails from a list they haven't subscribed to. I can bet all my money that you don't bother to open these types of emails, at the same time they regularly end up in the spam folder.
In second place, buying an email list is a surefire way to kill your brand.
If you are running a business (and you benefit from a strong brand), stay away from buying email lists. That, while your email marketing provider will ban and prevent you from sending emails to a list that you have bought.
Third, essentially you're wasting money down the drain buying a list of fake email addresses. Even if a couple of contacts are real, they don't give a damn about your business, which means wasting time and money.
But the most important thing is illegal to sell (and buy) email addresses. The CAN-SPAM Act includes a number of email compliance rules (such as misleading titles, easy opt-out options, etc.) and strictly prohibits the sale or transfer of email addresses. Like this, don't do it.
4. Ignore Lead Generation
To create an email list you need people to sign up. Great content is the first part of the equation.
User experience is the second, and a lead generation solution is the third. Put all three parts together, and your email list will grow exponentially..
To clarify, you may offer the most intriguing content and the best user experience, but if you can't make your sign-up forms noticeable, all your efforts are wasted when it comes to email marketing. People need to see your registration forms!
Enter plugins lead generation like WP Optin Wheel, Thrive Leads, and Optin Monster, and you'll save the day.
Decidedly, those tools significantly increase your subscription rates, so you never have to complain that people are not subscribing to your email list.
5. Don't check the statistics
Tracking your open rates is awesome, but Do you know if the reader reaches your website where they can make a purchase?
Bueno, si no tenías ni idea, puedes hacer un seguimiento de los suscriptores de correo electrónico por medio de Google analytics.
As an example, you can see the subscribers who came to your site from each email campaign. At the same time you can see the emails with the most significant impact, the purchases on your site, and much more.
The best part is that most providers of email marketing how MailChimp, AWeber and Mad mimi offer sus propios informes integrados, así como la incorporación de Google Analytics.
At the end of the day, tracking is about confirming that your email campaign is successful.
6. Poor targeting, or lack thereof
No, do not do it. Don't make the mistake of sending emails massive, unless it is just a routine update suitable for all users.
Having a huge list is not enough, you must segment your list with parameters such as geographic location, income, gender, past purchases, and so on.
Obviously, you can't ask for all this data in advance, so as not to scare subscribers with a not-so-short form. After all, you only need the email address to sign a reader onto your list. You can collect data later with surveys, forms in situ and other creative methods.
The point is that the more data you have about your reader, the better you can segment your list.
After that, send messages targeting different segments. You will surely agree that you do not intend to send clients and non-clients the same emails, as an example.
7. Use of non-responsive email layout (responsive web design)
In a world full of devices of different sizes and options, no puedes darte el lujo de pasar por alto la relevance of a diseño adaptativo.
Lo que significa que, a la vez de un sitio web WordPress con capacidad de respuesta adaptativa, you need to send responsive emails that are easy to use on mobile devices.
Without a doubt, some of your recipients will read your e-mail on their mobile devices, this way you do not get away from any group depending on the device they use. In other words, uses a smartphone approach when creating your email campaigns.
At once, spend time testing what the e-mail on as many devices as you can. Only send the campaign when you are sure the email looks good on multiple devices.
As a beginner, it is quite possible that the first time you will use large images in the header section, as an example, so the Readers will not be able to read emails on smartphones.
In line with that, you can use a tool like Litmus to test your email before sending out a full email campaign. This service allows you to check the appearance of the e-mail en más de 90 clientes de correo electrónico, como Gmail, Google Android, iPhone y Outlook, entre otros.
8. Send spam
Bombarding your subscribers with emails won't make your schedule move any faster. Conversely, Sending too many emails too often is one of the biggest mistakes of email marketing, That turns off your readers and could increase unsubscriptions.
If this is not enough, send emails too often could trigger blockers spam, ruining your chances of connecting with the reader.
A weekly, monthly, or bi-monthly schedule works amazingly well, as long as you submit valuable content and offers.
The bounce, open and click rates of your campaign should be proof that you have a good calendar.
9. Inconsistency
Besides this, we have the other group of sellers who send emails sporadically, so readers know when to expect content in their inbox.
You can avoid inconsistencies by setting and following a strict schedule, or by creating email drip campaigns. to make sure you stay in touch for a set period of time.
Otherwise, you will end up frustrating the recipients, since your emails are predictable, which at the same time means that your business is easily forgettable. Después de todo, el target aquí es mantener tu marca siempre vigente, sending emails to your readers normally, but without sending them spam.
Taking a little time to plan is not just part of a good content marketing strategy, at the same time it is the key to making sure your email campaigns stay on track. A plugin Free as Editorial Calendar is a great tool.
If you send emails inconsistently, it's only a matter of time before subscribers lose interest and unsubscribe. Worse yet, they might mark your emails as spam, even if they were genuinely interested in your business from the start.
10. Sending "filler" emails
You have probably been a victim of this error a million times. Here's how the typical scenario plays out: Hear about the email marketing, and there you go and you get to work. A few days later, you have a couple of subscribers, and it feels wonderful.
Some internet marketing "gurus" say you should send a welcome message first, but they never tell you what to do after that. In this way, you send two emails, and you have nothing more to say for the third week.
Anyway, you intend to maintain coherence, in this way you build a e-mail nonsense, or what we call "filler mail," and you hit send.
Obviously, your readers see through the front and start to unsubscribe. I bet you've even seen it with tickets on blogs. Have you ever been in a Blog with seemingly good content and then found an entry that didn't seem to do anything but fill the agenda?
Okay, don't send emails to your subscribers without a specific goal in mind. Do it like a pro; Plan the day and time, so you can deliver a valuable message every time.
After all, your subscribers are your customers, and you wouldn't want to kill them with useless garbage, would you?
Final words on the common mistakes of the email marketing
Our list is just a small sample of all the common mistakes you can make in your email.
Our hope, despite everything, is help you avoid these ten pitfalls that are detrimental to the success of your marketing campaign email marketing. If you are aware of other common errors of email marketing, we invite you to share it in the comments section.
