Marketing through the Internet has various techniques and areas of specialization that help to position brands, increase recall of them and penetrate new spaces. Email Marketing is one of them.
We define Email Marketing or Email Marketing as the periodic issuance of content via Email to subscribers who have decided of their own free will to register for newsletters. This is also called " Permission Marketing " through mass emails, because they reach many people who have given their permission to send such emails. This means that the emails are not defined as SPAM (unsolicited advertising or spam).
The main advantage of being able to issue informative emails to subscribers is that we do not have to wait for them to visit our website but, thanks to their permission, we can periodically reach their offices, homes or mobile devices via email, thereby achieving greater brand positioning and reminder.
Now, for people to agree to register for an email newsletter, they must understand that these emails will not be sent as a bombardment of advertising but as a means by which the brand will provide value-added content, which will enrich their user experience. as well as they will allow you to stay informed and educated regarding said subject. This is part of Attraction Marketing that is not considered by the recipients as invasive advertising.
In order for your brand to be able to consolidate a list of subscribers to whom it can issue Email Marketing, it must have an Internet site that can capture the Attention and Interest of its target audience. Additionally, you must make use of a system that allows the visitor's data to be registered and that corroborates that the user really wants to subscribe by sending her a confirmation email with a link for verification, thus avoiding the theft of identities (double opt-in.).
As far as possible, it is important that your subscription system can request visitor data about their demographics (date of birth, gender, profession, city, etc.). In this way you will be able to issue emails in a segmented manner according to the parameters that allow you to focus your content on a more specific market niche, thus achieving better communication and therefore better results in converting prospects to potential customers and from there to real clients.
It is important that your email newsletters maintain a predetermined format so that subscribers know their structure and get used to reading the sections of greatest interest. Remember that the contents can be texts, photographs, images, graphics, or links to audios and videos, as long as they add value, are not just direct sales advertising and achieve the attraction to your website where it will complement your product offering and / or services.
Email Marketing should work as a magnet that attracts your target audience to your brand, thus increasing their interest and desire to acquire what you can provide them.
However, it is not enough to attract more traffic to your website if you do not achieve a greater number of Conversions (sales or contacts online and / or offline), so you must have a clear and simple Call to Action on your site purchase, hiring, contact or interaction.
The periodicity for the forwarding of your newsletters is also a critical factor since if you do it with very little time difference between the emails you can saturate the subscriber and if you wait too long then you will lose the effect of the brand reminder. This is why we recommend a periodicity of no less than 15 days and no more than 1 month.
Due to anti-SPAM audit regulations, in the footer of the newsletters there must be an email identifier for traceability, in turn it must have a link that allows the subscriber to unsubscribe whenever he wishes, as well as the possibility of recommending him the newsletter to a friend and also be able to update their data in the subscription.
Whoever generates the contents of the newsletter must take into account that its mission is to ensure that subscribers want to receive it, anxiously awaiting the date on which they are issued, thanks to the fact that they highly appreciate its value-added and attractive content.
The system used must be specialized for the issuance of massive emails, including the statistical measurement of newsletters sent, read, retransmitted, bounced, etc. Bounce management is essential to ensure the purification and efficiency of subscriber databases.
With the abrupt growth of Social Networks, it is thought that Email Marketing has been completely replaced by the Facebook and Twitter “timelines”, however, it must be taken into account that in these social networks those who have the databases of the subscribers (followers) are them and that this can be lost in a second when they decide for any reason to block their account or discontinue a service. This is why your participation in social networks must first of all ensure that your followers subscribe in your Email Marketing system so that you are the one who has all the data of your subscribers. This can be exponentially helped if you also connect a Customer Relationship Management (CRM) system.
Finally, remember that if your company or institution needs to position itself through the Internet using Email Marketing, you must consult the experts and have the best providers that guarantee the advice and specialized platforms to achieve the objectives that you set.
Success for all…
