Email Marketing: an email can change the relationship with your customers

With so many new technologies for communicating with customers, email seems like a bulwark of the “old guard”. Friends who live far away no longer keep up to date by email, couples no longer know each other by exchanging emails like Meg Ryan and Tom Hanks in the famous movie”Do you have an Email”. Now there are IM, apps, artificial intelligence.

Well, maybe email isn't as effective for Meg and Tom anymore... But Customers can continue to fall in love with your brand through email.

And the fact is that in the evolution of companies towards a omnichannel communication with customers, email is still among one of the predominant means of contact in any contact strategy. In this blog We have spoken dozens of times about the email as a contact channel. Customer requests, complaints can arrive by email, or confirmations and notifications can be sent.

But today we are going to talk about email from other of its potential, which has been exploited by marketers for years, although not always in the most effective way: Email Marketing.

Email is a powerful marketing tool, a strategic weapon in the process of cattract, nurture, convert and retain customers. If you design the Customer Journey of your customer and the email is not in almost every stage, you are losing enormous potential for interaction.

Why continue betting on Email Marketing in 2019?

1) Because of its profitability

Email is one of the media with the highest ROI in the digital ecosystem. Some metrics indicate that for every dollar invested in Email Marketing, between 38 and 44 dollars are received in revenue. The cost of sending an email is very low and affordable (even in mass mailings), and it doesn't vary depending on bids such as social media ads or Google. Not to mention it compared to non-digital media such as radio or print advertising.

2) Everyone has an email

For any online tool or profile, you need to have an email address. This means that the vast majority of Internet users have an email. If you need a more shocking figure: more than half of the world's population has email.

3) Consumers prefer email to interact with brands

Email has just the right balance between immediate contact and asynchrony that many customers prefer. Customers can open (and reply to) emails When they want it, which is much less invasive than other communications. Email is a medium that maintains a professional imprint, and it allows you to expand more than the shortest social media announcements.

And best of all, when a customer has subscribed to your mailing list, they expect to hear from your company. A recent study points out that 72% of customers prefer to receive promotions via email.

4) Enhance attraction, nutrition and loyalty

The most common use of email is through one-off mass campaigns, where promotions are sent to large databases (which sometimes had no previous link with the company). These shipments aren't the most effective, but they still work like a tactic to attract traffic to the website or blog. It is a good instrument in the attraction phase of marketing funnel.

But where email truly shines is in the lead nutrition. When the contact is a qualified lead, email is the ideal medium to send you content and information that accompany you throughout the sales cycle.

In addition, Email is a great way to build customer loyalty and keep your brand in its orbit. Through periodic newsletters, customers are kept up to date with company news and are provided with valuable information so that they can make better use of the product or service. In addition, you can create special promotions for customers, which help a lot to increase retention.

5) Email is adaptable to a mobile strategy

The time when people sat at their computer to read their emails is over. Hoy 50% of emails are opened on mobile devices, allowing for a much more immediate connection with the recipients. When email is designed for mobile, it generates high conversion rates. For example, offering discount codes that connect directly to the online store, or QR codes that allow access to benefits at the nearest location.

6) It's ideal for large scale customization

Today we have segmentation and personalization tools that allow sending email marketing campaigns relevant to users. Even when sending thousands of emails at once, with email marketing managers it is possible to customize fields such as the name of the person to make an individual greeting or mention the name of their company or city when that data was previously registered. But even more: they can be sent personalized content according to the person's interests, for example by analyzing your browsing data on our site.

7) It integrates very well with other marketing techniques

Almost any lead nurturing strategy has email as a great ally, regardless of the other means of communication used.

Email is perfect for send subscription confirmations in a recruitment campaign, even if contacts have arrived through search engine advertisements. Or for expand information about a product after a first contact was made via Messenger. It is also effective for announce actions that will be carried out in other media (a social media contest, for example).

There is no reason why big Internet companies continue to use email to send reminders, reports or notifications. When content reaches the email, it stays available there. The message is not lost sight of as it can happen in other media.

8) If you automate it, the sky's the limit

The key to integrating email with your other means of communication is automation. The true potential of email marketing is achieved using a platform of Marketing Automation That allows plan timely shipments and complete contact and nutrition workflows. Email is integrated with data and interactions from other channels, to have a complete view of the customer and to accurately track their process in the buying cycle.

You see, let's not exaggerate with the title of this note: an email, well thought out as part of your strategy, can completely change the relationship with your leads and customers. You too can have your happy ending thanks to the email!

Our tool Marketing & Sales integrate your Email Marketing actions with other digital campaigns, creating automation flows in a simple and effective way.