A few days ago we published on our blog the article 1,2,3- mass mailing, as we do with many of our articles, we sent the post by email, and I received some answers from our readers.
Among them, a question, which I found very interesting, sent by Lucía de Santos, from a company called Bestcycling, saying, how to know my users, my target & .How to work with advanced email marketing strategies.. without having to be every day checking out the website statistics?
How to know our prospects? Our target?
This is a very important point, so I replied explaining that I would prepare an article to talk about creating advanced email marketing strategies for your email campaigns.
We have spoken about this in other articles, addressing ideas and alternatives for creating strategies, but as this is a subject that requires much consideration, I think we can use an example in this article, using the website Bestcycling.
The website is divided into two sections:
– Classes and videos to train at home, for general users.
– Courses and events for monitors, for more professional users.
-With this division, we have a good basis from which to start working, so that the first strategy is:
A) Divide the subscribers into two groups, and professional athletes
B) Create more specific groups, e.g. occasional athletes, regular athletes, professional athletes
This way we will have a basic segmentation, with which we can work on creating email campaigns.
For the group of athletes
We will work in this group, which seems to be interesting for this article, let's see how we can organize these subscribers to generate the best content.
Let's use a simple method to filter potential customers.
Our strategy will be to separate the subscribers as follows:
1) The potential client doesn't know he has a problem. For example, a person who doesn't practice any sport.
> What topics can be addressed in these newsletters for these users?
Several, for example, benefits of sports for health, health problems associated with a sedentary lifestyle, routines and tips to get started to play sports, food recommendations, etc.
2) The potential customer knows he has a problem but doesn't know how to solve it. For example, people who have practiced a sport, but were tired and had to stop for some reason, these users are aware that they need to get more exercise, but don't know where to start and what to do.
> Suggested topics
As they may be people who have practiced some sport, it would be necessary to prepare articles that explain the benefits of indoor cycling, elliptical exercises and various other activities.
Apart from these articles that explain the advantages of other sports, it would be interesting to prepare an initiation schedule, with advices on what to do to prevent injuries. As these users who already practiced some sport, we can talk about supplements, levels of difficulty, etc.
3) The client knows the service, but not the company. Athletes who have participated in indoor cycling, who already know its advantages, but
They don't know the company.
> What is the best advanced email marketing strategy for these subscribers?
For these subscribers, I think it might be interesting to present teachers, so that users can get to know them, and a little more information about the company's history.
It would be interesting to emphasize that the company understands their problems and above all to show that the team is motivated and has experience in this sector.
4) The potential client already knows the company, but doesn't know why he should choose it, rather than other companies.
> We are at a key point, and we need to work well on the advanced email marketing strategy to show this user he should take the next step
At this point we should have sent several emails with the benefits of sports practice, this sport in particular, spoke about the company and now it's time to try to convince the subscriber to decide to choose the company!
After all the effort, they are convinced that indoor cycling is a good option, we certainly would not want that the user decides to hire the services of another company.
Now it's time to show the available tools, such as applications, virtual trainer, social club, etc. So that the customer can see all the potential advantages of this method, when compared to other options.
5) The potential customer already knows the company and know why it's the best option.
> We are almost there! What content will help finalize the deal?
Now we should not waste the opportunity, the customer is almost convinced he will work with this company, therefore it's time to send success stories and testimonials, exclusive content, lesson videos, access to a demo class and discounts.
These contents are a good alternative for creating email marketing, but what else can be done?
Email marketing = autoresponders
If your email marketing tool provides autoresponders, it will be essential to use this option, for example for sending emails to new customers.
For example, if the company needs to send a welcome message.
After a week you could send another email asking if everything is going well, if the user has any questions or need help.
To encourage the new customer to continue working.
To congratulate the users for their achievements.
Email marketing = Advanced Segmentation
Don't forget to use advanced filters.
You could filter the active subscribers and assign inactive contacts to another group.
For the most active subscribers, it would be possible to send emails with success stories, opinions, etc.
And for the inactive contacts, it would be necessary to send campaigns to encourage them.
Going further in content generation
It is not easy to generate good content and work with advanced email marketing strategies.
But it can be useful to define profiles.
A profile is a fictional representation of a subscriber, with who we want to establish a relationship in order to create content that would be interesting to that user.
For example, you could not send the same article to a indoor cycling instructor and a beginner.
With this information, it is possible to generate even more interesting content.
1) Person #A
– Man, between 25 and 40 years old
-With family (small children)
-Sedentary work (office / accounting)
-Good financial level
-Very little free time
– The user wants to improve his physical appearance and health
Subject lines for the campaigns:
* Lose weight and gain health easily with indoor cycling
* Indoor cycling practice Advantages twice a week
* You don't have time? Indoor cycling with us from your own home!
* 7 reasons why our virtual coach will help you have success
* Discover how John improved his body in just 3 months
2) Person #B
– Woman, 40 years old
-With family (teenagers
-Sedentary work (business / marketing)
-Very good financial level
-Has time to spare
– Would be interested in an activity that will help her to reduce stress
Interesting subject lines:
– Get rid of stress at home with indoor cycling!
-Choose the appropriate elliptical bike for you
-You, your elliptical bike and Bestcycling, Visible results in 4 weeks!
-Your diet is not working? 5 tasty recipes easy to prepare
-You can never fulfill your New Year's resolutions? Find out how we help others achieve their goals
In short
If you try to create targeted campaigns, using a profile as an example, it is much easier to think of the situation and prepare more direct and personalized campaigns.
You don't have to be an expert in advanced email marketing strategies, just put yourself in the shoes of your users and identify contents and interesting message for each type of subscriber.
After identifying the profile of the users, it is possible to target each group, sending effective email marketing campaigns.
It is not easy to create good content, but at least this way I'm sure you can choose topics that address the needs of your prospects.
Start working with advanced email marketing and get more from your mailing list.
And be proactive!
Ask for answers
and listen to your customers!
Your subscribers will tell you what they need, as Lucía did, she was the one who gave me the idea for this article.
I hope you enjoyed it Lucía! And all of you as well!