However, there are many recommendations that you should always follow to run a quality campaign. In my humble opinion, not only is the theory correct, but there is a special causal relationship to what you want to communicate and to whom you want to communicate it. This will determine when, how much, and how you should run your email marketing campaigns to avoid falling into spam. I'll try to explain what we understand as spam and how easily your email marketing campaign can fall into spam.
I hope you don't experience what happened to me…the more I research this subject and document myself, the more complicated it seems…what you're dealing with is Keep in mind that people are people, people are complex, and subjective motivations exist, and as my mom says, “It rains for everyone to rejoice.” There is no such thing. But let's continue, I'm starting and participating…
What is email marketing and what is its purpose?
There are many ways to define email marketing, but essentially it is a form of direct marketing that uses email as a means of commercial communication or sends message communications to a specific audience. about it. Email marketing is for communication purposes only, and if you can properly communicate to the right people with interesting messages and avoid saturating your contacts with continuous communication, you will ultimately succeed in email marketing. You can use it. That way we can build the loyalty of our contacts.
Once you have clarified what email marketing is and its purpose, you need to be clear that it must comply with current legislation (currently RGPD in Spain). We require your consent to send you commercial email. Email marketing cannot and should not occur without your permission. Consent can be obtained in several ways.
Paper: This text must be printed on the coupon where the contact enters their details. This coupon must be kept in physical form or scanned to serve as evidence against AEPD in case of any complaints.
Lead or online forms: Online forms must always include an agreement to the Terms of Use. All online forms have a checkbox that requires you to click here to accept the terms and conditions. You can read in these Terms of Use that we expressly permit you to use our data to send commercial communications. I could go on for six or seven more pages on this topic, but I'll save that for another time.
What is considered spam?
Spam is also known as unsolicited or unwanted bulk email or SMS sent more frequently than the recipient expects or that the recipient does not expect.
Because of this, there is no bible that will give you 100% guarantees on how to take actions to avoid falling into spam. If you send it to a group with enough weight (number of users), you can run a campaign that meets all the recommendations for running a quality campaign, and then make a mistake on some part of the public and completely ruin it. I can. We're not interested in what you send, email servers like Gmail, Yahoo!, etc. Or Outlook will detect it in its spam analyzer and it will be placed in the spam “dark bag”.
Therefore, this is considered to be the quality of communication management and the quality of BB management. D.D. The better your management, the better your online reputation and the better the results of your email marketing communications.
How do you create a great email marketing campaign?
My mom told me it wasn't normal for me to keep talking to myself all day…but I think her concerns grew even more when I started answering myself…well. This is the crazy thing you have to do to start building a good email marketing campaign (among other things). Ask yourself, ask yourself, ask yourself…and answer every question.. My advice is to say the question out loud, write the question on paper, argue with yourself, argue one side, defend the other… Do this experiment, however interesting it is You'll see…you may convince yourself the opposite is true…Seriously, it happens!!!
If you do this with multiple people, and each person prepares and defends their position, something really interesting will happen.
You know I'm a big fan of examples, and this one is no different.
Suppose you have an online shop that sells “uniquely designed fashion shoes and accessories” and a New Year's Eve celebration is coming up (not the best example during this time of a pandemic, but it helps you understand) ). That said, during this festive season, we tend to look for great dresses and their accessories that will dazzle everyone on New Year's Eve. Therefore, we decided to launch a campaign to introduce a new design of wonderful women's shoes with a 10cm heel.
We do a good job of acquiring subscribers in advance and obtain a lot of valuable information from them, such as name, email address, gender, date of birth, and place of residence.
Many people would argue that asking for too much information in a survey is a bad idea. My opinion: That's not true. If you want this information so you can properly segment your audience based on the products you offer, then that's what you need. Admittedly, it is more difficult to get the user to complete the subscription process, but in this particular case, since it is an online shop, we assume that the user has to enter a set of data in order to make a purchase. Items required for delivery of purchased products.
Here's where the fun begins (I'll try to keep this analysis as simple as possible without making it too long).
Analysis example: Who buys great high heels?
The usual answer is usually women, but isn't it men who buy it as gifts for women? For shoes, this is the least common. Because shoes are a very personal and complex item…and that's not the case. Perfume allows other people (men or women) to know the brand and choose it. In the case of shoes, other factors come into play, such as the color of the dress (so that the shoe combination is appropriate), the last of the shoe itself, and even the multiple adjustment elements that pass through the head of the shoe. Who will wear it… As I said, it is too complicated to get caught up in the confusion of giving away shoes with these characteristics for free (at least the statistics reflect this).
We have already created our first segmentation. We will contact you only for women. Although some men may be interested, the percentage of interested men is likely to be much lower than the percentage of uninterested men, so to avoid spam that may fall into the men's group. I decided to sacrifice this lower percentage. Am not interested.Which segment of women is most appropriate? – From 30 to 55 years old
I wonder if the target audience is women between the ages of 18 and 30 (who also attend New Year's Eve parties). Of course, you can be more targeted, but we launch many email marketing campaigns throughout the year and can't afford to oversaturate them, so we want to focus our targeting as much as possible to avoid spam at all costs. I am trying to do so. Therefore, we decided to sacrifice a woman from her 18 years to her 30s. Because statistics show that women in this group, as a rule, buy other types of shoes.
What about women over 55? Of course, they can be objective, but, as in the previous case, we find that a high percentage of women in this segment prioritize comfort over design, and according to our database, from this segment Statistics show that the answer is not very suitable for this field. type of shoes.
Everything I am telling you is not a truth “carved in fire.” Because it relies heavily on our database and the statistics we have obtained based on our experience (in this case online shop). What you need to understand is that you have to ask and ask and ask…that’s the only way to get answers.
I forgot, but it's not that important. Once a campaign has been implemented, the absolute truth cannot be known, but in order to optimize the database (eliminating fraudulent users), the data can be measured, analyzed and compared with advertising campaigns run in parallel. need to do it. If you haven't opened an email in a long time, it's a hard bounce, a failed email that never stops being an email. This is enough for another post, but the important thing is to understand that this should be useful for: Improve your resources (DB) so your next campaign is even more efficient.
