There will be those who say that email marketing died, but it is difficult to agree with such a statement.
Last year, the number of users of the famous email reached the incredible 2.6 billion mark.
But there is still more.
Email remains strongly one of the main communication channels, although its functions can be carried out through various applications.
How do you explain its longevity and its large number of users?
Whatever the arguments, what matters is that your digital strategy still needs – and will continue to need – email marketing.
Email marketing is a less invasive and more effective alternative for contact with customers, both active and potential.
And if you still feel distrust, perhaps out of fear of spam and the displeasure it causes, you are invited to continue here with me and resolve all your doubts.
I’m going to talk to you about what email marketing is and how it works. Its types and forms of approaches, as well as giving you practical examples.
All this will help you build pieces capable of optimizing the results of your marketing plan.
Is that what interests you?
So stay around here
What is email marketing?
Email marketing is a type of strategy in which email is used as a direct communication channel between businesses and customers.
It focuses on building lasting relationships progressively, which is achieved through a set of tactics and good practices.
In addition to that, thanks to the email marketing tools available in the market, the results are easily measurable, which allows adjustments and optimization for the shots of the next campaigns.
How does it work?
The operation of email marketing is quite simple.
Basically, you need a contact list, which is also known as a mailing list.
In it, the electronic addresses of the public that you intend to cover by categories will be gathered, according to the level at which they are in the so-called sales funnel.
To put the strategy into practice, you need a shooting tool, software that automates the task.
Thus, the next step is to consult the piece that you want to present to the public that you selected.
Once done, the platform will take care of the delivery of your message in the user’s input box.
Afterwards, you will have access to the metrics that allow you to measure the results of the action.
You can even see who received the message, who opened it, who interacted, and who rejected it or marked it as spam.
What is it for?
Many still think that with heavy traffic on social media, email has become an outdated channel.
That is a big mistake.
The inbound marketing methodology proves the opposite.
This methodology confirms that email remains a channel used on a large scale for interaction with the audience.
Look at how many functions it performs.
According to the Content Trends 2017 survey, about 64.7% of companies indicate that the main objective of content marketing is to generate leads.
And email marketing is a powerful weapon to keep leads engaged, after that first moment in which they show some kind of interest.
Email marketing allows communication in a direct and objective way when it is well planned.
Content became the currency of digital marketing. Gold worth!
But there is no use producing quality content, if no one has access to it, right?
Betting on email marketing to disseminate your content, news and offers is a smart strategy.
With targeting lists, it is much easier to reach your ideal audience, which is your people.
Nurture and educate leads
Lead nurturing is an essential stage to lead those potential customers through their shopping journey until decision-making.
The work includes a series of emails fired regularly, adding value to the lead.
That is the natural way to transform it into a qualified lead, that is, ready for sale.
Email marketing campaigns are strong sales allies in the online environment.
The content of the email. It can be used to announce the launch of new products, a new resource, promotions, catalogs, among others.
A good tactic is to always be presenting exclusive offers for the customer.
Engage with consumers and customers
Nothing to forget about the customer after the purchase.
Email marketing is a good way to strengthen relationships with your audience and create a feeling of empathy through personalized communication.
For example, emails that have the recipient’s first name in the subject are more likely to be opened.
Why use email marketing?
Maybe you wonder, if you could not use social networks to do everything I just mentioned, in a much more practical way.
Both tools can be very effective for the growth of your business and facilitate interaction between the consumers of your brand.
That is undeniable.
However, the communication in each one of them must be thought according to the type of conversation that you propose to establish with the public.
The high customization power of email marketing tools makes this strategy an essential resource for maintaining a good relationship with customers.
A survey conducted by Ascend2 showed that 50% of professionals indicate that personalization is the most effective tactic to increase the open rate of emails.
And there is more to come!
In addition to producing a more exclusive communication sensation, email marketing has other advantages that I am going to tell you about right now.
It is estimated that by 2020, there will be about 3 billion email users.
This information is contained in the same survey that I cited in the introduction to this article, Email Statistics Report, 2016-2020, by The Radiate Group.
In other words, a large volume of electronic messages circulating via email.
With your email address in hand, virtually anyone can be easily found.
Do you realize the reach power of email marketing?
Another positive aspect is that the professional has a lot of freedom when creating an email marketing.
For example, he chooses the layout of his preference.
Images and videos that follow the same line of your audience, texts with a more appropriate language and GIFs can be added to capture the attention of the recipient.
It is common to introduce links in the content of the message in order to lead the user to other matters that are relevant to him.
In addition to being very versatile, email marketing is one of the strategies that presents the best Return on Investment (ROI).
This occurs because its execution requires a minimum expense compared to that of traditional marketing actions.
In summary, you need three things to implement your campaigns:
- A self-control
- A professional who understands marketing
- A good email marketing tool to execute the strategy
Because the cost of investment is low, email marketing delivers a better result than expected in many situations.
And tell me, which is the company that does not want to spend less to earn more?
Types of email marketing
The content objective of an email marketing can also be very flexible and have several formats.
It is possible to use it to publicize new posts on your blog, or some promotion of your virtual store, for example.
It is worth noting that the interesting thing is to use the format that best matches the message you want to convey.
If someone signed up for your newsletter, it is because they probably considered your content interesting and of quality.
Therefore, this format is excellent for educating and nurturing those leads that may not be ready to buy yet.
And even to communicate more closely with those who are already your customers.
Generally, the newsletter is updated for the dissemination of news, recommendations and articles on matters of interest to the user.
Unlike the newsletter, the final objective of this type of email is the promotion of an offer with the purpose of generating a conversion.
It can be the purchase of a product, as in the case of ecommerce or the download of an info-product, such as an eBook, for example.
To achieve a high conversion rate, it is necessary to work very well on the segmentation of that email and thus offer the correct product at the exact time.
Seasonal Marketing Email
This type of email is used on certain occasions or specific periods.
They take advantage of the commemorative dates of the calendar of the year to boost the business.
Its content is focused on congratulating the lead or client for a special reason and selling more in that period.
If your business works with content marketing, this type of email should be a constant practice in your strategy.
Obviously, it serves to alert recipients that there is fresh content waiting for them on your blog.
One tip: Segment those content by interest, as it makes it easier to send relevant content.
Invitations to events
Do you remember the power of reach that emails have?
For this reason, they are widely used to publicize events.
IF the email addresses are correct and there are no technical problems, the reach is practically 100%.
Work on the subject of the message to arouse the interest of the person who is going to receive it.
For the most part, this process is linked to marketing automation and its purpose is to feed the lead with a series of content related to the one that aroused their interest in the first contact you established.
This type of email is essential to drive leads to the bottom of the sales funnel and leave them waiting for the seller.
How to run an email marketing campaign
Now that you know the most common types of email marketing, it’s time to learn in practice how to set up your campaigns.
If you want to be successful in any marketing strategy, you must understand your audience.
And with email marketing, it will be no different.
For this reason, you first have to identify your buyer persona.
In other words, you have to know your clients well, their goals and challenges.
Only then will you set clear goals and choose the type of email to achieve them.
Remember to speak the same language as your audience.
Adapting the language is crucial to create the feeling of affinity through an email.
Does your company use a formal or more informal tone?
Creation and choice of a template
After researching your audience and the necessary tools, it’s time to give your email a face.
The visual part also demands some planning, starting with the objectives.
Your email should convey quickly and clearly what you want to say.
That is why it is convenient to choose an objective by email so as not to saturate the recipient.
If it’s a conversion, make sure the calls to actions are in a prominent position.
The top of the email is always a good place to put them.
It is also interesting to maintain the same unity of style, both in the visual and in the textual part.
It is useful for readers to better assimilate the brand.
An image speaks more than a thousand words.
However, avoid cluttering the email, as it can interfere with the download time of the message.
According to a survey conducted by Hub spot, 78% of email users cancel the registration because the brand was sending messages excessively.
This statistic serves to reinforce the importance of planning how often you are going to send your messages.
Everything will depend on your type of business, but the interesting thing is to start with one shot per week and adjust the amount, according to the results of the first emails.
Regardless of the above, the ideal is to keep shipments always constant to maintain the level of user engagement.
To facilitate this stage, set up a calendar with the organization of the dates and times of the content that you are going to shoot in the messages.
In fact, finding out what time your customers prefer to open the email can also influence the open rate.
After all the previous stages, it is time to choose who is really going to receive the emails.
Based on the updated data you have in hand, make lists and try to segment your contacts with the criteria that seem important to you.
For example, you can create a list only with the data of the commercial managers or with the marketing team.
But, how to obtain the necessary information to mount a good data bank?
A well-structured landing page and a concise form, which contains only the most relevant questions for the business, are a solution to that problem.
Here’s a tip: avoid too many questions, as this procedure can scare off a potential client.
Last but not least, choose the correct content for each list and launch your campaign.
As I mentioned throughout the article, creating email marketing is flexible, and most tools already offer ready-made templates with customization.
Make sure to use a pattern that is responsive, that is, with a design adapted to mobile devices.
Remember that the trend is that more and more people read their emails on smartphones.
The ideal is to intersperse images with blocks of text in a subtle way that makes it easier to read.
Make sure to add important information such as date and time, as well as a link to the CTA to purchase the ticket or register for the event.
Start capturing leads with Klickpages today
As said here, one of the secrets of the email marketing strategy is in the construction of a good data bank.
In practice, it means capturing leads with an interest in your brand or what it offers.
If you still do not use your site (personal branding) to capture leads, it is likely that you are missing a great opportunity.
As you dialogue with your audience through articles, or by presenting promotions, do not miss the chance to obtain their contact information to promote communications with a better focus.
Whatever the action, focus on the landing page, as doing so increases the chances of confirming conversions (copywriting). For this, Klickpages is the ideal tool.
Observe the three basic steps to create your page, using Klickpages:
- Choose your model: know the high conversion alternatives proven by tests.
- Customize the page a: edit the texts, colors and images, as well as hide the elements that are not useful.
- Publish: finally, you only need to publish your own domain, without additional hosting costs.
It is very simple, practical and effective.
With the information you obtained in this article, there is no doubt that you need a good email marketing strategy to nurture your leads, stimulate involvement in your proposal and sell more.
Now, you need to put into practice everything you learned.
Do not forget the advice I gave you to segment your audience and adjust the content to their interests, which will be reflected in a better open rate of the messages.
And when it comes to building that database, it has Klickpages and its powerful landing pages.
Make your campaign have your identity.