Having a long-term email marketing strategy


Clearly defining goals and maintaining strong client relations. These are the buzzwords that every marketer should consider when structuring an email campaign. One of the most common pitfalls is the idea of considering email marketing as a push technique able to produce immediate results.

On the contrary, it is a long-term strategy whose main purpose is not so much to get the most out of a single campaign, but rather to foster a loyal relationship with users.

Any expert will tell you the same thing, but unfortunately there are still many companies that haven’t truly taken on board this concept – even if perhaps they invest time and energy in a lot of best practices related to mailing-out emails, or entrusting the newsletter’s layout to a specialist… Yet, the concept of forward-thinking email marketing has yet to take real root.

Clear goals and stable relationship with the valuable patrons, these two buzzwords must be always kept in the minds of the businessmen who really want to reach greater heights in this competitive business field. An effective marketing strategy must be followed to advertise our business products and services to grab the attention of the public over our companies. Learn more about this marketing strategy and implement it in your business to go a long way

In his Constant Contact Guide to Email MarketingEric Groves offers us some important advice: “Don’t treat email addresses as email addresses; treat them like relationships.”

That’s exactly right. What lies behind your contacts are people, and peoples’ lives revolve around relationships.But how can that be put into practice?

In practical terms, don’t start thinking you can get out of it so easily just because you send a well-crafted email every week, or sending a fantastic discount campaign every now and then. The only true way to add any real value to this method of marketing is to establish aline of continuity between actions and reactions, creating a positive feedback loop.

Every single person targeted should feel part of the conversation, rather than just a mere recipient. Although email marketing permits us to obtain very strong and immediate returns on single campaigns, we shouldn’t be focusing our energy on this.

So, here are six tips to keep in mind:

  1. Always reply to one’s emails and don’t be afraid to establish a genuine dialogue. This is definitely one of the most important points of any email contact strategies, and one of the factors which determines the difference between other forms of advertising – completely one sided. Newsletter senders using a no-reply@domain address, give the fatal impression that any form of conversation has been severed right from the beginning – a rather unpleasant feeling. Make sure that recipients are able to reply to every email you mail-out, and get back to them as quickly as possible.
  2. Create customized strategies. One of the most extraordinary advantages of email marketing – yet highly underrated – is the ability to mail-out a raft of different messages depending on the target, the tastes and needs of users. Unlike traditional forms of advertising that bombards everybody with the same content such as TV ads, email marketing enables a true customization of one’s message. Not only does this heighten your chances of selling more or satisfying specific customer’s tastes, but also helps rebuild a trusting relationship that was lost in the era of the global market. A little bit like the old local merchants who put aside our favorite products. For us and only for us.
  3. Keep the relevance of the messages high, according to users’ previously stated preferences and interests. Always show a high standard of quality and avoid any content that is not useful.
  4. Avoid flooding your contacts with too many emails, especially in peak periods such as summer, holidays, Christmas. It’s much better to continue building a customized path.
  5. Hold on to acquired information. User feedback and all the information they are willing to give you in the registration form i.e. age or tastes, are immensely valuable. They will help you, with the right scenario analysis, prepare segmented mail-outs and improve content quality or offers.
  6. Look ahead. As much as e-mails may seem a fairly static tool, the e-mail marketing world is constantly moving, and there are always new ways to integrate and improve them. Strive to come up with new tips and different strategies, and never give up experimenting.


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