Email marketing in your strategies

Email Marketing is any communication made by email between a company and its customers. Here we tell you all the details that interest you.

Email Marketing gives you a close connection with your customers

Email marketing is marketing that uses massive email to reach information of interest, such as product and service promotions, directly to regular and potential customers, subscribers, affiliates and suppliers.

Emailing, as it is also known, has become one of the most effective tools for companies when it comes to communicating their news. It has several advantages: it can be read from multiple devices, it is a personalized message that can be saved, and it is not as temporary as a social media post, banner, or pop-up window.

Mail Marketing in figures

• Currently, there are 4.5 billion email users worldwide.

• On average, 224,640 million emails are sent per day.

• 99% of people check their email every day.

• These are the most used email servers in the world:

1. HubSpot
2. Gmail
3. ProtonMail
4. iCloud Mail
5. Zoho Mail
6. Outlook
7. org
8. Yahoo!
9. Bluehost
10. Rackspace

• Millennials appear as the generation that uses email the most, with an average of more than 6 hours a day.

• The American computer programmer Raymond Samuel "Ray" Tomlinson was the one who implemented the first email system in 1971.

• It was not until 1988, when Microsoft designed the first professional email management software for offices. Its success was such that within a year it already had half a million accounts. 10 years later, it had a figure close to forty million.

What is the usefulness of email marketing for companies?

• A direct and personalized connection is established with your subscribers and/or clients, through email
• Brand recognition is reinforced with the direct message. Your clients like to know that you are thinking about them
• It is a simple way to create your own style and implement the marketing of your products, services and relevant content on your blog.
• You get better leads by encouraging your subscribers to exchange personal information in exchange for interesting and useful content
• It is an opportunity to attract traffic to your website
• Since it is measurable, you will be able to know its effectiveness through metrics, such as conversion rate and opening per click
• It is a way to establish yourself as an expert through the creation of quality original content
• Allows you efficient use of your time and budget
• You do not have to pay for physical mail, with the delays that this implies
• By this means, you can send a reminder to your customers who have abandoned the shopping cart, ensuring more sales for your company.
• You can count on free email marketing tools, like these:

1. Sendinblue
2. Easymailing
3. Mailify
4. SendPulse
5. Benchmark
6. mailjet
7. Hubspot CRM
8. MailerLite
9. VerticalResponse
10. MailChimp

This is an email marketing strategy

The key is to know your real objectives, define your audience and your KPIs, create a robust list of contacts, segment the niches of your market as much as possible and establish what the campaigns, content and information of interest that you intend to send to your customers will be. subscribers and clients.

Always and without fail, define the buyer person, that is, the client or clients that adapt to your business. Understand what they are looking for, their needs or shortcomings, tastes, what they do, and each of the details that help you meet their expectations with quality and completeness. Additionally, investigate and collect as much data about the use of Emailing in the industry sector or market of your business.

As soon as you are clear about your plans and the email list, you must decide the content you are going to share. These can be: newsletters, campaigns that offer promotions, product or service launches, calls for events, among others. Become the best option or reference in your market.

Lastly, you have to measure your results. Remember, everything digital is measurable, therefore you have the option to make changes or implement a better idea. The indicators will give you the guideline to follow to improve your results.

This is how your email marketing results are analyzed

After this dedicated work, measure your results. Therefore, you have the option to make changes or implement a better idea. The indicators will give you the guideline to follow to improve your results.

These are the parameters you should measure:

1. Open percentage: it is the proportion of emails opened with respect to the number of contacts sent.
2. Click rate: it is an indicator to measure the effectiveness of the Call to Action or the interaction of your contact base with your emails, especially marketing ones. That is, if you send information to 100 contacts and 40 of them click, the percentage of this measurement is 40%.
3. Response rate: complements the click rate result. This corresponds to the proportion of emails in which the user clicked on a link, but this time it is only compared to the number of emails opened.
4. Return or bounce percentage: it is the number of undelivered messages, due to some error (DNS or SMTP), compared to the number of emails sent. At this point it is essential to update and verify the email addresses of your contacts.
5. Spam percentage: is the record of emails in which users classified it as spam. For this reason, within the emailing campaign you must be careful, and avoid sending emails without measure. For this reason, your messages must be designed according to each of your market niches.

Our recommendations for good email marketing practices

A marketing strategy must be accompanied by good practices to obtain the best results. To do this you must take into account:

1. Segment your mailing list, forming specific niches according to interests, location, behaviors, tastes and all additional details that may be taken into account.
2. Personalization helps you, in addition to taking into account the user's name, adapt the information and promotions, according to the tastes and needs of your market niche.
3. Check emails before sending them. One way to do this is to send a message to yourself, to check that everything is OK.
4. Delete inactive emails, a procedure that you must perform with a frequency that you determine yourself. It can be every six months.
5. Confirm your new contacts with double opt-in. First you collect email addresses through forms, then a confirmation email is sent. As soon as you receive confirmation from your contact, you add them to the subscriber list.
6. Among good practices is not to use an email address noreply@tunegocio.com . This reduces the delivery of emails, increases the risk of being marked as spam, is not good for the user experience, who cannot respond to you. Better use an email that identifies you, something like this: servicioalcliente@tunegocio.com .
7. Calls to action should always go at the end of the text of your message. This can be in the form of a button or catchy phrase that takes the reader where you want to direct them.
8. Automate your campaigns to: confirm registration, thank you for purchases, birthday and anniversary messages, abandoned carts, and those emails that you determine are important to send.
9. Your metrics reports must be periodic, and in accordance with the parameters that we already listed above.
10. Implement A/B tests, which allow you to compare the results of two emails, which you will send to a closed group, and although they will have the same topic, the subject and/or the call to action will be presented in a different way, to determine Which of the two is the most effective to send to all subscribers.

As you already saw, to be successful in your Emailing or Email Marketing campaigns you must take into account each of the recommendations that we have given you. Get started and tell us how it's going or if you need advice. www.imageandpress.com

Sources

https://blog.hubspot.es/marketing/guia-email-marketing

https://www.salesforce.com/mx/blog/2021/05/emailing-que-es.html

https://www.cyberclick.es/numerical-blog/email-marketing-herramientas-para-hacer-gratis-tus-campanas

https://es.sendinblue.com/blog/estadisticas-email-marketing-indicadores-clave/