Marketing Automation Agency

Email marketing has several advantages that make it an excellent strategy for making yourself known.

By relying on Ekeria for email marketing you will be able to:

• Build and nurture relationships with customers and prospects through valuable and personalized content. In fact, email marketing is one of the proprietary channels, with a high possibility of customization. This is why we at Ekeria take care of the creation and customization of email marketing campaigns to help you capture the attention of your target. Personalization is one of the most important elements to be successful in any campaign. Personalization includes the ability to be relevant, send timely emails, anticipate subscriber needs. To be successful in sending personalized campaigns, it is therefore necessary to have a strategy to collect relevant data from customers. 

• Promote your content. Email marketing can also be used to re-share blog content or other resources that you find useful and would like to get more exposure.

• Generate leads by inviting subscribers to provide you with useful personal information, in exchange for resources they value, such as ebooks, free downloads or webinars. 

• Promote your products or services. This is the main reason why many companies use email marketing. 

Thanks to Ekeria you will have an effective email marketing strategy designed specifically for the audience you are trying to reach with your content.

To help you achieve the desired results, our strategy consists of five steps:

• STEP 1: We establish your target. We analyze and understand your target in order to create content totally in line with their needs, whether you are a B2B or a B2C. Remember: an effective email is a relevant email. With Ekeria you are sure to offer totally relevant content with your brand and your target.

• STEP 2: Once your target has been identified, we segment it into further groups, to send them personalized campaigns or to send content only to those who are interested and interact with the emails. The segmentation we operate consists of dividing your contact list into sub-categories that refer to the unique characteristics, interests and preferences of your recipients. Some of these sub-categories can be for example: geographical location, life cycle stage, sector or degree of interaction with emails sent in the past.

This step is essential, because if, for example, you send a discount coupon for your product or service to subscribers who don't even know you, you will probably lose them in advance. Each email sent is created based on the characteristics of the user you want to get in touch with, rather than a standard email sent in a non-distinct way to all your contacts. The recipient would notice this detail, and this would negatively affect the credibility of your company. This is why we at Ekeria attach particular importance to the segmentation step. More segmentation means more trust and a better chance of making prospects your customers.

Once the target has been identified and segmented, we take care of drafting the list of users to send your content to, after obtaining their permission. With our help more and more users will be interested in your content and your list will grow organically. 

• STEP 3: We set goals. It's helpful to figure out what goal you're trying to achieve with your email marketing campaign, then quantify those goals numerically by checking the benchmarks for your industry and the goals you want to achieve. We set realistic and quantifiable goals to guarantee you tangible results.

• STEP 4: We establish a calendar. We establish with you the frequency of sending emails, finding a strategy that will allow your content to be viewed by as many contacts as possible. It is important to establish a sending frequency in advance, so as not to send emails too close together. Otherwise, you risk ending up in the spam folder or annoying users, increasing the rate of unsubscribes to your newsletter. A stable and regular publication frequency will avoid annoyances and increase the chances that users will read your emails with more pleasure.

• STEP 5: We monitor the data. Constantly monitoring the data is useful for measuring the progress of the email marketing campaign. We at Ekeria are committed to keeping data under control and making changes to always achieve optimal results. A good email marketing strategy takes time to start paying off. 

Here are some ways we measure the effectiveness of your email marketing campaigns 

1. A/B testing: A/B testing is a test that measures how different versions of the same email affect recipient engagement. Two types of email are therefore created: type A will be sent to one group of recipients and type B to another. It's a useful method for testing how a change impacts email opens or clicks. 

2. Establishing KPIs:  KPIs or Key Performance Indicators are performance indicators to be taken as a reference point for analyzing data relating to the performance of a strategy. Normally the main KPIs we use for email marketing are:

• Deliverability: i.e. the speed with which sent emails reach the mailboxes of the recipients on your list

• The opening rate: that is, the percentage of people who, once they have received the email in their inbox, open it.

• The click rate or Click to Rate: is the percentage of people who not only open the email, but who interact with it by clicking, for example, on the Call To Actions present.

• The unsubscription rate: measures the number of users who unsubscribe from your email marketing list, usually due to loss of interest in the content received. If this rate is high or growing over time, it is helpful to analyze and understand why unsubscribes. Sometimes it is enough to decrease the frequency of sending emails, other times the target is simply not interested.

A valid tool to support you during your campaigns is HubSpot, which allows you to efficiently create, customize and above all optimize your email marketing campaigns, in order to give them a professional and well-finished look. With HubSpot you can take advantage of a number of features that will help you achieve all your email marketing goals and also analyze and share the most important data for the company with your team, so you are always up to date on the latest news and changes.

With HubSpot you will be able to take care of the aesthetics of your email marketing campaign in an impeccable way, thanks to different easy-to-use modules, landing pages and CTAs, suitable for every need. Email marketing templates, like the ones from HubSpot, are another great asset because they save you so much valuable time by eliminating the work of designing, coding, and creating your own emails.

HubSpot also allows you to increase productivity by automating certain functions such as scheduling, mailing and workflows, which are a series of predetermined actions that HubSpot's automation software performs for you. For example, the software recognizes if the customer has filled the online shopping cart and then left the site and sends an email to remind them to complete the purchase.

Automation is especially useful when you have a lot of complex contacts and data to manage.

Plus, email marketing automation eliminates time-consuming tasks like preparing email lists and sending generic messages. 

Finally, with automation you can improve timeliness by quickly recognizing customers interested in buying and therefore contacting them quickly, increasing the probability of a sale.

Here are some of the aspects we take into consideration when drafting a newsletter. 

A well-structured email must have both the body and images. The text must be consistent with your company's tone of voice and must focus on a single topic to avoid confusing or losing attention to the recipient. 

The images, if alternated in a coherent way with the text, can further capture the attention of the reader. We insert captivating images or infographics that allow users to understand concepts better and faster.

We make sure that each email ends with a precise Call To Action, which makes the recipient understand what you want them to do. Examples of CTAs can be: "visit our website to find out more", or "book a free consultation". We also optimize your emails for mobile devices, as it has been proven that 55% of emails are viewed from smartphones or devices with a smaller screen than a computer.

Finally, we make sure the subject matter is clear and to the point. In fact, it is the first element that is viewed by the recipient and therefore it is good to use it to your advantage to capture their attention and entice them to open the email. 

Once the email has been prepared, we take care of preventing it from ending up in spam, so as not to frustrate all the efforts made previously. 

You would risk no longer being able to accurately measure the effectiveness of your email marketing campaign and your contacts risk losing all the emails you have sent. Please invite your subscribers, if they are no longer interested in receiving content from you, simply unsubscribe and do not report your email as spam, as it could seriously damage your email marketing efforts.

Here are some precautions that we at Ekeria consider so that your email does not end up in spam:

• Attention to the text: we avoid the use of capitalized words or an excessive use of exclamation points. We also avoid using words that could be classified as spam, such as "click here" or "order". 

• We use a reputable email service provider like HubSpot, as the reputation of the provider greatly affects the performance of your email marketing campaign.