Email Marketing: 9 Benefits and One Important Note | SiteMap 44

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Hello everyone and welcome to another SiteMap, the SME guide to digital marketing in the form of a weekly column here at Mais Oeste Rádio, with content from the Trigger agency.

Today's program is entirely dedicated to email marketing, one of the oldest areas of digital marketing intervention, but which continues to be one of the most important, proving that the news about its death was clearly exaggerated, as Mark Twain would say .

The resilience of email marketing is directly related to its multiple benefits, here are some of the most important ones:

1. HIGH RETURN ON INVESTMENT
If there is one main factor that explains the resistance of email marketing, it is certainly this one, which arises as a consequence of the following points. Study after study shows that email is one of the most effective ways for brands to communicate with their target audience.

2. CONSUMER PREFERENCES
Given the dozens or hundreds of emails we receive every day, it part time data may seem strange , but the truth is that studies also prove that email continues to be consumers' preferred channel for receiving information from brands.

3. IMMEDIATE AND REDUCED COSTS
As a direct marketing tool, email is extremely cheap compared to traditional options because it does not require printing. On the other hand, it provides incomparably faster responses .

4. SEGMENTATION OF RECIPIENTS
With email, you can send the right message to the right audience. To do this, you need to have an up-to-date and well-segmented database; then you just need to prepare and personalize the message for each segment, creating multiple campaigns . Greater relevance provides better results.

5. IMPULSE PURCHASES
A good newsletter makes things easier for consumers , saving them from having to do a lot of research. If the offer is relevant and includes a promotional price for a specific period, it becomes difficult to resist – especially since it only takes two clicks from opening the email to making the purchase .

6. BEHAVIORAL SEGMENTATION
Have you ever made a purchase on Amazon and then received an email with an offer for related products? What Amazon is doing is sending you an email based on a behavioral segmentation process that helps companies be even more relevant in the messages they send to users – with the aim of enhancing up-sell and cross-sell mechanisms . And these are emails that consumers like to receive .

7. EVERYTHING IS MEASURABLE
How many people opened the emails, which links were clicked and what the recipients did on the website or online store once they got there… it is possible to know everything , from the arrival of the email in the user's inbox to the purchase of the product in the store, and use the information collected to identify any errors and fine-tune the entire process.

8. TESTS
Before sending a campaign, it is possible to carry out tests on a small segment of the database and thus evaluate the effectiveness of the emails based on two ( A/B testing ) or more variables. Analyzing the results of the campaign will allow you to identify and select the most effective email, thus maximizing the results.

9. IT IS EASILY SHAREABLE
Subscribers can easily forward a newsletter or a one-off promotion to their friends. They can also share it on social media . As a result, the brand gains additional exposure and increases the chances of doing business.

Time for one final note before we say goodbye for today: do not confuse email marketing with SPAM ( sitemap 45 ). Practices that are still common, such as purchasing databases, should be avoided. Quality email marketing presupposes that there are recipients who want to receive your messages. If your database is small, there are ways to increase it, and these are the ones you should explore.