What is email marketing?
Email Marketing is a communication method that uses email as a channel to attract and retain customers.
It is a digital channel that allows you to connect with users quickly and personalized. Correct audience segmentation in your email marketing campaigns is important to ensure that the message is suitable for your audience and can be interesting for them. Segmentation is a fundamental factor in reaching the user and obtaining an adequate return on investment .
Send email marketing campaigns requires that the sending company has an authorization from the user to be able to send emails to the user. This authorization can be done through a check box on a form, through a call, the signing of a document or contract. Just as you must allow the withdrawal as a receiver at any time and in a simple way.
The subscriber list is the set of users who want to receive your Email Marketing campaigns . It is important that your lists contain as much user information as you need in order to segment your email campaigns .
For the creation of a list of subscribers, you need previously that the user has given the confirmation that he wants to receive these emails as we have already indicated.
In your emails you can include the content you want, but always sending content related to the purpose for which the user subscribes to your email lists.
It is also advisable that the content is as directed and segmented as possible, the closer we get to the needs, hobbies or interests of our users, the better guarantee of success we have in our campaigns.
The email allows the inclusion of attachments, documentation, surveys, links to web pages or landing pages.
What types of emails are there?
Capture emails . They are promotional emails that seek for the user to purchase a new product or contract a service. This type of email involves using a database whose users authorize receiving promotions such as the one you want to offer.
Notifications / alerts . They are emails that are sent to the user when an event related to the user's use of the service occurs. Information about the balance, alerts for events to which the user has subscribed.
Newsletters . Includes information or news related to the company or the scope of the company, which aims to keep the user informed.
Sending promotions / offers . It aims to achieve customer loyalty through the purchase of new services and / or products in your company. Products with updated rates, discounts and promotions are included.
Tips for doing great email marketing
Updated and segmented subscriber lists . Make sure that your users are interested in what they receive, allow a user to unsubscribe easily and eliminate those users who do not read your emails. Improve the ratio of opening and visits to links.
Emails with attractive content and design . Both the content and the design of your emails must attract the user, they must allow a comfortable reading and a current design. Taking care of details helps create a brand image.
A / B tests . Take A / B tests, these tests are based on sending emails with different content and design to a different set of users and then measuring the results obtained to select the most effective content for a marketing campaign.
Send emails periodically . If you want to retain your users, you must send them periodically with information relevant to them. These shipments can be newsletters, promotional shipments or alerts
Remarketing. Remarketing is based on sending promotions, information about services or products in a personalized way, related to the products or services that the user has just visited on your site. Being highly segmented and with an immediate focus is usually quite effective.
Marketing Automation. It is another of the current strategies that allow to automate the sending of emails in a segmented way based on a workflow whose objective is to guide the client in a guided way to a specific objective. This workflow is based on actions such as whether to open the email or to which content option you accessed.