Email Marketing: No One Can Beat Email

While it’s true that email marketing has its origins in the 1970s, it wasn’t considered an effective advertising strategy until the 1990s. Since then, it has only continued to evolve into one of the marketing methodologies that, despite the passing years, remains in use.

Despite changes in consumers over recent years, email marketing remains effective, as it has adapted to the new times. And considering that we all need an email for our daily lives, it’s highly unlikely that email marketing will disappear.

Therefore, it’s important to understand what it is and why it’s still successful.

What is Email Marketing?

It’s a form of communication via email between a company and its contacts, who are potential customers who have already provided their information and demonstrated previous interest in the products and/or services offered.

As a company, by having a database of your customers, you can analyze it to find the best way to create email campaigns that capture the interest of your target audience to achieve a conversion, such as a purchase.

It’s worth noting that these campaigns cannot be indiscriminate; within your company’s target audience, you must analyze and study your audience to segment email marketing campaigns.

Is it Still Working?

If we consider that there are over 4 billion email accounts today and over 330 billion emails were sent in 2022 according to Statista, what makes you think your target customer isn’t among these figures?

It’s still working in 2024 because almost everyone needs an email to access essential services such as communication on their smartphone. Hence the importance of considering email advertising campaigns in your company’s marketing strategy.

Consequently, advertising campaigns will continue to be used as a means to reach the public as long as the use of emails remains vital. The key question would be how you can use your company’s email to communicate through this medium with potential customers for:

– Building loyalty.
– Creating communities.
– Obtaining data and information.
– Achieving conversions.

What are the Advantages of Email Marketing?

Its presence among marketing strategies today might make you think it offers a series of advantages, and let’s not deny it. If you check your email, you’ll surely find many emails, but you might not see the benefits it brings to the different senders of those emails, so here are some:

– Versatility: You can send anything from offers to information or news.
– Cost-effectiveness: It’s one of the most economical strategies for marketing.
– ROI: If the strategy is well crafted, it can yield results in the short, medium, and long term.
– Optional: It’s an additional option to other advertising mediums like Google or Facebook Ads.
– Funnel: Users, in most cases, will already be in the final stage of the sales funnel, meaning they’re more likely to purchase your products or services.

Challenges of Email Marketing

It’s worth noting that implementing email marketing isn’t easy. Let’s be honest, how many emails have you received because you subscribed to a brand or company, but you still haven’t opened them? Perhaps because they didn’t catch your attention or because you’re not interested, and this is where the first of the obstacles lies.

But whether users open your email and click is just one of the final challenges; first, you need to obtain customer data to be able to send emails according to your audience’s segmentation.

Once you have the data, you need to craft an email that, when sent, doesn’t land in the trash folder because otherwise, it won’t fulfill its purpose. And finally, we can talk about whether the user opens or interacts with the email. While these are significant challenges, they’re not impossible to overcome with a good email marketing strategy.

How Can I Implement It?

Now, implementing an effective email marketing strategy can be key to your business’s success, so here are some key steps you could follow to implement it successfully.

– Define objectives: Do you want to increase sales, create community, or build customer loyalty?
– Build a subscriber list: Collect email addresses ethically and transparently from those interested in your products and/or services.
– Use an Email Marketing platform: Mailchimp, Constant Contact, or Sendinblue are some of the many available options.
– Personalize your emails: Use the recipient’s name and segment your list to send relevant content based on segmentation.
– Design attractive emails: Create appealing and responsive designs for mobile devices.
– Optimize sending frequency: Be mindful of this to avoid falling into the “spam” category.
– Analyze results: Use metrics such as open rates, clicks, conversions, and bounce rates to evaluate the performance of your campaigns.

While this isn’t an infallible recipe for success, we’ve provided a series of steps you can implement to develop successful email campaigns, although you should always stay informed of the latest developments to ensure you remain appealing to your potential customers.