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Email Marketing: What It Is, Why It Is It And Strategies

What is Email Marketing?

Email marketing is a means of advertising online through email contact between companies and their current or potential customers.


For some time, email marketing was used as a form of mass communication.

The messages sent were of little relevance, bringing inconvenience to those who received them and a low return for companies that used this strategy.


However, today, email has started to be used by several companies in a smarter way, making it an important and profitable internet marketing tool.

If you have a business and you still don't use email marketing, I'll give you some reasons to rethink this one about it.


With this tool, you increase customer traffic on your website


  • You can leverage your company's sales number

  • If you have an e-commerce, you can also increase your sales

  • Email Marketing is a way to strengthen the relationship with your customers

  • You reach multiple audiences and spend less than you would on other forms of advertising.

Now I have a doubt and a certainty.

The question is if you already understand what an email marketing is and the certainty is that you certainly have already received one.

Want to see? I'll give you some examples: If you've already made an online purchase, you received a purchase confirmation message in your email box, right? This is email marketing.


You may also have received promotions, offers on airline tickets, newsletters, etc.

Email Marketing, when done right, is a form of advertising where interaction is not lost. If your content is interesting to the customer, they will leave it filed in their inbox.


What does not happen automatically on social networks, for example. This makes information more easily dispersed.

Email Marketing is a way to generate impact to recipients, helping to build loyalty and even, in some cases, to prospect new customers.


Why do email marketing?

With a forecast of 310 million users by 2021, email is certainly a way to directly reach thousands of potential customers, in fact, at a relatively low cost compared to advertising on websites, ads, banners or sponsored ads on social networks.


From a good email marketing campaign, you can get the full attention of the lead or prospect. As soon as the message is opened, it occupies a good part of the device's screen and can be perfectly adapted to the Smartphone, tablet or notebook. Pop-up ads, floating forms, or other internet advertisements often get in the way of what a potential customer is looking for: content.


How to do email marketing: 9 steps to a rain of conversions!

So how to do email marketing? Get ready to follow the step by step:

  • Establish the purpose of email marketing

  • know your persona

  • Capture leads

  • Pay attention to the subject of your email

  • Insert good CTAs

  • Include pictures: but beware!

  • Attention to content

  • never make a mass shot

  • Track metrics and results

Better understand each of the steps, below:


  1. Establish the purpose of email marketing

Before sending any marketing email, answer what general objective you hope to achieve through it.

Do you want to publicize a promotion?

Reactivate old clients?

Want to welcome new leads?

Close your brand's relationship with the lead and generate engagement?

Offer information that moves the lead through the steps of the sales funnel?

With this answer in mind, it is easier to organize the content that will be inside the email and also other elements such as:

  • title;

  • type of email marketing (promotional, relational or transactional);

  • CTAs.


2. Know your persona


In addition to knowing in depth what you are going to talk about in your email, another important step in how to do email marketing is to understand who you are going to send this material to.

Creating your personas and segmenting your audience will also help you and your team deliver the right material, to the right lead, at the right time.

Understanding your business persona is also critical to a step before email marketing is created: lead generation.

Attention: your personas may be spread across the different stages of the sales funnel, so make a mapping of:

  • what are your personas;

  • what questions they have at each stage of the buying journey.

You can start building the idea of who your persona is through tools like Google Analytics and Facebook Insights.


3. Capture leads

It's pretty clear that before sending out an email marketing campaign you need to have a base of leads that will receive this content, right?

This tip is about it!

Never buy a ready-made lead base!

Create yours and receive authorization from the contacts to communicate with them (opt-in).

The landing pages and the forms present on them are your main tools for capturing leads, however, you can also use:

  • a welcome pop-up with a field to fill in an email in exchange for an advantage such as a product discount;

  • output intent pop-ups.

4. Pay attention to the subject of your email

Many experts understand that this step is the main step in the entire email marketing process.

This is because if the subject is not interesting for the audience you want to reach, your e-mail will be sent to the trash without even being opened!

That is, it doesn't matter if the content of the email is PERFECT.

If the subject doesn't arouse enough curiosity, your email is junk, or rather, it gets sent to the trash.

If the subject isn't interesting, your email won't even open.

5. Insert good CTAs

CTAs, or call to action, are the lead calls to action that you distribute throughout the text of your marketing email.

In general, CTAs are buttons that lead the user to click so that they can be directed to an external page, usually a blog post, page on the website, a means of contact and so on!

When a contact clicks on your CTA, it's as if your marketing team has won the battle to win the customer, which is waged within that channel.

In practice, clicking on the CTA is confirmation that your campaign was well executed, after all, the user, after reading the subject of your email, having contact with the text, understanding your value proposition, decided to click the button that takes the other page.

The best strategy in most cases is to choose just one call and repeat it throughout the email. For example: “click here and compete for a 0KM car”.

It's not advisable for you to include different CTAs throughout the article, after all, so your contact might get confused about which call to answer and end up leaving without doing anything!


6. Include images: but beware!

When learning how to do email marketing, some people ask themselves if the content should be created in image, with image or without any type of image.

Well, the first answer to that question is: don't create images with text.

You can use images throughout the material, but the text must not be in image format. Understand?

Even so, be careful that when you use images, your emails don't look too much like ads.


7. Attention to content

Finally it's time to write your email.

The most relevant tip on how to do email marketing in this step is to keep the text short and objective. Don't confuse this with a cold, non-empathetic text.

To increase conversion rates, show that you understand the lead's need and that's why you're submitting that material.

Include elements such as:

  • brief introduction with the contact's name;

  • relevant content;

  • attractive offer (it doesn't have to be directly about your service or product, it could be about content on your company's blog, a survey, an ebook or webinar, for example);

  • Image;

  • GIF;

  • infographic (be judicious);

  • and don't forget the CTA.

8. Never fire a mass shot

Customer segmentation should be in everything: from planning, as we saw in the opening topics of this article, to sending the email.

Sending mass emails reduces open and click-through rate, in addition it can lead to mass contact inactivation and a bad image of your customer about your company.


9. Track metrics and results

Goals are part of any type of marketing strategy and it would be no different with email marketing.

Marketing automation tools that enable you to manage leads and trigger content to contacts provide reports to track relevant metrics about your campaign outcome.

Among the most relevant indicators of email marketing are:

  • opening rate;

  • click-through rates (CTR);

  • list inactivation rate;

  • rate of leads that become qualified leads (MQL).


So, do you have any questions about doing email marketing for your company?

Email marketing can be extremely profitable for your business as it helps you sell your products, but it also goes beyond that.

It retains customers!

We at Onegate hope that all the tips given here can help your business take off.

Make your customers happy and she is sure to go high!


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