Email marketing or e-mailing focuses on sending a message to achieve different objectives: acquiring new customers, strengthening the relationship with current ones, creating loyalty, interacting with contacts, increasing sales, generating trust in a service or product, confirming a purchase order, among others.
Current state and adaptation of e-mail marketing
When email marketing first came into use - becoming one of the first digital marketing techniques that B2B companies began to use to sell - the situation was completely different from today.
In the past, a newsletter or mailing was sent to a mailing list and read by 60-70% of people. Nowadays, if you get just over 10%, you can already consider yourself a success. What happened?
Since it was a free or low-cost service, all companies began to use it, leading to a high level of saturation in the channel.
On the other hand, email platforms have become more professional in spam detection. Therefore, today it is more difficult to ensure that a message sent through a mass email platform reaches the inbox or main mailbox of the person we want to receive it.
So, where is my email marketing campaign message?
While the main inbox contains emails sent individually, messages sent as part of email marketing campaigns end up in the “Spam” or “Promotions” folder. The latter folder is usually checked by very few people. That is why the opening rate of emails from promotional campaigns is usually much lower.
The goal of email marketing is to ensure that the messages you send are read and reach the “target people,” but that won’t happen if your messages end up in the wrong folder. What can we do?
Or you continue doing email marketing to get into that “promotions” inbox and have 8-10% of the contacts in your database open your email.
Or you change the strategy and start doing another type of email marketing communication, which makes sure your message reaches the main inbox, which is where they will read it.
How to make an effective email marketing campaign?
Creating an effective email marketing campaign involves a whole communication strategy that is focused on the person you want to reach, by name and surname. In addition, the email must be sent only to that person, although you could also write to a small group of people. Therefore, that message must be:
Highly personalized
Addressed to the person you want to contact
Nowadays, there are tools that allow you to achieve this level of personalization and hypersegmentation of databases and that can be integrated with CRMs or traditional e-mail platforms. However, to enhance and support the e-mail marketing campaign, other campaigns can be carried out simultaneously on social networks such as: LinkedIN, Facebook and Twitter.
How? By exporting the database and uploading it to each of these country area code philippines networks with the “lookalike audience” function, our contacts can see us on multiple channels at the same time: email, Linkedin, Twitter, Facebook, etc. In this way, a multi-channel communication strategy can be established, where people see me on all networks and my message becomes stronger and more effective.
In relation to the initial question of this article, the answer is “Yes”. It is worth investing in e-mail marketing because it remains one of the main communication channels that people use.
That's right! We must avoid falling into the "Promotions" folder, where it is really difficult for our email to be read and, above all, for it to reach the person it is intended for. To do this, it is essential to focus on personalizing the message so that the email reaches our recipient's main folder and they can read it.
If you are interested in learning more about personalized email marketing services and cutting-edge platforms.