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Monday, 16 December 2024 08:00
One of the online marketing techniques with the best investment-to-results ratio is email marketing. A modest investment in this strategy can make a big difference when it comes to attracting new customers and keeping them interested.
From the largest companies to those just starting out, everyone can benefit from a good email marketing strategy. To meet these needs, a countless number of email marketing tool providers have emerged. So many that a new entrepreneur may have a hard time choosing which tool best suits his company.
That's why we're going to dedicate this post to providing guidance to those who find themselves in this situation. We'll start by explaining the basic general concepts and then examine some of the most well-known email marketing tools.
Index
Email marketing and its difference from spam
Some concepts related to leads
Tips to improve the quality of your messages and make email marketing effective
Email Marketing in the digital age: keys to choosing the ideal tool
Email marketing and its difference from spam
Email marketing is a powerful and versatile tool that allows companies to communicate effectively with their current and potential customers. However, for this strategy to work, it is crucial to differentiate it from spam, a term that often generates distrust and rejection among users.
While email marketing is based on sending relevant, personalized emails that are consented to by the recipient, spam is characterized by being massive, unsolicited and lacking value for the recipient. This difference is not only ethical, but also legal, since regulations such as the General Data Protection Regulation (GDPR) and the Law on Information Society Services and Electronic Commerce (LSSI) require the explicit consent of users to receive commercial communications.
For email marketing to be effective it must be distinguished from spam
What makes email marketing different from spam?
Permission and consent: Email marketing is always done with the user's consent, while spam is sent without permission, saturating inboxes.
Relevant content: Email marketing campaigns are designed to provide value to the recipient, whether through useful information, personalized offers or interesting news. Spam, on the other hand, is often generic and unattractive.
Relationship building: Email marketing seeks to build and strengthen the relationship between the company and its audience, generating trust and loyalty. Spam, on the other hand, tends to damage the reputation of brands and drive away potential customers.
Benefits of avoiding spam practices:
Better brand reputation: A well-executed email marketing strategy improves the perception of the company.
Higher open rates: Emails that provide value are more likely to be opened and read.
Legal compliance: Avoiding spam ensures that campaigns comply with current regulations, avoiding penalties and fines.
Email marketing is a legitimate and effective tool, as long as it is used responsibly. Opting for ethical and user-centered practices not only improves results, but also strengthens trust between brands and their customers.
How to capture leads?
As we have said before, in order to avoid being spammed, leads must voluntarily reveal their email address. Some will do so directly because they are very interested in the company's news. Others may need an incentive to reveal their contact information. In this case, it is good to offer them something of value that they will receive for free for revealing this information. This is what is known as a lead magnet .
Depending on what the company does, different resources can be used as lead magnets: webinars, ebooks, or special discounts for registering.
How to classify leads?
One of the most attractive aspects of email marketing is that it is easy to personalize. Once the leads are captured, they are separated into different lists and groups based on their interests. These interests can be found out based on which lead magnet convinced them, the products they buy, or simply by asking them when they register.
By having segmented leads, you can decide who to include in each messaging campaign. It is much more useful to send information about a product to those who have shown interest in it.
How to know which leads are valuable?
Most, if not all, email marketing tools allow you to see how effective each email campaign is. For example, by showing the percentage of recipients who deleted the emails without reading them. Or, on the contrary, how many of them read them and clicked on the links included.
These analytics on recipient behavior allow them to be separated into two groups: Hot leads, those who respond well to email marketing; and cold leads, those who ignore all messages received.
Sending messages to people who don't open them is detrimental to email marketing
It's a good idea to remove cold leads from your mailing lists. Email platforms keep track of messages that people delete without opening. And if too many people delete emails from a particular company without opening them, that company can become considered spam. That's why it's important to remove cold leads from your lists. They're clearly not interested and can be harmful.
There are other factors that cause email platforms to classify messages as spam. To avoid this, it is important to write quality emails, which will also help convince potential customers.
Tips to improve the quality of your messages and make email marketing effective
The title/subject.
The subject of your email is the first thing that the reader sees. It should grab their attention without creating the impression that you are trying to sell something. That is why it is advisable to avoid using emojis or overusing capital letters and exclamation marks.
Instead, the subject line should arouse the recipient's curiosity while making clear, redundantly, the subject of the email.
Visual design of the message.
The appearance of the message says a lot about the sender; it must be coherent and convey their values. Many companies opt for simplicity, just text. Others use templates with background images and the text separated into blocks or columns.
A simple-looking email marketing can be very effective
In any case, the email should not be too heavy or it will be classified as spam philippines country code . It should not include flash gifs or videos. Instead, you can add a link to a video, but never leave the URL of the link written as is, but rather link it to a text.
Message content.
Just as with the appearance, the tone of the message must also be adapted to the values of the brand. In any case, it is better to use copywriting techniques to make the text as attractive as possible . It is not advisable to overwhelm the reader; one or two calls to action are enough.
In addition, the different emails sent throughout the email marketing campaign must have different calls to action and most of them should focus on offering valuable content and not on selling. Some experts in the field say that 80% of emails should inform the potential client and only 20% should offer them products.
Another good strategy is to encourage readers to act quickly when the time comes to offer products, either because of limited stock or short-term promotions.
Personalize the message.
This is where the tool you use for email marketing starts to make a difference. Some offer more customization options than others, but all allow you to adapt each campaign a little to fit each potential client.
For example: If a customer has recently purchased a product, it would make a bad impression to send them a message to buy that same product. On the other hand, advertising compatible or related products to the product they have just purchased would be a good strategy.