Projections indicate that more than 4.1 billion users worldwide will by email marketing by 2021. This is one of the reasons why it is impossible to talk about relationship marketing without mentioning this type of strategy.
Email marketing enters digital marketing planning as a way to further personalize communication.
Unlike other strategies ( blogs and social media posts), email marketing is sent with the consumer’s permission. It was the consumer who took the initiative to leave their contact details to receive special information directly in their inbox.
Precisely for this reason, email marketing requires special attention, both in terms of layout and content. After all, in the midst of a mountain of messages that are sent all the time, you need to stand out so that the consumer is sure that they made a good deal when subscribing to your newsletter or receiving offers from your company.
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Important considerations about email marketing
For 65% of B2B organizations and 54% of B2C special database in Brazil and around the world, email marketing is one of the most important communication channels with consumers. This information comes from the study The State of Email Engagement , carried out by the companies Return Path and Demand Metric in 2018.
The material brought some really cool information. I’ve separated two of them here:
Engagement: Most of the marketing professionals who participated in the study were unaware that the user’s inbox is also intelligent and makes a selection based on the reader’s level of engagement with the email received.
Sending different messages to each subscriber profile is an important indicator for measuring data quality and compliance with best practices for companies looking to improve their inbox placement.
How to get the most out of email marketing?
For email marketing to remain effective, it is the challenges and benefits of remote work that it is well plann. So that it captures the interests and needs of the consumer and is able to have “their face”.
I’ll leave six tips here to help you:
Personalize your email marketing
Depending on the type of product or cmo email list your company has, it is very interesting to give the consumer the opportunity to choose what type of content they want to receive.
This way, email marketing will only contain information that is truly relevant to the reader.
This type of segmentation will help you understand what type of subject attracts users the most and gain insights that increase engagement on this and other channels used by the company.