Ekeria Blog

Marketing of Made in Italy: what is email marketing for?

Written by Francesca Mugellini | Mar 22, 2023 9:12:16 AM

Why choose digital marketing for Made in Italy communication

In a competitive market such as that of luxury, Made in Italy, it is not only necessary to have a superior product or service, but also a clear and competitive value proposition. A proposal that convinces your target audience that your offer is worth their investments and energies.

 

Speaking of Made in Italy, the Italian luxury furniture market is incredibly large and rapidly growing and the online fashion sector has experienced an impressive boom. Made in Italy luxury retailers have recognized the essential role of digital in the evolution of the sector. In fact, more and more brands are putting the digital sector at the center of their strategies.

 

Among the many proposals on the market, it is essential to stand out and communicate an idea of exclusivity and quality. To do this, you need to understand the customer you are addressing and the dynamics that surround them. To present a coherent offer that attracts the attention of your target, it is important to communicate well Made in Italy through various tools:

 

1. Start with your business website

For companies operating in the Made in Italy luxury sector, boasting a modern corporate website and a good user-experience is essential to be credible in the eyes of the customer who will surely be attracted by the image and aesthetics.

 

2. Work on the content of your site 

Many of the visitors who arrive on your website are not ready to buy right away, they are in the evaluation phase: they compare products, research options, and identify the best solutions for them. These potential customers are essentially looking for information, therefore, it is necessary to present a showcase in which to present oneself as competent, up to the task, able to provide any type of information they need.

 

3. Nurture customer relationships with email marketing

Once a customer or prospect has shown interest in a product and has provided you with their contact information, using email marketing you will be able to keep the information flowing. Email is still an excellent tool for creating new customers and keeping existing ones happy. Providing relevant information at the right time means getting your customers to trust you and your brand.

 

How to Create an Email Marketing Campaign with HubSpot

Businesses continue to embrace the move to digital and surely building a strong email marketing strategy can help you stand out and deliver value that will convert more leads into customers.

 

This is why email marketing is particularly important for companies operating in the sector. Email marketing allows you to segment your audience and customers through emails. An email marketing campaign is a series of emails that are sent to contacts over a specific period with a single goal in mind.

 

Let's discover the steps for creating an email campaign using HubSpot tools so you can offer a unique and personalized experience to your customers, which brings results of value for your business.

 

Set a goal

Setting goals helps you measure whether your email campaigns are successful or not. Think about why you are running this email campaign. Do you want to make your image distinctive and make your brand known, improve your online presence and align it with the offline one? Whatever it is, it's important to identify a target because it will determine the types of emails you send, how often you send them, and the segment of contacts you send these emails to.

 

Manage your contact database

Contact management is a strategy that focuses on using a software program, such as HubSpot, to easily manage and search all the information we have about a contact, such as their name, the relationship we have with them, the characteristics of the business.

 

This way you will be sure that your contact database is organized and clean, so that your team can easily trace the relationship that each contact has with your company.

 

Segment your contacts

Segmentation is one of the most important steps in an effective email marketing strategy. You want to make sure you're sending the right information to the right people at the right time. This is an opportunity to show your audience that you know what they need and that you have the tools to give them exactly what they are looking for.

 

Fundamental step for the marketing of Made in Italy: creating highly targeted and personalized emails

Personalization is more than just adding the recipient's name to your email. You need to create a conversation that engages your email recipients by sending them relevant and personalized content that creates value.

 

Analyze email performance

Planning and executing email marketing campaigns takes valuable time and effort. Analyzing email performance will help you understand why some emails are more successful than others and determine which actions drive results.

 

With HubSpot's native email marketing tool, there are three main ways to analyze performance: 

 

  1. Analyze the performance of a specific email that was sent
  2. Analyze the overall performance of your emails
  3. Email marketing in source data, review how many visits, contacts, and customers you have obtained thanks to the email marketing campaign.

Ekeria: digital marketing for the communication of Made in Italy

For companies of all sizes that bring Made in Italy products to the world, it is essential to position themselves in an optimized way on search engines.

 

Customers in the luxury segment have high expectations. This is why it is essential to generate high-quality and highly specific content about your product or service. This includes creating keyword-rich content and newsletters for each stage of the buyer's journey.

 

We at Ekeria are HubSpot partners and we help you consolidate your brand identity and communicate your value offer by focusing on your image and reputation, notoriety, and exclusivity.

 

HubSpot is an effective tool for those businesses that need to both test new ideas and implement sophisticated, custom email marketing programs without having to build everything in-house. HubSpot allows you to have a variety of useful solutions on a single platform to achieve your growth goals.

 

Our clients integrate the email marketing tool with HubSpot's CRM to:

 

  • Standardize marketing technologies, streamline communications, and enhance the online customer experience for better retention and sales.
  • Have a clearer overall picture of the customer lifecycle and drive growth by centralizing all company efforts into one process.
  • Maintain a rapid learning pace and improve your ability to engage, nurture, and activate users.
  • Increase site traffic and online conversions.
  • Personalize the customer experience on the website through marketing communications.

In the made in Italy luxury sector, customers and potential customers are always looking for targeted and detailed information. This is why it is important to have fully integrated applications, equipped with powerful analysis, insights, and automation tools, in order to be able to serve the customer in a personalized and timely way.

 

If you are interested and want to find out more, contact us for a collaboration!
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