The theory that email marketing will disappear sooner or later as a result of the evolution of technology is nothing more than a myth! The truth is that this form of communication is gaining more and more relevance in digital marketing strategies because it allows you to offer valuable content and establish a closer and more personalized relationship with current and potential customers.
What is Email Marketing?
It is defined as a way of communicating with your audience via email, using platforms dedicated to this activity, for example: Mailchimp ou E-goi.
By sending emails, you can offer your target audience valuable content, depending on the time of year, type of product and marketing objectives. You can communicate, for example: confirmation of account registration or sale, offers and promotions, product launches, new blog articles, among other topics that you consider interesting to your target audience, taking into account their characteristics and needs.
Usage data
According to a report by Hubspot, this is the third most used marketing channel by companies to promote their business. The website and social networks have a prominent place in the top two, but emailing is still growing.
There are currently 4 billion users of this form of communication, almost half the world’s population. According to Statistica, this figure is expected to reach 4.5 billion by 2024.
The importance of digital marketing strategy
These days, you can only send emails to people who are actually interested in receiving them.
By providing their details to receive these campaigns, current and potential customers are sending the message that they are interested in the products and are willing to receive information about them.
However, in order to establish a closer and more trusting relationship with your database, it is important to realize that communication must be contextualized and personalized.
It’s essential to segment your campaigns. You can’t send the same communication to all your customers. Not everyone is at the same conversion stage.
Organic traffic
It is becoming increasingly difficult to attract organic traffic via social networks and Google’s search engine. However, by using a strategy of this type, you can attract it more easily and guarantee a higher conversion rate.
Interaction
If you can communicate at the right time and with relevant content, you will certainly increase customer interaction with the brand.
Useful content
More important than the frequency of sending, it is essential to send emails with useful content that can inform and enlighten the reader about the brand’s area of activity. For example, if you sell natural pet food, it’s important to share content about the importance of animals consuming these products for a longer life. By offering this content, you are creating a perception of a need that can be solved with your products.
Exclusive content
Offering exclusive content to customers who are interested can be a way of getting highly qualified leads.
Conversion
These types of emails are more sensitive, need to be sent with caution and require the reader to already be at the final stage of the sales funnel.
Otherwise, you’ll fill the inboxes of all your contacts with sales-focused emails and risk ending up in spam or even unsubscribes.
Types of Email
There are various formats that can be used depending on what you want to communicate.
Newsletter
Newsletters are a great way of communicating to maintain a closer relationship with your database.
Thus, you can use a newsletter to communicate various topics: be it a new product, tips, a new blog article, among others.
You can also use this channel to improve internal communication in your company, as we told you in the previous post.
Promotional
Their main focus is conversion. This requires an effective segmentation strategy, i.e. communicating the right message to the right customer.
Seasonal
Another way is to use special dates for the company or brand and the user to send a personalized message. These could be birthdays, anniversaries, celebrations or milestones.
The key is to make customers feel remembered and that the brand cares about being present at all times,
welcome
Although it is not always valued, it is important for the new customer to come into contact with some relevant information about the brand.
for Inactive Customers
For inactive customers, the offer must be substantially interesting and in line with the characteristics of the audience that will receive it.
Another aspect to pay attention to is your subject, which will be key to attracting attention to the opening.
in Ecommerce
Email marketing is considered extremely important in an Ecommerce model, whether it’s to engage, increase the conversion rate, send promotions and news and, in some cases, reduce abandoned carts.
Testing various hypotheses for subject matter, content, layout, time and frequency of sending is fundamental to assessing which ones generate the most results.
Automation
This involves sending automatic emails to a lead or customer, depending on the action they take.
This means that depending on the path of the lead or customer, the response will always be different and personalized with the aim of leading the user to the end of the sales funnel.
After reading this article, you’ll have realized that email marketing is alive and well and can be extremely useful for your company. If you haven’t yet included it in your digital strategy, it’s time to start. Contact us.
