What is email marketing?
A powerful form of communication with your potential customers is Email Marketing, because through this channel the connection is direct with them and the chances of generating conversion are much higher and in many cases more effective.
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Email Marketing
There are many who believe that with the birth of new Digital Marketing tools , such as social networks, Email Marketing is dying, but it is not because this technique is still one of the fundamental pillars in your strategy and that if you do it in a adequate, it generates great results.
powerful form of communication with your potential clients is Email MarketingIn fact, according to a study according to a McKinsey & Company study, email is almost 40 times better at acquiring new customers than social networks and also according to Econsultancy 66% of marketing professionals say that the ability of email to generate RSI is either "excellent" or "good", while only 41% feel the same when it comes to social media marketing.
Likewise, Harris Interactive ensures that audiences like email and that 81% of those surveyed said they were very likely to make additional purchases, either online or in stores, as a result of received emails.
In this same study Harris Interactive indicated that 42% of companies say that email is one of their most effective lead generation channels. And 88% of B2Bs believe email is the most powerful lead generation tactic.
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Another piece of data that shows that email is more alive than ever is that according to MarketingSherpa, companies that send more than 100,000 emails per month see a 94% return on that investment . With these data it is more than clear that Email Marketing must be present in your strategy.
To start this journey, you must know what Email Marketing is and the benefits of Email Marketing, what is an Email Marketing campaign? How to make an Email Marketing campaign? and the main Email Marketing platforms , in this way, you can send your first email without dying in the attempt.
What is email marketing
Being practical, Email Marketing is sending messages via email to attract potential customers . This is how simple this concept is, but we will also add that it does not include sending Spam or junk messages, because it is quality content and it really interests the people who send it.
Another concept that we like, as we believe it hits the spot, is that of the blogger Vilma Nuñez, who assures that Email Marketing is “ a technique used by brands to contact their target audience through email. This marketing technique includes newsletters and mailing and above all a good strategy that supports the actions that are carried out. "
For its part, Wikipedia defines it as “ In general terms, the term« Email Marketing »is normally used to refer to sending email messages with the purpose of improving a company's relationship with its current or former customers, to generate customer loyalty. customer and business, acquiring new customers or convincing existing customers to buy something immediately, and adding the ads to email messages sent by other companies to their customers. "
As you will see, the common point is that the main objective is to create a direct connection with your potential client, but another very important point is the fact that they are emails that have a strategy behind and are not sent without an apparent reason.
In addition, it is not an invasive technique, as it should be, since the user decides that they want to receive information, either offers, blogspot, ebook, etc., about your product, brand or services, so you can increase your sales and the Engagement with people who really care about what you offer them.
Benefits of Email Marketing
The main benefit of Email Marketing without a doubt is the direct connection with your potential client , it is that almost personal contact with a person that can be converted into a sale. Other benefits of this digital marketing tool are:
The main benefit of Email Marketing without a doubt is the direct connection with your potential client
The cost
There are many platforms, which we will talk about later, in which mass mailing is completely free, as well as templates, etc. So the cost of an email marketing campaign is very low compared to other digital marketing techniques .
Segmentation
Email Marketing allows you to carefully segment who you will send each message to. So if you know very well who your Buyer Persona (audience) is and what they want to read, or what you need to know, what interests them, what are their needs, daily challenges and objectives, etc. you will be able to make 100% personalized content, which means that you will be very close to generating a conversion.
Immediacy
In a world where audiences want everything for yesterday, Email Marketing becomes your ally, because once you have defined your strategy and your segmentation, only a few minutes will pass between clicking the send button and receiving the email. of your potential client.
You can measure it
Most email marketing platforms allow you to measure the impact of your actions in real time and easily . So to understand if your targeting is fine or your message is working, you just have to let an hour or a day go by, and you can straighten the wheel.
You reach any corner of the world
Sometimes it is very difficult to get clients in other countries, but with Email Marketing you break down geographical barriers and you can reach any corner of the world with just one click. Long live globalization!
It is ecological
Although this benefit is not direct for your company, it is a benefit for the whole world, when you send an email you save millions of tons of paper annually , which contributes to caring for the planet, and stops deforestation in our parks.
What is an Email Marketing campaign and how to do it?
An Email Marketing campaign is a series of commercial messages sent to a database of emails , from people who decided to be included in your newsletter, and that these messages are also supported by a strategic and creative rationale.
The most important thing you should know is that to do an Email Marketing campaign you must have a defined strategy and know your Buyer Persona very well , if you don't know this, you will definitely waste your time and end up tremendously frustrated.
Now, now we will explain step by step what you should do for a successful Email Marketing campaign and you can attract the largest number of customers with it.
Set the goals
The first thing you should do is define what you want to achieve with the campaign , after you define the objectives, you must establish metrics so that you can measure whether or not you are meeting the campaign objectives.
For example, you have summer offers to sell all merchandise from last season, your goals may be:
Increase the amount of sales through email.
Activate a new sales channel for our clients.
Increase traffic to the web.
The metrics for these goals can be:
Increase 15% of sales through email.
Increase 15 web traffic from email.
Increase the number of new subscribers by 20%.
Define the strategy
Now comes the time to define how you will achieve those goals that you have already set. When you do the strategy you have to find a balance between the strategic and the creative, because it is not only about sending an email to a segment that is interested in one (or more) of your products, but about how you present the information you want to transmit.
If we work with the previous example of summer sales to sell all the merchandise from last season, your strategy could be:
Special offers for those who subscribe to your newsletter.
Special offers for your old subscribers.
Define the content
Perfect, you know what you want to do and how to do it, now it's time to define how you will send the information, this point is very important, because it is decisive because a large percentage of the success or not of the strategy is taken by the way you present the message.
Everything will depend on your target audience , the way in which they communicate and your type of product, but you must have yourself here a little and think well how you will send it, because then pressing “send” there is no going back and for a bad message you can lose a sale.
For example, if we continue with the theme of summer sales to sell all merchandise from last season, good content can be
Sending outfits with the pieces you have in discounts
Sending articles (blog entries) showing summer trends where you include your products.
Sending special offers for a few days with a unique URL for subscribers.
Define the frequency of content
Find the balance, the ideal should be one a week, but if it is quality content and that it really does not bore your audience from receiving them. On the other hand, if you do not have quality content already thought and done, it is better that you do the mailing every fifteen days or once a month, but dedicating enough time to creating this quality content that you need.
Organize a shipping calendar
After you know what you are going to send and how often, now you must define the exact days and what content you will send. Remember that you need to be dynamic enough not to bore your subscribers and get them to read your email, so get creative.
Anatomy of the perfect email
We will give you some practical advice so that you can put together your perfect email from the title to the body and thus achieve the highest amount of sales through this means, let's get started!
The title or subject of the message
Let's say it is the first impression you make on your subscriber, therefore it has to be striking enough for them to click and open the email. The subject should be short (no more than 50 characters), but powerful, enough so that the person does not resist opening the email.
Make the email personalized, that is, use the name of the person in the text that they see below the subject, in this way, they will be much more tempted to open the email, because it gives the feeling that it is an exclusive offer for them.
Check the text
A spelling mistake can cost you a conversion , so take a closer look at the spelling and grammar of your email. Also take care that the text is not too long, remember that you will have few minutes of attention, so you must be clear and concise with what you want to say.
Less is more
Here and in Beijing, so do not waste time abusing the images and information that you will give in the mail. Be clear, brief and direct, your readers will appreciate it.
Don't forget about yourself
Although we do not want to be invasive, or talk about us all the time, you must include your logo and name in the body of the email, in this way, you will be enhancing the remembrance of your product in the consumer. You should also put a link to "see on the web" in case some users have problems to see the mail.
Likewise, we recommend that you place at the end of the email all possible contact information, emails, website, telephone numbers, address, etc. This way you facilitate and make known the places and channels to communicate with you without doing too many searches.
Focus on the message
Make the center of attention on the message and on what you want to communicate and above all on what you want to sell or promote. T be very careful with the images so that you do not overload the email and pay attention to its weight, because if they weigh a lot there are servers that block you.
Buttons to Social Networks
By including them you facilitate the virality of the content, as well as it being shared with other users who may also be interested in your product or service.
Unsubscribe button
Although what we least want is for a user to unsubscribe, we must include it at the end of our email, in case a user makes that decision.
Email Marketing Platforms
There are many platforms that allow you to send mass emails, we leave you here four that seem super functional
MailChimp :
Email Marketing
This tool allows you to send up to 2000 emails for free, it is very easy to use and it also has predetermined templates that will make your work very easy when creating the email.
Mailpro:
Email Marketing
This allows you to send up to 100 emails for free and has cheap plans in case you need to send more emails. It has more than 450 free templates for you to start creating your emails.
Mailrelay :
Email Marketing
It allows you to create, send and manage your email campaigns with complete statistics on the behavior of your subscribers. You can also send up to 75,000 emails for free.
Doppler:
Email Marketing
With it you can create and send Email Campaigns and measure their results to optimize your next shipments.
MDirector
Email Marketing
It is a professional platform that works as a suite of different Digital Marketing services . Initially, he began specializing in mass email marketing shipments. Later they have been incorporating different solutions such as a landing page generator, retargeting system, transactional and the latest is a Marketing Automation module. Important: customer support is in Spanish.
conclusion
In short, Email Marketing is an ideal strategy to generate direct contact with the client and that if you do it constantly and strategically, it can create stronger and lasting relationships over time.
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A powerful form of communication with your potential customers is Email Marketing, because through this channel the connection is direct with them and the chances of generating conversion are much higher and in many cases more effective.
There are many who believe that with the birth of new Digital Marketing tools , such as social networks, Email Marketing is dying, but it is not because this technique is still one of the fundamental pillars in your strategy and that if you do it in a adequate, it generates great results.
In fact, according to a study according to a McKinsey & Company study, email is almost 40 times better at acquiring new customers than social networks and also according to Econsultancy 66% of marketing professionals say that the ability of email to generate RSI is either "excellent" or "good", while only 41% feel the same when it comes to social media marketing.
Likewise, Harris Interactive ensures that audiences like email and that 81% of those surveyed said they were very likely to make additional purchases, either online or in stores, as a result of received emails.
In this same study Harris Interactive indicated that 42% of companies say that email is one of their most effective lead generation channels. And 88% of B2Bs believe email is the most powerful lead generation tactic.
Another piece of data that shows that email is more alive than ever is that according to MarketingSherpa, companies that send more than 100,000 emails per month see a 94% return on that investment . With these data it is more than clear that Email Marketing must be present in your strategy.
To start this journey, you must know what Email Marketing is and the benefits of Email Marketing, what is an Email Marketing campaign? How to make an Email Marketing campaign? and the main Email Marketing platforms , in this way, you can send your first email without dying in the attempt.
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