What is email marketing and how can it help you increase your conversions?

What is email marketing and how can it help you increase your conversions?

Email marketing allows businesses to share new products, acquire new customers, build a community, build loyalty, and much more. Its high ROI makes it crucial to the overall strategy of most companies.

In this beginner's guide you will learn how email marketing works and how to get started. By the end, you'll have a solid understanding of the basics along with the knowledge you need to launch an effective email marketing strategy for your business.

Types of Marketing Emails

Marketing emails can be promotional, informational, or have a specific purpose in the buyer's journey.

Promotional emails

Email marketing campaigns are used to promote special offers, new product launches, branding, and downloadable content such as ebooks and webinars. A campaign can consist of 3-10 emails sent over several days or weeks.

Promotional emails have a clear call to action: CTA, for short. The CTA represents the specific action you want the reader to take, whether it's visiting a page on your website or using a coupon to make a purchase.

Why is email marketing important?

Today, there are endless communication channels that you can incorporate into your digital marketing strategy, and which will give you favorable results for your company or business, and one of them is email marketing.

In the last year it has established itself as an essential means of communication, which also creates a significant and rapid bond with the reader. So if within your digital marketing strategy you still do not implement this online tool, this post is for you.

In this beginner's guide, I explain everything there is to know about email marketing in simple terms: what your goals are, where to start, the different types of emails to send, and the different things to look out for. bill.

Why use email marketing in your marketing strategy?

Email is not new, on the contrary, it is one of the first digital media to appear. But far from being obsolete, email marketing is still relevant.

These are some of the benefits that email marketing can offer you:

Convert 3 times more than social networks

When used properly, the conversion of an emailing campaign is much higher than in social networks, which is why it is one of the favorite tools of marketing experts.

Email can be your ally at every stage of the customer relationship: attraction, lead nurturing, prospecting, conversion and loyalty generation.

In addition, it is considered one of the most profitable channels in online marketing, but it is necessary to have a clear, concise content strategy that adds value.

Allows direct communication

Email marketing also offers the opportunity to speak directly to your audience, creating a connection that gives the recipient a feeling of distinction and preference.

Keep in mind that when you use personalized information based on your client's profile, your closing rate (conversion) will be even higher.

Promote cross-sells or promote upselling

For example, you can send a monthly newsletter to let your customers know about other products, promote the update of a plan or the purchase of add-ons.

The client does not always have in mind the full range of products that you have, and an email can be the ideal tool to remember or publicize the products that you offer.

It is accessible

Email allows you to reach a wide range of audiences and at a relatively low cost compared to other channels, allowing you to build lasting relationships with your customers and potential customers.

Allows you to send reminders

Most of the time that a customer does not consume a product or service again, it is because they have forgotten that it exists.

This channel allows you to create a flow of reminders so that when the customer is ready to buy a product or service similar to the one you offer, your company is their first choice.

Immediacy

Emails are an excellent channel to publicize news and promotions instantly and at the moment it is needed.

Bulk shipping

The advantage of email marketing lies in its great scalability. This refers to the fact that emails can be sent to a large number of recipients.

The image of mailing campaigns has been affected by the frequent sending of worthless emails to people who have not requested to receive these messages. Take into account that for email marketing to be more successful, your database must be up-to-date and it must be a list of contacts who have previously agreed to receive emails.

To avoid this, we advise you to include a system based on permissions or double opt-in, so that recipients can voluntarily register for your emails. In this way you will have a database really interested in receiving your messages.

Types of emails

According to the use that is given to them, these are some ways in which emails can be cataloged:

Emails sent manually

Manual emails are sent as needed, based on the pace of your business. And they can have different objectives such as:

Informative newsletters usually present the news of your company.

Email marketing campaigns are more focused on marketing and sales. For example, to communicate offers for Mother's Day, special offers for the holiday season, the launch of a new product, etc.

Automated emails

Automated emails can save you time and money. These mails are personalized based on the information you have about a contact. For example, they may be sent automatically in response to a specific contact activity, such as making a purchase or signing up for a newsletter.

The nice thing about automated emails is that no one needs to be physically present to hit send.

You can create and define the email sequence that will be sent directly to your recipients in response to your predefined "trigger" conditions.

There are two types of automated emails:

  • Transactional emails, as the name suggests, are sent after a transaction. These are, for example, reservation confirmation emails, welcome emails when someone subscribes to your newsletter or messages that are sent to reset a password.
  • Marketing automation emails: The content of these emails is determined by the actions (or "triggering" activity) of the recipient. For example, automatically sending a white paper to a potential customer who attended your webinar.