Email marketing is one of the most common tools when it comes to communicating with and impacting our customers. It is a type of communication that is becoming more and more common but… is it still effective enough to be included in a new strategy?
The answer is yes, emailing is one of the most effective tools for communicating digitally with our customers. Sending mass mailings helps us to publicise promotions or show a product for the first time, all of this impacting a database that we already know has shown some interest in our brand.
To include it in our strategy in an efficient way, we must take into account in which phase or phases of our communication strategy, as there are different types of content when sending emails:
– Attracting new customers. It will serve to publicise a new brand or product among consumers who are not yet subscribers.
– Newsletter or newsletters. Allows us to maintain regular contact with our followers.
– Administrative or confirmation emails. To confirm a purchase or to track a shipment.
– Loyalty emails. To ensure that a purchase is made on a regular basis.
To achieve optimal communication with both brand followers and potential customers, it is best to make a balanced sending between the different types of emails.
Starting to use emailing in the communication of a brand, in addition to generating trust and proximity to the user, offers a number of benefits that can help to know the consumer much better:
– It allows segmenting emails by age, demographics, gender or interests, which helps to make a more accurate impact.
– It is a way to redirect traffic to your website, social networks, blog or other platform that is strategic in your communication.
– The results obtained with these mailings are easily measurable, which allows you to make an assessment in order to implement improvements.
– It helps to build customer loyalty, as it generates memories of previous experiences and products purchased.
– It reinforces the brand image, as it is an additional information channel that allows you to connect more with your audience.
– It is an economical tool that allows reaching a wide audience with a smaller investment.
– Mailings can be automated and the platforms allow you to carry out tests to optimise the campaigns you are working with.
It could be said that little by little, email marketing has become a basic but essential tool in the communication plan of any brand.
