Why choose email marketing as a digital strategy? Surely you are thinking about how email marketing can help me if that is just spam and something that nobody reads. But, you would be wrong if you think so.
Email marketing is considered one of the best conversion tools.
The definition of email marketing tells us that it is the sending of emails to a database, in which your current customer contacts or that of your potential customers may be. It is a strategy that is within the world of digital communication and also within the group of actions that are considered “Direct Marketing”.
Email marketing or also called “emailing”, focuses on sending a message in order to acquire new customers, develop a relationship (loyalty) with the current ones, create loyalty, interact with contacts, increase sales, and build trust towards a service or product, confirm a purchase order, among other objectives.
We can do email marketing in multiple ways, such as through our own platforms where we manage our daily emails or, what is becoming more and more widespread, through “marketing automation” platforms.
What is email marketing good for and why is it important?
Currently, there is a long list of communication channels that you can add to your digital marketing strategy and that you can use in your day to day. One of those channels is email marketing.
With email marketing, we can do an endless number of different things, such as order confirmations, if your company is an eCommerce. We can also send informative emails such as newsletters or bulletins, or also send emails with our latest offers. Emails can become essential in the growth of your business on a day-to-day basis.
A significant fact is that in the year 2020, email marketing was a very important means of communication, creating ties between brands and potential users or customers. Companies, in order to maximize the result of the action, complement emailing with other channels. According to a Digital Response study, the most used are Social Networks in 75.9 per cent of cases.
Also, another important aspect is that for your current customers, emailing can be a strategy that can help you add value to your business, directly creating communication that can be much closer and personal with the customer user in his day-to-day. In this way, we create loyalty to our brand.
It is unlikely that today you can have a business without email being in our day-to-day at some point. Therefore, if you think that you are not performing this digital marketing strategy correctly, this publication is for you.
Why choose email marketing as your digital strategy?
It is considered one of the first digital media to appear in the digital ecosystem. And although it may seem “outdated”, it has great relevance in people’s daily lives, reaching different audience groups.
All the messages we send arrive directly in the “Inbox” of the email of your recipients. In this way, and always with their consent, you can become present in the day-to-day life of each of your clients or potential clients.
Another characteristic of email marketing is the versatility to adapt it to different stages that we can have in the relationship with the user, which is constituted by our funnel or conversion funnel. We can do “lead nurturing”, we can prospect, and conversion, which is what happens to us today, and we can also generate brand loyalty.
Email marketing can help you achieve four different groups of objectives such as:
- Notoriety: show the “world” of our business and what we do.
- Image: we seek to position ourselves as experts on a subject.
- Action: when we seek to sell our products or services.
- Knowledge: forms or satisfaction questions about the product or service.
One of the main benefits of marketing through this channel is the scalability it offers us, that is, we can implement it on a large scale to a large group of recipients.
Here are some other main aspects of email marketing
- Cross-sell or promote upselling
- In the mind of the consumer
Email marketing has been shown to convert up to three times more than social networks. We can achieve this goal if we use the tool properly. It is considered one of the preferred tools of marketing professionals.
In order for it to have a great impact on our profitability, we must be clear about the strategy that we are going to follow, being as direct as possible, and above all, just as Inbound Marketing seeks, create value for the user to whom it is directed.
Although we have to send a massive email to many users, we also have the opportunity to customize each email based on a series of parameters. In this way, we are able to speak to our audience, making it possible for them to see that they are being spoken to directly and with relevant and personalized information, based on the interests of the recipients.
Previously, to personalize our emails, we must perform a “Segmentation” task. This will allow us to be much more effective in our shipments and they will be adapted to our subscribers/clients.
The vast majority of companies use Behavioral Data (how users behave in emails) in 64.8 per cent of cases and Socio-Demographic data in 51.9 per cent of the time. This data can be found in the study “Research on the use and perception of email marketing in Spain in 2022” written by Digital Response.
Based on the information we have collected during segmentation, we can customize the different fields of the email. The fields that are personalized on most occasions, according to the study, are the Name of the Recipient (64.8 per cent) and the Subject (63 per cent).
Another study shows us that 82 per cent of those surveyed affirm that thanks to the personalization of emails, an increase in the opening rate are achieved and 75 per cent affirm that it also helps to increase the click rate.
iii). Cross-sell or promote upselling
We can find ourselves with the fact that the person you are going to address is already one of your clients, but it is very possible that sometimes if you have a wide variety of products, he or she does not know everything you need you can offer.
To do this, you can send a weekly or fortnightly newsletter to recommend the products you have. We can go even further, promoting products that may fit you, based on previous purchases with you and including direct purchase links.
We can reach a very wide group of audiences, all thanks to email marketing. In this group of audiences, all kinds of people can be included, from those who use digital media in their day-to-day, to those who do not feel comfortable using it.
And of course, the marketing that we carry out through this channel can also lead us to establish lasting relationships with all our clients.
v). In the mind of the consumer
On many occasions, if a client does not return to us, it is not because they did not like it, it is also because they have forgotten the products or services that you have to offer them.
For this reason, emailing can help us prevent these things from happening to us, so it is important that we build a mailing flow, so that when the user wants to buy, they remember you and you can become their first option. It is important not to send continuously, but to build a frequency so that you can become more effective.
Together with the third and last feature that we have discussed so far, we are faced with the fact that sometimes we tell our users the latest news about new products or offers that may be due to different times of the year.
Emails are the best channel in which to make all this known. All this immediately and at the moment in which they may need it.
What types of emails are there?
There are possibly many ways to classify emails, but we are going to organize them into two groups: “Occasional” and “Automated”.
The emails that we have considered as “Occasional” are those that are sent when necessary, according to the day-to-day rhythm of your company. There are several examples of “Occasional” emails:
- The Newsletter or Bulletins, for example, are a clear example of “Occasional” emails. They feature company news, new products or services you may offer, or are even summaries or direct links to your latest blog posts. In this way, it allows you to be in the day-to-day life of your target audience.
- Campaigns: We can also find the part intended for the sale and advertising of these emails. An email marketing campaign can usually be made up of a group of between 3 and 10 emails (or more), which are distributed over several days.
In this case, we find offers such as summer or winter sales, which can also be associated with “Black Friday” and all times of lower prices that your company may have, or the launch of a new product.
They are a series of automatic emails, which are sent after the execution of an action by the client, to streamline the process and reach the entire contact base.
These emails can be customized according to the information we have about our contacts, they can be created, previously defining the type of email that will need to be sent to the user that will trigger an action, so this email at the end works as an answer.
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