Main components of an email marketing campaign
Posted: Wed Jan 08, 2025 4:31 am
We can summarize the structure of an e-mail marketing campaign around the development of 5 fundamental elements, intrinsically linked to each other.
1. Objective
It is necessary to establish a measurable goal for the campaign before sending the first email. Whether you set an opening rate, click rate or a certain number of conversions as a goal, it is essential to know what you want to generate in the recipients.
This will make it possible to direct the content towards achieving the objective and evaluate performance for application in future projects.
2. Audience
As in all communication, it is the interlocutors who determine the degree of interest in a given subject. Therefore, it is necessary to define who the target audience of the message will be in order to adjust the parameters to them: language, tone, offer, length, etc.
This is where the segmentation we are able to implement plays a vital role, that is, how specific we can be in defining our audience.
A good database ⏤ neat, complete, that allows filtering contacts and is integrated into the sending tool ⏤ is very important to achieve a highly effective campaign.
3. Offer
We have all seen the type of products that are sold at the entrance of colombia phone number football stadiums, or in the surroundings of a concert. In all these cases, the items offered are closely linked to the time, place and public that will eventually be in those places.
An email marketing campaign should be the same. Before defining an offer, it is necessary to identify which stage of the buyer's journey the recipient is in, their needs, interests, resources, etc. Only then will the offer be truly valuable, and the expected message.
4. Message
Once the objective, audience and offer have been defined, it is time to convey to a recipient, with particular characteristics, what we want to offer them in a clear and attractive way to achieve the expected objective.
This is nothing more than putting into words what benefits they will get by accessing our offer. The message must be consistent with what is offered, otherwise the contact's trust will be lost and most likely their interest in our brand.
Length is often a common concern. Some may recommend short and simple texts, while others advise to be very detailed and extensive. The important thing in this regard is that the length is such that it faithfully describes the offer and is able to maintain the reader's interest.
1. Objective
It is necessary to establish a measurable goal for the campaign before sending the first email. Whether you set an opening rate, click rate or a certain number of conversions as a goal, it is essential to know what you want to generate in the recipients.
This will make it possible to direct the content towards achieving the objective and evaluate performance for application in future projects.
2. Audience
As in all communication, it is the interlocutors who determine the degree of interest in a given subject. Therefore, it is necessary to define who the target audience of the message will be in order to adjust the parameters to them: language, tone, offer, length, etc.
This is where the segmentation we are able to implement plays a vital role, that is, how specific we can be in defining our audience.
A good database ⏤ neat, complete, that allows filtering contacts and is integrated into the sending tool ⏤ is very important to achieve a highly effective campaign.
3. Offer
We have all seen the type of products that are sold at the entrance of colombia phone number football stadiums, or in the surroundings of a concert. In all these cases, the items offered are closely linked to the time, place and public that will eventually be in those places.
An email marketing campaign should be the same. Before defining an offer, it is necessary to identify which stage of the buyer's journey the recipient is in, their needs, interests, resources, etc. Only then will the offer be truly valuable, and the expected message.
4. Message
Once the objective, audience and offer have been defined, it is time to convey to a recipient, with particular characteristics, what we want to offer them in a clear and attractive way to achieve the expected objective.
This is nothing more than putting into words what benefits they will get by accessing our offer. The message must be consistent with what is offered, otherwise the contact's trust will be lost and most likely their interest in our brand.
Length is often a common concern. Some may recommend short and simple texts, while others advise to be very detailed and extensive. The important thing in this regard is that the length is such that it faithfully describes the offer and is able to maintain the reader's interest.