7 Benefits of email marketing
There is no doubt that today, e-mail marketing has become a fundamental channel for any brand, company, or business that has a presence on the Internet. Its effectiveness has led it to be included in all self-respecting online marketing strategies and represents a fundamental action within them.
For this reason, in this post we have proposed to analyze what its benefits are, from different points of view, such as capturing emails, generating a community, or customer loyalty.
If you are starting in this mass mailing or you are considering capturing the mail of the visitors who come to your website to generate a list of subscribers, pay close attention to these recommendations, because they will be very useful.
The Main 7 benefits of email marketing
1 - Direct channel of information and communication
E-mail marketing is possibly one of the most direct channels that exist when communicating a message on the Internet.
It is a two-way channel in which only two actors intervene: the sender (you send an email to your subscribers) and the receiver (your subscriber, who receives that message).
That is, there is no noise or interference, as is the case, for example, in social networks, where there are a lot of distraction points (ads, videos, comments, etc.).
In this way, e-mail marketing is a very effective tool to communicate to your subscribers the news of your brand, the latest entries in your blog, or your new products/services. You can thus create a regular communication flow with your readers and potential clients.
2 - Reinforce your brand image
Another benefit of mass mailing is the possibility of reinforcing your brand image and also improving your positioning concerning your community.
How can you reinforce and improve your image?
At this point, my recommendation is to use storytelling techniques to capture the attention of your subscribers and connect emotionally with them.
Tell them a story (your story), hook them up, make them fall in love. The goal is to create a close bond with them, build trust and increase your credibility.
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3 - Build loyalty to your customers
If you have an eCommerce, sell a product or offer some type of service, this point will be interesting for you. Mailing marketing also allows you to retain your customers with a triple objective:
i)First of all, that your post-purchase experience is satisfactory.
ii)Second, that they buy from you again in the future.
iii)Third, that they become prescribers of your brand so that they speak well of it and recommend you to other users (you already know the importance of word of mouth).
4 - Promote and sell your products or services
As I mentioned in the first section, mailing marketing is a very powerful channel when it comes to communicating your news regarding products and services.
Best of all, it allows you to segment shipments by user groups based on their interests or characteristics: gender, age, preferences, etc. In other words, you can choose which users you send an offer to and which users a promotion, for example.
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5 - Perform A / B tests
Another advantage of mass mailing is that it allows you to do tests before making a final shipment.
This means that, before launching a message in bulk to your database, you can do different tests by selecting a small group of subscribers.
Once this test has been carried out and its results analyzed, you can carry out the definitive sending to the entire list of subscribers.
With these A / B tests you can test different subjects (they are very important to guarantee the opening of emails ), different copies, and also the design and layout of your newsletter.
6 - Analyze and measure campaigns: calculate ROI
The concept of ROI (Return On Investment) is very important in the world of online marketing and sales, as it will allow you to measure the level of economic profitability of a specific action.
That is, this data will allow you to know the performance and benefits that investment has had.
Regarding the analysis of email marketing campaigns, you can extract a series of data to know how effective your actions have been.
Some examples are: number of open emails (views and readings of your emails), number of clicks on your newsletter, number of bounces, unsubscribes from your subscriber list, best days and hours of the week to send, or the origin of the users in your list (country, device, operating system, etc.).
7 - Save money and resources
Developing an e-mail marketing strategy is much cheaper than other types of marketing actions, such as mailboxes or other online media campaigns.
You only need to have a mass mailing provider, a list of subscribers, and a well-defined strategy.
Also, the design of the newsletters is very simple (you don't need great knowledge) and you can benefit from other advantages such as the possibility of scheduling the sending of your campaigns or the automation of certain actions thanks to auto-responders.
