The importance of the email marketing strategy

Email marketing is a marketing strategy with many enthusiasts. It is one of the first to appear, before social networks or recent sales funnels. In addition, it has been reinforced with the use of software oriented to this activity, together with extensive and detailed databases.

One of the peculiarities of email marketing is that it requires mass mailings. Therefore, it is mandatory to have copy templates for mailing and other tools that speed up this task. Keep in mind that email marketing has an effectiveness between 1% and 3%, therefore a large number of webmails are needed to obtain results.

What is email marketing?

It is a outbound Marketing Strategy, which is different from inbound marketing. Outbound marketing is a tactic that addresses, seeks out the potential customer, not attracts them. There is no better example in this regard than email marketing, since it is about sending a web mail to a prospective client to capture and convert it.

Email marketing has been used since the email in the 90s. Other online marketing strategies have emerged, but the old email marketing remains in force. It is effective and with proven results. Therefore, not only is it still in use but it is reinforced with new tools and implementation modes.

How It Works

To successfully apply email marketing strategies, a database with potential customers is needed, where the emails of those people appear. to get that database, subscriptions can be used or customer data collected on related products. In turn, it is necessary that this database is correctly segmented according to criteria such as: age, gender, profession, socioeconomic level, etc.

• El email marketing works in campaigns, that is, you need to send several emails and not just one. In fact, it is said that there are at least three couriers.
• The email marketing emails are diverse. Therefore, templates are needed for each case. Some types of emails are the following:
  • Subscription emails to a website
  • Emails for surveys or request for information
  • Mailing to offer products or services
  • The information mails, which are like a kind of successive delivery of topics of interest to the reader. It's what they call a newsletter
  • Mail with lists of benefits for products or services
  • Email for inactive clients, which is sent to clients who have not contacted or used the services for a long time
• El receiver opens the mail and executes some action: responds to it, subscribes, requests information or decides to review what is offered in the mail

Finally, it must happenconversion”. The prospect must become a customer. As we have indicated, this conversion rate is 1% and up to 3%. It seems a low percentage, but it achieves good results with large amounts of mail. Therefore, one of the keys to email marketing is to have a robust database.

The importance of software designed for email marketing

Sending large amounts of emails is something that cannot be handled in a conventional way. We refer to considerable amounts: 5 thousand, 10 thousand, 20 thousand, 50 thousand and even more than 100 thousand emails. As expected, this cannot be done from the traditional webmail sending page. The support of platforms designed especially for this task is needed. It's about a mass mailing software which must also meet the following characteristics: 

• It is ideal that you have a text editor adapted to webmail formats. That way, the writer has a full notion of how the email will look. At this point it is important to note that the emails must have an excellent visual configuration.
• It is necessary to offer a clean IP, which is not considered spam. Also, that IP is not the same as the web connection.
• It must connect with the databases, extrapolating the information on types of buyers. Segmentation in sending emails of this type is highly relevant.
• The software should display statistics: number of emails sent, number of emails opened, replies, interactions, etc.

It is clear that this type of software is very helpful. In principle, its first quality is automation. Sending can be done on a scheduled basis, while selecting the appropriate potential customer emails. Also, you should have multiple templates for the types of webmail that are needed. Finally, the reception of the information sent by email is monitored. 

The advantages of an email marketing software

Imagine sending so many amounts of mail. Simply, the sending account is closed or classified as spam. Also, it is dangerous that the personal ID ends up being banned by other servers. Also, it is a huge manual work to do this amount of sending. It is required to automate this task, for which programs have been developed for this purpose.

An email marketing software has a ID designed for mass mailing. In turn, it performs all the automation. It is not necessary to choose the emails to which a message is sent, but to ask that the recipients with a specific buyer persona profile be chosen from the database. In turn, the delivery dates are scheduled. Undoubtedly, all this is a great benefit for those who must do this task. The work is simplified, in addition to obtaining the necessary statistics thanks to the same software. 

One of the great advantages of email marketing is that it offers easy-to-measure statistics. You can know the success of the campaign, as well as make the necessary changes with these statistics. All this is obtained with a program designed for this purpose.

It is important to have the appropriate tools for the implementation of the different strategies of the email marketing Only in this way the expected results are obtained. In turn, there is full awareness of the success or drawbacks of the emails sent.