5 Simple Steps Explanation of Email Marketing

Email marketing is a tool to communicate digitally with leads and customers through the mass sending of emails to a contact base. The purpose of these emails may vary, such as communicating promotions or presenting a new product or brand.

In recent years, email has proven to be an effective marketing tool. With the acceleration of digital transformation and the volume of messages we receive throughout the day, email is often the medium with the most significant potential to capture consumer attention. This is because, at the same time that an email can be opened from multiple devices, this is a more personalized and less fleeting type of message than a banner, a pop-up window, a tweet, or another publication on social networks.

This being the case, email is used to:

Maintain contact with customers,
Convert leads;
Send them news and updates;
Collect opinions and feedback;
Generate engagement;
Develop content marketing strategies;
Among other essential functionalities for digital marketing.

Next, you will read about the importance of emailing for your marketing strategy and the best practices to use it.

Why is email marketing important in your marketing strategy?

In truth, email is not a new tool. On the contrary, it is one of the first digital means of communication. But contrary to what some people think, email marketing is still relevant thanks to its high accessibility, reaching a wide variety of people every day.

There are currently many communication channels that you can incorporate into your digital marketing strategy. All of them will give favorable results for your company or business. Today we will talk about the importance of one in particular: email marketing.

As we have already seen, emailing is an essential means of communication with the public since it helps your teams in different ways: from order confirmation to sending newsletters, becoming an important point to manage the growth of your business.

For both your current clients and potential clients, email marketing can be a strategy that will help add value to your company by creating closer and personal communication with them.

As we already know, today, it is practically impossible to run a business without resorting to digital media and emails. If you still have doubts about the best practices in emailing, this post is for you. Read on and learn how to get the most out of this tool.

Best practices in emailing

1. Pay attention to your contact list

The first point you should think about is the consent of your contacts: how are you going to have it? This is one of the stages that make a mailing campaign effective since you will build your list from it. It is necessary to include a button with the possibility to unsubscribe visible in each email you send.

Only with the consent and the possibility of cancellation will you be able to build, in the long term, a list of contacts who are really interested in your content. That being the case, the list is still alive, and managers must keep it up to date.

2. Personalization is important

Sending the same message to everyone on your contact list is not a good idea, as there are different reasons why they subscribed to your mailing list.
To start, you can do something simple, like call them by name and address them with the appropriate gender. But the personalization does not end there: it is constant work since you can use different criteria to group your contacts. The most common are age, gender, date of the last purchase on your site, etc.
To achieve a good segmentation of contacts, it is necessary to have good tools to manage this extensive database. Only then will your brand send the right emails to the right people.

3. Take care of the design

When the client opens your email, they will spend a few seconds deciding if the body of the message interests them. It is essential to think about aesthetics (the design of an email depends on the profile of the contacts), the tone of communication, and many other variables.

Designing a good email from scratch takes time and requires technical knowledge, so a good practice is to use design templates as a basis. There are many options, and they are adapted to different purposes: newsletters, announcing special offers or events, etc.

Finally, do not forget the responsive design, that is, the one that adapts to the device that the reader uses (mobile, tablet, computer, etc.).

4. Provide concise, call-to-action content

As we already talked about, it is essential to remember that the person reading is not spending a lot of time on your content, so you should put aside long messages and go straight to the point.

When writing the content, you must be concise and clear and clarify what benefit the message offers: reading an article, attending an event, taking advantage of an offer, answering a survey, etc.

Note: Beware of spam words as a gift, free, best price, earn money, etc. In addition to boring the recipient, many email providers have filters that send messages with this title or are subject directly to the spam folder.

Do not forget to use a call to action or call to action (CTA) so that the recipient is clear about what they have to do to take advantage of the benefit of your email (download an ebook, take advantage of an offer before it runs out, etc.).

5. Accompany and evaluate your emailing campaigns

Relevant metrics such as the opening rate of the emails you send, the click rate on the links you include in the email, the bounce rate, the numbers of canceled subscriptions, or the location of the email readers, among others, are data fundamental in the reports of your email marketing tool.

By analyzing this data in conjunction with the segmentation of your target audience, you will have valuable information in your hands to evaluate your campaigns, which will make your emailing campaigns continue to improve.

You can also perform A / B testing by sending different messages to different contacts to compare which one performs better.