Far from losing its strength, Email Marketing is reborn from its ashes as Ave Fénix becoming one of the essential actions in the online marketing plan of a competitive company that makes the strategy its leitmotif. Open your mind to creativity and read the thoughts of your clients transforming those ideas into direct emailing campaigns to your goal. Seduce your ticket trays with all your weapons and you will get the best reward: your FIDELITY.

Surely, like me, every day you receive many commercial emails that you never requested. Such is the volume and the desperation that, to paraphrase my admired Pedro Almodóvar, is not one or two times that I have escaped the regret ‘What have I done to deserve this?’. Because that kind of Joker in your inbox or those emails with hidden senders behind the spam mask are anything but Email Marketing.

The sending of emails with advertising communication to a list of subscribers who have voluntarily shown their interest in the products / services offered by a company, is Email Marketing. Well planned and based on a defined strategy, emailing campaigns are synonymous with effectiveness as demonstrated by a survey conducted by Forbes Media highlighting email marketing as the second channel with the best convertibility just behind SEO.

Quality Email Marketing is measurable in real time, customizable, favors the creation of solid relationships and trust with customers and ‘leads’, even improving the brand image. But the jewel in the crown of all this portent of virtues is its ability to better know your audience so that you orient your campaigns just in what your subscribers expect from you. A cocktail per-fect-to.

Next, as Michael Corleone would say in The Godfather, I’m going to make you an offer you can not refuse. I share with you a concentration of practical tips for your Email Marketing campaigns to succeed. Take note and, most importantly, do not stop taking the theory to practice because, do not forget, it is always more interesting and fun.

11 Recommendations to Optimize the Effectiveness of Email Marketing Campaigns (really)

1. Pamper your database, the philosopher’s stone of emailing. Work to keep it always updated and end the rebounds. Strive to correctly segment the list of recipients so that they are part of the target audience of the promotion communicated. And most importantly: Get open reports and clicks to evaluate the effectiveness of each campaign.

2. Meditate the What, the When and Who without excuses. A bad decision can mean the debacle of that action. Therefore you have to put all your “multi-sense” in each campaign. Study your clients, their interests, where and when they open their emails, because that knowledge will clear all doubts guiding you in an outstanding segmentation thanks to which you can customize your current and upcoming campaigns to the maximum. As you read, every detail counts.

3. Leave literature for another time. Email Marketing is clarity and conciseness. The subject of the mail must not have more than 30 characters. That crazy genius named Albert Einstein said that “imagination is more important than knowledge”, so apply it in your emailing campaign betting on creativity in the matter. Avoid capitalization or use of scented spam words like “sex”, “gift” or “free”. Remember: It’s the first thing your recipient will read. You play it Put all the meat on the spit and you’ll see the good ideas that come up.

4. Identify yourself from minute one. Top the beginning of the mail subject by putting the name of your company. In this way, the recipient will know at all times who is after that communication which will increase the degree of openness of the email. Record it in your mind: The hidden is the great enemy of Email Marketing.

5. Buy, make your reservation, contest … Use direct calls to action and without detours. They increase the power of the message and favor the reaction of the recipient at the end of the communication.

6. Offers yes, but not for everyone. In order to expand the number of subscribers to your list of shipments, a good idea is to differentiate the offers. For example: You can devise valid promotions for the subscribers of your newsletter but not for those who have not subscribed. This type of incentives will boost your reaction by having more emails where to impact your communications, build loyalty and grow your assets.

7. An Email Marketing more social than ever. Social networks are integrated into the actions of Email Marketing enhancing its value. Take advantage of your social profiles in your emails and include buttons for your recipients to share with your users your newletters, invitations, limited offers, product updates as well as other types of campaigns that you want to launch. But always think about the complementarity of these actions; forget thoughts like “social networks are everything”. No, no, and a triple and resounding no. In fact, the degree of trust and response to proposals from followers of Email Marketing campaigns is greater than that achieved on Twitter or Facebook. Therefore, integrate Email Marketing in your social media mix and all will be benefits. Do the test!

8. Change the chip. Your emails are no longer seen only on the computer. According to a survey conducted on Internet users in February 2012 by the AIMC, 64% of Internet accesses are produced through mobile. So, what are you waiting for to adapt your communications to the new formats? The time, place and opening context of the emailings has completely changed. Start today to create your Email Marketing campaigns so that they look perfectly on smartphones, tablets and other formats, thus ensuring the effectiveness of each action taken. Renewed or die!.

9. The crucial test. Before the final sending of emails to your recipients, spend a few minutes to test sending that email to various email managers. For what? To corroborate that the design is observed without problems. However, I recommend that you put a link that says something like that. “If you do not see this message correctly, click here.” In this way, your customers and leads will be able to see that offer or newsletter via the web without incidents of any kind that prevent them from benefiting from the contents offered.

10. What is the key time for the shipment? It is proven that the effectiveness of opening emailing campaigns is greater if the delivery is made in the early afternoon and not in the morning. Similarly, never schedule shipments for the first or last day of the week. Wednesday is the Big Day of Email Marketing. Celebrate it!

11. Be constant in your shipments but without being annoying. From the use to the abuse there is a step so that it offers useful information without saturating, always in search of the added value and not of the lost value close to the SPAM. A weekly email campaign will be a good start.

Have you already made these tips your own? Now you just have to apply them in the communications established by your company with its publics. Email Marketing is a world of opportunities … and there are so many different actions from which to extract all its potential! From the most popular format – newsletter – to the promotion of limited offers, last minute, product updates, invitations, personal congratulations for specific dates, newsletter for internal staff communication or an email after sales that helps the client not feel abandoned as the deodorant after the sale, this range of communications will make a difference in the relationship established between the company, its prospects and end customers.

Start thinking about email as your best ally in the promotion of your products and services and building a relationship of loyalty and trust with your audience. In fact, as Tom Hanks said: “Do you have an email? Yes, powerful words.”