Why include email marketing in my digital strategy? Discover the advantages
Email marketing, in short, is the use of email as a company’s connection and advertising tool with its consumers and leads. You’ve probably already received an email like this with offers on airline tickets, hotel accommodation, promotions and even confirmations of online purchases.
By establishing direct contact with their customers and potential customers, companies can also have greater control, with greater predictability of reach and communication in personalized formats. It’s another way to strengthen the relationship with the customer, nurture your leads, and promote content in general, such as blog posts, infographics, webinars, e-books and other rich and valuable materials, boosting, albeit indirectly, your brand and its sales.
For a long time, email marketing was not a resource well used by companies, serving only for mass shootings, which, in turn, began to be frowned upon, both in the eyes of the public and by the email servers themselves. Email. Currently, some standards must be followed to develop an efficient and constructive relationship with your customers and leads using this resource, even so that your email marketing is not penalized.
Before anything else, creating a good network of contacts with email marketing is essential!
Remember to never, under any circumstances, buy email lists. Some companies use this alternative to boost sales or publicize a new service/product. Still, it is essential to know that, in addition to this practice being considered a crime provided for by the Penal Code for violating people’s privacy, it is also a bad strategy for gaining customers or leads.
This is because your email list must be built with the consent of the people holding those respective email addresses. By having this permission, you are also certifying that the user is, in fact, interested in receiving your content and that they are part of your target audience (even if, in principle, they have no interest in purchasing your services and or products).
This organic construction of the email list can occur in different ways, as we will see below, with the most common resources for this capture.
How do you consolidate an organic and assertive email list?
We already know that in Inbound Marketing, the famous “Attraction Marketing”, the customer or lead comes to you, not the other way around. Email marketing couldn’t be any different: generally, on blogs, to have access to more valuable content that demands more significant commitment in its development, it is common for companies and brands to request the customer’s or lead’s email so that they can receive these materials.
Generally, this content is e-books, infographics, webinars, video lessons, spreadsheets, templates and a series of other materials that may be valuable to your persona. You may notice that it is widespread to use landing pages or pop-ups while reading an article and, most of the time, these tools are located in strategic parts: they can appear when opening a report, in banners at the end of articles or even in specific excerpts of the text, providing more information about a subject that was cited comprehensively.
With this, customers and leads are won over and usually permitted to receive your emails, as they will receive a “reward” for having granted this information. In addition to helping to capture and convert leads, email marketing is a fundamental tool for establishing lasting and valuable relationships with people.
After consolidating the email list, what type of content can I send to registered users?
Email marketing offers a series of possibilities so that you can provide rich and valuable materials to customers and leads. You can initially send a welcome email and, subsequently, periodically, promotional emails about your products or services and informative emails, always personalizing the content and directing it to people who may be interested more quickly in that material.
It is essential to pay attention to the frequency of sending these emails, not filling up users’ inboxes and creating intervals that are too long for them, not even to remember that they signed up to receive your content. It should also be considered that the frequency is standardized and that these emails are customized in some way so that the people who receive them establish a more humanized and personal relationship with your brand/company.
Email marketing is still essential for nurturing and educating your leads, preparing them to become customers on future occasions. It is also necessary in the post-sales phase so that consumers return to purchase your products and services more often.
Furthermore, it is worth highlighting that it is an excellent cost-benefit tool, as having many resources to put email marketing into practice is unnecessary. You will only need the email marketing tool, a domain and a professional to develop these emails.
You can, for example, send emails weekly to promote new content published on your blog, newsletter and other materials you want to promote.
What are the characteristics of good email marketing?
In addition to email marketing having a very characteristic and unique formatting, it is natural that they usually present short texts, a cleaner visual interface and a language that suits your audience perfectly, in a friendly, conversational tone, you know?
To build good email marketing, it is essential to have information about your persona, establish what type of content will be sent to each customer profile with the segmentation of your email base, and define goals and objectives, in addition to having a calendar for shipping. To contextualize your emails, you can take advantage of commemorative dates (Christmas, Mother’s Day, Father’s Day, Valentine’s Day, and Black Friday, among others).
This way, your business can succeed using email marketing strategies, consolidating a lasting, humanized and close relationship with your audience, converting and qualifying your leads, and establishing contact with consumers in the post-sales phase.