Email marketing is a powerful tool for communicating with customers, bringing them closer together, strengthening relationships, generating more leads and thus increasing sales.
However, one of the main barriers to successful email marketing is obtaining the addresses of people who might be interested in your company's products or services, i.e. capturing leads.
What is e-mail marketing?
E-mail marketing is one of the main digital marketing strategies. It consists of sending emails to your lead base (customers and potential customers). The purpose of this strategy is to get the recipient to take an action, such as registering, making a purchase, etc. The main objective is always conversion.
For a long time, email marketing was used in the wrong way, using very intrusive techniques such as spam and scams, which led people to start ignoring emails and even deleting them. With the advance of technology, this is no longer a problem because email platforms have started to block these types of emails.
Why is it important to use e-mail marketing?
If your company has a very active audience on social networks, you can get in touch with your customers through them. However, you can't fully control the reach of your social network and you'll never reach 100% people. Nobody has 100% of reach on social media.
With email, you can reach 100% of your audience. For example, if you select 100 people to receive an e-mail, all 100 of them will receive it, if there are no technical problems.
There are many types of e-mail that you can forward to your contact base:
- Newsletter (sent on a recurring basis)
It consists of sending news and updates on a regular basis, either daily, monthly or weekly. The content can be produced exclusively for your contact list, but you can also notify them of content on other platforms, such as a blog post.
- Promotional emails
Whenever there is a promotion for a product or service, you can notify your e-mail list so that they feel privileged to receive this information first hand. It's very important to collect data about your audience.
How can you create a good contact base?
Give people good reasons for giving you access to their emails.
In digital marketing there is a term called "lead magnets". Through them you can create a reward, so that the person registers and starts receiving your emails and offers there. Usually, the lures are an e-book or guide that offers valuable content, a webinar on a subject that might interest them, discount coupons, among other products that are relevant to your Buyer Persona.
To promote these lures, you need to create content, manage traffic and use ads so that people see your content, show interest and register.
All you need is a Landing Page which is a page where the person registers - leaving their contact details and e-mail address - in order to gain access to the content. It's also important to always have a "thank you" page after the person converts.
After that, you'll need to feed your list at least weekly with some kind of content that offers value to the customer. If you do this, it's only a matter of time before you start profiting from email marketing.
It's much more worthwhile to have fewer people and a higher email open rate than lots of email addresses and a low open rate. You should always focus on the quality of your audience, not the quantity.
It's also important to know that converting a lead into a customer through email marketing is an often time-consuming process, so it's very important that you have patience.
Email marketing remains one of the most powerful strategies for companies to communicate with their audience. Remember that it's important to keep your contact base clean and segmented, and it's more important to have quality than quantity in this regard.
We hope these tips will help you in your email marketing process. See you soon!