Week 6: Mkt 348 (Hubspot) - Sending the right email to the right person

First of all, we have to keep in mind that email is extremely important nowadays. The return on investment (ROI) is really high: 4300%. Plus, the use of email by marketers is growing annually, and it is an easy way to always keep in touch with your customers (creating trust, engaging them).

The point is: How to send the right email to the right person?

There are four steps: determine who your audience is, segment your contents database, send the right content at the right time (try to reach the buyer's journey), nurture a lead into a customer. However, you have to send an email that is going to add value to your product, that will have an interesting and attractive content. Otherwise you are going to create a kind of antipathy in the consumers.



Here you can see some optimization tactics:

1.       Identify a specific goal

2.       Personalize sender information and email copy

3.       Get to the point

4.       Use actionable language

5.       Focus on benefits

6.       Use multiple CTAs

7.       Encourage sharing

8.       Edit the plain text version

9.       Optimize for mobile

10.       Analyze results