Successful email marketing for businesses
Email marketing refers to the use of email as a marketing tool to promote products or services, as well as to communicate and interact with potential and existing customers. It is one of the most prominent tools in digital marketing today.
This tool has great advantages, including:
- It allows you to reach potential customers directly: Email marketing provides the opportunity to communicate directly with customers and prospects, delivering messages right to their inboxes.
- It is an affordable and cost-effective method: Compared to other advertising channels, email marketing has a lower cost and can generate large returns on investment if implemented correctly.
- Segmentation and personalization: This tool allows you to segment a company's mailing lists according to different criteria (interests, demographics, etc.) and personalize messages for each target group, thus increasing their effectiveness.
- Lead generation and sales: Email campaigns are excellent for capturing new leads, nurturing existing ones, and ultimately closing sales of products or services.
- Building relationships: Email allows you to maintain close and constant contact with your customers, strengthening the relationship, providing value, and building brand loyalty.
- Measuring results: It's easy to measure metrics like open rates, clicks, conversions, etc., allowing you to continuously optimize your campaigns and know how effective they were.
In summary, well-executed email marketing is a powerful and cost-effective tool for communicating, selling, nurturing leads, and building lasting relationships with your customers in the digital environment. Through it, you can deliver personalized information tailored to the needs of those who receive the messages.
Email and its use
One factor that can be considered a key to the success of email marketing campaigns is how often people check their email, which varies depending on several factors, including how they use it:
Work/professional use:
Most people check their work email several times a day, as it is a key tool for professional communication and is where they receive information of interest about their work and professional life.
Personal use:
Personal email is usually checked less frequently, although many do so at least once a day to keep up with important notifications, newsletters, study topics, etc.
Mobile devices:
These devices have facilitated immediate access to information and received messages, which is why many people constantly check their inbox.
Younger generations:
Millennials and Generation Z tend to access their email less and prefer other forms of communication such as instant messaging or social networks.
Individual variation:
Some extremely busy or notification-addicted users tend to check their inbox every few minutes, while others only do so occasionally.
To reinforce the above, we present some relevant statistics:
- 58% of consumers check their email first thing in the morning (Optenismic, 2021).
- 99% of consumers check their inbox every day (HubSpot, 2020).
- On average, people spend 2.5 hours checking email per day (Adobe, 2018).
Points to consider when creating successful campaigns
1. Permissions and consent:
It is essential to obtain user permission to send them commercial communications by email, in accordance with the personal data protection law.
2. Segmentation:
Dividing databases by criteria such as location, interests, purchasing behavior, etc. allows for sending more personalized and relevant campaigns, generating greater interest in the information and positioning the company as a reference for valuable content.
3. Mobile-friendly design:
Given the increasing consumption of email on mobile devices, it is key that designs display correctly on different screens.
4. Value content:
Emails should deliver engaging content and valuable information to the user, not just promotions or data that are not meaningful to their recipients.
5. Automation:
Acquire an email marketing automation tool like iKono Mailing that allows you to schedule campaigns and track them.
6. Data analysis:
Measuring open rates, clicks, conversions, and optimizing campaigns based on the data obtained will allow you to improve your campaigns.
7. Respect anti-spam laws:
It includes an option to easily unsubscribe and clearly identify who the message is from.
8. Consistency:
Sending emails regularly, not sporadically, will create greater interest; maintaining a consistent design and brand will generate a better recognition and recall process.
Effective email marketing is a valuable marketing tool for building relationships with customers and prospects when done well. Leading brands in various sectors, such as retail, banking, tourism, and healthcare, invest heavily in email marketing to cultivate lasting relationships with their audiences.
Therefore, although habits vary widely, email remains a widely used and checked channel by most users, highlighting its importance within digital marketing strategies.
Keywords:
email marketing, iKono, iKono Telecommunications, email.
Fountain:
iKono Telecommunications
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