Email marketing is one of the most successful ways to keep your audience engaged with your business. As a marketing agency, Vissina creates custom email campaigns tailored to your needs. We collect data from customer interactions over time to build lists. The long-term goal is to build segments around your audience, targeting specific consumers with the right ad at the right time. 

What does that mean?

As a user-centric marketing agency, we collect this data (conversions, interests, interactions, subscribes, and unsubscribes). The end goal is an automated system that funnels customers to your website. The intent is to send them to products or services they’re interested in. 

Does email marketing work?

When you want to build your brand or talk to your audience about something important,  email marketing is one of the most cost-effective ways to do so.

A 2015 study by the DMA found that for “every $1 spent, email has an average $38 return on investment (ROI).” Therefore, the average customer will wait for an email from their favorite brands to save on coupon codes, limited-time events, or anything else you can imagine. 

Still, more and more spam emails are being tossed around. It’s hard to stand out when someone’s looks at an inbox full of unopened emails. That’s why Vissina LLC takes a deep look at your audience, collects the data, and comes up with a game-changing strategy. Once that’s done, it’s all about email automation. 

email marketing

How do I get an email list?

You’ll see the best results when you build and maintain an engaged subscriber list. Therefore, you should actively comb through the data you’re collecting and adapt to the needs of your customers. There are numerous tools that we use to create custom lists and test different strategies to maximize ROI (AB testing). 

Keeping Your Customers Engaged Over Time

So you’ve built a strategy and find that it’s not working. Fear not, Vissina has the tools and experience to help. It’s not all about coupon codes and event promotions. You need a way to collect every click, every unsubscribe, and every motion that your user makes on the email. This takes an extraordinary amount of time and energy. It’s a full-time job. 

Luckily for you, we have the tools to make it our job to increase your lists, segment them into the perfect sets, and create custom emails with sharp images and enticing words to get the results you want to see. 

If something isn’t working, we see it and we fix it. That’s the beauty of data analysis. When an email brings an unusual amount of unsubscribes, we ask ourselves, “why?”. In addition, this behavior gives us the opportunity to constantly update and change our strategies to keep up with modern consumer behavior.   

Giving Your Emails Relevance

When you first start making email campaigns, you need to keep relevance in mind. There are people out there that tell you click-bait is the way to go. Research and years of data say otherwise. 

For example, let’s say you’re a clothing store and you want to capitalize on a celebrity wearing something similar to what you sell. “Latest Kardashian Styles” but the content is just your own clothing line, which is not exactly the same thing. While a good idea, in theory, this leads customers to distrust what your emails are about, thus ending with that dreaded unsubscribe.  

Again, the expectation is relevancy. You want to give your audience exactly what’s promised in the title of your email. 

We take the aspects of what makes your business unique and use that information to tell a story. By connecting to what makes your business great, you don’t need to rely on tricks. You just need to use email marketing to find the right audience. 

Targeted Email Marketing

The ultimate goal for any email marketing strategy is to make your subscribers feel special. If you can segment emails by name, you’ll destroy your competition. 

Is it a customer’s birthday? Do they love your graphic tees and star wars? Send them a “Happy Birthday” discount code for your star wars tee shirt collection. 

It sounds simple, by collecting enough data to narrow down your audience to this point takes a lot of time. You need a team of experienced email marketing strategists to build your lists and campaigns. We analyze both your clients and your industry to find the right words and the right times to send them. 

Email Marketing Strategy

It’s not all about the content of an email. By using tools like Analytics and various social media platforms, we can look at your email strategy form all angles to give you the best results for your budget. 

We also look at the demographics that are more actively responding to each email you send out. It’s important to know that your audience is dominantly female or between the ages of 30-50. Likewise, making an image in emails for people 60 and over should look a lot different than people that are under age 30. We also split test different images and text to see how we can continue to improve conversation rates and customer interactions. 

Email marketing should be an important part of any business. A good email marketing strategy generates at least twice what you put into it. This type of marketing should flow with the rest of your strategies, including social media, on-page- SEO, PR campaigns, and paid advertising

If you’re struggling with your email marketing, contact Vissina today.