Importance of mailing in the digital world

The progress technological They have achieved that we have more and more channels to communicate, however, email campaigns are not left behind since they continue to be considered one of the most powerful tools in marketing since they report various benefits and very good results; As is well known, email is part of our daily lives.

The use of emails as a means of communication represents a great opportunity for companies and professionals, this means of communication It allows us to have greater reach and visibility for our product, being able to convert more customers continuously. 

It is not just about sending mass emails to a list of contacts

Behind the process of using the tool to shipment of emails you must have a good strategy because if only you send emails to your contact list this will be Spam. You may have heard of this term and been victim, as a user, of emails of this bad practice.

To avoid turning your company's email account into a spammer, you need to have a strategy and an effective tool that allows you to apply it.

1. Give true value and importance to your contact list

The first thing you should take into account is the consent of your contacts: how are you going to get it? This stage makes a mailing campaign effective, since from it you will create a list of contacts really interested in your content.

It is very important to have a visible button in your emails to unsubscribe at any time. moment, since this gives us the possibility of building, in the long term, a list of valuable contacts, to keep this list alive it is vital to keep it up to date.

• 2. The importance of personalization

Knowing your contacts will prevent you from giving the same information to everyone since this is not a good idea since each one joined for a different reason and looking for particular information.

To start you can do something simple, for example calling them by their name and addressing them with the appropriate gender. Personalization is a constant work so it does not end there you can use different criteria to group your contacts. The most common are age, date of last purchase on your site, etc.

To obtain good contact segmentation you must have adequate tools for managing your contact bases. data This way your brand will send the right emails to the right people.

• 3. It has a striking and pleasant design

The Aesthetics, the tone of communication and other variables are very important when your clients are interested and decide whether or not they will spend time on the email you share with them.

Designing a good email from scratch requires time and knowledge, so a good recommendation is to use design templates as a base. Currently there is many options and are adapted to different purposes: newsletters, announcing special offers or events, etc.

Don't forget that the design must have a responsive version, that is, one that adapts to the device used by the reader (mobile phone, tablet, computer, etc.), which will make it easier for them to access and read the information we are giving them. toasting

• 4. You must have concise content and a call to action

The time spent reading this type of content is usually short, so we must be direct in the information we provide.

When writing the content you must be forceful and highlight what benefit you offer when reading an article, attending an event, taking advantage of an offer, answering a survey, etc.

Returning to the term SPAM, you should be especially careful with words like gift, free, best price, make money, etc. The addition of sending your information to the spam folder can also bore the recipient and make them lose interest in spending time with your information.

You must not forget the use of a call to action (CTA) so that the recipient is clear about what they have to do to take advantage of the advantages of your email (such as downloading an ebook, obtaining an offer before it runs out, etc.).

• Monitor and evaluate your mailing campaigns
  

There are relevant metrics such as:

• The open rate of the emails you send to your users, detailed statistics.
• CTR – The click rate on the links you include in the email.
• The bounce rate is when no response or interaction is received from the users who were sent email.
• Canceled subscriptions to stop receiving emails.
  

This data is important for the reports of your email marketing tool.

Analyzing this data in conjunction with the segmentation defined for your target audience will give you valuable information that will help you. will allow Take action and continue to improve.

• What is the purpose of sending Mailings?

If what you are looking for is to reach your leads' inbox directly, mailing will allow you to do so. In addition to this, if we have appropriate tools, we can personalize our messages and adapt them according to the needs of our clients or according to our segmentation. 

It is important to highlight that this is a practical and economical procedure. Through this tool we can have a larger number of people in an agile and simple way. There are advantages of using this powerful tool and according to the quality content of the email, your business will be able to make users interested in one of our products or services, whether it is buying the product, registering for your newsletter or blog, receiving e-books. with valuable content.

According to the above, mailing will help:

• Be in constant contact with clients.
• Convert prospects into customers.
• Keep our clients updated through company news and developments.
• Collect opinions and feedback for your work plan.
• Generate engagement and recall of your brand.
• Develop and/or enrich your content marketing strategies.