What is Email Marketing
Email has become in recent years one of the most important tools of online marketing. This technique allows companies to develop campaigns with almost any objective through the massive sending of messages.
Email marketing has managed to establish itself as one of the most powerful communication channels today that favors both the acquisition of new customers and the loyalty of current ones. Although there are other widely used channels for communication with customers, such as social networks, email achieves a conversion of up to 3 times more and represents a great opportunity to boost our business in a relatively simple way, especially for small and medium-sized companies.
Why is it important / why use Email Marketing
We therefore come to the conclusion that email marketing is a fundamental element in the digital strategy of a company. But it is just as important to know the keys to correctly carry out an email sending strategy.
The importance of email marketing lies in the opportunity that is presented to us to reach a large number of users and maintain regular contact with our customers. In this way, we remain in the mind of the consumer for a longer period of time and we can impact them at the right time.
An email marketing strategy powerful enough can facilitate an increase in engagement and closeness with our customers, as well as sales, reach, recognition…
How to get the most out of Email Marketing
The first thing that we must take into account when planning an email marketing strategy is the objective that we want to achieve. Capture new customers, increase sales or traffic to the web, customer loyalty… There are many different objectives that can be followed in an email marketing strategy . Therefore, it is vital to correctly define the most appropriate to our business, commercial objectives, or to the moment in which the company is located.
Another key factor is segmentation. We will have to segment both the target audience that we are addressing with this strategy, and the database that we are going to use. The more detailed the segmentation, the better results we will obtain from the campaign.
In addition to this, we will try to take maximum care of the message, both in design and content. We must prepare a careful and attractive message that correctly conveys the intention of the company and that is persuasive enough to achieve the objective. In this case, the added value can be presented in various ways: discount on the first purchase, abandoned cart reminder, seasonal promotions, anticipated content…
Creativity will allow us to differentiate ourselves from the competition and a greater attraction of the public.
What Email Marketing Tool to use
Currently there are numerous tools that allow us to send emails to users. Some of them are free and others are paid, although the most common case is that the platform offers us a free basic service and the possibility of extending the service in exchange for a monthly payment or a single payment.