Email Marketing - What is Email Marketing?

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

  • Transactional emails: These are emails that aim to facilitate, complete, or finalize any type of commercial transaction between the sender and the recipient.

  • 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:

  • It has a low cost compared to other communication channels. Additionally, this cost decreases as the number of sent emails increases.

  • It is accessible, as users can access their email from various devices such as computers, mobile phones, or tablets.

  • It has a high return on investment (ROI).

  • 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.

  • It provides many metrics to measure the effectiveness of campaigns: open rate, bounce rate, number of soft bounces and hard bounces, and unsubscribes.

  • It allows for A/B testing for campaign optimization.

  • It is automatable: it allows the creation of email flows based on the recipient's behavior.

  • 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