Facing the Digital Transformation over the last few years, it is common and important to wonder if email marketing is still important for our marketing strategies.
We all know that nowadays, it is impossible to think about marketing without working on the digital environment. Most of our clients and prospects are connected in many channels, which make us work integrated between all the possibilities, creating opportunities to reach them everywhere.
Digital strategies allow us to be more effective, developing personalized actions for our target audience and having a close relationship with them.
But, and the old and classic email marketing? Is it still effective even with many other possibilities?
According to the Radicati Group, in 2018 the number of email accounts worldwide, (including personal and businesses addresses) reached the mark of 5.4 billion, increasing 32% if we compare to 2014. Which means that this form of communication is even more popular and effective between people and companies.
With this information, we can see how powerful this tool can be to our campaigns if it is used correctly. Having a great range with a reduced cost, email marketing is a great aligned for the success of our relationship with customers.
Like many other specialties within digital marketing, the secret to a powerful email marketing strategy is the structure. In an informal definition of it we can say that it is an “Instant inbox gratification”.
What makes email market so valuable, besides its ability to establish brand visibility in the eyes that matter most, is the rigorous and consistent process which will result in a great campaign. This process has basically 3i steps, which are:
Initiate – Start with the questions: who are my target subscribers? What kind of content they would like to receive to satisfy their needs and preferences? Work first with users and then work towards an optimized email marketing campaign.
Iterate – It’s important to have a strong analysis and the measurement of your email marketing campaign. Be attentive if your target subscribers are opening your emails and engaging with them. If they are ignoring them, it’s time to review your strategy, content and title, for example. A/B tests are highly recommended here so you can understand what your target audience wants to receive from you. Learn also with your mistakes, repeat your success, innovate and continue improving your campaign.
Integrate – Utilize your email marketing as one aligned to your whole marketing campaign, either digital or offline. Link it with your other actions so you can have integrated efforts to catch up your target customers’ attention.
To facilitate and improve the communication in a campaign, email automation can be a great decision for many companies. It saves time from marketing teams, and also ensures that everything will be sent correctly and on time to your customers. With email marketing automation, you can use triggers and workflows to automatically send messages to users after they take a specific action, for example. Opportunities will not be missed once your flows are established and the relationship between your brand and customers will be constantly updated.
Another valuable point of email automation is to have detailed reports, which allows you to measure the effectiveness of your e-mail’s campaigns. Having this analysis, you are able to improve the communication, identify sales’ opportunities, see critical points and your decision making will be much easier.
Sugar Market has the perfect email automation feature, which allows you to develop many personalized templates, to create and select lists and integrate e-mails with the whole campaign in your CRM. Click here and get to know more about this powerful tool!