Email marketing focuses on sending a message to acquire new customers, develop relationships with current ones, create loyalty, interact with contacts, increase sales, generate trust towards a service or product, confirm a purchase order, among other objectives.
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Why is email marketing essential, and what is it for?
Today, there are endless communication channels that you can incorporate into your digital marketing strategy and which will give you favorable results for your company or business, and one of them is email marketing.
From order confirmations to newsletters, emails are an essential aspect of growing and managing your business.
Last year, it established itself as an essential means of communication, which also creates a meaningful and fast bond with the user or potential customer.
In addition, it can be a strategy that will help add value to your company by creating a much closer and personal communication with them for your current clients.
Today, it is practically impossible to carry out business operations without sending emails. In fact, companies even rely on email-to-SMS solutions which allow users to turn emails into text messages quickly and effortlessly!
So if within your digital marketing strategy you still do not implement this online tool, this post is for you.
In this beginner’s guide, I explain everything there is to know about email marketing. What are your goals, where to start, the different types of emails to send, and the other things to consider?
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Why use email marketing in your marketing strategy?
Email is not new. On the contrary, it is one of the first digital media to appear. But far from being obsolete, email marketing is still relevant. Due to its high accessibility, it can reach a variety of audiences.
The messages you send are sent directly to the mailbox of your recipients, which allows you to be present in the daily life of each one of them.
Therefore, email is involved in every stage of the customer relationship: lead nurturing, prospecting, conversion, but also in the generation of loyalty.
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Email marketing can help you achieve 3 categories of goals
- Notoriety (make your business known)
- Image (positioning yourself as an expert)
- Action (sell your products and services)
One of the main benefits of email marketing is its scalability. It refers to the fact that emails can be deployed on a large scale to many recipients.
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Mass mailing is not sending SPAM
The advantage of email marketing lies in its great scalability. It is possible to send email in bulk, but that doesn’t mean you have to send junk content to everyone on your contact list.
The image of mailing campaigns has been damaged by the frequent sending of worthless emails to people who have not requested those messages.
Please note that for email marketing to be successful, your database must be up to date and it must be a list of contacts who have previously agreed to receive emails.
To avoid this, we recommend integrating a permission-based or double opt-in system so that the recipients can voluntarily register for their e-mails. That way, you have a database interested in receiving your messages.
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Types of emails
According to their use, these are some ways in which emails can be cataloged:
Occasional emails are sent when needed, according to the pace of your business.
The newsletters or informative bulletins usually present the news of your company (new features or services) and summarize the best of your blog.
They allow you to stay on the minds of your recipients and inspire them.
The email campaigns are more focused on marketing and sales. A campaign can consist of 3 to 10 emails over several days or weeks.
For example, a mother’s day sale, special offers for the holiday season, a new product launch, etc.
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Automated emails can save you time and money.
These emails personalize according to the information you have about a contact. For example, they can send automatically in response to a specific contact activity, such as making a purchase or signing up for a newsletter.
The nice thing about automated emails is that no one needs to be physically present to hit “send.”
You create and define an email template sent directly to your recipients in response to your predefined “trigger” conditions.
There are two types of automated emails:
Transactional emails, as the name implies, sent a transaction. These are, for example, reservation confirmation emails, welcome emails when someone signs up for your newsletter, or messages sent to reset a password.
Marketing automation emails: The content of these emails is determined by the recipient’s actions (or “trigger” activity). For example, automatically send a whitepaper to a potential customer who attended your webinar.
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Choosing the right email marketing tool
Now you know what email marketing is and how it can benefit you to boost your business. The next step is to choose an email marketing tool.
There are significant advantages to having dedicated software for managing emails.
First of all, email marketing platforms allow you to ensure that your emails have reached their recipients.
Email platforms not only allow you to manage your email subscribers but also easily design your emails thanks to ready-made templates and editing features.
Besides that, email marketing platforms also allow you to track the results of your email campaigns. This means that you can see which emails were the most successful and learn more about your audience thanks to open rates and click-through rates.
Finally, and most importantly, email marketing software saves you a LOT of time.
Sending marketing emails one by one through Outlook or Gmail is risky and incredibly tedious and produces few results.
There are several free email marketing programs, but to make an informed and relevant decision for your business, here are the questions to ask yourself:
How many contacts do you have, and do you plan to have in a year?
How many emails do you plan to send in a year?
What kind of email would you like to send? (transactional and marketing)
Is there a solution and customer support in your language?
These questions will help you determine your email platform based on your needs.
Not having an email marketing strategy means missing sales opportunities and the opportunity to strengthen your ties with customers.
So if you are ready to plan your email marketing campaigns, we have the best solution for you.
Sendinblue is an all-in-one sales and marketing solution with features like email marketing, marketing automation, SMS, landing pages, Facebook ads, CRM, and more.
At In Business World, we make sure that the user experience is the best, whether you are a beginner or an expert. Would you please get to know us and try our solution at no cost?
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