E-mail marketing: is it still effective?

E-mail marketing: is it still effective?

There are those who say that this digital canal is intended to decline and who, on the other hand, always consider it as the most effective method to communicate with their target. Here too, marketing specialists are divided into two factions.

What is the truth about email marketing? Let’s discover together in this article.

E-mail marketing is the digital canal which has been able to renew and, despite the fifty years, has survived more innovative advertising forms.

A definition

E-mail marketing is this form of Direct Marketing DEM (Marketing by Direct E-mail) which uses the messaging channel to transmit commercial content.

The messages are sent to the address lists, dissemination lists, users who have given, preventive, free and informed.

There are three main types of emails:

• Transactional: They are used to confirm or request to make an online transaction (example: comments on a purchase, on the condition of a shipment, confirm the modifications of the personal data of a user profile, etc.). Shipping is one by one.

• Promotional: Contemplate commercial communications for the purpose of a sale, the launch of a product or the report of a special offer. This category includes newsletter and DEM. Shipping is one to several, one about it.

• Automation automation oThe real marketing revolution by e-mail. You can send automatic crushed messages to confirm a transaction and / or transmit the value of your brand. The message is one by one and allows high personalization of content.

The advantages and disadvantages of marketing by e-mail

E-mail marketing is always the most commonly used digital marketing method. According to recent research, more than half (59%) of B2B marketing specialists interviewed by HubSpot, recognized marketing by e-mail the most effective channel to generate income.

To date, the most appropriate means remain To build a solid link with your readers.

How long is the newsletter underestimated?

Companies are often limited to sending simple communications or promotions, without taking care of the relationship with their customers.

The newsletter, on the other hand, is a (free) source of constant traffic on the site. It allows you to direct traffic on certain sections and pages to generate conversions such as recordings, purchases and quote requests. It offers punctual statistical reports containing useful information on the target and on business initiatives.

What is the number one enemy of marketing by email?

Easy to guess. The number 1 enemy is lo Spam.

The main negative aspect is certainly spam which, over the years, has represented more than half of the total volumes sent daily.

For this reason, all the main marketing software by e-mail offer spam check checks before the cavity and other precautions, such as validation of the sender, just to remedy the antipam filters of the various mail programs.

The requirements of an effective email

A good platform

Choosing a good platform looks like a trivial recommendation, but among the multiple services – both free and for costs – it is easy to get lost and afford.

For this reason, it is good to keep in mind the characteristics which should not be missing, such as: management of lists in groups and sessions (sessions) Activation of A / B general and detailed statistical tests on the automation of integration of individuals with other software such as CRM, social and more.

Registration, planning and programming form

Make your simple content via your site or a destination page and activate a series of messages indicating a path to follow. You can put an incitement (lead magnet) available to make your visitors’ email.

Provide constant content planning via an editorial calendar with temporal deadlines. Especially if you have an electronic trade, activate automatic messages coinciding with the different phases of the course of your subscribers (customer journey) to conversion.

How to get the right impact with your emails?

Let’s see a basic principle together.

Messages must contain precious content, such as useful suggestions, updates on subjects of interest or a list of free resources to use immediately. In this way, your reader will be impatient to read each subsequent newsletter and perhaps share the content.

In addition to the articles on your site or blog, you can add a section to the message with links to external resources. Do not bomb the reader with purely commercial messages, or you will eventually lose it.

Remember that personalized newsletters are rewarded. Instead of sending an email to the whole list, use segmentations to identify specific targets and send them a dedicated message.

You can also enter the recipient’s name and other variables (dynamic fields) to make the email even more personal.

A / B test: The tests are important

As you know, A / B tests are experiences made available by marketing software by e -mail in order to compare certain elements of your message – such as the object, the sender, the content and the sending time – to identify the variable that obtains the best results.

Sometimes just change a word or a position to obtain completely different results. Head, traces and optimizes until you reach the combination of variables that guarantee you the best result.

Now that we have seen together Basic principles for effective email marketingWe have the answer: if it is used with a strategy studied and perfected, e-mail marketing remains an excellent tool to create a real relational link with your audience.