Sending email marketing: know how to do it correctly

Did you purchase a product over the Internet and receive purchase communications only via SMS or messaging app? They probably got lost between conversations, didn’t they? That’s what email marketing is all about.

When a company communicates with its audience by email, the strategies are more targeted. After all, most people check their inbox regularly.

In this article, you will understand how these submissions work. Come on?

Why send email marketing?

It is estimated that by 2023 there will be 4.3 billion email users in the world — half of the world’s population.

Most of these people actively look at their inbox, whether to find out about the news of a brand they admire or to follow up on a purchase made online.

Therefore, your business can also be under the attention of this audience and nothing better than appearing in the inbox efficiently and automatically, right?

The tools for sending email marketing, in general, bring these facilities:

  • process automation;
  • targeting and managing potential customers;
  • monitoring of email marketing results;
  • Customization and personalization of emails.

As a result, the marketing strategy gives more credibility, the relationship with customers improves and you can even increase traffic to your website or social networks.

In addition, it is often necessary to send e-mails on commemorative dates, birthdays, promotions, etc. Especially if your business covers the entire country, it is impossible to send all this manually.

That is why it is recommended that the tool also automatically trigger the emails, that is, the sending of automated marketing emails, without the need for a professional to send them one by one for each lead.

In addition to efficiency, the trigger enables the performance of A/B tests, reduction of the rejection rate (number of users who do not receive the sent email) and others.

How to trigger email marketing correctly?

Once you “give the ok” for the email tool to start automating, there’s no turning back. The email will reach the recipients.

Hence the importance of performing all the steps correctly before reaching this final stage of shooting.

See an example of shooting:

Create an automation flow

Sketch a flow, on paper or with a mind map app, and move on to your chosen email marketing tool.

Generally, you will have a space to name the automation, and it’s a good idea to do this so you don’t get confused with other flows.

Set the trigger to start shooting

Every shot needs a trigger, doesn’t it? It’s like that with email marketing too. This trigger can be the download of a specific digital bait, subscription to a newsletter, the recipient’s birthday, among others.

It is noteworthy that, to make these settings, you do not need to know how to program, or anything like that. Just drag a few buttons and assemble a process, like a sequence of events.

Create the first email of the flow

In this step, you write the first email in the flow — five days after the lead goes into automation, for example.

It is advisable that in the content of this first email you thank you for downloading the rich material, thank you for the subscription, in short, whatever best suits the trigger.

If the flow is post-sales, you can ask if the purchase went well and subtly offer a related product, such as an upgrade from what was sold.

This is also true for infoproducts. So suppose the lead bought an e-book from you. You can suggest, in the flow, the purchase of a paid online event that you will be hosting soon.

Continue with second email

After approximately seven days, you can offer another product — if the flow is aftermarket.

If the shots are nutrition, for example, you can send more advanced content to those who opened the previous email or someone who breaks possible objections, to those who didn’t open the first email.

Send the third email

Here you will basically repeat the previous action, advancing the sale. The recommended time for this shipment is around 30 days.

Follow a logic: if the metrics are good, like open rates, you can offer products with higher tickets.

Otherwise, if the user did not respond well to the second email, in this third one you can ask if he still wants to receive the contents in his inbox.

Don’t be afraid to eliminate contacts from your base. As much as the number goes down, keep in mind that quality goes up. A clean base has greater sales potential and less chance of making emails fall into the spam box.

How does HeroSpark email marketing work?

HeroSpark’s tool hosts your digital product, creates your sales funnel and even automatically sends emails to your prospects.

That is, you don’t need to hire another email tool. Just take advantage of this functionality — which has no limit on emails, included.