Email Marketing

What is Email marketing?

Email marketing is a marketing strategy that forms part of content marketing strategies.

This strategy consists of publishing and sending mail in a segmented and important way to the base of e-mails and potential customers who have registered to obtain information and marketing content for the business, product, or service.

Here, we stress the importance of these operations being divided and well planned, and this means that you must send important contents that provide value and benefit and only to those who really care about the content of this e-mail. You should not think about the practice of spam or sending unwanted messages to people who do not allow you to do so or do not give you prior permission, as such practices are legally prohibited. In a previous article, we have talked about 10 legitimate Ways to Collect E-mail Addresses.

Under a more advanced and comprehensive strategy, e-mail lists and rules can be divided according to the levels and stages you define in the sales funnel.

Such aspects are what characterize a good strategy in mail marketing and make an entrepreneur achieve success in what he does.

What are the reasons for relying on an e-mail marketing strategy?

It is easy to understand the reasons that lead you to use the e-mail marketing strategy if you know that, according to sources, the number of e-mail users is growing increasingly. In 2019, the number of e-mail users increased to 3.9 billion users, and It is expected to grow and reach 4.48 billion by 2024.

In fact, this drives you to seriously consider such a strategy in addressing the prospective clients of your business.

Types of Email marketing

There are three basic and prevalent types of e-mail marketing strategies, and they are:

1- Newsletter

Sending a newsletter is a very used type of e-mail marketing strategy. The primary goal of this strategy is to provide subscribers with information as well as updates and news about your business.

It is a great strategy for maintaining a great relationship with your customers, especially those who have dealt with you before. It is also good to get to know subscribers who have not interacted with your brand for a while and to set up special e-mails to interacting with them.

Although the newsletter is the simplest and most common type, this strategy usually generates many potential customers, which can be the first step that leads to nurture the relationship with future customers.

2- Feeding the relationship with potential clients

Feeding the relationship with customers is one of the internal marketing strategies. They are messages sent to a base of leads containing valuable content. This transmission progresses more from the moment the prospect shows his interest in learning more about the company’s products and services until he reaches the stage where he is completely ready to buy.

Therefore, in this type of email marketing, marketing strategies are more complex, and they must be defined and laid out in advance. For this very purpose, tools are used to automate e-mail marketing processes.

For example, suppose you provide a digital book that contains comprehensive and complete information about a publication on the blog. In return, readers must fill out a form and enter contact information and email address and answer a question that talks about the field they most love to learn.

Before sending any mailing message, you need to define the qualification path for these prospects by comparing and linking this information that talks about their interests that they filled out in the form, as well as mentioning the product or service that could be the most useful or essential to them, to be presented in a style that coincides with the decision-making stage.

Within the e-mail paths, these electronic messages must be planned appropriately and include the contents appropriate to each stage of the customer’s presence in the sales funnel. Thus, for each e-mail that is received, each prospect shows greater interest, clicks the button that you set for him in the message, and will then be eligible to receive another e-mail containing more advanced and sophisticated content.

With these automation settings set, as soon as the visitor sends their answers and clicks the Send button, they will automatically be added to a split list and automatically starts getting a pre-drawn flow of messages that suit their interests, all without the need to move any information or stage By hand.

3- Invitations and promotions

This last type of e-mail marketing helps you invite people to events, launch products, or help set up a promotional campaign.

If you have a base of leads and target customers, it is sufficient to send them emails and messages that lead them to a list that talks about their interests. Otherwise, it is best to set up a marketing campaign and submit a registration form within a landing page.

This strategy’s advantages are the same as those of the previous types; you can segment your target customers and customize your strategies with them. Exactly what changes here is the content provided as well as the goal of the strategy you are developing.