Importance of mailing in the digital world
Technological advances have meant that we have more and more channels to communicate, but email campaigns are still considered one of the most powerful marketing tools, providing various benefits and excellent results. As is well known, email is an integral part of our daily lives.
Using email as a means of communication represents a great opportunity for businesses and professionals. This means of communication allows us to have greater reach and visibility for our product, allowing us to continuously convert more customers.
It's not just about sending mass emails to a contact list.
A good strategy must be in place when using the email sending tool, as if you only send emails to your contact list, it will be considered spam. You may have heard this term and, as a user, have been a victim of emails containing this malicious practice.
To avoid turning your company's email account into a spammer, you need a strategy and an effective tool to implement it.
1. Give real value and importance to your contact list
The first thing you should consider is your contacts' consent: how are you going to get it? This step makes an email campaign effective, as it will help you build a list of contacts genuinely interested in your content.
It's very important to have a visible unsubscribe button in your emails at any time, as this gives us the opportunity to build a long-term list of valuable contacts. Keeping this list up-to-date is vital to maintaining it.
2. The importance of personalization
Knowing your contacts will prevent you from sharing the same information with everyone, which isn't a good idea since everyone joined for a different reason and was looking for specific information.
To start, you can do it with something simple, such as calling them by name and addressing them with the appropriate gender. Personalization is an ongoing process, so it doesn't end there. You can use different criteria to group your contacts. The most common ones are age, date of last purchase on your site, etc.
To achieve effective contact segmentation, you must have the right tools for managing your databases so your brand can send the right emails to the right people.
3. It has a striking and pleasant design
Aesthetics, tone of communication, and other variables are very important when it comes to getting your customers interested and deciding whether or not to spend time on the email you share with them.
Designing a good email from scratch requires time and expertise, so a good recommendation is to use design templates as a base. There are many options available today, and they're all adapted to different purposes: newsletters, announcing special offers or events, etc.
Don't forget that the design should be responsive, meaning it adapts to the reader's device (mobile, tablet, computer, etc.), making it easier for them to access and read the information we're providing.
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 deliver.
When writing content, you should be concise and highlight the benefits 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. These can not only send your information to the spam folder, but also bore the recipient and make them lose interest in spending time reading your information.
Don't forget to use a call to action (CTA) so the recipient knows what they need to do to take advantage of your email (such as downloading an ebook, getting an offer before it expires, etc.).
Track 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-through rate on the links you include in your email.
- The bounce rate, which is when no response or interaction is received from the users to whom email was sent.
- Unsubscribe to stop receiving emails.
- This data is important for your email marketing tool's reporting.
Analyzing this data in conjunction with the segmentation defined for your target audience will give you valuable information that will allow you to take action and continue improving.
What is the purpose of sending mailings?
If you're looking to reach your leads' inboxes directly, email marketing will allow you to do so. Additionally, if we have the right tools, we can personalize our messages and adapt them to our customers' needs or our segmentation.
It's important to emphasize that this is a practical and cost-effective process. Through this tool, we can reach a larger number of people quickly and easily. The advantages of using this powerful tool are that, depending on the quality of the email content, your business can attract users to one of our products or services, whether it's to purchase the product, sign up for your newsletter or blog, or receive e-books with valuable content.
According to the above, mailing will help to:
- Be in constant contact with customers.
- Convert prospects into customers.
- Keep our customers up-to-date with company news and updates.
- Gather opinions and feedback for your work plan.
- Generate engagement and brand awareness.
- Develop and/or enrich your content marketing strategies.
Fountain: Rocket
Salesforce
#We invite you to read our blog post Grow your audience by sending mass voice messages»
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