Long before the emergence of email marketing was already a tool used by entrepreneurs and brands to maintain a relationship with their customers, alert them about news/promotions and provide assistance.
But could it be that, after so many years of use, this tool still has the potential to generate new business?
The definitive answer is: yes, as long as you know how to create and optimize your campaigns.
Email is democratic (most people have an account, even at work), it’s simple to automate, and it’s cost-effective.
In today’s text we explain what email marketing is, the strategies that work best and how you can use this tool to grow your business!
What is email marketing?
To send them, the authorization of the recipients is necessary, which can be explicit, when they sign up for one of your lists, also known as opt-in authorization, and implicit, which is when they purchase one of your products.
As this is a previously authorized communication, the user can unsubscribe from your list at any time if they believe that the content is no longer relevant to them.
Many marketing professionals argue that the email list is the main asset that entrepreneurs can have, since it concentrates people who have already shown interest in the brand and therefore are closer to making a conversion.
Advantages of using email marketing
With most brands moving into social media, many people predicted that email would go out of business. But the move was the exact opposite. The excess of noise and the restrictions imposed by other channels made email the perfect medium to communicate with leads and customers.
Think of Facebook, for example. Currently, the network restricts the reach of your organic posts to about 1% of your total audience. This means that even if you update your page frequently and dedicate yourself to creating quality content, you will still need to use other tools to get the message across to your customers.
That does not happen in the case of email. If people have signed up to receive your content, your emails will go directly to the recipient’s inbox, unless, of course, some email filter prevents you from doing so. (Don’t worry, we’ll still talk about best practices for creating and sending an email.)
Learn about other advantages of adopting email marketing in your
everyone has email
Not everyone has a Facebook profile, but most people have an email account, even if it’s linked to work.
The reason for this is simple: all services offered online (Uber, Netflix, Spotify, etc.) require an email account to register. The email is also necessary to buy in and create profiles on social networks, as a way of verifying that the user is a person and not a machine and, consequently, make the Internet a safer environment.
In summary, everyone who has a social network has an email, but not everyone who has an email has a social network, so you will surely reach more people if you use email marketing.
It’s a cheap tool
Email marketing is cheap compared to advertising campaigns, for example.
You will only have to hire a mass mailing tool that will do all the rest of the work. Most of them have several template options that allow you to customize your communication.
easy measurement
Email marketing has several indices that are used to measure whether the campaign has been successful or not, such as opening rate, click rate, unsubscribe rate, etc. From this information you can test the subject and the body of the email until you discover what works best for your audience.
Works for all business models
What do the Producer, the Affiliate, the ecommerce owner and the ?
They all need to speak to their audience and keep them engaged. Therefore, email marketing is a tool that works for all business models.
You can segment your audience and schedule a sequence of emails anticipating content for the different stages in which your it’s found. Segmenting is nothing more than “separating” your consumers based on their preferences and similarities. We will also talk more about that in the text.
As your user realizes that you know their needs and desires, the more they will be hooked.
More information in the (text in English).
How to build your contact base: what to do and what to avoid
There is no use writing good emails if you are communicating with the wrong audience.
There are a few strategies you can put into practice to increase your email base and make sure that only the users who are really interested stay there. We will talk a little about them below, in addition to showing the most common errors.
Have a blog and keep it updated
Building an email list is a “chunky job” and can take time until you have a committed base.
The first step to attracting these users is to show what they will earn in return, which in this case is your content.
Our suggestion is that you have a and keep it updated. This is a way to showcase your work and build authority in the in which you act To do this, you will need content aligned to the expectations of your in addition to continuous work on optimizing your page for search engines, known as SEO (Search Engine Optimization).
Something that can be done to “accelerate” this process is to make collaboration agreements with blogs and pages that deal with the same topic as you and propose exchange of visitors. The objective of this strategy is to attract readers who have similar interests to your target audience and increase the number of links referring to your content.
Also, you can create , directing people to your blog. But it is worth noting that the amount of traffic is not the same as the leads generated. If visitors come to your page and don’t find content that’s relevant, it’s unlikely they’ll want to leave your email.
Create a newsletter
Following the same line of the blog, it is also interesting that you have a newsletter to strengthen the relationship with your base. Through this tool you can share relevant information for your audience and news from your other channels.
But, first of all, it is important to remember that the newsletter is not the same as the promotional email, so you should never focus on sales, but on generating value for those who are receiving it.
Look less at you and your product and think about the type of information the reader wants to receive, that can be useful and help them solve a problem.
Offer rich materials
Rich materials are more extensive and in-depth content than a blog post, such as and infographics. As in the previous examples, they are excellent for generating value for your followers and for nurturing a relationship with them.
Let’s take an example to understand how rich materials work:
A digital entrepreneur who has a on fashion you can create an ebook on how to dress for a job interview and make it available for free.
But maybe you are wondering “why for free?”.
It seems somewhat counterintuitive, since it does not generate income, but you have to think about the number of people who are going to register to receive this content, since these users can become customers in the future if the ebook adds value to their lives.
Let’s go to another example.
When some site or application offers you a free service, in exchange for trying it, what is your reaction? Either you distrust and refuse to do it, or you give up your contact information in exchange for the opportunity, right?
Over time, when you get to know the service better, you feel more confident to pay for it and even recommend it to your friends.
This is what we call “reciprocity mental trigger”, which is when an entrepreneur or a company offers a product without asking for anything in return, and the user feels inclined to return that “favour”.
Do you notice that, even not paying, the lead can still bring some for the company?
To make the rich material available, you can create a landing page using one of the in one of the blog posts.
what to avoid
Buy other people’s lists
A classic mistake entrepreneurs make is buying an email list because they don’t have the patience to build a foundation from scratch.
This is not only unethical, but it also does not bring financial results or visibility, simply because those recipients have never shown interest in you or your product.
Not making it clear how the person can unsubscribe from your list
As much as you create good emails and deliver value to your audience, there will always be a user who does not want to continue receiving your messages, either because of the frequency with which you send them, or because they do not want to have contact with your brand online. that moment.
(Example of option to unsubscribe)
But don’t worry, because the users who really believe that your content is valuable will remain on your email list and, in addition, you will be able to use the responses of those who unsubscribed to optimize your funnels.
Send content without targeting
The email list is never homogeneous, there are several user profiles, from the person who has just subscribed to the one who has already made a purchase. These personas are at different stages in the buyer’s journey, so they need content aligned to their needs.
It is also important to take into account the demographic profile of your contacts. A user under 20 years old should not be bombarded with campaigns about life in the third age, just as a male lead is not the most suitable audience to receive e-mail marketing promoting maternity products.
Segmenting your content shows your customers that you have really cared about delivering something that is relevant to them, which, consequently, increases the engagement from your base.
If you want to know more about how to build a contact list, .
How to segment your list
To segment your list you will need some information about your lead and a good marketing automation tool.
Make sure you use opt-in forms only with the data you will need from that user at first, and include the data obtained in the searches.
Also, you will have to design your email funnels before starting mass launches. If you want to create a special campaign for Mother’s Day, you must define how many emails will be sent, for what purpose and in what period of time.
This user who did not make a purchase on Mother’s Day can return to another funnel to receive offers that are not about maternity because, after all, that is not their only…
Facebook Comments
Disqus