Despite having been born decades ago almost at the same time as the internet, email marketing has been kept alive because it is practical, economical and versatile. All its benefits are exploited by brands to have more reach in their universe of customers. This is why email marketing is still in force, without being displaced by new strategies that, on the contrary to disappear, coexist and reinforce each other.
One of the fastest and most effective ways to reach potential customers is email marketing, undoubtedly one of the best communication tools available to brands. This resource is based on the use of email to send messages to large groups of contacts.
Its validity, despite the fact that the sending of emails originated practically with the birth of the Internet, is based on the fact that, according to the most prestigious data consultancies in the world, more than 90% of the adult population uses the email service. This means that, far from disappearing, email marketing is becoming more and more prevalent.
When used well, email marketing is a very powerful weapon with which to obtain excellent results, even more so when it comes to the issue of conversion.
As you may recall, in the past, sending mass mailings was associated with spam and intrusive communication. This has changed completely because it is a tool that has evolved for the good of brands and their growth in the taste of their target audience.
Two strengths of email marketing today is that it is customizable, but at the same time non-invasive. Despite being a mass mailing, we must consider the fact that the user receives the email with prior consent, i.e., there is a positive predisposition to receive the messages.
Email marketing is undoubtedly the ideal channel for users, who are already interested in the product or service, to receive useful and quality content, whose main purpose is to convert leads into future customers.
Email marketing has many functions, but among the most important ones are that it serves to maintain close and direct contact with customers, keep brands in the top of the customer’s minds, to deliver news to users, develop various content marketing tools, generate engagement, collect opinions, and more.
It is a tool from which you can measure results instantly and in real time, even more so if you have specialized platforms that help to perform this task and many more related to the proper execution of email marketing.
Reasons to use email marketing
Despite the fact that social networks are gaining more and more reach in the taste of the majority of the world’s population, the use of email is still in force, even as a main tool for several reasons, one of them is its great reach.
By 2019, there were more than 2.9 billion email users, a figure that translates into more than a third of the world’s population. The email account has become the hub of what actions are performed in other channels, for example, when a login is created, the email address is always requested.
Another reason why email marketing is always part of promotional campaigns is the fact that its reach is predictable, there is nothing random. When making a post on a social network there is no guarantee that the target audience will see the message, that is, it is not predictable, everything will depend on the algorithms that determine the relevance of a message for each person, according to their digital profile.
In the case of email marketing, the situation is different. For example, if you send a message to 50 email addresses, these 50 users will get the email in their inbox.
The fact that it is a flexible format is another reason why email marketing is a tool that is still widely used. There are no character limits, plus you can have images and more.
Another of its attributes is that it is a very economical tool. Platforms offer very cheap packages to manage it, and there are even free alternatives. It all depends on the type of company and the scope you want to achieve.
Some recommendations to consider
An email marketing strategy will only be effective if it is executed correctly, and for this you have to follow several recommendations. One of the most important issues is the contact list or database. It is recommended to always purge it because there is nothing worse than sending messages to accounts that no longer exist.
About the database, also a golden tip is never to buy contact lists. By doing this, you are wasting an advantage that is basic and fundamental in email marketing and is that the user is allowed to receive messages from a brand and that is a good ground gained. A purchased list ensures that many people will receive emails without their consent, and this generates that these messages become spam.
Segmentation is vital. It is necessary to segment the sending of messages, everything will depend on the interests and preferences of the public. For example, it would be illogical to send content related to winter clothes that will be fashionable in 2023 to people living in a warm area.
Regarding the actual creation of the emails, it is important to say that the subject line is one of the hooks that invites people to open the email, so it must be striking and eye-catching. Texts should be short, understanding that a user’s fixed attention lasts approximately 8 seconds, you have to capture it in that time.
It is necessary to use appropriate language, appropriate conversational tones, be creative in the topics and the way they are developed in the design.
One aspect that cannot be forgotten is that emails must be developed under the responsive design scheme, i.e. designed in such a way that they can be reviewed without any problem on any device, including mobiles, which are currently used by more than 80% of the world’s population.