An email or email —from English: electronic mail— is a electronic communication network which allows users to send and receive messages using digital mailboxes or inboxes. The first email message was sent in 1971, and the idea for this messaging system is due to the American computer programmer Ray Tomlinson. It is estimated that there are more than 5 billion email addresses and that more than 200 million messages are sent every day.
On the other hand, we have the email marketing as one of the digital communication strategies most important for companies or businesses, given the relevance that email has in the lives of consumers.
What is email marketing?
He email marketing consists of the sending commercial email messages with the purpose of obtaining potential clients, creating loyalty among followers of the brand or product, interacting with contacts, generating sales, confirming purchase orders and responding to requests for information.
In other words, the email marketing, As a commercial communication strategy, it is used to send promotions and spread the word about the brand or business, product or service.
Benefits of email marketing for your business
Despite being one of the first digital media to appear, email is still very relevant for users and companies. commercial messages that your business sends will arrive directly to the recipients' inbox, this way Your product or service will be present in daily life of your customers. However, in order for you to get results for your brand, product or business with a email marketing campaign, It is necessary to have the advice and support of digital marketing professionals.
These are the benefits of email marketing for your business:
- Promote your business and strengthen your brand image
- It is a direct and massive channel of information and communication
- Helps to retain customers
- Promote and sell your products or services
- Establish a database to analyze and measure campaigns
- Save money and resources
Steps to follow to create an email marketing strategy
The following steps will guide the creation of your commercial communication strategy through the email marketing.
Definition of objectives
First of all, it is necessary define the objectives of the email marketing campaign: For example, you can increase sales of a particular product, promote a special promotion, or build customer loyalty through valuable content such as tips, informative articles, or news relevant to your followers.
Database segmentation
Segmenting the database is very important to get the desired results. The database refers to the contact list that will be considered for sending commercial messages, while segmentation consists of Identify the profiles indicated to achieve the objectives —according to special characteristics or specific needs.
Determining the content strategy
A email marketing campaign successful must provide quality and relevant content to recipients: with an eye-catching design, headlines that generate interest, good organization of elements and key information.
Using appropriate platforms
There are various web tools and platforms to facilitate the mass sending of commercial messages, with many features to perfect any email marketing campaign.
Strategy analysis
Finally, it is required analyze the impact that the campaign had on the recipients: That is, studying the information related to the interaction, such as reading time, the media used —smartphone, desktop or laptop computer, web browser, among others— or the number of clicks on the links. This analysis will serve to improve the campaign and achieve the objectives.
Marketing funnel: from user to potential customer
A marketing funnel It is a process divided into different stages with which it is intended qualify and classify leads —that is, users who have provided their personal data to the company voluntarily—, to then convert them into potential customers or prospects. Based on the user's predisposition to purchase, a follow-up from their first contact with the business —mainly from their arrival at the website or online store— until they become a customer. The above helps the sales team to focus on the potential customers with a greater chance of making a purchase. In other words, the user is educated to become an ideal customer. Therefore, your email marketing campaign must be integrated into the marketing funnel to complement this process.
If you are ready to create a successful campaign email marketing for your business, and thus, reinforce the image of your product or service, or, identify potential customers, Contact us and receive the best advice!
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