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Despite being so generalist, we all have heard of marketing and sometimes it is difficult to explain what it is. Therefore, we are going to focus on just one type of marketing: email marketing.
Email marketing uses email as a marketing tool, for permanent communication with the customers and other stakeholders, creating engagement with the brand.
And you might even be thinking: “Seriously? Email? Aren’t Facebook and Instagram much better?
The advantages of having email marketing as a tool
Just as food for thoughts, let’s start with some truths:
- Everyone who has social media has an email, but many people who have email don’t maintain social media profiles.
- People don’t change email as much as they alter social media platforms. So you are looking for the long run.
- Why run after people when they can just approach you. If you have fans who are engaging with you and want to know more about your brand and products, why not send them a newsletter?
- An email is more valuable than a Facebook like. Since you wouldn’t provide your email to a stranger, if someone gives you theirs it means they trust you.
Advantage #1: Full attention
Is it arduous to be aware of social media? Yes, a lot. Not only through the medium itself, but because we know that with a gesture we can see an infinite scroll of content. And we are probably already seeing that our friend Ana posted something, and the sound from the video above has not stopped, etc. etc.
However, in email, attention is focused, without interruption of messages or the temptation to see what Ana has posted. The scroll is made to deliver more content of the brand/product, and the more personalized, the more pleasant it is.
And now you’re thinking, “this nice, but no one opens brand emails anymore.” People are indeed tired of advertisements, but the ones that open them are worth the work. These emails have a part in customer loyalty, and as so you need to work your ass off to make it perfect. Another one: “no one opens brand emails anymore” because it’s always the same thing. You need to make it worth reading, don’t expect that just because it was sent, it should be read.
And even if it isn’t opened, the essential information must be in the Subject for the message to go through (50 characters + an emoji to pop out). The key is always showing value in the content.
Advantage #2: Quantity and quality of content in email marketing
Forget about images retaining a specific format to fit a template, forget about limited characters, forget about having to put just one information. The newsletter can be as minimal as possible or a newspaper (although I do not advise the latter, there are cases in which it works). Creativity is unlimited (until limited). That plays in favor of all those who do not want a newsletter that seems to be pre-made. Play with dimensions, formats, text and images, put calls to actions, and provide an aesthetic experience, all in one click.
Use the text to inform and generate a feeling of “need to know more” in the user, knowing that he will have the opportunity to do a read diagonally (scanning).
You can control the data we harvest through links and UTMs. Besides, you can send to the specific segment that you want, when it’s effectively made. Imagine the possible strategy you can create if you know how to contact by gender, age, region, open the last email, open and convert in the previous email, etc.
Advantage #3: Time is not an issue
There is a whole world in social networks where there is a specific time to be online for each target. If it’s an ad, people must be online when they’re active. Otherwise, they won’t see the ad. In email, that does not happen. The consumer can go on vacation for a week without seeing any email, and when he returns, the email will be there waiting for him. They don’t need to rush reading it and can finish reading whenever they want.
It does not mean that there are no better times to ship, depending on the type of product.
Tips for general markets:
- Release emails between morning and midday, if the target uses a computer.
- Send the email in the afternoon if the target uses smartphones.
- Mondays are a no-no. People have to deal with work and planning the week. Plus, they are moody because the weekend is over.
- Midweek is an excellent time.
- Remember: people often have more budget at the beginning of the month. And in the middle of the month they usually make small purchases (often with a credit card).
- Friday afternoon is a no-no for people who want to get out of work. But if your target is young and you have something to offer to them, send away, it might be a yes-yes.
Advantage #4: Conversion
“In analyzing more than 500 million shopping experiences, Monetate found the conversion rate for email marketing was more than 3 percent, while search came in under 2 percent and social under 1 percent.”
Numbers aside, it depends a lot on the type of market, products, brand and even customers. Each will have its share, and in marketing, nothing is an acquired truth. But it is an excellent way to create a conversion and conversation about you.
Advantage #5: Cost of email marketing
Email has a better value for money compared to other media like Google ads or social ads. Small businesses can be free, with only the expense of time.
You can employ tools to send, like:
- Constant Contact
You can make you design in HTML in most of them, if you don’t know code, most software offers a drag and drop option with pre-made sections. I advise you to do it in Stripo or Chamaileon, two email builders with more options than usual.
And if you don’t know how to design a newsletter, you can buy a theme, such as Themeforest for 15$.
What not to do with email marketing
What not to do #1: DO NOT WRITE IT ALL IN CAPS; NO ONE LIKES TO BE YELL.
What not to do #2: Don’t send four emails a week, it’s intrusive and creates a feeling of “I’m done. Unsubscribe.”
What not to do #3: Avoid words like “free”, “Only available now”, “!!!!!!!!!!”, “€€€€”.
What not to do #4: Don’t put an empty button in the unsubscribe button. By law it’s required to have an unsub list.
What not to do #5: Use text; don’t fill your email with images, because it will likely end in the spam box. The ratio should represent 50%-50% measured in size.
What not to do #6: Don’t use a “no-reply” email address. It sends the message that you are non-approachable.
What not to do #7: Don’t assume your customer’s device, routinely check if the email is responsive or smartphone-friendly.
So, does email sounds as bad now?