The collected database must be constantly adjusted, and incorrect addresses and those users who do not respond to email newsletters for a long time or send emails to spam must be removed.
Content strategy
The content of the email newsletter depends on the specific project. In some cases, it will be enough to inform about promotions and discounts, while in others, more useful content is needed. This happens when it is necessary to cover the topic, work out potential objections, and answer frequently asked questions.
It depends on the specifics of the product and the target audience. Having studied what potential customers base their purchasing decisions on, they decide which email marketing strategy to choose.
Communication scheme
Once it is clear who the mailing is intended for and what part time data content it will contain, it remains to determine the scheme and schedule for sending letters. Email mailing chains depend on the chosen strategy and goals. Different types of letters are used at different stages of communication with clients. The email mailing frequency strategy depends on the user's activity and their reaction to certain triggers.
Communication scheme
Many well-known companies and brands successfully implement an email marketing strategy to communicate with their target audience. In order not to get lost in the large flow of letters, some use bright, non-standard solutions. One such example is Burger King.
They came up with the idea of starting a correspondence with their users, engaging them in a dialogue with the help of a bright character. That's how Kolya from Burger King appeared, who has already sent almost a billion letters.
Kolya communicates with his followers the same way close friends do in personal correspondence. He uses slang words, emojis, and is not afraid to talk about personal topics.
Example of email marketing strategy
To increase their reach, they came up with a trick that engaged a lot of users. Kolya wrote that he fell in love with Dasha from Aviasales, another character on whose behalf the company sends out emails.