Contrary to what many people thinkemail has not disappeared and it will not soon, because it is still one of the main means of communication and marketing for businesses.
If you are already in the world of entrepreneurship and you still do not use mailing strategies to connect with your customers and sell more, this is your chance to start doing it!
In this post, we are going to explain what email marketing is, why it is so important and how to include it in your business. Do not go!
What is email marketing?
Email marketing is a strategy that is part of content marketing. It consists of sending segmented and relevant emails to a base of potential customers who have expressed interest in receiving content about your business, product or service.
To do mailing, it is important that what you offer Be specific and relevant to who will receive your emails. So nothing to send !
These aspects define a good mailing strategy and keeping them in mind can help you make yours successful.
VIDEO | Email marketing: 5 tips to write an irresistible email
Why mail?
according to the website in 2020, 306 billion emails were sent daily in the world and that figure is expected to rise to more than 376 billion in 2025. Impressive, right?
In addition, according to information from the Internet Address Registry for Latin America and the Caribbean (), 60% of the Latin American population has access to the Internet and 73% use it to check their email.
By analyzing this data, it is not difficult to understand why so many companies and entrepreneurs use email marketing in their strategies.
But if that still doesn’t convince you of its importance, here are two more reasons:
Segmentation
In a mailing strategy, you can send specific emails to your audience, according to their interests and degree of maturity in relation to the business. That is exactly what segmentation is all about.
How? Since people have to register to enter your email base, you can include in that process a with specific contents or a simple registration form.
Thus, you will only have in your email list those who really have an interest in your content, that is, .
If you want, you can create a more complete registration form requesting information such as website, social networks, how you got there, what your interests are and your email address. With all this, you can think of more specific strategies for each profile.
The more personalized your messages are, the more conversion possibilities you will have.
inbound
The other reason to do email marketing is that it allows you to start developing a marketing strategy. which is nothing more than offering strategic and relevant content so that your leads advance in the towards the business objective (a sale, registration on the website, etc.).
Inbound marketing begins with the attraction stage and uses email marketing as a key point in the conversion and decision phases, as it is the channel with the best cost-benefit ratio for entrepreneurs.
To better understand how the funnel works, play our Tips on the subject:
VIDEO | Sales Funnel: how to do it? | Tips
Types of email marketing
The three most common types of email marketing are the following:
newsletter
Newsletters are widely used. Its main function is to share with subscribers the news and releases of your business.
This strategy is perfect to maintain the relationship with your current or potential clients. It also allows you to identify subscribers that they have a bass and create emails or special conditions to motivate them.
Despite being the simplest and most popular type of email marketing, newsletters generate many leads and can be the first step towards a nutrition strategy, as we show you below.
lead nurturing
Lead nurturing is an inbound practice. It consists of sending emails to a lead base with content that progresses as potential customers show interest in knowing more about the product or service offered, until they are ready to buy or perform another conversion action.
Therefore, here the strategies are much more complex and you must define them beforehand, using email marketing automation tools.
Let’s say you offer an ebook with the full content of a post on your blog and, in exchange for the download, readers must fill out a form with their email address and answer a question about what they are most interested in learning about.
Before sending them an email, you must have defined nutrition flows, crossing the interests of the form with the product or service that best suits each one in the decision stage.
With automation set up, as soon as the visitor submits the form with the required informationyou will be part of a segmented list and, automatically, you will begin to receive emails on matters of interest to you.
If you are just starting out, it may seem complicated. But do not worry, you find everything you need to know about the subject.
Invitations and outreach
Lastly, you can send email marketing to invite people to events, launches or run an advertising campaign.
If you already have a lead base, send emails to a list of interests. If not, create an attraction campaign and offer the registration form on a landing page.
The advantages of this type of mailing are the same as those of the previous ones. What changes is the content and the objective of the strategy.
How to do email marketing?
Now we are going to explain, step by step, how to implement this strategy. Keep reading!
1. Capture leads
We have already talked a little about capturing leads, because it is a very important step for segmentation. So if you already have an attraction marketing strategy, you can put it into play right now.
It is possible to capture leads on social networks, through a blog or with media campaigns.
For inbound strategies, it is important that you have an optimized landing page and a complete and well-structured form.
However, for the newsletter, a banner or popup with an email reporting field on your website or blog is sufficient.
Don’t forget to pay attention to which, as its name indicates, was created to protect the personal data of Internet users.
2. Create the campaign
After having the leads, it was time to create your campaign. The first thing you have to do is define your goals.
Once you’ve done that, build segmented lists, set up your feed strategy flows, and collect your emails.
VIDEO | How to use email marketing to convert more
3. Send emails and analyze the results
With everything ready, test the emails before sending them and then configure the automatic sending.
And, as in everything that has to do with digital marketing, analyze the results of your emails and campaigns, and improve your strategies more and more.
Here are some tools to help you.
mailing tools
It is very important to use automation tools so that your mailing strategies are more professional, and you can measure and analyze your actions.
In the market there are several options available, from the simplest and free tools to the most complete and paid ones.
Here are some of the most popular:
mailchimp
It is a free platform, ideal for those who have never done email marketing and want to start doing it. It has several features such as creating various automations, customizable email templates, and analytics tools.
leadlovers
is another email marketing automation platform. With plans and prices that fit in your pocket, it is an excellent option to start from scratch with professionalism.
Mailify
is a very interesting tool alternative. It is intuitive and has an editor called E-mail Builder that allows you to do what you need by dragging and dropping elements. With it, your design creation process becomes easier.
In addition, it is multi-channel and you can use premium techniques such as predictive eye tracking analysis and abandoned cart reminder.
e goi
Also specialized in marketing automation, it is an intuitive option with an excellent price-quality ratio.
5 tips for creating irresistible emails
In addition to knowing how to do email marketing and what tools can help you achieve it, it is important that you write emails that motivate people to open and read them. Only then will this strategy fulfill its objective.
Without further delay, we are going to give you five tips to make your emails irresistible:
1. Create eye-catching subject lines
The subject line is the first thing people see when they receive an email in their inbox, and it’s often what determines whether or not they open it. That’s why your subjects should catch people’s attention and motivate them to read your mail.
To achieve this, you can generate curiosity and cause surprise by associating unlikely things or showing something that you know your audience needs.
If you still don’t master we recommend that you get to know them because they will be very useful for your mailing strategy.
2. Create engaging previews
Surely you have already received emails and, before opening them, you have read a small text that appears after the subject and shows you a bit of the content of the email, right? Well that’s the preview.
Sometimes the email has a powerful subject, but the preview leaves something to be desired and makes your audience desist from opening your email. Therefore, these two points must reach people.
In the preview, the most important thing is to spark interest and let your audience know that what you have to offer is relevant to them. So avoid beating around the bush and using stop words, especially this field.
And of course, to achieve this, it is important that you know your target audience.
3. Use a tone of voice that speaks to your brand and your audience
In a market full of competitors, in addition to a good offer, it is important to have personality to be memorable, recognizable and stand out.
One of the aspects that makes it possible is to have your own tone of voice, which allows people to identify your brand when they see your messages.
To create it, you must take into account two fundamental elements: what are the values you want to transmit and what is the of your business, that is who you are talking to.
Because there is no use in using a that does not connect with your audience or that does not represent your brand.
One of the benefits of email is getting closer to your potential customer. So use language that humanizes your approach and shows that behind your proposal there are no robots trying to make sales, but people who care about helping you solve your pains.
Oh, and while you define your tone of voice, do tests and measure the results to choose the most suitable for what you propose.
4. Use simple but attractive templates
The…
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