The 4 phases that every email marketing strategy goes through
Posted: Tue Dec 03, 2024 10:30 am
Normally, and according to what some expert studies indicate, the users who read the most content of Email Marketing shipments (and who, therefore, contribute most to the increase in our deliverability rate) are those consumers who have recently signed up for our subscription , for any type of reason; which can range from interest in a new brand, any type of discount generated by subscribing to the newsletter (a technique increasingly seen in everyday life) or some type of content, punctually, that has interested the user. But, normally, throughout the first year, the average reading rate drops considerably, to (even) generating the user unsubscribing or including the same email as SPAM.
And, there is no doubt that the life cycle of Email Marketing is limited.
However, in order to define a good strategy for maintaining your Email Marketing contact network, you need to know the 4 phases that make up its life cycle.
The 4 phases needed to understand the Email Marketing life cycle
Acquisition and activation phase
Conversion phase
Retention phase
Reactivation phase
Acquisition and activation phase
For example, by collecting email pop-ups on your site, or by adding a clear space on your blog where users can leave their email addresses. It is also important to make the registration phase as simple as possible: make it easy for the user, and don't drive them crazy with irrelevant mandatory fields.
And, of course, constantly monitor your databases. You should know that any petroleum manufacturers email lists email list you have will decrease over time: email addresses change, they stop being used, or in many cases people even permanently abandon email accounts that they used infrequently. Even, for example, in the case of corporate email subscriptions, a change of position and/or job will generate an unreported cancellation. For this reason, it is important to frequently audit the databases you have.
The main impacts on email marketing due to the GDPR
Conversion phase
In this phase, you should try to obtain and maintain the user's interest in your communication. In order to encourage engagement and achieve conversion in terms of purchase, you should try to get those users who are active (and who interact with your emails) but who have not yet made a first purchase to develop this interest.
In this way, it is very interesting that -for this group of users- you create emails designed to get them to take action, for example, through attractive discounts or exclusive benefits that lead them to take a step further in their purchase funnel. To do this, you should consider such essential but necessary elements as:
The most relevant type of content for each user group
The frequency of sending your emails
The best time and day to send your information
Retention phase
As we have mentioned before, there is a certain point in the lifespan of users when their interaction ends, not exceeding one year of life. Therefore, in this last phase you should try to retain customers who have had a high level of involvement and acceptance of the brand.
That said, what can we do to retain those users who provide great value to the company, and thus prevent them from leaving for the competition? The answer is easy to say, but not so easy to execute: improve the service offered, delving deeper into the knowledge of the user's interests and tastes, as well as taking into account their opinions, criticisms and ratings to offer them the best possible experience.
And, there is no doubt that the life cycle of Email Marketing is limited.
However, in order to define a good strategy for maintaining your Email Marketing contact network, you need to know the 4 phases that make up its life cycle.
The 4 phases needed to understand the Email Marketing life cycle
Acquisition and activation phase
Conversion phase
Retention phase
Reactivation phase
Acquisition and activation phase
For example, by collecting email pop-ups on your site, or by adding a clear space on your blog where users can leave their email addresses. It is also important to make the registration phase as simple as possible: make it easy for the user, and don't drive them crazy with irrelevant mandatory fields.
And, of course, constantly monitor your databases. You should know that any petroleum manufacturers email lists email list you have will decrease over time: email addresses change, they stop being used, or in many cases people even permanently abandon email accounts that they used infrequently. Even, for example, in the case of corporate email subscriptions, a change of position and/or job will generate an unreported cancellation. For this reason, it is important to frequently audit the databases you have.
The main impacts on email marketing due to the GDPR
Conversion phase
In this phase, you should try to obtain and maintain the user's interest in your communication. In order to encourage engagement and achieve conversion in terms of purchase, you should try to get those users who are active (and who interact with your emails) but who have not yet made a first purchase to develop this interest.
In this way, it is very interesting that -for this group of users- you create emails designed to get them to take action, for example, through attractive discounts or exclusive benefits that lead them to take a step further in their purchase funnel. To do this, you should consider such essential but necessary elements as:
The most relevant type of content for each user group
The frequency of sending your emails
The best time and day to send your information
Retention phase
As we have mentioned before, there is a certain point in the lifespan of users when their interaction ends, not exceeding one year of life. Therefore, in this last phase you should try to retain customers who have had a high level of involvement and acceptance of the brand.
That said, what can we do to retain those users who provide great value to the company, and thus prevent them from leaving for the competition? The answer is easy to say, but not so easy to execute: improve the service offered, delving deeper into the knowledge of the user's interests and tastes, as well as taking into account their opinions, criticisms and ratings to offer them the best possible experience.