Email marketing is communication through emails that companies send to their contact or customer base . With the use of email marketing tools, it is possible to create campaigns to disseminate content, strengthen relationships with customers and advertise products, promotions and much more.
Some people have the misconception that email is dying . But while they base their actions on guesswork, others look to numbers to back them up.
For example, did you know that despite messaging apps, email is still an integral part of people’s routine?
According to data from Statista , the number of users of email services in 2020 was 4 billion and this number and number could reach 4.6 billion in 2025.
Haven’t these numbers convinced you yet? So also know that consumers who usually buy products and services by email spend 138% more than those who don’t receive offers in their inboxes, according to data from Convince&Convert
So, keep reading, because in this article we will talk in detail about:
What is email marketing?
Email marketing is a strategy that is part of digital marketing and which aims to send targeted emails to leads, customers and contacts in general. It is a communication channel not only to increase sales of products and services, but also to ensure an excellent relationship with customers.
The importance of email marketing
After all, why use and how does email marketing work? What is its importance in sales strategies and techniques ?
Currently, this medium is a powerful tool to build a base of contacts and leads in order to develop an engaged audience with your company.
Email marketing works at any stage of the sales funnel and serves to relate to your customers, delight them and build loyalty.
But we cannot deny that, combined with all this, what we need to keep an eye on even in relation to this channel is its conversion potential. In other words, using email marketing sells, and it sells very well.
Email marketing It is one of the channels with the highest return on investment and that is where its importance lies. In early 2021, a study by Barilliance showed that the email open rate averaged 42.48% and a CTR of 8.41% .
For comparison purposes, the average engagement rate on Instagram across all segments is only 0.89% ( Rival IQ ), while the conversion rate is between 0.3% and 2.2% ( Baazarvoice ), depending on the number of followers.
However, to have expressive results, it is necessary to know how to do email marketing correctly. Check out some email marketing tips below!
How to do email marketing?
1. Build your email list
If you already have an email contact base, the first step is already taken. But for those who are just starting this email marketing strategy, it is necessary to work on capturing data from new contacts.
Among the main tips to create your own email base, the most efficient way nowadays is through Inbound Marketing techniques and offering relevant and valuable content, such as: ebooks , newsletter, webinars, catalogs, among others .
But it is also possible to naturally capture emails when consumers request a quote or have already made a purchase of your product or service.
And it is worth mentioning : never buy “ready-made” email lists. When using a purchased list, your interaction with potential consumers is totally impaired. This happens for a few reasons, of which we can highlight two main ones:
On a purchased list, people did not agree to receive your messages. Soon, you start the conversation as an intruder;
Purchased lists prevent you from building a close relationship with your potential customer and reduce the possibility of capturing more data about them.
2. Choose an email marketing platform
With a base of contacts built in, the next step in understanding how email marketing works is to look at the tools you can use.
Your email marketing platforms are the structure that you will use to send emails to the contacts you obtained in the previous step.
Choosing the best email triggering tool varies according to the company’s needs, but in general they are essential to facilitate the sending and management process.
The most basic options should be able to offer features to create, customize and optimize emails without too much difficulty.
The capabilities of each platform should help you create the best campaigns to achieve your goals, as well as allow you to analyze the data that matters most to always improve your campaigns.
Below we have selected some of the best platforms and tools for you to use in your company’s strategies.
Customer loyalty campaign: sell more and more often
3. Segment and personalize your messages
When sending your messages, customize the content according to the list you will receive the email.
You can target demographics or based on other pertinent information. If, for example, your message is focused on managers, it does not need to be sent to employees.
To do this, use buyer personas in your strategies and rely on automation tools — such as MailChimp and RD Station — to transform your strategy into a sales machine .
See how simple it is to integrate Agendor with RD Station: Learning to integrate RD Station with Agendor
4. Keep Nurturing Your Leads
Leads are business contacts acquired in an Inbound Marketing strategy .
Potential customers are not always ready to buy your product, as the timing may not be perfect (they may, for example, be on vacation or have just made a big investment in the company).
Even so, never give up on these contacts. Use email as a powerful lead nurturing tool , segment messages and help your potential consumer recognize and solve their main problems.
When buying, he will certainly remember your brand!
That’s why it’s so important to use email marketing tips along the sales funnel and customer journey.
5. Perform analysis and A/B tests
Analysis and A/B tests help you make decisions to choose which campaigns, headlines, CTAs or other variants work best among them all.
For example, you can A/B test email marketing campaigns to see which types of content or offers have the most opens, clicks, and conversions.
Many email marketing tools allow you to do simple A/B tests and get metrics that indicate which ones are performing better.
So how about getting to know some of these best platforms?
Email Marketing Tools
MailChimp is one of the most popular email marketing platforms used by millions of businesses around the world.
The free plan of this tool has basic features and you can create a contact base of 2,000 subscribers, with a sending limit of 12,000 emails per month
It is also possible to create marketing strategies within the platform, with landing pages , pop-up forms and follow-up emails, for example.
Want a complete tool? So ActiveCompaign is one of the best solutions especially for small business.
It offers hassle-free campaign automation that lets you create email templates to be automatically sent to the contacts and segments you create.
Among other features available are : templates with highly customizable designs, creation of connected email flows, automation based on specific criteria, detailed automation reports, conversations, campaigns, contacts, offers.
Leadlovers is a Brazilian email marketing automation tool that was recently acquired by Suvini.
Its main objective is to focus on the relationship between brand and customer through email sequences (which are unlimited, by the way!).
But in addition to being a service for sending emails, Leadlovers stands out as a complete marketing automation platform for those who want to sell more and more.
You will find options such as creating pages, chatbots, members area, importing leads, full reports and even rooms for video conferences.
If you are looking for a free tool, GetResponse may be the solution for you to try it for free for 30 days!
It is a platform that has simple features for beginners, but also does not lack in more advanced features.
The service has a simple drag-and-drop template editor to help customize newsletters, landing pages, content, and many other elements.
To finish our list of tools for sending email marketing , we have selected ConvertKit and its many advantages for online stores.
The interface of this email marketing platform is simple and presents the main and most important features for creating your campaigns. At the same time, it has more than 70 online tools and services.
ConvertKit allows you to send welcome email sequences to interact with your contacts, for follow-up based on events, actions and conditions, and even re-engagement emails to filter out inactive consumers.
Email Marketing Strategies
By itself, email marketing is already a strategy of digital marketing itself.
But there are different approaches and types of email marketing that must be adjusted according to the objectives of each company. Therefore, knowing what to send in email marketing needs to be carefully planned.
You can, for example, use strategies to:
- send newsletters;
- present promotional or seasonal offers;
- to welcome customers;
- congratulate on special dates;
- engaging with inactive contacts;
- prospect customers by email ;
- request feedback;
- nurturing your leads;
- offer relevant and valuable content.
- In general, try to invest in efficient strategies with great potential for optimizing your entire marketing plan .
For e-commerces, for example, we have some very important strategies , such as lightning promotion, warning about the last units of a certain product, cart abandonment, sending discounts on special dates, product restocking and pre-sales opportunities.
Doing research with the consumers of your contact base is also considered a strategy that cannot be left aside.
With them, you discover exactly the profile of your consumers, what they want exactly or even to settle with a possible dissatisfied customer or who had problems with the purchase.
Email Marketing KPIs
Finally, how to track the performance of your email marketing strategies?
Keeping an eye on performance indicators, that is, KPIs is essential to help understand how your audience reacts to the content and offers you offer
Email marketing metrics allow you not to send out mass messages without tracking performance indicators, which is a waste of an efficient conversion tool!
So, track these key indicators to measure and analyze your email marketing results and success:
This first metric shows the relationship between the amount of emails sent and how many of them were opened by contacts.
It is important to follow it up to see if the title/subject of your email has aroused enough public interest so that you can optimize and test alternatives.
Extra email marketing tip : also analyze the openings of emails on mobile devices, as your messages must be adapted to favor reading on mobile phones or tablets as well.
Email click-through rate
In this email marketing KPI, the “Click Through Rate (CTR)” is used to measure and analyze the number of clicks on links in the message content. The calculation is based on the total number of emails sent.
These links always depend on your goals, as they can direct the consumer to your website, specific products, landing pages, special offers, among others.
Here we have one of the most important indicators, as it is possible to measure how many people took a specific action that was sent in the message.
In other words, it’s the KPI that measures the total number of emails sent and how many people completed a call-to-action (CTA) . For example, how many have purchased a product on your e-commerce site!
Emails marked as spam
Something that can greatly undermine the effectiveness of a marketing strategy is when recipients mark your messages as spam.
Pay attention to this KPI, as this happens when many mass shots are sent or if your company does not identify itself properly, which hinders brand recognition itself and the intentions of approaching customers.
Another way to know if your emailed content is relevant and interesting to your contact list (segmented or not) is the unsubscribe fee.
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