What is email marketing?
When we open the inbox of our e-mailWe often dismiss emails that "cause discomfort" and only perceive them as an intrusion into our space or comfort zone.
For this reason, before establishing an email marketing strategy, let's know some relevant aspects of Permission Marketing.
What is Permission Marketing?
The mass email campaigns have ceased to be an effective strategy at the present time because it is becoming increasingly difficult to attract the attention of potential customers due to the amount of information they receive on a daily basis.
According to the company Zenith Mediaa consumer receives about 3,000 advertising messages per day from different communication channels, amounting to around one million messages per year on a massive scale.
As a result, this causes users to tune out the vast majority of these impacts.
The permission marketing o permission marketing is an alternative to attract attention and build relationships with potential and existing customers.
The objective of permission marketing is to create a relationship with our customers and to get them to give us their permit o authorisation to receive information about our company or product.
Permission marketing is based on three fundamental pillars.
First of all, to get the permission or consent of the customer to receive communication with our company
In addition, Personalisation of the message depending on the characteristics of each client.
Finally, that communication with the client is non-intrusive to avoid communication breakdown due to excessive information bombardment.
Guidelines for effective Permission Marketing
Once we have the customer's consent to send them messages and communicate with our company, we must develop this strategy correctly and with moderation to avoid saturation and intrusion.
The recommendations for a Permission Marketing effective are:
- We will inform the customer about which messages he/she will receive and the frequency of these messages, including the format in which we are going to communicate with the customer. The customer must feel identified with our company/brand and our message.
- You have to generate expectations, surprise and curiosity. In this way we will arouse the interest of our customers even more when they receive news from us.
- Information related to the client's interests. The information we share with our customers must be relevant and related to their interests, tastes, offer solutions and arouse the desire to buy.
- Explain to the client what is to be gained. It is important that the customer sees the benefit of maintaining contact with our business. That they know what they are getting and that it is tangible.
It is advisable to combine our email marketing campaigns with other SEO and digital marketing strategies.
- Individualisation. The more individual and personalised the communication with our customers, the more satisfied they will be and the more trust we will generate towards our brand and business.
- Frequency of communication. It is advisable to maintain a constant frequency without overwhelming. Communication should be regular and with quality content of interest to the customer.
- Encourage dialogue. We have to invite the customer to respond, to know their tastes, opinions and comments, and to interact with us to increase their confidence and to continue obtaining information for subsequent messages, to bring them closer to the purchase decision or with the aim of building customer loyalty.
- Anticipate their objections. When we listen to the voice of our customers and encourage interaction and dialogue with them, we gain valuable information about what they want and what they don't want. As a result, we can anticipate and respond to any objections, concerns or discrepancies that may arise.
- Minimise the sense of risk by building confidence. It is very important that our customers feel comfortable within the business relationship. This facilitates the fluidity and strength of the bond between both parties.
- Reward. If the customer does not receive any reward for maintaining our communication, they will eventually disengage from our brand. It is important to offer the customer tangible rewards such as discounts, promotions, exclusive information, etc.
How and where to apply Permission Marketing?
Currently there are different platforms on the internet where we can apply permission marketing. The most important ones are:
- Email Marketing. The most customisable and widely used permission marketing platform.
- Social Networking. (Facebook, Twitter, etc) are interesting platforms to develop our permission Marketing and give our customers easy access to our brand and business.
- YouTube. An excellent communication channel for getting our messages across and generating dialogue and interaction with our potential customers, followers, etc.
What is Email Marketing?
The email marketing is a form of communication between companies and customers.
It offers a cheap, simple and effective way to communicate with those customers who have given us their permission or consent. When a customer, whether potential or actual, gives us their email address, they are showing interest in our business or product.
It is also a gateway to communication and dialogue with our customers and, at the same time, opens the possibility for them to purchase our products or services.
Email marketing is a marketing tactic that falls under the umbrella of the sales funnelfirstly, under the heading of BUY o CONVERSIONThe aim is to help the customer make the decision to purchase our product or service.
On the other hand, we can articulate it in the section of LOYALTY with the purpose of keeping this customer active in the long term by consolidating their relationship with our brand/company through individualised communication.
Why is email marketing important?
Email marketing is just one more tool within the Digital Marketing strategy. It is important to combine all possible tools within our marketing plan in order to achieve success.
In this section, we name some characteristics of email marketing, which make it a relevant tool to attract and retain customers.
Email marketing is cheaper than other communication channels. To carry out an email marketing strategy you need three elements: an customer database who have given you their consent, define a strategy in accordance with your SALES FUNNEL and define the communication objectives.
Users can check their email on any device, so we increase the chances of opening.
We can personalise our messages y our campaigns for each user according to their needs and interests.
In conclusion, variables such as the opening ratethe interaction with content or the conversion They provide us with valuable information on how our campaign is working.
Successful email marketing campaigns
The following are some of the types of successful email marketing campaigns that can be applied within the overall digital marketing strategy.
Newsletter. The newsletters are focused on providing informative content about the latest news about our company and/or information about the sector in which we operate.
Therefore, in order to generate effective and attractive newsletters, we must analyse how often we can generate quality content for our readers and maintain this frequency over time.
Promotional campaigns. Promotional campaigns are focused on the sale of our products or services. In these campaigns, we inform our customers about promotions, discounts, sales, new products.
Consequently, it is advisable, in these promotional campaigns, to generate calls to action (Call to Action) for our customers and the generation of landing pages to facilitate conversion.
Seasonal campaigns. These campaigns are targeted at specific dates such as Black Friday, Valentine's Day, Mother's Day, Father's Day, Mother's Day etc.
In other words, these campaigns can be used to promote specific products or to build customer loyalty by sending greetings or some kind of message that empathises with customers.
What type of campaign best suits the needs of your business or product?
Explanatory or information campaigns. These campaigns are focused on keeping our customers informed about new blog entries on the website, modifications and updates to our business website, any updates to our corporate image, etc.
Therefore, these campaigns are launched on an ad hoc basis to inform about a specific issue. With these mails we generate customer loyalty and improve brand awareness.
Automated campaigns. Automated email marketing campaigns are set up to automate certain actions that we define. For example, when a customer gives us their details on our website to subscribe to a newsletter, we can send them a thank you and welcome email. We can also send a birthday greeting.
Therefore, it is a very personalised form of email marketing and we will have to define all the possible situations in which we can use it in order to get the most out of this type of campaign.
Retargeting email marketing campaigns. These campaigns are defined for actions carried out by our customers within our website with the aim of reminding them of products they have visited, the completion of a purchase process, counter offers to generate conversion, etc.
Therefore, generating email marketing campaigns is an appropriate communication strategy as long as it is combined with other complementary strategies that help to improve engagement with our customers and their experience with our company or business.