What is email marketing?
Email Marketing is a marketing technique that uses email as a communication channel.
It allows the brand and the customer to communicate directly. This is through the sending of a message for commercial purposes.
Companies use it to give visibility to their campaigns. This is from a strategic and objective segmentation of its users.
In the same way, it is a widely used tool for conversion. But it can also be used to achieve many other goals. For instance:
- Give your business notoriety. In other words, your company will have more visibility through its content.
- Position yourself as an expert in your area of action. You can send newsletters and informative bulletins to your users to keep them abreast of the latest trends.
- Sell your products and services. That is, the user enters the conversion stage.
- Build loyalty to users so that they prefer your brand over the competition. So they make purchases or acquire services after having done it the first time.
- In addition, you can use it to acquire new customers, strengthen ties with current customers, confirm a purchase order or even send informational material such as ebooks, among many other things.
Benefits of Email Marketing
It is proven that email marketing has a return on investment of approximately 4,400%. That is a profit of $ 44 for every $ 1 spent.
The ROI is high because the investment in email marketing is minimal. You only need a tool that allows you to send emails on a large scale and a lot of ingenuity.
It is widely used
More than 3 billion users currently have an email account. Each person has at least one personal email.
In addition, they can have a business one, one for managing their own business or one for managing social networks.
On the other hand, it has a great reach. You can send emails on a large scale and to a large number of users at the same time.
Direct communication with your audience
Another great advantage of email marketing is that it allows you to communicate with your audience directly. That means you can send a message to the end-user without intermediaries.
It is important to get to the inbox and not to spam. This is because the communication would be truncated. We can improve it by asking users to add us as a contact.
You should also avoid using words like sale, promotion, or free in a very repetitive way.
You can customize it
It is proven that personalized emails have an opening of 18.8% more than non-personalized emails.
Let’s start thinking about our daily behavior. We can see that we pay more attention to the emails that put our name on the matter.
This is because the familiar language makes us feel more comfortable. It is also possible to personalize the mail in other ways. This would be done according to the information you have about your users.
You can send your campaigns manually. However, automating them reduces effort and costs. This way you can reach a large number of users with just one click.
In addition, you have the possibility of having the campaigns with the best organization. You can also program them according to the previously performed segmentation.
You can measure your results
As in any marketing technique, it is necessary to measure the results. We do this to see if our efforts are being effective.
For this reason, there are metrics to measure and optimize our results. We will see this topic in-depth later.
Email Marketing Tools
There are several software’s that make life easier for us when implementing Email Marketing. With your help we can:
- Automate messages.
- Reach a large number of people.
- Carry out a suitable design for the mailing.
- Schedule shipments.
- Keep campaigns organized.
If you are just starting in Email Marketing, it is advisable to start with free or trial plans. Later, according to your experience, you can choose the best option.
The most recognized are:
- Benchmark Email
- Hubspot among others.
The first thing you should do is set your goals. These should be SMART goals. That is, specific, measurable, achievable, relevant, and with a certain time.
For example, one of your goals may be to increase your conversion rate by 15% within 6 months.
Define target audience
You must perform segmentation of your users. This is based on your demographics, interests, tastes, etc. That is, you have to specify for whom the campaign will be directed according to their needs.
In this step, you must establish the tactics that you are going to use to meet the objectives set. In other words, you must analyze what material you are going to send to users.
They can be, for example, a landing page, coupons, videos, etc. You should also plan the time at which you should make the shipment.
Measure and optimize
Constantly monitor your results. Make the necessary changes in case something is not working within your campaign.
Keep feeding your subscriber list
Don’t forget that subscribers are an essential part of Email Marketing. Take into account that many subscribers will sign up for your emails along the way.
For this reason, you must design strategies to attract subscribers. Well, in this way your database will keep growing.