How To Design An Email Marketing Strategy?


Who does not have email today?

It's hard to find a person who doesn't use email.

(On a personal and especially professional level)

Email has become one of the most powerful means that companies are using the most to stay in touch with their potential customers.

Email Marketing Strategy

To establish a solid relationship and constantly persuade the purchase.

To retain those who already buy and engage those who have not yet done so.

And it is that at present we are already almost 4 billion users using email.

(and adding)

Therefore, in this post I am going to explain how to make an effective email marketing strategy step by step.

We will see some examples of successful strategies and tips that can help you when doing email marketing.

Let's go there!

What is an Email Marketing Strategy?

An email marketing strategy is the set of tactics and actions that you carry out to create a list of qualified subscribers, with whom you can establish a relationship of trust and sell them your products or services on a recurring basis.

Because it's not just about sending emails from time to time.

Cold-door sales emails with promotions and discounts in times of sales.

No way… It is a much more complex process.

It consists of drawing up a plan from start to finish, where you will define what you want to sell, who you are going to sell it to and how.

And factors such as the way in which you will get their email address, the type of emails you will send, the frequency and the quantity, among other things, come into play.

If you do it right, you can dramatically increase your sales volume.

And not only that, but create a community of loyal customers who always have you in mind.

The how, we will see throughout the article.

Read more: is it correct to buy email lists.

Why is an Email Marketing Strategy important for your Company?

Creating a solid email marketing strategy is very powerful for many reasons.

The main one is that you will diversify the customer acquisition channels.

Because you can't just rely on Facebook advertising , social media, or word of mouth like many local businesses still do.

And the good thing about email marketing is that it doesn't cost you money.

Well, it depends on the number of subscribers.. If you have a huge database, you will have to pay for the tool you use.

But that's it.

There are free tools that allow you to send emails to your database with a limit of people, such as mailerlite or mailchimp.

And you know the best?

That once you have your database, no one can take it away from you.

That the tool falls or the company closes? You can export your list of subscribers to another, and continue sending emails.

That's the big problem with social networks, that you depend on them and the day they close, you lose your followers and you can't keep selling to them.

Furthermore, email marketing is an essential channel in any effective sales funnel.

Those people who click on your ads have to be convinced in some way to trust you and the solution you are selling them.

Cold door sales no longer work as before.

And email is the means by which to create that link that is necessary for a person to go from not knowing you at all to trusting you to give you their money.

In your emails you will tell them who you are, what you sell and why you and not another brand.

And you will maintain a long-term relationship.

How can you start from scratch with an email marketing strategy?

So, how can you make an email marketing strategy without having sent a single sales email?

Let's see it step by step:

1. Define the objectives of your strategy

Establishing your goals clearly is the first step.

What do you hope to accomplish with your emails?

More visits to your blog? Affiliate marketing selling third party products? Sell ​​your own products?

Offer services as a freelance? Recruit students for training?

There are countless goals, depending on your business model.

And the first step of any strategy is to be clear about its objective.

Set SMART goals in order to do this.

  • S: Specific – specific
  • M: Measurable – measurable
  • A: Achievable – achievable
  • R: Relevant – relevant
  • T: Timely – temporary

This means that you cannot set yourself a goal: "I want to sell more" or "I want to fill the places in my course faster".

They must be realistic and concrete objectives, such as:

"I want to utilise emails to increase sales of X product by 25% in the future quarter."

2. What do you want to sell with your email marketing strategy?

Although it seems silly, many do not really know what they are selling.

And you must define your value proposition very well.

Not only what you sell, but what makes you different from your competition.

What do you offer that other brands do not?


Because having this clear, you will be able to reflect it effectively in your emails and you will be able to better persuade your subscribers to buy.

I tell you one thing: products or services do not sell by themselves.

What matters, what is attractive, is the promise of later.

What your customers will get once they pay for it.

And therefore, by understanding the benefits and bringing them out, you will make your proposal much more attractive.

3. Who is your personal buyer?

And in line with the above, you must define your ideal client or buyer persona.

To whom do your products or services provide solutions?

Who would be willing to pay for them?

This is perhaps one of the most important points, because the message depends 100% on it.

The better you know your target audience, the more they will empathize with your message and feel that they really need what you sell.

It is about knowing their problems, their brakes and doubts when making a purchase decision, what drives them to do so.

All this to write personalized emails that create a relationship of trust and motivate them to buy.

If you don't know how to define your ideal client, in this post you can learn how to do it step by step.

4. Analyze your competitors' newsletters

Before starting to do email marketing and draw up your own strategy, it is convenient that you analyze those of your competitors.

  • Does your sector use email as a means of attracting customers?
  • How do you sell your products/services?
  • What do they offer for free to capture the data of their subscribers?
  • Are they automatic emails or do they write newsletters daily?
  • What frequency do they use?
  • How is the welcome sequence?
  • And what about sales?
  • Do they do remarketing?
  • Do you have promotions?

I know, there are many questions.

But you have to answer all of them, not to copy you.

But to make it better.

To analyze the email marketing strategy of your competitors, you only have to subscribe to their own newsletters, consume their lead magnet and read their emails.

Visit several web pages or include a product in the cart and not make the purchase, to see if remarketing works, for example.

Even if you can afford it, buy some of their products to see what strategy they follow when it comes to retaining their customers.

And don't think this is a two-day process.

To fully analyze the strategy and see all the details, you need to have subscribed for at least one month.

If not, you can leave many automations without seeing.

5. Define your lead magnet

The lead magnet is an essential element of the strategy to be able to get the data of your subscribers.

Normally it is something free that you offer to your audience in exchange for their name, email, telephone… to give rise to the sale through the emails.

The lead magnet must be something that adds value, that is interesting enough for them to want to leave their data in return.

It must solve a specific problem of your ideal client and fast consumer, so that it is not forgotten in the inbox.

And logically, be 100% related to what you sell.

If not, you will get subscribers who will not be interested in your products or services later.

6. How are you going to get subscribers?

Once you have defined and created your lead magnet, it is time to think about how you are going to attract those subscribers.

And there are a thousand ways.

The fastest way is to invest in advertising and link your ads to a squeeze page or lead capture page .

But if you want to do it without spending money, the most common is to have a subscription box for your newsletter on your website.

You can place it as a banner on one side, a CTA as soon as it lands on your home page...

Actually, where it is more visible and more traffic arrives (you will have to work on the positioning of your website in Google).

8. What will your emails be like?

It's time to work on emails.

Because as I say, it is not about sending emails to your list from time to time.

When you define an email marketing strategy, you can do two things:

  • Automate.
  • Write newsletters with a set frequency.

In the first case, you can set up several sequences, one after the other, that are sent automatically every time a person subscribes to your list, always from the beginning.

In the second case, you write emails and schedule them so that your list of subscribers receives them. But if a person comes today, he doesn't get what you sent yesterday.

In the case of automated sequences, you must plan how many emails you are going to send, what structure they will have and what subject each one will be.

Will you tell stories or anecdotes? Will you talk about interesting topics in your sector? Will you solve doubts and objections that your clients usually have before buying?

Those are just some ideas of how you can write your emails, but what you should be clear about is one thing:

People are looking for entertainment.

And nobody likes to receive a promotional email that smells like a sale from miles away.

9. Shipping frequency

When you draw a strategy, the frequency is very important.

On social media or a blog, posting frequency is key to increasing visibility and engagement.

If you leave your profile every X amount of time, the algorithm is not going to get along very well with you.

That is why it is essential to work on an editorial calendar where you can plan which posts you are going to publish and when.

And in the case of emails, the same thing happens.

Because if you send an email on a Monday, and the next one is in two weeks, the next one after 5 days and the other one a month…

Your subscribers will never get used to reading you.

They won't know when to expect an email from you.

And they won't see them.

That is why I not only recommend that you establish a certain sending frequency, but that it be as high as possible.

In the world of marketing, the daily email strategy is being used more and more.


Because you get your subscribers used to having an email from you every day.

You settle in his mind.

And when they need to buy something you offer, they will automatically remember you first.

However, if you do not see yourself able to send an email a day, nothing happens.

If you write 2 or 3 times a week, you will have already created a habit.

Has it become clear to you how to make an email marketing strategy to increase conversions?

You already have everything to design your email marketing strategy and start selling to the fullest.

Do not forget that I read you in comments for any questions or suggestions!