Email marketing is the practice of sending emails to a list of contacts, such as potential customers or prospects. It is classified as a digital communication strategy and falls within the purview of direct marketing actions.
Email marketing, also known as emailing, focuses on sending a message in order to recruit new consumers, strengthen relationships with existing ones, create loyalty, communicate with contacts, enhance sales, generate trust in a service or product, and confirm a purchase order, among other goals.
Why is email marketing important and what is it for?
Today, there are endless communication channels that you can incorporate into your digital marketing strategy, and which will give you favorable results for your company or business, and one of them is email marketing.
Emails are an important part of building and managing your business, from order confirmations to newsletters. It has established itself as a key method of communication in the last year, creating a deep and quick bond with the user or potential consumer.
Furthermore, it can be a technique that can help add value to your company by building a lot tighter and personal relationships with your current clients. Today, it is hard to run a business without using email!
Why use email marketing in your marketing strategy?
Email is not a new concept. On the contrary, it was one of the first forms of digital media to emerge. It can reach a wide range of audiences due to its ease of use.
The messages you send are sent straight to the mailboxes of your receivers, allowing you to be present in their daily lives. As a result, email is used at every stage of the client relationship, including lead nurturing, prospecting, conversion, and loyalty generation.
Email marketing can assist you in achieving three types of objectives.
- Notoriety (make your business known).
- Image (positioning yourself as an expert).
- Action (sell your products and services).
Email marketing offers scalability: This refers to the notion that emails can be distributed to a huge number of recipients on a wide scale.
Types of emails
According to their use, these are some ways in which emails can be cataloged.
a. Occasional emails
Occasional emails are sent as needed, based on the speed of your company. Newsletters or informative bulletins typically convey corporate news (new features or services) and/or summarize the best of your blog. They let you to stay in your recipients’ minds and motivate them.
The email efforts are more marketing and sales oriented. A campaign may consist of three to ten emails sent over the course of several days or weeks. For example, during a Mother’s Day sale, special holiday offers, the launch of a new product, and so forth.
b. Automated emails
Automated emails can save you time and money. These emails are customized based on the information you have about a contact. They can, for example, be sent automatically in response to specified contact behavior, such as completing a purchase or subscribing to a newsletter.
The benefit of automated emails is that no one needs to be physically there to press the “send” button. You create and define an email template that will be sent directly to your recipients in response to your predefined “trigger” conditions.
There are two types of automated emails:
Transactional emails: As the name suggests, they are sent following a transaction. These include reservation confirmation emails, welcome emails when someone subscribes to your newsletter, and communications sent to reset a password.
Marketing automation emails: The content of these emails is dictated by the recipient’s activities (or “trigger” activity). Send a whitepaper to a possible buyer who attended your webinar, for example.
If you don’t have an email strategy in place, you can lose leads and therefore money. It’s time to fix it, now we explain how.
1. Why do you exactly need an email marketing solution?
The first step in developing an effective email plan is to select an email marketing solution. In truth, using software to send emails is required for a variety of reasons.
The first is that email sending platforms allow you to ensure that your emails are delivered to your recipients and you can easily create campaigns without the need for any design or programming skills.
An email marketing software allows you to manage the subscriptions to your emails (a legal obligation that we will talk about below), but also to design your emails easily. With just a few clicks, you can design a beautiful newsletter that encourages reading and meets your goals.
2. Collect emails legally
To send emails, of course, you will need addresses and contacts. However, the way you collect them is very important because if you choose to buy databases and send emails to someone who did not approve, you may end up paying some fines.
The GDPR is a European regulation that protects the personal data of consumers, including their email addresses, which states that to collect emails legally, they must go through a process called “opt-in”.
3. Segment your contacts
As your contact list expands, it is best to divide it into categories and tailor your communications based on their hobbies, purchase stage, lead scoring, age, and so on. There are several possibilities! This allows you to continue sending relevant and customized material to each user on your list.
4.Improve your deliverability
This concept refers to the deliverability, that is, the emails that are successfully sent to the recipients. The deliverability of your emails depends on behavioral and technical factors. In concrete terms, this means that the quality of your emails influences their reception, in every sense of the word.
5. Create a beautiful and professional design
In marketing, the form matters as much as the substance. Whatever your message and the value it has for your audience, no one will read it if the medium by which it is transmitted is not readable. The trick to creating pleasant-to-read emails is to use email templates.
6. Customize your emails
We all like to feel unique, and there is a simple approach to make your readers feel that way. Personalization of your emails is critical for developing a genuine connection of trust with your prospects and clients.
Without an email marketing strategy, you will miss out on sales chances as well as opportunities to improve your relationships with customers. Email marketing can undoubtedly increase your sales and give your company a new purpose.