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Tourism marketing: what is it and how to achieve a successful campaign?

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With super attractive destinations at all times of the year and a market full of offers, to know what is tourism marketing and how to reach omnichannel is the key to creating a winning strategy Can the tourism sector reach omnichannel? Take a passage to read this note and find out!

Without a doubt, the coronavirus pandemic (COVID-19) not only transformed our lifestyle, but also the relevance of tourism marketing .

With a 95% drop in travel in 2020, travel agencies must optimize their tourism marketing campaigns to survive a potential budget cut.

Places that were previously presented as ideal destinations, today are almost empty. With the industry almost in checkmate, it is necessary to resort to Efficient alternatives for companies and both omnichannel and marketing automation are some of them.

Here is everything you need to know!

Marketing automation adapted to the tourism market

Marketing automation offers process simplification and time savings. This tool is based on all those softwares that automate a marketing campaign, creating responses to certain actions by users through multiple communication channels.

The objective of this process is to consolidate the relationship with your audience , providing an optimized experience as soon as people enter your virtual ecosystem.

How to apply it to tourism marketing? Faced with the new normal that dominates the world, tourism companies receive daily a large number of complaints about travel packages sold, cancellations, accommodation or rescheduling.

A successful omnichannel tourism marketing campaign must

  • Share service statuses
  • Communicate empathically and consistently
  • Give helpful advice
  • Generate content to answer questions

Omnichannel in your tourism marketing

As we already know, promoting ticket sales is one of the main objectives of tourism marketing (worldwide, there was a 41% decrease during the week of December 21, 2020 compared to the same week during 2019). To achieve this, it is key build a solid database and carry out strategies according to the purchase stage each person is in– From searching to buying, through information you need before you travel, useful tips for your trip and content of interest so that you want to return in the future.

Omnichannel is impossible to achieve without proper positioning of your communication channels, Such as your social networks, your presence in search engines or the most popular platforms in the industry. Thus, you will also be able to check which content is most effective for your objectives and find out, in greater detail, what people in your audience want to know .

Use the networks to your advantage!

To better adapt to the crisis, it is essential to define which contact channels you will use to get closer to your audience. Either Through social networks, WhatsApp or email, you should always communicate without denying the current problem.

A warm and transparent message will make your customers trust you more and choose you over other companies. For example, the website Due to the coronavirus pandemic , almundo.com had to cancel its flights and invited each user to complete a form so that they would be contacted by the company in order to solve their reservations.

Good news in times of crisis? Of course!

As we mentioned before, be present and know the needs of your audience it is a key factor. For example, the company Aerolineas Argentinas used its networks to communicate good news: faced with the impossibility of continuing to sell commercial flights, it announced the progress to transfer the Sputnik V vaccine from Russia to Argentina.

A successful tourism marketing campaign builds customer loyalty also by increasing your reputation in such a competitive industry.

An exceptional situation requires differential help

The pandemic not only prevented people from being able to continue mobilizing, but also left a large number of people isolated and stranded in their tourist destinations. In this way, what at first was the joy of knowing a new place, became the uncertainty of how to return home.

In this way, the Tourism City agency , led by the now famous Carla, carried out a communication solving the main doubts and queries of those people who had bought them a ticket. That virtuality does not make us lose that magic touch of human closeness!

Stay active

In times of pandemic, it has already been proven that it is important not to remain silent. Adapting your communication to current times is elementary and will keep you relevant despite a global crisis.

To achieve this, the LATAM Airlines company presented a new category of more flexible tickets with the possibility of change or cancellation at no cost. Thus, he achieved increase your sales at a lower cost and not slow down your operations during the pandemic.

Attractive and educational content

The development of content adapted to the current context can be of great help when it comes to positioning yourself and highlighting your brand. Either through interesting information such as ‘The 10 best activities …’ or ‘5 tips for traveling in times of pandemic ‘ you can increase your reputation.

The current tourist is no longer the same, only through content of value and consistent with the world situation will make people interested in you among so many other options available.

 

The COVID-19 coronavirus pandemic did not impact in the same way in all countries, however 96% of the world’s destinations put restrictions on tourism. In the face of the crisis, the important thing is to stay active and relevant. While other companies pause their tourism marketing strategies, boosting yours can always position yourself one step ahead of the rest.

FAQ: Tourism marketing: what is it and how to achieve a successful campaign?

✅ What is tourism marketing?

Tourism marketing is the promotion of places carried out by companies in the hotel sectors, entertainment venues, restaurants, transport companies to increase their sales.

What is hotel marketing for?

It is in charge of all those actions that focus on offering tourists an optimized service and a differential experience.

What are the main benefits of tourism marketing?

  • Increase sales
  • Reduce costs and time
  • Establish a conversation with the audience
  • Segment databases

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Never miss it: how to send a welcome message to a client

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If we talk about an omnichannel strategy , a “hello, how are you?” it is much more than a simple greeting Offering a good welcome message to our clients, through email or another channel, can impact the entire relationship with our brand. What is a welcome message? What is it for? How to write it? Find out in this note!

Did you know that the welcome message is the one that captures the most attention from the user?

Imagine this: a person visits your website for the first time. While browsing the site a push notification inviting you to leave your details to subscribe to the newsletter.

So far, the user may not feel interested in giving you their information, after all, we are bombarded by messages of this kind. However, in exchange for doing so you offer him something that is just what he was looking for! It could be free downloadable material, a discount on your first purchase, or exclusive access to an event, to name a few examples.

It’s your lucky day! what you have offered has hit the mark .

What will you get in return? In this case it is the least, the important thing is that in addition to that “gift”, the user expects your welcome message almost as long as they will expect, when making their first purchase, the possibility of giving feedback on their experience with the brand. Did I already tell you about Net Promoter Score? I don’t want to deviate too much, but if you are interested in simple customer retention you should read this other note from our blog;)

Undoubtedly, that is the main attraction of this kind of communication, the interest of the user. Because that means only one thing: it will be waiting for that message and, therefore, the opening possibilities are greater .

Now that you have their full attention, it is time to receive it accordingly , what would that be like? Calm down, we will explain it to you below.

What is the welcome message to a customer?

The welcome message to a client or subscriber is one that is sent with the aim of greeting the user and thanking him for the action he has just carried out . Among them, we can distinguish:

  • Subscription to the blog.
  • Register in the online store to buy a product.
  • Leave your WhatsApp contact to receive updates from the company.
  • Subscribe to the brand’s SMS.

Customer welcome messages are communications that we can schedule automatically (sorry, automating is too important not to say ) These respond to that action that the user has just performed for the first time in relation to our business.

What is a welcome message to a customer? The welcome message to a client or subscriber is one that is sent, in an automated way, with the aim of greeting the user and thanking him for the action he has just carried out .

Welcoming is possibly the first direct interaction you have with that person and this only means one thing: their relationship is just beginning . To make a good first impression – remember that it is the most important – there is nothing like giving a good welcome .

The possibilities that this kind of message offers us are endless. Therefore, it is important to know why we should strategically plan this type of interaction with users

Why send customer welcome messages?

Do you have a chair handy? No? So walk over to one and sit down before reading this: welcome messages via email have an average open rate of more than 50%.

Welcome messages sent via email have an average open rate -u Open Rate- that exceeds 50%.

Source: Invest

In the case of SMS marketing , we told you a few days ago that 98% of the text messages that arrive are read by the recipients almost immediately .

What about the messages that you can send to your clients through WhatsApp? These They have an open rate that ranges between 70% and 90%.

As you can see, the welcome message has a lot of potential within your omnichannel strategy.. And this is largely due to the fact that, regardless of the channel you use, the best of all will always be that there will be someone waiting for you on the other side.

In addition, there are other reasons to send a welcome message to a customer . Which? Well, it is what follows in the note

What is the welcome message for?

  • Start building a bond. Relationship marketing is built on quality interactions. A great way to get off to a good start is with your welcome message.
  • Introduce oneself. As we said before, first impressions are key. Taking advantage of the welcome message to introduce yourself and show interest in the user is a perfect way to give that impression that you are looking for so much.
  • Add value. The first message you send to your customers and subscribers can serve to initiate the link with users adding value. That is, guiding them with useful information about your products and services, offering them a kind of guide to know where to start.
  • Publicize a product or service. The welcome message represents a very valuable opportunity to start a conversation with your customers and subscribers, guiding them to discover your products and services.
  • Lead the user to the next step. We have all been new at one time or another, whether in a job or in a group. That feeling of not knowing what to do or where to start is not pleasant. The welcome message can lead users to the next step. They will appreciate that help.
  • Increase conversion. By using appropriate calls to action in your welcome message, you can increase your business conversions.

How do you make a welcome message?

It’s time to get to work on customer welcome messages Where to start? We give you a brief guide so as not to fail.

Define goals

What would become of our strategies without objectives? Where would our campaigns lead us without these goals to be achieved? In the case of the welcome message It is important to define what we will try to do from the moment a user provides us with their data .

For example, it may be that in the welcome message to a client our objective is to reinforce the identity of our brand. Based on this, we will place a strong emphasis on staying connected through our social networks or we will storytelling sharing the history of the company.

In other cases, we may seek to provide useful information, mainly by sharing featured blog articles or tips and recommendations for the use of our platform. While another goal may be conversion. In that case, we will include discount codes, special promotions or exclusive accesses.

The important thing before starting is to be clear about what objective we intend to achieve with the welcome messages for customers.

Choose the right moment

This would be something like having rhythm. The ideal is to welcome as soon as a user registers in our database . However, if it is a sequence of welcome messages, it is possible to use other time frames as well.

For example, if a person subscribed to the blog with their email, an immediate first communication can be sent to thank the registration and share the outstanding contents of the blog. Adding, in addition, links to social networks.

A second email could be sent two days later to share the articles chosen especially for the user. And uA third email would be sent a week after registration to invite the subscriber to a webinar or download content.

In this sense, user segmentation is very important to know what type of welcome message is appropriate.

Customize welcome messages

Something essential in any interaction with customers or subscribers is personalization. From using the user’s first name, to offering relevant content or products based on their preferences. Everything is useful when starting to build a quality bond with our audience.

You wonder, for example, how can you personalize a good email marketing campaign that includes a welcome message to customers? This note has all the answers you need (and a bit more too).

Think of specific welcome messages for each audience

Taking into account that people tend to receive messages from companies frequently, either through email marketing , SMS or even WhatsApp, it is important that in the welcome message we explain precisely what type of communications they are going to receive for having registered.

In addition to indicating the type of messages that we are going to share with them, we must tell them how to unsubscribe or update their preferences regarding these notifications.

Includes calls to action

If you have your goals well defined and segmented users, it will be much easier to include appropriate calls to action in each welcome message .

If your goal is to sell more, your CTAs should direct users to the products you are trying to market. To do this, you can use discounts or promotions to increase interest and sales possibilities.

If what you want is to bring more traffic to your website, it will be essential to include a CTA that links to the content you are trying to position. But yesIf you are looking to increase engagement and generate community, you should focus your CTAs on the social channels of your business, for example.

Templates for customer welcome messages via email, SMS and WhatsApp

Beyond these recommendations, we want to give you something else. Therefore, below we share 3 templates that you can use as a welcome message for clients through email, SMS marketing and WhatsApp .

Because omnichannel is our thing , you already know

Welcome message via email

To create an email Welcome you have multiple options in terms of extension, format, design and elements to use. Remember to always be clear about your goal.

In the template that we will share below, we use the subscription to a streaming platform as an example.

Hello NAME!

Welcome to NAME of the PLATFORM.

Everything is ready for you to start enjoying the NAME of EXPERIENCE experience.

Here are all the details of your subscription:

We will always be here to help you with whatever you need. We would also love to hear from you to personalize your experience. Write to us here.

We would love to hear from you!

Welcome message via SMS

 

To send SMS we must take care of the number of characters. The rule is not to exceed 140. In this case: the good, if brief, twice as good .

Hello!

Thanks for signing up!

Now you can receive before anyone else all our news.

Access your special discount here .

Welcome message via WhatsApp

Although there are no character limits, the recommendation to connect with clients on WhatsApp is also to keep it short .

Remember that in this platform the key is to talk and the ideal is to give rise to the response of the users so that the interaction flows naturally .

Hello NAME!

We welcome you to the COMPANY NAME family.

Thank you for using our services.

All ready to go?

——————————————————————————————————————

There are no more excuses. You have all the information you need to create a perfect welcome message for your audience

Do you have any doubt? Need help? Discover how we can accompany you from emBlue .

 

FAQ: How to send a welcome message to a customer?

What is a welcome message for?

The welcome message to a client or subscriber is one that is sent with the aim of greeting the user and thanking him for the action he has just carried out.

What are the 5 key steps to achieve a good welcome message?

The 5 key steps are:

  1. Clearly define objectives.
  2. Choose the right time to send it.
  3. Personalize content dynamically.
  4. Be very specific about the goal of the message.
  5. Include calls to action or CTAs .

Why use welcome messages to our customers?

The 6 fundamental reasons to use welcome messages are:

  • Start building a bond.
  • Present yourself to customers with the right message.
  • Add value from the start.
  • Publicize our brand, product or service.
  • Lead the user to the next step of the link.
  • Increase conversion.

Categories Articles, Digital Strategiesby

What is SMS marketing?

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What is SMS marketing? How to start a campaign SMS marketing? What is SMS marketing for? Learn how to use it, why choose it, what kind of messages to send and what are its main benefits in this note

What is SMS marketing?

SMS marketing is a sales and communication tool that uses the sending of massive text messages to mobile phones in order to achieve one goal : to announce offers, updates and important communications that seek to generate a sense of urgency in the user.

With mass SMS campaigns we can send messages to a very wide audience, anytime and anywhere in the world. The ease and effectiveness of this type of campaign make them an ideal complement to further amplify the results once omnichannel strategy.

Why choose bulk SMS?

In addition to the high percentage of bulk sms openings , the great advantage of using sms marketing is that the support where it is received are mobile phones. The time on the screen of users with this type of device, assures us that they will know that a message has arrived, through a visual or sound notification or both.

The Pew Research Center conducted a study on this: 98% of incoming text messages are read by recipients. And the time in which the receiver reads a received sms is within the first 3 minutes.

Another point in favor that will make you think about implementing an SMS campaign is that in recent years transactions and visits to websites from mobile have notably increased. According Bambú Mobile , in 2020 the smartphone was involved in 58% of all online acquisitions worldwide and the same was projected so far in 2021.

By connecting with customers on the same device where they make the purchase, you will not have to send them to another place, you will be able to insert your directing links to the url that you want and improve the user experience. Psst: as long as it is optimized to receive visits from phones;)

SMS marketing: ideas for your campaigns

Communicating through SMS represents an enriching challenge for our campaigns: communicating concisely and efficiently . This is a good way to highlight and highlight important information in our strategy for users.

SMS , in a comparison with push notifications , They must also be clear, precise and brief. Taking advantage of the 160 character limit that emBlue allows does not mean reducing the information, but it allows us to exploit creativity to persuade and seduce the user in a few words.

When and why send massive sms campaigns?

As we said, the mass sending of sms is usually used to communicate events or special actions and seek to generate a sense of urgency. Get inspired by some of the examples below:

 

  • Promotions or product launches , in which the user understands that it is a unique offer for him and for a specified time.
  • Discounts for the acquisition of a product related to another already acquired or exclusive services.
  • Events , such as webinars or special commercial dates in which you will find discounts in our store.
  • Reminders linked to monthly payments, voucher downloads, updates from our organization.

Advantages of SMS campaigns

There are many advantages of having SMS marketing in our omnichannel strategy and the most important thing is that this type of communication does not need an internet connection to receive them.

Our bulk SMS campaigns They will reach the proposed results if they are part of an orchestration of sales tools called within an omnichannel strategy. Can’t you think of how to unify your SMS with your current actions? Start by reading this note about sms and omnichannel that will surely help you

  • Possibility of programming shipping date, time and target group.
  • Unlimited shipments
  • Low unsubscribe rate
  • Possibility of response to interact with your customers
  • Message customization with identification fields
  • Receipt confirmation reports

How to start an SMS marketing campaign?

Surely you are already thinking about your first shipment and what to communicate in it, excellent! But before setting up your first campaign, take into account these factors that will be useful to optimize your results:

  • Control the number of characters
  • Do not include characters that are not universal in all languages, the recipients may not receive them and your message will be ruined.
  • If you are going to include links, use URL shorteners to be able to use more characters in the writing of your text.
  • Perform tests before sending to check that everything works as you wish.
  • Include your brand name in the message, so they can recognize you at first glance.

Do you need more information to implement your SMS marketing campaign? Our team is ready to advise you and implement your first shipment with you and throughout your omnichannel strategy, you just have to ask for it!

Frequently Asked Questions about SMS Marketing

What is SMS marketing?

SMS marketing is a sales and communication tool that uses the sending of mass text messages to mobile phones.

Why choose SMS marketing?

  • High opening percentage.
  • Low subscription rate.
  • Possibility of programming.
  • Increase traffic to your website.

When and why send SMS marketing campaigns?

  • Promotions or product launches.
  • Discounts
  • Events (edit)
  • Reminders

Categories Articlesby

What is emailing and how to include it in your business?

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Email has been in our lives for a long time, even before the creation of the internet. However, it is more current than ever, since it has become one of the most used tools by businesses. What is this about? A that offers the possibility of building a relationship with users and thus increasing sales and loyalty opportunities. To do this, the key is in a strategy known as emailing .

What is emailing?

Emailing is a strategy that consists of sending emails in bulk to a list of contacts. These messages serve, among other things, to inform you of the latest news about the business, such as launches, promotions, events, etc. Above all, They are a key two-way communication piece to maintain and consolidate the relationship with leads and customers.

Why the email? You may doubt the effectiveness of email, considering all the tools that have emerged in recent years. In a world dominated by WhatsApp and social networks, what possibilities does email have? What you have to understand is that they are not competition, but rather tAll are media that can be part of your omnichannel strategy.

Basically, omnichannel places customers at the center, allowing businesses to manage communication with them in a coherent way, through the different channels. The result is a homogeneous experience on all platforms and media in which the user interacts with the brand.

In this sense, emailing is one of the channels that a business can use to interact with its contact list.. According to Statistics gathered by Kinsta , email is one of the top 3 content delivery media for B2C and B2B merchants.

And if we talk about the Return on Investment (ROI), at least 59% of marketers say that emailing is their biggest source of ROI.

So email marketing is more alive than ever; It is one of the most used channels to send content and interact with users; and offers a high ROI compared to other media. What are you waiting for to launch your first emailing campaign? Don’t you know how to do it? Do not worry! For that we have created this guide. Here we share the step by step.

Emailing where to start?

In a list of tasks to do to start emailing, where do you think you should start? It all starts with being clear about what you want to say and to whom. This brings us to two fundamental steps:

  • Define objectives.
  • Create a contact list.

Define objectives

What do you want to achieve with your emailing campaign? Knowing the answer is key before starting. No business should do email marketing without a clear purpose. This would make both you, and those who receive your mail, waste time.

In principle, you would waste your time because you would simply be dedicating yourself to a task that will not give you the results you expect. Users would waste their time because surely, by not having a clear goal defined, your message will not be what they expect.

Defining objectives in email marketing serves to set a course, something like saying, that’s where we’re headed! The rest of your strategy will be to map out the route to get there.

For example, if your goal is to add more subscribers to your newsletter, this will define how, when and where you will place the subscription form on your website.. Not only that, it will also determine what type of email you will send to that subscriber list thereafter.

Create a contact list

The famous contact list is nothing more and nothing less than a list of all users who have given their consent to receive the emails of your emailing campaigns.

Sending emails in bulk to people who did not agree to receive your messages is counterproductive. Basically, because it undermines your strategy of Inbound Marketing that consists of putting the user in the center, generating a link, which is based on delivering relevant content of interest .

If you indiscriminately send emails to an emailing list that you did not create from scratch yourself, you probably will not deliver relevant content for those users simply because you do not know them, you do not know what they expect of you. And if, in addition, you insist and You frequently send those emails that nobody reads, sooner or later you could end up falling into the clutches of spam .

To avoid all this, it is best to start an emailing campaign aimed at a list of contacts who have agreed to receive these messages.. You will create this list over time, through subscription forms on your website or on other platforms where your business is present.

An alternative to attract new contacts through your website is Onsite by emBlue. With this tool you can create pop-up windows to invite to subscribe to your news or events. Best of all, it is a resource that you can fully customize, from the design to the behavior.

How is emailing done? Step by Step

You’ve already taken the initial two steps to get started with your email marketing strategy. But there is still much more to tell you. If you wonder what a mailing should be like, then we give you the answer.

Segment your list

Once you have clear your objectives and your list of contacts assembled, it is time for segmentation . Segmenting is, basically, grouping users based on common characteristics, interests and consumption. The most common is to create different lists based on these criteria. This allows you personalize the messages you send and achieve much more relevant conversations with each person you interact with.

For example, suppose that in your contact list there are users who subscribed to your newsletter , others gave you their data in exchange for a lead magnet and there are those who shared their email with you to receive a discount. They are different audiences, with different concerns. You can create a list for each of them and send personalized messages in each case.

Some criteria to segment:

  • By gender, age or geographic location.
  • By individual behavior in your online store or website.
  • Based on the last purchase they made.
  • According to your most recent activity. In this sense, keep in mind that it is not the same to communicate with an active user than with those who have not interacted with the brand for a long time. Find out how to reactivate users through emailing at this note .

Create clear and direct messages

How should the content of your emails be? Of course, it will also depend on the objectives of each type of message you send and the segment of users you are targeting. But beyond this, there are two premises for the content of your emailing: create clear and direct messages.

At the time of writing each email, remember that users do not read each email in detail, they scan in search of the most relevant information. Thus, you have a few seconds to capture their attention and explain the most important thing: what is the benefit you offer. For example, downloading exclusive content, accessing a discount for a certain time, information about a future event, etc.

In addition to making the benefit clear, you have to directly indicate what they must do to obtain it. For this, nothing better than a good Call to Action (CTA) so your subscriber knows what action to take next.

Let’s imagine that you offer a discount for a certain time, in that case you can clearly indicate how long the benefit expires with a timer. Also, at the end of the email you can include a direct CTA like “Access now” , “Buy” or “Redeem” .

Write an irresistible subject

The subject is the most important element in the email content. Just because it is the first impression you make on the user. Erring at this point can represent a low open rate for your emails.

Our recommendations are:

  • Less is more. Summarizing the content of your message in a single line of text is essential to capture the user’s attention at first glance. Each email provider has a different character limit when displaying the subject line, on average they range from 46 to 70 characters. Also, keep in mind that users are increasingly using mobile phones to check their emails. Thus, use as few characters as possible. Synthesize and you will conquer. For example: Checklist – How to correct all your SEO mistakes (only 50 characters).
  • Take advantage of the preview text. Known as a pre-header or pre-header, this text is what is displayed from your message right after the subject line And it helps make sense of it with the additional information it provides. In many cases, you can supplement the subject with the pre-header. For example: Subject: Let your creativity fly on YouTube / Pre-header Discover the best tools and stand out.
  • Talk about benefits. Regardless of what you offer in your mailing, if you do not make it clear on the matter, you run the risk that nobody will ever find out. It sounds terrible, but it is the harsh truth. When writing the subject, focus on the benefit, is the only thing that interests the user. Whoever receives your message will ask the following: Why should I open this email? The answer to that question is the benefit you offer and you must make it clear on the matter.

Take care of the design of your emails

How to make a mailing more attractive? precisely, taking care of the design. Even if you think that what you say is more important than what you show, the truth is that it is a bit of both.

Wording can look lackluster without good design. A good design doesn’t say anything on its own without proper wording. Incorporating visual elements that help give more strength and clarity to the message is essential to keep the user’s attention on the content of your email.

This does not have to be a problem, you can use templates to do it or take advantage of tools such as the Drag & Drop editor with which you can create exclusive designs in less time and easily. Best of all, you will have the possibility to customize each visual element of your emailing.

Schedule the sending of your emailing campaign

When to send your mailing? As you work on your email marketing strategy, you will obtain very valuable information about your audience. This will allow you to know, among other things, what is the best time and the best day to send your campaigns .

What you should keep in mind is that users receive emails on a daily basis and surely they already have an armed routine or specific times of the day when they check their inbox.

The best thing would be to send your messages at the time when users are checking their mail. This will allow your message to be placed at the top of the inbox and, therefore, you will have a better chance that your emails will be read.

To know this you can base yourself on the past activity of users with respect to your campaigns. For example, what time they usually open your messages, what time of day they have sent you a response, etc.

For many it may be a bad idea to send emails on weekends , however, for other companies this may be the main alternative. Everything will depend on the sector to which your business belongs and, of course, on the behavior of your audience.

Measure the results

Finally, when you reach the end of this journey, it is time to measure your results and then everything begins again .

Analyzing the behavior of your emailing campaigns is essential to optimize your future shipments . In this sense, KPIs or Key Performance Indicators are the key performance indicators that you can use to measure the results of your email marketing campaigns.

Some of the most important metrics in emailing are:

  • Open rate. More clearly describes the level of engagement of your audience. Indicate if your audience is interested enough in your content to open your emails.
  • Bounce rate. Lets know what percentage of the emails you send did not reach the users’ inbox. This helps you evaluate the deliverability of your messages.
  • Click rate. Lets see how many of the people who opened your email ended up clicking a link.

There are many more, of course, but with these you can start measuring the behavior of your campaigns.

So far we have come with this emailing guide. We hope you can apply these recommendations and start creating your email marketing campaigns in your business.

Do you need an email marketing solution? Discover everything it offers you emBlue !

FAQ about emailing in your business

What is emailing?

Emailing is the sending of e-mails in a massive way . With its implementation it is possible to establish a two-way communication channel between brand and customer.

What is emailing for?

Mainly, an emailing strategy serves to retain your audience, drive traffic to your website, make sales and communicate important promotions or announcements. It also allows brands to establish a non-invasive contact channel in which the user decides which communication to receive and which not.

️ How to put together the best emailing?

To create the best emailing campaign, you must take into account:

  • Define the objectives.
  • Create a contact list.
  • Segment your base.
  • Create clear messages and impactful topics.
  • Automate shipments
  • Measure the results
Categories Articlesby

What is remarketing? Techniques and benefits for your business

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Remarketing What is it? How will my sales increase? Why is everyone talking about him? Known one of the most important digital marketing techniques to multiply your conversions. Take advantage of this note, gift included! Find out everything you need to know about remarketing

Index

Abandoned cart remarketing.

Remarketing by Up selling.

Remarketing by Cross selling.

What is remarketing?

Remarketing is one of the most effective digital marketing techniques to increase sales. Consists in approach users who have already visited or bought on your site to offer them products or services linked to what they have shown interest in

“Remarketing consists of approaching users who have already visited or bought

on your site to offer products or services related to that

in which they have already shown interest “

Implementing a remarketing strategy is not only key when it comes to tempting those customers to return to your business and multiply conversions. It is also a great way to offer them a personalized experience , show them how much you know them, retain them and create lasting links through an omnichannel strategy

Do you want a practical example to fully understand what remarketing is all about?? You need to know how can it be applied ? Don’t miss this snippet from our webinar!

How to increase your sales with remarketing

Isn’t it beautiful when someone gives you a gift and when you open the package you find just what you wanted? Or when you make a gift and whoever opens it tells you “ Oh, how did you know ?” Well, that is exactly what your customers will think of your brand thanks to remarketing and that is the reason why your sales will increase .

Surely it has already happened to you on the most important commercial dates such as Hot Sale or Cyber Monday, that promotions about products that you need, or want to buy, come to your email and thanks to that you can compare prices, product functions and buy!

Is that if users feel that you listen to them , they will take you into account every time they have to make a purchase decision. How much in mind? According to a study by the Stanford Graduate School of Business, more than 15% of users return to a store after receiving a first remarketing message

Why will your sales increase?

  • You will make a place for yourself in the minds of users and you will make them remember you. But beware: you must not saturate them with your messages. The Contact Frequency Scoring It is a good tool to know the ideal frequency to communicate with them.
  • You will be approaching users who already showed an interest , which puts you much closer to the conversion that if you try to knock on the door of someone who never had a link with your brand.
  • You will provide users with a true personalized experience , approaching you with the most suitable product according to their navigation, calling them by name in the messages and telling why what you offer is the best option

How? Would you like to know a little more about why remarketing will increase your sales? Well, you may be interested in playing this fragment of the webinar …

However, it is not always the same remarketing strategy that will give your business the best results, and that is why it is important that you know what the three types of remarketing are .

However, it is not always the same remarketing strategy that will give your business the best results, and that is why it is important that you know what the three types of remarketing are .

Types of remarketing for your strategy

Remarketing is the perfect tool to approach you in a creative and personalized way to those users who have already visited your business, whether or not they made their first purchase. But, depending on what the journey of each user has been, the strategies that we can apply are different

Abandoned cart

Have you noticed that users enter your business online, fill their carts and then leave without completing their purchases? Frustrating, right? According to EcommerceNation , 78% of customers abandon their purchase process before finalizing it

“78% of customers abandon their purchase process before finalizing it, but 25%

of those who enter the site for the second time if they complete it. “

Source: eCommerceNation

But this has a solution in an abandoned cart strategy: according to the same study, 25% of those who enter the site for the second time will complete their purchases, and 80% of them are made within 24 hours. after the first admission. Because sending an email to users reminding them of what they were so interested in can really impact your conversions

Up Selling

This remarketing strategy consists of contacting users who have already made a purchase in our business to offer them a product or service of a higher category than the one they purchased, such as premium versions or limited editions.

For up selling to work well, it is key to know well what type of buyer each user is and take into account their purchase history to reach them with the right product or service.. Did you buy a fan? Won’t you be interested in this air conditioning at a good discount?

Cross selling

It is about contacting those users who have already bought from your online business but, in this case, to offer them complementary products to those they purchased. For example, if a user bought a tennis racket, we could offer them a good discount on a racket bag or the best clothing.

Email marketing and remarketing: the winning team

Email marketing consists of sending mass emails to a contact base in order to promote a brand or its products and services. And, when it comes to doing Remarketing is the best channel to achieve personalized and relevant campaigns at a very low cost.

Are you worried about making your investment worthwhile? Well according to the Direct Marketing Association, email marketing has an average return on investment rate of 122%. And if you use all the functions that email marketing offers you, you can increase your sales up to 3 times with the use of triggers mails

In addition, it is one of the channels that offers a greater possibility of personalization , being able to write to users by their name or letting our creativity fly when writing the most original subjects .

On the other hand , it is possible to automate sending emails so that they come out at the most appropriate time according to the decisions that each user is making in your online business. Not only will you arrive with the perfect message, but also just in time

Achieve personalized communications and build customer loyalty? Increase conversions? Save time and make your investment worth much better? You have already seen that all of this is possible thanks to effective remarketing!
What is missing then? That you start your own remarketing strategy and tell us how it went

Step by step to implement it in your strategy

The first step before starting is to know your audience well and put your customers at the center of your strategy. By doing this, you will have already taken the first and most important step to achieve effective remarketing .

When you already know who you are going to talk to, their tastes, preferences and customs, then it is time to attract them creatively. Because The second step is to be the most original and relevant with each of our messages.

Being as creative as we can is key to standing out among so many communications. You can too appeal to a sense of urgency by including custom pop-ups in different URLs of your site with OnSite , the new emBlue tool or using Push Notifications on your mobile devices.

The third step? Define objectively how often we contact users in our remarketing strategy avoid spam and excesses! There is nothing worse than the repeating ad Over and over again so invasive These tips are keys to your remarketing strategy and that is why in this video you will be able to know a little more about them

Once you have contemplated all this, and in the final stage of your strategy, you should think about what will be the channels to implement remarketing effectively: Google ads , social networks, email marketing, SMS marketing and push notifications, to name just a few. They all have their peculiarities, but the same goal: personalize to get closer to customers and increase conversions .

Our favorite? Without a doubt: at the time of show users that we know them and establish a conversation with them, the best and most relevant option is email marketing

Remarketing in your omnichannel strategy

Users are more willing to engage in conversations with brands that share the same values. That is why it is important that you include the remarketing in your omnichannel strategy and use it to connect with your customers after the purchase or if they have not yet decided to buy.

In addition to increasing your conversions, you will connect with their specific needs and you can do it in a non-invasive way, you must differentiate yourself from the competition! We all want to sell, loyalty and create a community very few do.

Did you know that getting a new customer is 25% more expensive than working for someone who already bought you to do it again and that you are 60% more likely to sell to a previous customer than to a new one?

Now that you know, it’s time to launch your omnichannel strategy and include remarketing in it to increase your sales and strengthen the bond with your customers, like a professional!

Frequent questions

What is remarketing?

Remarketing is a digital marketing technique that consists of contacting users who have already visited or bought from your business to offer products or services related to those in which they showed interest.

What are the types of remarketing?

– Abandoned cart , for those who did not complete their purchase process.
– Up selling , to offer users a product superior to the one they already purchased.
– Cross selling , with which customers are offered a complementary product or service to the one they have already purchased.

Why choose email for remarketing?

Email marketing allows personalized and relevant campaigns at a low cost. Strengthens the link with users and allows automating each of the messages according to user behavior.

What is the difference between remarketing and retargeting?

Retargeting is a sub -category of remarketing. And it consists, specifically, in the use of cookies to serve ads to users who re-enter the website.

Categories Articlesby

Sales Funnel: Why Your Business Needs One Now

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Whether you dedicate yourself to digital marketing or are thinking of entering this world, there is a concept that you should know like the back of your hand: the sales funnel . In this article we will tell you a little more about what a funnel is, how it works and why it is key in your marketing and sales strategy.

What is a sales funnel? What does funnel mean?

Before, a distinction. ✋

Funnel is the Anglicism used to name what in Spanish is known as “ funnel ”.

Put this way, the sales funnel, also called sales funnel —And in omore particular cases called a sales tunnel – is the way youA company establishes the different points of contact with its users from the moment it reaches the business, until the moment it sells.

Not sooo long ago we talked about the conversion funnel . No, we do not forget: there is a difference that separates the conversion funnel from the sales funnel. The sales funnel records the steps that the user goes through until the sale or payment of a service or product is made.

The conversion funnelInstead, it identifies all intermediate events that can be considered as conversion. It can be a registration, the installation of an application, the download of software or what your brand considers that is not, precisely, a sale.

What is a sales funnel for?

As we already told you -and as you can imagine-, the sales funnel has a very clear objective: to sell. However, the path to this goal is marked by more specific goals that are part of the final goal.

  • Solve a need of your users. There is no possibility of selling if there is no real interest in offering something to our clients and adding value to them. This contribution usually occurs, for example, if we provide them with content that responds to their queries, fears or wishes.

 

  • Build trust. The pandemic has heightened the need for brands to be – and show themselves – trustworthy. It’s not just about providing a service or product, it’s about building links.
  • Reduce costs. Knowing in advance the stages that the user goes through before buying will allow your company to anticipate decisions, reducing the cost of acquisition per customer.
  • Strengthen the relationship with the commercial team. The sales funnel, in addition to being an ally of the marketing team to know what actions to take, is essential for the sales team, since in addition to using this tool to improve their conversation with users, it nourishes the funnel thanks to its knowledge.

Phases and strategies for your sales funnel

Unlike the conversion funnel , where we can identify the stages where the user is standing in relation to our brand – Top of funnel, Middle of funnel and bottom of funnel – the sales funnel seeks to understand the stages of the sale in a strategy omnichannel. And although there are several ways to build this funnel, this is usually the most used:

Initial contact (brand awareness)

As in Upper Funnel or Top of Funnel, at this stage of the sales funnel, the contact will surely be unaware of the existence of your business or have not considered the possibility that your product or service would solve their need (it is even very likely! that neither he himself knew that he had that problem or desire! ) .

It is, in this phase the objective is to make a first contact with the user so that he knows us. Social Networks, Online Advertising, SEO, Events, Webinars, Press, etc. are just some of the sources.

Interest (awareness)

You have done a great job so far! Users have already been impacted by your brand and can recognize it. However, this is not enough. Now you must generate leads, converting users into traffic, obtaining at least the main contact information: Name, email and a telephone number.

In this phase, the mouth of the funnel has a large number of prospects, many of which will have different states of interest, the most advisable thing is to appeal to marketing automation for their qualification.

Have you considered, for example, a welcome sequence with email marketing for your new prospects? Did you leave your data in a banner pop up of your site? In this case, the recommendation is to start with a greeting and provide more information and details about your business.

Consideration

Or do we better call this stage “comparison”?

In this instance, the user is still not convinced if your business will be the best option for their desire or problem. And for this reason, it is very likely that you are looking at multiple alternatives.

However, there is good news! Impacting the user at this stage is easier than before: You already know who he is, what he is interested in and how to reach him. Take advantage of these tools to drive the consumer through the sales funnel.

At this stage, we recommend incorporating elements that generate an omnichannel experience and personal. That is, where the user is impacted by a congruent message through one or more channels, where they receive from us a response to their doubts, wishes or fears.

In this step, an email marketing sequence could be a great ally to reach the sale. These are some content that you can share through this channel:

  • Exclusive promotions and discounts
  • Benefits of your product, service or company
  • The questions most asked by other users
  • Case studies (Also called “successful”)

Sale

You’ve got it! Your arguments have been convincing and Your value proposition has been superior to that of the competition. In this instance, the user is already willing to buy from you. It only remains for me to do so.

Only a minority% reaches this stage of your sales funnel and there is still a small margin for error. Even in the best strategies, there is a cart abandonment rate of around 70%. And this is where we must be prepared.

To increase the chances of making the sale, we suggest you use two very effective tools: Email Marketing and WhatsApp.

E-mail Marketing

Prepare sequenced communications that can resolve customer doubts – still potential – is undoubtedly an excellent strategy. Here, our recommendation is to create one or more E-mail Marketing campaigns integrated in such a way that a trigger is fired when a user decides to abandon the purchase.

In these emails it is possible to include information about the product or service that was to be purchased, to emphasize the benefit lost by not buying it or testimonials from other buyers (in case the problem lies in trust)

WhatsApp

Undoubtedly one of the great communication channels of recent years: WhatsApp. Start a conversation with the potential buyer of your product or service through this channel It is a way to understand the fears and frustrations that led to discouraging the acquisition, but it is also a great opportunity to provide personalized attention.

In this case, a simple hello and question can completely change the picture. Check out this example!

Seller : Hello, name. How do you feel? I have seen that you have not been able to complete your purchase of XXXXXXXXXXXXX. Can I help you with anything?

Retention

Now yes. Finally. You have sold! And while this is a wonderful result, there is still more to do in the sales funnel. This funnel does not end a Once the sale has been made and the user has his purchase in his hands. Let’s analyze why.

In the retention stage, the objective is that those who have already bought from us choose us again and recommend our business to others, for that it is important that you know their experience: here you can implement NPS surveys .

A fact that maybe you did not know A satisfied buyer is 9 more likely to buy again from us ( which positively affects our costs per sale) .

If you offer a product or service by subscription for example, and you have to send monthly notifications such as payment documentation or updates, then an automated SMS marketing or push notifications strategy is the ideal option.

For this reason, In this instance, the recommendation is to focus efforts on after-sales. That is, continuing the link with the potential client according to what we understand is of value to him —This thanks to the information we already have about the person-, resulted in a more positive experience with our brand.

Conversion Funnel FAQ

What does funnel mean?

Funnel is the Anglicism used to name what in Spanish is known as “funnel”

What is Marketing Funnel?

Marketing funnel is the way in which a company establishes the different points of contact with its users at each stage of the sales process to develop a strategy adapted to each moment.

How does a funnel work?

A funnel works with the logic of an inverted triangle, that is, the value action (sale or conversion), is one of the last steps of the pyramid and graphically the narrowest. In this way, there is a parallel between the number of users who participate in each stage, in order to establish and improve metrics.

What is Upper Funnel?

Upper Funell It is the widest and upper part of our funnel. It tries to reach as many people as possible, and then work to refine their interest and make the conversion more concrete.


What do you think of this information? If you have been curious about how to work on your omnichannel sales strategy, we invite you to get to know emBlue.

Categories Articles, Uncategorizedby

4 examples and direct marketing strategies to scale your business

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The form of communication with which you choose to address your potential clients is a key factor in the results you achieve. Today we come to present you a very interesting alternative, but above all, an option that can give you great benefits: the direct marketing. Have you heard of him? Discover all the details in this note.

What is direct marketing?

Let’s start at the beginning: what is direct marketing? It is one who, as its name implies, speaks directly to a specific group of people. Therefore, when looking for definitions of this technique we have found on more than one occasion the idea of “target”. This is one of the main characteristics of the concept, since direct marketing is directed almost exclusively to a specific target .

When marketing actions are precisely targeted at a specific audience, there are two benefits that become apparent:

  • Actions are better targeted.
  • The investment is less.

Better targeted actions avoid wasting resources, thereby saving the business money. In other words, we could think of direct marketing as a more accessible alternative for small and medium-sized companies .

In some ways, this method bears some similarities to relationship marketing , since it tries to maintain direct two-way communication with users. In fact, according to who is considered the father of marketing, that is, Philip Kotler, direct marketing refers to “Direct connections with individual consumers who were carefully selected to elicit an immediate response from them and cultivate lasting relationships . ”

It is through direct marketing strategies that brands can create more relevant dialogues and conversations with their target audience , which contributes to maintaining and strengthening the bond with this target over time .

It’s all about better engaging with the specific audience we are targeting and building more effective connections. They must be supported, mainly, in bring the right message, at the right time. Something that is also very in tune with him automated marketing .

What is the goal of direct marketing?

Before we mentioned that one of the key characteristics of direct marketing is the target, it is a strategy that is always directed to a specific audience. Now we must talk about another of the pillars of this technique: its objective. What is the goal of direct marketing? generate a precise action by the user. Therefore, all actions include a Call to Action (CTA) or call to action.

In this sense, direct marketing examples would be:

  • Visit our online store.
  • Subscribe to our newsletter.
  • Sign up here.

While other strategies aim to educate potential customers about the products or services of the business, direct marketing mainly seeks to persuade users to take a specific action. As we said before, the key element is the incorporation of calls to action that prompts them to act.

In this way, the success stories in direct marketing campaigns will be those that manage to achieve this objective.

It is important to bear in mind that what is sought through a direct marketing action is not always the sale. Everything will depend on the moment in which the user is with respect to his purchase journey or Customer Journey. Sometimes the goal is for the consumer to fill out a form, download a lead magnet, complete a survey, or any other desired action. Are conversions that bring that potential customer closer to the purchase or collaborate in the loyalty of the customers you already have .

Types of direct marketing

We could say that this marketing strategy was born long before the internet came into our lives. Therefore, when speaking of types of direct marketing We cannot limit ourselves to those that we can find in the online world. So, we will talk about two classes:

Which to choose? Although there are those who would say that both can be valuable for business, the truth is that digital direct marketing strategies allow automating a large part of the process using marketing automation tools. In turn, the results they produce are easier to measure. As we have said before, it is a cheaper alternative.

Digital direct marketing

Direct digital or online marketing uses channels based on new technologies to bring its messages to a specific target. These means are:

Which to choose? Although there are those who would say that both can be valuable for business, the truth is that digital direct marketing strategies allow automating a large part of the process using marketing automation tools. In turn, the results they produce are easier to measure. As we have said before, it is a cheaper alternative.

It is more than clear that if you have to opt for an alternative, all roads lead to direct online marketing.

What are direct marketing strategies? + Examples

We share 4 examples and direct marketing strategies to take advantage of this technique and improve the results in your business.

1- Make good use of your database

We could say that one of the most valuable tools in marketing is the database. This is the list of users who agreed to give you their contact information so that you can send them your brand communications. Thus, you can impact the user with the right messages at the right time , which is one of the techniques that provides the best results in any type of company.

Therefore, the key is to make good use of that database, which implies adequate segmentation.. This is: dividing users into small groups based on the common characteristics they share.

You can use as many criteria as you deem appropriate, from age, gender, occupation and location, to interests, needs, income, etc. This will allow you elaborate highly personalized messages that will be much more relevant for each segment or target .

Direct marketing examples : segment users who completed the registration in the online store, but did not buy. In that case, you could send them an email with a discount to take advantage of their first purchase.

If you want to discover how to segment your customers step by step, don’t miss this note .

2- Analyze in detail the behavior of users and personalize your messages

Now that you have segmented your contact base, what remains is to extract valuable information from each group. Therefore, you must study the behavior of users to understand what their purchase journey is like and what are the patterns that they follow. Based on this, you can create well-targeted messages to generate the desired responses.

Segmentation of your contact base and studying their behavior will allow you to know them in detail. Thus, you can create personalized messages for that audience. This is precisely the essence of direct marketing: impact users with relevant messages that encourage them to take the indicated action , be it registering, completing a form, sending a response, downloading something and even buying.

For example, suppose that a segment of users became interested in a certain product on your website. You can send communications offering complementary articles from the record of consumer activity on the page, this is known as remarketing. Find out what it is and its benefits at this article .

Without a doubt, it is a key resource for your direct marketing actions. Did you know that in emBlue do we have an ideal remarketing tool for Cross selling and Up Selling ?

3- Integrate several channels

Can direct marketing be omnichannel? Should be!

To boost direct marketing actions, nothing like the integration of multiple channels. You can use marketing automation platforms to send messages to users through the right channels at key moments.

For example, the link may begin with the user’s visit to the website. From there, Through personalized pop ups with tools like OnSite you can encourage potential clients to leave their data. Then, you could start an email sequence and even interact through other platforms such as WhatsApp, if the user prefers immediate attention through this channel.

The interesting thing is that you can offer different options so that your potential client is the one who chooses through which channel to interact with your brand .

Of course, ensure that in each of the media that you use in your strategy, the user has the same quality experience, because that is what omnichannel is all about .

4- Measure the results

Finally, the fourth and last of the direct marketing strategies that you should not forget is to measure the results. If there is something that characterizes this method, it is that its campaigns are very easy to measure. If, for example, you want start an email marketing campaign to get users to use a discount coupon through a CTA, it will be very easy to know how many open the email and how many click on the link. Through specific metrics you can measure and optimize your actions.

Some metrics you can use are:

  • Open Rate (OR). Indicate the number of times users opened your message.
  • Click to Rate (CTR). It is the percentage of the number of clicks that the content of your email had.
  • Click To Open Rate (CTOR). It is the number of clicks on your piece, over the number of opens.
  • Bounces. They are the recipients who for some reason could not receive your email in their inbox.
  • Desusciptors. Number of users who have decided to stop receiving your communications.

By measuring and analyzing your results you can improve your campaigns more and more and with it, the results.

If you want to increase your conversions, direct marketing can be a great ally. Are you planning to apply it in your business?

Direct Marketing FAQ

What is direct marketing?

Direct marketing is one that focuses its energy on conversing with clients based on data and interests that define them, to create assertive and relevant communication.

What is Direct Marketing for?

In addition to saving time and resources, direct marketing serves to define specific objectives for each audience . Thus, better results can be achieved with the least effort, defining the stage of the customer journey and creating strategies to meet the objectives set.

️ How to apply direct marketing?

  • Make good use of your database
  • Know and analyze the behavior of your users
  • Personalize your messages
  • Integrate channels
  • Measure the results

Categories Articlesby

Types of customer segmentation and the secret to selling more

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In order to provide users with exactly what they are looking for at the right time, you need to know them, know who they are. The key to achieving this is customer segmentation . If you haven’t heard of it yet or if you have just a vague idea about it, don’t worry! In this note we will tell you everything.

✋ But before giving you the details about what segmentation is and how to carry it out in your business, some statistics to keep in mind:

  • 91% of consumers say they would buy from brands that provide offers and recommendations relevant to them.
  • 80% of people prefer to buy from a company that offers personalized experiences.
  • Marketers see an average 56% increase in sales when they offer personalized experiences.

What conclusion can we draw from all this? So that your business stands out and you can give users exactly what they hope to get, you need to customize the experience. What is the way to achieve it? Customer segmentation.

Now, the time has come to find out what this strategy is about.

What is customer segmentation?

Customer segmentation is a process by which a company is in charge of grouping the users of its database according to various parameters. In general, these contacts are grouped according to their characteristics, interests and consumption.

In this way, we can say that There are various types of customer segmentation. There is no single way to classify a user base. This is largely due to the fact that within the same audience you can have different needs or objectives, depending on the characteristics of each individual and the moment or stage of the journey in which they are.

☝️ Not all people have the same needs at the same time and not all are impacted in the same way by the same messages.

What do we mean by this? Even if you sell a single product or service, the way you approach each user will not be the same in each case. Once again, the Customer Journey has enormous relevance.

Customer segmentation examples : if a user has just left their details to sign up for the newsletter, we will most likely approach them with a welcome message and some valuable content to start introducing it in the products that the company sells. Above all, we will seek that you understand the benefits or solutions that you can find. But if a user has already bought and we have stopped receiving news from him for a long time, we will surely use recovery emails to encourage you to return. The way to approach it will be totally different in each case.

Of course, this is just one of the criteria that you can take into account when segmenting your audience. Next, we are going to know what other ways you can do it.

Types of customer segmentation

So far we have made it clear that customer segmentation consists of dividing into groups the different users that are linked to your business . The objective of this strategy is to offer increasingly personalized messages and experiences and thus achieve more conversions.

We also mentioned before that there are different types of customer segmentation, do you want to know what they are? Here we go!

Demographic segmentation

This is possibly one of the types of customer segmentation most used by companies. Usually the first criterion to use to group users. When we talk about demographics we mean:

  • Age.
  • Gender.
  • Education.
  • Civil status.
  • Family size.
  • Occupation.
  • Income level.

It is, basically, the breakdown of the users that are part of the company’s database, based on superficial traits such as age or gender .

This helps us answer who these people are in our contact base. Without a doubt, it is the easiest data to obtain, because it is a less invasive segmentation than others. The user only needs to complete their data through a form or a survey and with that we would already have the information.

Segmentation of customers by demographic data saves time and places us more clearly in front of our audience , understanding who we are targeting.

However, we must say that, as we mentioned before, this criterion gives us superficial information, so it does not allow us to know the users in depth. To do this, we will need to combine it with another type of segmentation that we will see in the following points.

Geographical segmentation

If we talk about customer segmentation examples, this is another of the clearest. Is about divide users based on geographic location criteria. In other words, it is a type of segmentation designed to answer where the people in our contact base are. In this way, the criteria to identify when we group consumers according to their physical location are:

  • Country.
  • Region.
  • Town.
  • Postal Code.

This type of customer segmentation can have a significant influence on interactions in physical stores. Therefore, it is one of the criteria most used by businesses that are committed to the local marketing .

In addition, consumers grouped in similar geographical areas may share similar preferences, so applying this segmentation criterion within your strategy can be very useful.

Behavioral segmentation

So far we have presented you with two types of customer segmentation that help answer the who and where of your database. Now we are going to introduce you to another kind of segmentation that can help you answer How do users behave?

This is behavioral segmentation. It is based on the behavior patterns of people while interacting with a brand. Here we delve into the habits of the user; the timing, frequency and level of use of a tool, product or platform; added to the stage in which you are in your shopping journey; and their attitude towards the brand.

Some criteria to use:

  • Purchasing reason. What are users looking for? Best price, quality, or great reviews? What difficulty are they trying to solve?
  • Chance. Users are often looking for a product for a particular occasion or event. This is a criterion to take into account at the time of segment a contact base .
  • Profits. In this case, it is important to identify what benefit potential buyers are looking for: get the latest technology, the safest product, take advantage of the discount, etc.
  • Stage of the purchase journey. In what stage is the user? Are you looking for information for a future purchase or are you ready to try the brand’s product for the first time?
  • Commitment level. Here we will focus on the degree of customer loyalty. Is it a recurring buyer who also recommends the brand? Are you a customer who used to buy and has stopped?

This class of customer targeting can be used to gain insight into user experience . It also helps you identify potential future customers who are more likely to buy a product.

Psychographic segmentation

To close the list of the different types of customer segmentation that you can apply in your business, we must mention psychography. What is this and why is it important to you? Well, although it may seem that the concept is quite far from the world of marketing and sales, the truth is that it is about one of the key criteria for grouping users .

Psychographic segmentation It involves taking into account the lifestyle, beliefs, personality traits and interests of the users. Unlike the demographic or behavioral criterion, the psychographic allows you to answer why a person buys your product .

What is usually taken into account in this kind of segmentation?

  • Hobbies, activities, or interests.
  • Habits
  • Opinions.
  • Personality or attitude.
  • Lifestyle.
  • Social status.

As we can see, this type of segmentation implies a deeper understanding of the audience.. However, by grouping users in this way, the business can be better prepared to tailor its strategies to the expectations of current and potential customers.

How to classify and segment your customers? Step by Step

You already know what segmentation is and what are the main criteria that you can use to group users in your database. What you still don’t know is how to put all this into practice. In other words How to do customer segmentation? We share the fundamental steps to achieve it.

  1. Define targeting targets. Every time we segment clients it is important to have a goal to achieve. Define what problems we are trying to solve through segmentation, what we hope to achieve from this activity, what is the desired result. This objective should be as specific as possible and at the same time, measurable.
  2. Set the characteristics of segmentation. In this case, it is important to establish how many segments are to be created, from what sources the data will be extracted, what tools will be used and what criteria will be applied, among other points.
  3. Gather the data. The key to constituting each segment is the data, without this information it would be an impossible task. This step consists of extracting this data from the sources that the company uses and bringing it together in one place to classify it.
  4. Define the types of segmentation to use. In this case, it is necessary to define what criteria or characteristics will be taken into account to segment customers: demographic, geographic, behavioral or psychographic data.
  5. Develop customer segments. With all the previous steps, we are now in a position to create our customer segments, that is, to distribute the users in each group or category based on the criteria that we have previously established.

Why segment customers?

As we said at the beginning, segmenting customers is one of the alternatives to personalize the user experience. This leads to another advantage: by providing more relevant experiences, the brand can achieve better results. Segmentation is undoubtedly one of the secrets to selling more.

What we must bear in mind is that if a company knows its audience better and understands more precisely what their needs and motivations are, it can create more specific marketing campaigns.. Something like to do one-to-one marketing. The user feels that the brand understands their problem and that it speaks directly to them about what interests them.

If you know who you are targeting, you can implement more effective lead nurturing strategies, incentivize buybacks , and even wake up inactive users .

Likewise, segmentation allows you to take full advantage of marketing automation to automate shipments to each segment , while still personalizing each interaction, but without wasting an extra minute. With Automation you can save a lot of time to grow your business!

In addition, multiple campaigns can be developed, each designed and targeted to a different segment within a larger customer base. It does not matter the size of that listing, You can impact each group with relevant messages that, in turn, can help you close more sales .

As if this were not enough, the campaigns that are better targeted provide another benefit: they allow you to allocate the expenses of marketing actions strategically .

In short, customer segmentation helps to find greater business opportunities, optimize communication, consolidate the relationship with users and achieve better results. Are you ready to implement it?

Do not forget that to implement this kind of strategy you need the right tools on your side. Discover the solution emBlue for your business.

FAQ on Types of Segmentation

What is segmentation?

Segmentation is that technique that is based on dividing and classifying leads, prospects or clients according to some type of interests or characteristics, in order to send personalized messages with strategies for each group.

What types of customer segmentation are there?

  • Geographical segmentation
  • Demographic segmentation
  • Behavioral segmentation
  • Psychographic Segmentation

️ Why segment customers?

Segmenting customers is a technique that will allow you to know who and how many people are in each stage of your customer journey, their level of commitment to your brand and their proximity to the purchase or buyback. You will be able to create strategies to move them towards your business objective.

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What is the customer journey and how to identify its stages

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Do you know the path that your clients travel from when they meet you until they choose you? Do you know all the moments and points of interaction they have with your brand? When we talk about sales, there are different stages that you must identify within the purchase process of your customers, better known as Customer Journey , to provide a better brand experience 🙌

Believe it or not all companies have a Customer Journey, but only some have it well mapped. Many times this path can be so short for the client that it only takes a couple of minutes or so long that it requires months to close the sale, it all depends on the type of product or service you offer.

Providing a good experience has become one of the most important pillars for loyalty , due to the high competitiveness and constant innovation of the market, but what is a Customer Journey? And how can it help you better understand your users? Let’s see 🤓

What is the Customer Journey?

It is said that 70% of the Customer Journey has been completed long before customers arrive at your virtual store . How so ?! We live in the digital age and consumers have at hand all the information they need about the products or services they are looking for.

This allows them to make comparisons between brands and make much smarter decisions , which gives greater relevance to the shopping experience and any added value that brands offer as a differentiator against the competition.

The Customer Journey can be defined as all those stages that our clients go through from the moment they are aware of their need until they acquire our product or service. This model allows us to know your problems and needs in addition to measuring the quality of your shopping experience to keep them with your brand 🔒

How does the customer journey work?

The customer Journey consists of identifying the stages that customers go through when making a purchase or a valuable action for our brand , so being clear about this process will help you understand them and detect opportunities for improvement 🔍

Knowing which events or actions are the most significant within your Customer Journey will also allow you to establish content and strategies that better connect with your customers and positively impact their experience with the ideal message at the right time.

What are the stages of the customer journey?

We can divide the Customer Journey into 5 stages, one for each situation in which potential customers find themselves , both at the level of predisposition and interest. The first 3 phases lead to the buy action and the last 2 to the recommendation, after the sale is completed.

Discovery

At this stage, consumers recognize in themselves a need that they do not know how to satisfy, they feel frustrated and begin to do some research in search of solutions. Here the most important thing is to evaluate the channels that are most relevant to your customers, generate valuable content in them and get your brand to remain present in their mind 🧠

Consideration

Customers want to make the purchase but need to evaluate different options to make a final decision. To achieve this, they will once again carry out a much more specific investigation including specific brands, this with the aim of finding more detailed descriptions and knowing the attributes of their products or services.

All the information that allows them to make a comparison with the competition will be very useful, so having elements that differentiate you from other brands can directly influence the purchase decision of your target audience 🎯

Also having a Marketing Automation strategy can increase your results considerably, since it allows you to identify the actions that customers take in your business and send automatic communications in order to recover abandoned carts and boost your sales 🛒

Purchase

Here customers have already made their decision. This process should be as easy and fast as possible , provide as much information as possible and clarify delivery times if necessary. A plus? Establish return policies.

Including a customer service channel to resolve any inconvenience during the purchase process will also help you convey confidence and security to your consumers at this decisive moment 😉

Retention

Not everything ends with the purchase, the idea is to turn the new client into an ambassador of your brand . You can thank them for their purchase with a personalized email, offer them discount coupons, send them a newsletter with valuable content and exclusive promotions.

Recommendation

Measuring the quality of your customers’ experience and knowing if they were satisfied with your product or service is essential at this stage . Tools like the NPS can help you carry out surveys through banners Popups or Email Marketing campaigns to find out the opinion of your consumers 💬

If their experience was satisfactory, it is very likely that they will buy from you again and recommend you to other users. Remember that social networks and word of mouth are two of the most influential channels in the market , so good management of your post-sale process can have a very positive impact on your brand recognition.

As you will have noticed, Accompanying your clients at each stage within the Customer Journey will allow them to receive the information they need at the right time. However, having a strategy of Marketing Automation can facilitate this process and help you integrate all your channels to create automatic action flows that boost your results 📈

Were you aware of the steps your customers take to purchase your products or services? We encourage you to discover them and propose a marketing strategy for each one. Remember that with emBlue you can stay present at the key points of your customers’ Customer Journey and achieve your company’s objectives faster.

Are you ready to implement a Customer Journey strategy in your business?

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10 reasons to incorporate marketing automation into your strategy

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It’s a fact: Marketing Automation is the trend of the moment. However, we know that many businesses have not yet considered it within their strategy. Reasons for not doing so include lack of knowledge and mistaken belief that it is too complex to implement. Today we are going to tell you what are the main reasons to take it into account.

It’s natural to feel out of our element when we first come across a new concept. If you are just learning about the existence of the Marketing Automation You may feel some uncertainty. You may wonder what it is and above all, why it is relevant to your business. That is precisely what we are here for. We will solve these doubts below.

What is Marketing Automation?

75% of all companies in the world already use some type of marketing automation. This tells us that businesses are responding to the trend. From this we could also infer that there are plenty of reasons to incorporate this kind of tool in any company.

But let’s not get ahead of ourselves. ✋ First things first: What is Marketing Automation? In general terms, it is the use of a tool that allows automating various activities related to the marketing of a business and interactions with its users.

If we expand the concept, we can also say that Marketing Automation is software and other technologies that help brands to:

  • Collect user data.
  • Optimize interactions with leads and customers.
  • Strengthen the omnichannel strategy thanks to the integration with different contact channels such as email, website, SMS, WhatsApp, social networks, chats, among others.
  • Classify leads through lead scoring.
  • Segment potential customers to nurture them through relevant content.
  • Accompany users with content linked to their interests.
  • Guide them until they become clients and, finally, promoters of the brand.

Marketing automation is then a methodology that uses technology to help companies automate all or most of the processes of their strategy. Among them, we have already mentioned the collection of user data, segmentation, automation of communication flows or workflows, lead nurturing and campaign management, among others.

The purpose of Marketing Automation, as you can see, is to accompany and guide leads during the Customer Journey. That is, lead them on the journey they take through the experience of linking with the brand until they achieve the desired conversion.

Marketing Automation: 10 reasons to incorporate it into your strategy

Times change, technology advances. In various sectors there are specific software designed to streamline procedures and improve day-to-day activity. For example, digital accounting systems, management platforms or human resources software. But, in marketing, until a few years ago, there was no comprehensive and at the same time specific solution to streamline processes and improve day-to-day tasks in the area. There wasn’t, until automation came to marketing.

There are many reasons to adopt this methodology within a business. Regardless of its size, all companies, large or small, need to automate activities within their marketing strategy. For this reason, we will tell you below 10 reasons to incorporate Marketing Automation in your company.

# 1 Deep knowledge of your target audience

Knowing what does not work within your strategy is very valuable for continuous improvement. Only then can you get the results you want in your marketing actions. But the truth is that to get to that point, you first have to know in detail who you are dealing with. That is to say, get to know your audience, leads and customers in depth. How much do you know about them? Do you think you have enough information?

Marketing Automation allows you to gather the data of the users who interact with your brand , recording each of the actions carried out at each stage of its journey. So, you can create a solid profile for each lead , where, in addition to their contact details and demographic information, you can find out how they interact with your business and what their interests are.

# 2 Proper design of the Customer Journey

Without a doubt, the more you know your audience, the better brand experience you can provide. And this naturally translates into a much more suitable Customer Journey design. We could say that it is a personalized tour, tailored to your leads and customers.

Keep in mind that each step that the user takes in this process is known as a microconversion.. This is what brings that prospect closer to the most important conversion: buying a product. Therefore, the transformation of that lead into a customer. To reach this point, it is essential to optimize each part of the journey and Marketing automation can be of great help in this regard.

As we have been saying in this article, automation-based techniques allow us to define interactions in each of the stages of the user’s journey.. This is done through relevant messages that help guide them.

# 3 Better segmentation of your contact base

Many businesses have different products and therefore there are different audiences for each of them. On the other hand, the user’s journey is not always the same, therefore, it is key to make a proper segmentation of the contact base. This implies group them according to their shared criteria : characteristics, interests and consumptions or behaviors.

When making a purchase decision, today’s consumer chooses those brands that reach them with the right message, at the precise moment they need it.. All of this is what marketing automation enables.

# 4 Delivering relevant content for your leads

If you can correctly segment your contact base, you can also personalize your communications. This is deliver relevant content to each group of users. By knowing your audience you can create a unique experience for each user based on their behavior.

This will allow you to generate a link with your potential clients and build medium and long-term relationships. During that time you will be able to educate and nurture those users with relevant content, until they have the necessary maturity to complete the purchase.

# 5 Impact users with messages at the right time

Much of what happens in your marketing strategy is a matter of pace, interacting with users at the right time . When would that be?

If we return to the concept of Customer Journey, we understand that the important thing is to contemplate the total user experience. Therefore, we must consider its entire journey, including key aspects such as: on which channels do you interact, how and when. In this way, you will know when to impact your leads to drive them to conversion.

This is something that you can also achieve with Marketing Automation. Bearing in mind that this methodology allows you to get to know your audience better, design a personalized tour and be there when the user is ready to advance in the purchase process.

# 6 Reach omnichannel

Omnichannel is to provide a consistent and homogeneous experience in all the channels in which your brand is present. The objective of this strategy is engage in effective conversations with your leads and customers , regardless of the channel used or chosen by them.

Currently, you can send communications through different platforms: email marketing , SMS, your own website and social networks, to name a few examples.

But to be present in all these channels and guarantee quality interactions for your audience, it is very important to automate your actions .. This will allow you to increase efficiency and reduce errors.

Marketing Automation helps you maintain the same conversation with your prospects and clients through different channels. Thus, you can accompany him throughout his shopping journey.

# 7 Measure results

KPI, also known as Key Performance Indicator or simply, key indicator, allows to measure the performance of a process linked to a particular objective. Through these indicators you will be able to know more exactly if your strategy is working well or if you need to make some changes.

Precisely, through a Marketing Automation tool you can track and monitor all the actions you carry out with each segment of your contact base. And all this thanks to the metrics that you can use in the process.

# 8 Get better data and make better decisions

“What cannot be measured cannot be improved”, It was the British physicist William Thomson Kelvin who said this phrase. Today, it functions as a fundamental law for many companies around the world. That is what metrics are for, to measure and precisely, to Obtain data that allows you to make better decisions and thus optimize your results .

Thanks to marketing automation, data is now the protagonists. You can know in real time how users behave in relation to your marketing actions and, with this information, improve whatever is necessary.

# 9 Save time and increase efficiency

Knowing what works and what doesn’t with regard to your marketing campaigns helps you avoid taking false steps. This allows you avoid wasting time on actions that do not lead to the desired results. I mean, you can increase the effectiveness of your actions.

In addition, by automating marketing in your business you save many of the repetitive tasks that consume a large part of your time and that of your team. On the other hand, you can also optimize time by getting ahead and scheduling campaigns in advance.

# 10 Coordinated work between marketing and sales

For many businesses the integration between the marketing and sales teams can seem complicated. However, as the user evolves and their consumption habits are transformed, the purchase cycle becomes increasingly complex. Therefore, the coordinated work of both areas is required.

Automation, thanks to its scoring system, allows you to assign potential customers to sales teams. These are users who are ready for conversion, who can be followed up from the sales area to lead them to the purchase.

Examples of Marketing Automation

We already gave you the theory, you can say that you know Marketing Automation. Now let’s move on to the practical examples, to further reinforce the concept. Keep in mind that, as we mentioned before, marketing can be automated throughout the customer lifecycle and across multiple channels. Therefore, this methodology contributes its grain of sand so that your strategy is increasingly omnichannel.

We share two clear examples of marketing automation so that you have greater clarity about this tool.

Marketing Automation – Welcome Sequence

Welcome messages are among the most important automated communications . This is because they capture the most attention from the user , as we already mentioned in this note .. However, it is not reduced to a single email or SMS.

Beyond the “Hello how are you” , what you should understand is that they are the first steps in the user journey. Therefore, you have to guide him to keep moving forward. And nothing like a automated welcome sequence to achieve this.

Suppose the user visits an online store and subscribes to the emailing list, for which, leave your contact information through a form. Then, immediately, the ecommerce sends you a welcome message that arrives directly to your inbox. The matter does not end there. In the following days, the store sends another email offering a 25% discount as a welcome gift.

Best of all, whoever is behind the business didn’t have to sit down and quickly type these messages manually. Imagine doing this with every new lead you generate!

Rather, these communications were already part of a workflow aimed at sending a series of welcome emails to a certain segment of users .

Marketing Automation: abandoned cart

Some insights can be scary, for example, if we talk about online stores, statistics say that on average, 70% of users abandon the shopping cart without completing the transaction. That is not good news, however, in the face of it, there is an alternative: recover some of those transactions through Marketing Automation .

How? Very simple. Once the customer leaves the cart, an email is sent with the details of the transaction that they did not complete. This means that the products you did not buy are listed. In case you do not open the email after one day, you can make a booster send.

These types of flows are used by companies that sell their products through an ecommerce. Remember that from emBlue we offer native integrations with any system that your business uses. For example, VTEX or Magento, among others. Find out more about our integrations .

We believe that you already have a much clearer notion of Marketing Automation. Now you know all the reasons why you should consider it in your strategy. Would you like to know a complete automation tool for your business? Discover emBlue !

Marketing automation FAQ

What is Marketing Automation?

Marketing automation is that digital marketing strategy that seeks to automate responses in the form of messages or actions for each user interaction with a brand.

What is Marketing Automation for?

Mainly, it serves to increase conversions and reduce campaign implementation times. You just have to define what customer action will have a reaction from your brand and make the correct integrations.

️ What are the best Marketing Automation apps?

There are many examples of concrete applications of marketing automation:

  • Cross Selling.
  • Up Selling.
  • Abandoned cart.
  • Assigning contacts to groups.
  • Send welcome emails
  • SMS sending.

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