Email marketing

Email marketing is not just about sending emails.

It is an essential digital marketing tactic that connects directly with the public, fostering relationships and promoting business.

Find out why this strategy continues to be so relevant in today’s marketing landscape.

Email Marketing Definition

In essence, email marketing is a digital marketing strategy that uses email as the main means of contact with a specific audience.

But is it simply about sending emails to a list of people?

Not exactly.

As well as being a contact tool, email marketing aims to achieve clear objectives: from increasing customer loyalty to boosting sales.

Why is email marketing essential?

Firstly, email is a universal tool.

Unlike social media, where users need to register and follow specific brands, almost everyone has an email address.

This means that, through email marketing, you can reach a wide audience without relying on algorithms or external platforms.

What’s more, email marketing is personal.

Unlike an ad in a magazine or a TV commercial, email allows you to segment your audience and adapt your message so that it is relevant to each recipient.

This personalization, when done correctly, can lead to much higher conversion rates.

How email marketing works

It all starts with the creation of a mailing list.

This is usually done through subscription forms on your website or platform.

Once you have a list, it’s essential to segment it.

Why?

Because not all your subscribers will be interested in the same thing. While some may be looking for offers, others may be interested in news or educational content.

After segmentation comes content creation.

It’s not just about writing a text and sending it out.

It’s essential to consider aspects such as design, calls to action (CTA) and, of course, valuable content for the reader.

Finally, after sending the email, it is essential to measure the results.

Modern email marketing tools, such as Mailrelay, offer detailed metrics such as open rates, clicks, unsubscribes and conversions.

These metrics will allow you to adapt and improve your strategy over time.

Advantages of email marketing

Although email marketing offers several benefits, let’s discuss the most important advantages of email marketing:

• Cost-effectiveness: compared to other advertising methods, email marketing is generally more affordable and offers a significant ROI (return on investment).
• Global reach: no matter where your customers are, you can reach them with an email.
• Interactive: by using elements such as polls, videos and links, emails can be an interactive experience for the reader.
• Automation: modern email marketing service providers offer campaign automation tools, which means you can set up emails to be sent at specific times or based on user actions.

Types of email marketing

Email marketing allows us to keep in touch with our audience and strengthen customer relationships.

bulk mailing campaigs should always have an objective and measurable KPIs, depending on the type of email you choose to use.

There are several types of email that are used in email marketing, but the most common are:

• Informational emails These are emails whose aim is not to make a direct sale, but to provide the recipient with relevant information.
• Promotional and sales emails. These are sent with the intention of selling a product or service to subscribers. This is the most common type of campaign, in which we offer commercial proposals.
• Newsletters. These emails are used for maintaining constant and regular contact with subscribers. These are emails that must include valuable information for the recipients.
• Transactional emails. These emails are sent after users interacted with the company first, for instance, after a purchase, a registration form, a password recovery request, etc.
• Follow-up and sequential emails. These emails are sent when the subscriber doesn’t respond to the emails previously sent. Their aim is to regain the customer’s attention.

Good email marketing practices

Sending out mass mailing campaigns is not complicated if you pay attention to a number of details that will help you to succeed.

The way you send a mailing depends very much on the objective you want to achieve.

If you want to create email marketing without problems, you need to take these five basic tips into account:

• Don’t buy databases. Far from being a shortcut, you’re very likely to be classified as a spammer (because you’re sending to people who haven’t given you permission to do so and don’t even know you).
• Send relevant emails. If you want people to open your emails, you need a relevant subject line, but if you want them to keep opening your emails, the content of all your emails must be interesting and offer them value.
• Set a sending frequency. Sending regular newsletters is important, not only to generate sales leads, but also to build trust and establish a bond with your audience.
• Find the right balance between text and images. The newsletters you create need to have the right balance between images and text. Only in this way will you have a chance of avoiding the spam folder.
• Images without embedded text. If you send images with embedded text, it is very likely that anti-spam filters will detect them and interpret that you are trying to hide them. If you have to do this, do it sparsely and using uniform backgrounds.

Conclusión

To conclude, email marketing, despite being one of the oldest digital marketing strategies, is still one of the most effective.

The various options for personalizing, segmenting and measuring make it an irreplaceable tool in any marketer’s arsenal.

And when combined with other methods, such as SMS marketing, it can generate even more impressive results.

If you’re not using email marketing yet, it’s time to think about it. Your audience is waiting for you in their inbox.