This awareness is born in both people and businesses in different sectors when they see the increase in environmental problems and ecological threats. In response to this, companies have decided to get to work by applying more sustainable strategies. All this with the aim of reducing their negative impact and supporting the environment.
It is therefore essential to design greener campaigns that promote planet-friendly products and services. And what better way to do this than by communicating sustainability through email marketing, a channel that has a high reach and receptivity.
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Sustainability strategies through email marketing
It’s not just a facade for the consumer, your products or services must demonstrate your commitment to the environment. To convincingly sell this idea you have to bahamas phone number data learn some techniques that allow you to communicate sustainability through email marketing:
1.- Clean up your email list
If you see low open rates and high bounce rates in your 8 tips if you are thinking about using a newsletter for your app metrics, then you need to take a closer look at your email list . Keep in mind that you will gain nothing by sending emails to inactive subscribers and invalid addresses; rather, it is a waste of effort and time.
What you should do in this case is a data cleansing or an email verification. You can try to attract those users who have been inactive, but if you see that facebook users there is no response from them, it is best to remove them from the list.
Although it may seem a bit strange, it is a technique for your internal sustainability. Consider that every email you send is somewhere on a server in the cloud. So if you had the opportunity to reduce your email list from 10,000 to 5,000 without affecting marketing value, 5,000 fewer emails would be sent.
This is a data-level hygiene method that can help you maintain sender reputation and deliverability rates. Therefore, it is beneficial to perform a list cleanup at least twice a year.
2.- Segment your subscribers
Once you have refined your email list, the next thing you need to do is segment it. You can do this based on demographics, customer behavior, industry, and more. This will allow you to develop a better sustainability strategy through email marketing.
By getting to know each customer segment better, you’ll know how to communicate your sustainable campaigns . Plus, you’ll be able to provide them with what they need according to their preferences, which provides a sense of personalization. This may take work, but once you’ve done it, you’ll see the positive results reflected in your metrics.
What’s the key to it all? The relevance of the How to communicate content you share with each of the different segments of your list. That’s where the success or failure of your email marketing campaigns lies.
3.- Establish the objective of the email
Communicating sustainability through email marketing can be a challenge for some brands. However, this can be made easier if you define the objective of each email you send to your subscribers. It is not advisable to put several actions in a single message; it is better to divide them into different emails.
For example, you can create a newsletter with the aim of letting people know some tips to take care of the planet. Another email with the purpose of promoting your ecological products so that customers have the possibility of purchasing them.
By working with a specific objective for each email, the subscriber will understand exactly what you need from them. Therefore, it will be much easier to direct them to the action you want them to take.
4.- Create attractive and relevant subjects
You need to have a subject line that really motivates the recipient to click on the email they received in their inbox. For this reason, it is extremely important that you take into account some of the aspects that can help you create them:
- Curiosity. You can use questions that are related to a product you sell, such as “Do you know if what you consume is organic?”
- Numbers and percentages. Subject lines with numbers are proven to generate more opens. You can use numbers to indicate some important information about the ecological topic or list tips. For example, you can add the phrase “5 tips to clean your house without chemicals . ”
- Show the benefit. This type of subject line is simple and effective, you just have to mention how the product or service you are selling will benefit the customer.
- Common. Common subject lines are those used to send information of interest such as order confirmation , invoice, etc. They usually have a high opening rate because the user is expecting it.
- Authority. Mentioning a well-known brand or person can give your email a lot of authority and encourage the recipient to open it. For example, mentioning a sustainable product from a prestigious company.
How do you know if it’s a good subject line? Simple: write it, read it, and ask yourself if you would open that newsletter. It’s about convincing the subscriber from the start that the email is of interest to them.