Email marketing is the mass sending of emails to a set of subscribers who have previously authorized the sender to send them these communications.
It is used by companies to send various types of communications to clients or potential clients, such as offers and news.
Types of email marketing
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Transactional emails: These are emails that aim to facilitate, complete, or finalize any type of commercial transaction between the sender and the recipient.
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Direct emails: These are emails sent with the purpose of communicating an offer, news, or any other content of interest to the subscriber list. An example is newsletters.
Advantages of email marketing
Email marketing offers various advantages compared to other communication channels with clients or subscribers:
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It has a low cost compared to other communication channels. Additionally, this cost decreases as the number of sent emails increases.
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It is accessible, as users can access their email from various devices such as computers, mobile phones, or tablets.
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It has a high return on investment (ROI).
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It is highly customizable, allowing for personalization such as including the recipient's name or adapting the content based on their interests through segmentation. Segmentation helps increase the conversion rate.
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It provides many metrics to measure the effectiveness of campaigns: open rate, bounce rate, number of soft bounces and hard bounces, and unsubscribes.
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It allows for A/B testing for campaign optimization.
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It is automatable: it allows the creation of email flows based on the recipient's behavior.
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It allows redirecting traffic to your website or other destinations of interest, such as landing pages.
Email Marketing Tools
Currently, there are various tools that facilitate the execution of email marketing campaigns. These tools usually include:
Pre-designed and customizable HTML templates
An email editor to configure the email and include its content
Ability to perform A/B tests to optimize campaigns
Various metrics to analyze: Open rate, bounce rate, unsubscribes, CTR
Customization of subject, sender, or message
Best Practices in Email Marketing
There are a series of best practices in email marketing. Not applying them can result in your subscribers unsubscribing or your campaigns ending up in the SPAM folder.
Do not send campaigns to subscribers without their explicit consent or to inactive lists
Avoid any non-standard and incompatible content with most email clients
Avoid excessive sending that may end up overwhelming your subscribers
Avoid certain keywords that can trigger SPAM filters, such as "free" and its derivatives
Ensure that the HTML is suitable for email marketing
Segment subscribers to increase the open rate
Measure results by analyzing the metrics
Use an email marketing platform to manage your campaigns