Digital marketing and other trends in this segment are certainly something that cannot avoid the commercial sector which must use online channels to reach their customers.

WHAT TYPES OF CUSTOMERS DO YOU WANT TO REACH?

What are the demographic structures that you want to reach? How big is your potential audience? Are there any previous studies or statistics that can help you? Once you define your audience, it will be easier to create and adapt your strategy for e-mail marketing. It goes with the saying that a fashion chain and appliances store will address different demographic structures and customer segments based on which they will need to adapt their goals and content approach.

WHAT GOALS DO YOU WANT TO ACHIEVE?

Setting objectives and desired results is one of the key steps of your e-mail marketing strategy. Think how to attract customers and offer them the highest value all in accordance with their characteristics and needs. Also, be specific in setting goals and define the target figures in real terms, for example, 1,000 subscribers to the newsletter or a 20% increase in online sales.

WHAT E-MAIL SERVICE TO USE?

Before the campaign start, is necessary to choose a service that will serve best for the marketing implementation depending on goals, needs, and how much of the audience you want to reach. The most popular is MailChimp, which provides a variety of options to create content, audience targeting, data collection and analysis, but it would not hurt to check Campaign Monitor, Get Response or iContact. Besides the fact that you will use them to create campaigns, ultimately they are important because they allow you to track results and performance campaigns.

HOW TO ACCESS THE CONTENT ITSELF?

In accordance with the target audience, it is necessary to determine the manner of presentation of your content within the e-mail. If the recipient is a young customer who uses Internet every day you will find it easy to attract them with visual content, so consider how you can use photos, corporate visuals or even embedded videos, no doubt these customers will want to obtain more information as soon as possible, so your message should be concise and have a prominent key information or relevant links. If for example, you want your potential customer to purchase a new trendy shirt, there should be a visible roadmap to the web shop immediately after opening the e-mail. In fact such an approach should be used no matter what customer segment you are addressing.

MEASURING RESULTS

E-mail marketing does not go without metrics and analysis and many e-mail marketing tools comes with their own services to create e-mail campaigns such example has already been mentioned like MailChimp through which you can among other things keep records of the numbers of subscribers to your newsletter and keep track of how many users actually see and open the message. Of course, Google Analytics brings the most comprehensive insight into the results and the success or failure of the campaign especially in combination