E.mail marketing: an old-fashioned strategy?

E-mail marketing

Contrary to what you might think, email is still one of the most widely used communication channels today, however, overloaded inboxes force us to be more impactful and engaging to grab the attention of potential customer.

According to Emarsys, 81% of small and medium-sized businesses successfully acquire new customers through emails, while 80% retain them over time using this tool.

Email marketing can be used to build a long-term relationship with existing contacts or to reach new ones, boosting sales in a short period.

Unlike Search Engine Advertising, Social Media Marketing, and blogging, email marketing is not meant to attract users to your site but to retain users who have already visited your site and voluntarily opted to receive updates from you.

To create a successful email marketing strategy, here are 5 valuable tips:

1. Choose the right tool

The first tip is to use a suitable tool for sending emails and managing campaigns. We recommend avoiding regular email programs because sending the same message to many recipients may be marked as spam.

For example, Mailchimp is one of the most widely used platforms for marketing automation and email marketing services.

How does Mailchimp work?

Mailchimp allows you to create your newsletter using numerous free templates or a customized layout and schedule its automatic delivery.
It also enables you to manage the email addresses of your subscribers and create sign-up forms to embed on your website.
Mailchimp can be used for free with some limitations, such as a maximum number of newsletter subscribers and a monthly sending limit.
If the free plan doesn’t meet your needs, you can opt for one of the available subscription plans.

2. Choose your email format

Once you’ve selected the most suitable software for your needs, the next tip is to choose the format of your message.
One of the most common formats is the newsletter—a collection of recent (or most important) articles published on your website.
Newsletters are great tools for ‘nurturing’ not only your leads but also your existing customers with updates, new product announcements, or promotions.

Another email marketing technique is sending dedicated emails. These are communications focused on a single topic, such as a new product or a special offer.

3. Choose the right content

Content is a key element at every stage of an inbound marketing strategy.

You can offer your recipients special discounts and promotions or inform your customers on a specific topic.

For an effective email marketing strategy, we recommend alternating between promotional and informative emails to best engage your target audience.

4. Choose the right timing

One crucial aspect of email marketing is understanding the nuances of timing, based on the specific needs of your contacts.
There’s a delicate balance when it comes to email frequency, and the best approach is to experiment to find what works best for your audience.

Your company likely has a typical sales cycle, and your email marketing campaign should reflect that.
For example, you could set up an email campaign to be sent one, ten, and twenty days after a user shares their email address with you.

5. Make it easy for users to unsubscribe

Last but certainly not least, you must allow users to unsubscribe from your mailing list whenever they want by including an unsubscribe link.

This advice may seem counterintuitive, but allowing this option is not only legally required but also necessary to avoid complaints from contacts who are no longer interested in your updates—or worse, marking your emails as spam.
Don’t worry about losing contacts; it’s unwise to invest time and resources in communicating

with people who aren’t interested. Instead, focus your efforts on genuinely useful contacts.

By following these simple email marketing tips, you can attract and convert users, gaining more customers in less time while maximizing the potential of your marketing efforts.

Need help leveraging the full potential of email marketing for your business?