If you have not yet implemented a digital marketing strategy for your business, then you are missing out on many opportunities.
It is true that “online” marketing can seem intimidating and complicated. This can discourage even the most determined entrepreneurs from implementing an online marketing plan. So the purpose of this article is to examine online marketing and bring it back to its fundamentals. And to do this, we have created a series of articles to break down long-term strategies, so as not to get lost in tips that may not last long.
Email Marketing
Email marketing is a very powerful tool because it is a direct channel for communicating with your prospects and customers.
It starts with acquiring the email addresses of your customers and prospects. But then, you need to figure out how to communicate with each person in your database… Without spamming them.
Here are a few tactics you can use:
1. The Lead Magnet
You cannot do email marketing without your contact’s email address. The simplest way to collect this address is through a lead magnet. The principle is to offer your visitors something valuable in exchange for an email address.
Here are a few examples:
- Guide or report,
- Free course,
- List of free resources,
- Promo code,
- Video.
The key is to offer a valuable lead magnet that is related to the product or service you sell.
2. Segmentation
Once you have obtained the opt-in (the contact’s consent), the goals of using email are:
- Nurture your prospect to convert them into a customer, or upsell,
- Build and promote your brand.
To do this, you will need to segment your email list so that you can target and personalize your email campaigns.
3. A/B Testing Emails
Once you have segmented your email addresses, you can move on to A/B testing.
A/B testing is the evaluation of different conversion elements to test on your audience in order to analyze what suits it best.
Here are a few examples of elements that can be part of your A/B testing:
- The email subject line,
- Specific content,
- The opening line of your paragraph,
- Design elements (color, layout of elements, email length, etc.).
4. Automation
Marketing automation is the final piece of the puzzle, and it can save you a lot of time.
Once you obtain the opt-in of your visitor or prospect – once you have completed your segmentation -, you can build nurturing email campaigns and roll out your strategy through marketing automation.
You will build sequences that will then be rolled out and sent automatically by your marketing automation software.
