The email marketing also know as e-mailing It is one of the tools of digital marketing. It basically consists of sending e-mails, about advertising or informational topics; let’s delve into this topic.
Advantages of email marketing
- It’s a economic method to get in touch with customers.
- It is used to disseminate information from a blog or news site, as well as promotions, discounts and more.
- Coupled with a complete strategy, it can pay off in sales.
- It represents an alternative to advertise products that cannot be advertised by other digital media such as Facebook or Google. Example: alcoholic beverages or other types of products for adults only.
- In the conversion funnel, it is good in the final part, the narrowest part because it helps loyalty to the target.
Elements of email marketing
In order to carry out a campaign of email marketing It is necessary to have several elements described below.
Database. I started at this point because it is the most important. All the contacts to whom the message was sent had to give their authorization. Besides that Federal Law on Protection of Personal Data Held by Private Parties forces not to misuse the information of each person, the fact of buying databases on the black market, causes the effectiveness of email marketing is very low.
Let’s just think about what happens when we receive in our inbox, advertising we do not request: we do not know why it came to us, we are not interested, we do not open the message and in many cases, we mark it as “spam” to never see anything of that company again.
Instead, if we subscribe to a newsletter or we accessed on a website to be sent advertising, when we receive the email, it is likely that it is of interest to us and that we are loyal to the brand.
The primordial data we need in a database to email marketing they are: full name and email. If we can also obtain the age range and occupation of each person, it will help us to better profile our target audience.
Shipping platform. Described in the most simplistic way possible, these are services found on the internet, which make the sending of the massive emails; They are not downloadable software, but websites where you access with a username and password. Most of these services have free and paid versions; the difference lies in the number of contacts in each database. In the case of MailChimp the free version allows a base of maximum 2,000 contacts. Your competitor, Sendinblue agrees to send 300 emails per day.
For several years, it is no longer possible to do email marketing from a free email server (gmail, yahoo, outlook, hotmail) because it is perceived as spam or garbage. That is why it is necessary to resort to platforms.
Art or graphic design piece. It is the image that we will see when we open the message. It must be sufficiently striking and light so that it does not matter, if the person is checking their e-mail from a computer or cell phone, in a couple of seconds they must see the entire image. Shipping platforms allow create templates email address that we can customize.
Other elements of the message. Each subject line must clearly show who is the sender or what company or institution sends the message? What problem does it solve for the recipient (saving him money, keeping him informed, giving him an exclusive benefit, among others)? And within the email message, include a call to action which will cause the person to click and take you to a website.
Website or landing page. The page where the person will land after clicking or touching any part of the message, must be intimately related with e-mail marketing information, but interest is lost.
Metrics to measure email marketing
- Open rate. Indicates how many people opened the message.
- Clickthrough Rate (CTR). Indicates the number of clicks that occurred within the message.
- Unsubscribe rate (cancellation or unsubscribe). It represents all the people who no longer want to receive the e-mails and requested that they be unsubscribed.
- Bounce rate. They are messages that could not be delivered because of incorrectly captured email addresses, full inboxes, or emails that no longer exist.
Reference-www.eleconomista.com.mx