In this article, we will not only explain what it is, but we will also learn about various email marketing tools and the types of emails that are usually used. Do you want to learn other strategies and techniques that also merge with the latest advances in technology? You can do so with our Master in Digital Marketing and Artificial Intelligence .
What is email marketing?
Email marketing is a digital communication strategy that consists of sending mass emails to a group of contacts who have previously authorized receiving information. While hong kong gamblers phone number data emailing is the process of sending emails to a list, email marketing is the strategy that uses this process to achieve marketing objectives.
Although it is considered one of the most effective tools today, if it is not used correctly, it runs the risk of being intrusive. To avoid this, it is necessary to balance usefulness and relevance . That is, the content sent must be relevant, but also arrive when it is appropriate.
To run a successful campaign, you need to remove from your contact list those who never open your emails. As for the wording, it is required by law to have an option to unsubscribe at any time, and you should use professional email addresses that include the company name. This reinforces trust and professionalism, and even more so if you add the company's contact details to each email.
The content of email marketing emails should be segmented and personalized as part of a customer-centric strategy . Recipients should be addressed by name, but the content should also be tailored to their specific interests and needs. Although there are already tools to study and analyze consumer behavior, brief information can be requested on the registration form itself.
Email marketing also benefits from the practices of Inbound Marketing , which focuses on providing customers with what they need at the right time. For example, depending on the stage of the buying process they are in, the information they receive will vary. To capture leads , you will initially offer attractive content, or lead magnet , in exchange for the email address. Later, you will gradually show products or services that match their needs and preferences. The more information you have, the easier it will be to move from the general target audience to the buyer persona .
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Types of emails used in mailing marketing
Once the contact list has been updated and it is known which phase of the purchasing process each one is in, it is time to decide what type of email will be used within the digital marketing mailing . The most commonly used are the following:
- Welcome email . This is the first email sent after a user subscribes. It is useful for thanking and introducing the customer to the purchasing process. Its absence can arouse distrust, especially today when websites often require email verification after subscription.
- Seasonal email . Used to remind customers of a company's existence on specific dates, such as birthdays, promotions like Black Friday or Christmas. To encourage interaction, discounts and promotions are often offered.
- Emails for inactive users . These emails are directed at leads with a low opening rate. To reactivate them, you need an attractive title and content that directly responds to their interests. If there is no response, it is best to remove them from the mailing list.
- Newsletter. Its main function is to keep subscribers informed about news and updates about your business. Ideally, it should not be sent too frequently, in order to maintain a balanced and constant relationship with leads and clients. It is one of the most used in email marketing.
- Lead nurturing . Through automation tools, planned email flows are created to guide the user through the sales funnel. For example, after downloading an ebook, a thank you email is sent with a call to action for the next stage, until finally offering a more specific product or service.
- Promotional email. This email focuses on promoting products or services, whether free or paid, to achieve conversions and analyze the results of the campaign.
