The world’s first email was sent in 1971, but its use as a marketing strategy would not occur until sometime in 1978. So it can be said that email marketing is one of the basic ways of doing digital marketing.
Well, more than 50 years after its invention and more than 40 years after it was incorporated as a marketing strategy, it remains a highly used communication channel. In fact, a study by Statista stated that 86% of consumers would like to receive promotional mail from companies they do business with once a month, and 15% would like to receive them daily.
With a well-executed plan, email marketing becomes a great conversion and customer attraction tool, as it is used to take campaigns from promotions to after-sales service.
Features of email when doing email marketing
When planning email marketing campaigns, you must try to make the shipment relevant, valuable, integrated, targeted and expected by the customers. Valuable implies that the recipient is interested in receiving the mail because it helps resolve a doubt or it arouses curiosity.
By relevant, we mean well directed towards the target audience. Differentiating between different types of people is important in selecting emails to send well. And from there, tell the recipients that they are going to receive these emails to reduce the rejection rate.
Continuous and quality communication with contacts ensures more repeat conversions. At this point we must remember that it is mandatory to include an unsubscribe option to stop receiving emails.
Orientation has to do with the destination of the campaign, ie what the purpose of the shipment is: retaining customers, launching information to customers, generating new leads. In this sense, all elements that are part of an email marketing strategy must be focused to achieve that end.
Finally, integration refers to performing actions within campaigns that allow for a complete analysis of the results. This makes it necessary to include database platforms, shipping tools, interaction tracking, and real-time analysis of results. All this can be achieved through email managers.
Essential Elements of an Email Marketing Campaign
Along with features, another essential part of email marketing are the elements or components. The first is the objective, ie defining what you want to achieve with the campaign through measurable parameters such as open rate, number of conversions or return from customers.
Another fundamental part is the audience. As in all communication, if the person receiving this information is genuinely interested in the content, the likelihood of establishing a relationship of trust will increase. Here segmentation plays an important role, which is achieved through a good database.
Segmentation serves to introduce the third element, which focuses on the persona of the buyer, who is nothing more than a complete customer with their needs, interests, and resources. Once we define this figure, we can launch offers that are valuable.
The end point is the message. If there is no previous relationship with the potential customer, this is the time to send them an introductory email that is short, engaging and challenging enough to get the recipient’s interest. And if they’re already loyal customers, tailor messaging to what’s being offered, with content that best suits their needs and that isn’t disruptive or leads to rejection.
email marketing metrics
The last set of actions to master is the one that includes metrics, ie all the parameters that determine whether a campaign is being successful or not. They are very diverse, but the most prominent are the percentage of successful and bounced shipments, emails going to spam folders, open and click rates, read time, customer mileage, links and the most clicked or opened elements used. The type of device to be mailed.
Getting this data is only possible if you have equipment adapted for this purpose. And it is important that they have the ability to instantly control these variables in real time. Only then can we assess the real success of the campaign.