Email marketing: its use and its benefits
Email advertising can be done on bought lists or in an updated customer database. In general, the term email marketing usually refer to the sending of emails with the aim of improving the relationship of a company with its current or previous customers, generating customer and businesses loyalty, or acquiring new customers or customers. convince. Updated to buy something instantly and add the ads to email messages sent by other companies to their customers.
Email marketing benefits
Some of the benefits that email marketing offers companies include:
- Proactivity: email marketing allows the company to communicate proactively with customers so that they can periodically remember the existence of the company.
- Savings: When using email marketing, your company can reduce costs at each step of the execution of your communication or advertising campaign in areas such as printing, email, database updates, among others.
- Segmentation capacity: It has a great capacity to segment its database allowing the application of different criteria (age, location, sector) and segmentation models.
- Investment return: It has been shown that the return on investment offered by e-mail marketing strategies is superior to most other digital marketing strategies.
- Time savings: compared to other marketing systems in activities such as planning, execution and delivery.
- Flexibility: It is an excellent communication channel since it admits many types of formats (text, images, sounds, videos, animations, infographics, electronic books, etc.).
- Personalization ease: email marketing can ‘democratize’ customization, since a large number of customers can be customized in a profitable way.
- DIRECT COMMUNICATION: Email Marketing guarantees that the information sent will only be received by the interested party with its user and e-mail password. This makes it very effective to deliver confidential information.
- Information volume: since the Internet is an extension of email, it can be said that this strategy does not establish limits in the volume of information.
- Universality: While direct mail sending requires knowledge of the physical address format of each country, email has a standard that facilitates this transmission (user + @ + server).
- Cash: because email marketing is always done with the permission of people who receive emails, becomes a very effective communication and marketing tool.
- High interaction: email marketing to facilitate interaction (respond to email) compared to other marketing systems opens opportunities for dialogue.
- Simple measurement: tools with email marketing strategies allow real -time detailed monitoring.
- Organic: The use of email allows you to save a lot of paper that contributes to the environment.
Use of email marketing
The person in charge of the email marketing strategy can use it for:
- Welcome customers: email can be used to welcome customers or subscribers.
- Generate trust and close to the client through value -added information: Information of interest to the audience, latest publications in the company’s blog)
- Establish frequent and close communication with the audience: product information, company information, damnaches).
- Strengthen the knowledge of the brand: advertising campaign, customer recommendation, company success stories).
- Increase the knowledge of the current or potential customer to segment it more efficiently: audience surveys (current customers, potential customers, distributors, etc.).
- Sales increase: discount coupons, special shares and offers in the online or offline world.
- Fideliza: Personalized contest or offers, greetings on birthdays and special dates (Christmas, end of the year, etc.).
In different, advertisements, commercial consultations, sales consultations or donations are sent by email and, mainly, loyalty, trust or brand awareness is generated.
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