Email Marketing works and generates results!

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Many people think that email marketing is doomed to failure. When used inappropriately, it can actually end up in spam and the result is zero. In fact, it is negative, because it involved an investment that, if it ends up in spam, will have been in vain. Email marketing is a great tool for converting leads , but it needs to be used strategically.

Almost 4 billion people access the internet worldwide . This represents whatsapp netherlands more than half of the world's population. As a result, social networks are increasingly gaining ground as a means of communication , but companies still communicate via email . In other words, people need to check their email at least once a day to make sure they haven't missed anything. So, if email marketing is targeted and the content makes sense to the recipient, conversion is guaranteed!

Every campaign plan has a focus. Whether the goal is to increase sales, increase engagement , gain digital space and visibility, or increase the download rate of materials, this will set the tone for the language and actions that will be applied in the campaign.

Before any action or campaign, it is necessary to do Benchmarking , that is, a competitor research to know what they are doing. With this in hand, your team must improve the process and stand out from what the competitor is applying.

Email Marketing with Planning & Focus
Email marketing is still recognized as one of the main relationship channels , as it allows for personalized contact. The key point is to say what the customer wants to hear and not what you want to say. To do this, you need to research and develop a creative message .

In the case of email marketing, using a real sender is essential to generate this engagement. In other words, never use a sender with the text “do not reply to this email”. The person receiving the email should have someone to respond to if they want more information or have any questions!

Developing bulletproof CTAs * will promote a higher number of conversions. This mission is up to the developer who will program this call so that, no matter what happens, the CTA remains integrated and clear for whoever opens the email. In other words, the CTA will work even if the image is blocked .

To help Google's search 'robots' identify what the image represents and for accessibility reasons for the visually impaired, use Alt Text in emails. Also called 'alternative text for images', this is a responsibility that, like bulletproof CTAs, is the responsibility of the development team .

Since we are talking about development and programming , HTML emails have a greater chance of converting because they have fewer problems with blocking, spam and therefore, being opened in full. Emails developed with images tend to have more problems in this regard.

*CTA – Call to Action. Bulletproof.

Email Marketing

Flow Coherence & Nutrition
Knowing what to send, when to send the content, and how many emails will be part of this package is the basics of planning your email marketing flow . This strategy also helps to ensure that it doesn't go straight to the spam folder.

Planning the frequency and schedule is part of marketing automation . Creating a calendar is one of the actions to avoid 'bombarding' the customer and running the risk of unsubscribing. For this to be a functional action, within the best practices of using email marketing , this planning is essential, as well as persona research and benchmarking. With the result of these actions, it will be possible to better direct the flow and nutrition of this channel. Up to two emails per week, for example, is a number considered reasonable; but this is variable!

Use accessible and targeted language. Be creative with your text and design. But above all, be consistent with the content, based on what you have already identified that the person wants to receive and what makes sense to them; only then will they open the email.

To do this, it is necessary to understand and act in a personalized way , which is why email marketing is still used and why it generates results; because of this scalable and personalized possibility . In a structured way, automation will allow a sequence that develops a conversation between the brand and the persona . This virtual conversation will only happen if the sequence makes sense. For example, an email to download an e-book about new tools available on Facebook should be the first in a sequence along these lines of interest.

The 'time' between one and the other needs to be reasonable and this will be identified through research and testing. The "last" in that sequence should leave the channel open in case the person wants to request more information on that topic.

Persona Analysis
For your email marketing to reach the right person, it is predictable that the persona analysis is part of the planning and the content team already knows who the campaign is aimed at. This makes it easier to produce the text and design that goes into the body of the email.

The subject line needs to be clear, creative and arouse curiosity so that the person opens your email . If you are going to create content about diversity, this has to be clear and stated in the subject line. Then the content has to make sense to avoid frustration.

The scannability of the text, that is, how easy it is to understand and read , the lightness of the language or the technical use, depending on the persona to whom the content is directed, should provoke sensations and promote benefits for the reader. As already mentioned, doing something more than the competition will level your email to another level of reputation. You gain authority when you arouse identification with the persona to whom the content is directed. To do this, you need to have credibility in what is being shared.