Why Is Email Marketing Important?
With the growth of payment media and channels in recent years, we have been able to read many articles where email marketing was ruled out as a channel to be taken into account, even in many cases, its use was discouraged.
Due to the abuse of the channel, the fashion of buying databases from third parties, and the lack of training for its proper use, email marketing has earned this bad reputation.
However, more and more studies, reports and the experiences of the brands themselves show that email marketing works better than ever, and is an essential channel both to promote brand loyalty and engagement levels , and to attract and improved conversions .
If you still have doubts about whether email marketing is an effective channel today, we give you 5 reasons to convince you:
1. It Is Still A Cheap And Converting Channel
If we compare the costs and investment with respect to other online channels , email marketing is one of the cheapest channels and provides the most direct results.
2. GDPR: You Can No Longer Do “Outrageous Things”
Although for many companies the arrival of the new data protection regulations has been a headache and has led to the reduction of many databases, the arrival of the GDPR has favored good practices in email marketing and, therefore, the control over what is sent, to whom it is sent and why it is sent.
No more third-party database purchases. And I say “purchase” not to say “database theft”, because in our years of experience, we have come across many non-legal forms of data capture.
And the sending of massive emails at gunshots is over, since now things have gotten serious and opt-outs or cancellation policies must be well managed and visible, so a bad campaign can trigger a large number of unsubscriptions from the already depleted database after the GDPR.
3. Reputation Matters. And A Lot
Words like deliverability, sender domain, IP Warming, DNS records… are beginning to be in the vocabulary of many companies and their email marketing teams (if you don’t know them, contact us !).
And that’s the end of opening a free Mailchimp account and starting to send emails without any type of parameterization or configuration that enables secure sending.
It is becoming more and more important to have a good “email sender” reputation against GMAIL and HOTMAIL, as they are the most popular domains in any database.
Why? Because if you don’t take care of your mailings, and you don’t have a good open and interaction rate, both GMAIL and HOTMAIL can quickly ban you from their inboxes. Even from people who are interested in your emails.
Today, deliverability is one of the main pain points for any email marketing technician.
If you think that you do not suffer from this problem, it may be due to three cases:
- That you have no idea what the topic is about (“I’ll send it, and that’s it!”).
- That you know what’s going on, but you prefer to ignore the problem (until it explodes).
- That you do things very well. As it should be!
4. Details Are Taken Care Of
There is increasing awareness in companies and attempts are being made to offer users personalized marketing or “1-to-1 marketing”.
Advanced segmentation based on the digital behavior of the user, the personalization of content within the email or even the communication adapted according to the favorite channel of each user, are strategies that are already penetrating many brands and favor the effectiveness of emailing campaigns.
In an email marketing strategy it is crucial to analyze the behavior of the campaigns in order to check the level of interaction of each user. It is no use continuing to periodically impact users by email who have spent months (or years) without opening any of your emails.
5. There Are Platforms For All Tastes, Sizes And Budgets
For your email campaigns to be more effective than ever, you need to rely on a good platform that allows you to implement all the actions, strategies and best practices .
Today, having a powerful email marketing platform is no longer something that is out of reach for any brand.
In addition, there are platforms not only for email marketing, but also for marketing automation , which allow us to have that unique view of the user to analyze their behavior and send hyper-personalized multi-channel communications.
One of the best examples is the Active Campaign marketing automation platform , which offers all the possibilities we have mentioned and at very scalable prices according to the requirements and needs of each brand.
Also Read : Keys To Digital Marketing For Data Capture