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In fact, in spite of all the technological advances that our world is witnessing today, we can never consider the e-mail dead or spilled, but it continues to be an effective and powerful tool and a very good way of communicating with customers and digital marketing.

 Learn the professionalism of email marketing and master the art of reaching the customer in the smartest ways

If you are an entrepreneur and do not use strategies in the field of mail marketing yet to establish relationships with customers and achieve sales, now is the time for it.

In this article you will learn about the principles of email marketing, and you will check its importance in your business.

What is email marketing?

Email marketing is a marketing strategy that forms part of content marketing strategies or what we call content marketing.

This strategy consists of posting and mailing messages in a piecemeal, segmented and important manner for the emails base and the potential customer base who have registered for information and marketing contents for business, products or service.

Here, we stress the importance of these processes being well divided and planned, which means that you have to send important contents that provide value, usefulness and only who actually cares about the content of this email. You should not consider spambaming or send unsolicited messages to people who do not allow you to do so or do not give you prior permission. Such practices are legally prohibited.

Under a more advanced and comprehensive strategy, the rules and lists of emails can be broken down by the levels and stages they determine in suppressing sales or sales funnel

It is such manifestations that characterize a good strategy in mail marketing and make the entrepreneur succeed in what he does.

Why do you rely on your email marketing strategy?

It's easy to understand why you're using an email marketing strategy if you know that, according to sources, the numbers of emails are growing and the emails are an integral part of their daily lives. In 2019, the number of emails users increased to 3.9 billion and is expected to grow to 4.48 billion by 2024.

This is really what prompts serious thinking about such a strategy in addressing potential and anticipated clients of your business.

Division or segmentation

Under an e-marketing strategy, you can send divided and thoughtful emails to the public, depending on their interests and maturity in relation to your business.

How do you divide?

When a person enters your site and is curious, they register, and this route that this expected customer takes until they register on your site may include a landing page or landing page containing specific contents depending on the intended purpose of the list received and/or the registration list.

For this reason, only those who are interested in the content will sign up, and we are supposed to call this user who registers the name: qualified client or qualified lead.

In addition, the expected customer can be further qualified by using a more comprehensive registration form, where you can request information such as: website, social media, the way it reached your site, as well as its email address.

When an expected client email is added, you will get very important information about them, and this helps you think about strategies that can be directed directly in proportion to the characteristics of each of these categories.

Who knows digital marketing is well aware that personalization greatly increases access to conversion. For this reason, we ask you to seriously consider using this technology and strategy.

Internal marketing strategy or Inbound marketing

Another reason why you think well about using email marketing is that you can start with a great and important strategy, with the aim of getting the expected customer to progress through the sales suppression phases until it reaches the ultimate goal of the business (which can be to have this customer buy a product from your products or register on your website)...

In-house marketing technology really starts out of the mail, through the attraction phase, and by relying on the availability of the email marketing tool as a basic tool for the conversion and decision-making stages, where it is the best channel that helps you pay a reasonable price and get good benefits for entrepreneurship.

Types of Email Marketing

There are 3 basic and very common types of email marketing strategies, namely:

newsletter

Mailing or newsletter is a very used type of email marketing strategy. The main objective of this strategy is to provide information to subscribers as well as updates and news on your business launch events.

It is a great strategy to maintain a great relationship with customers and potential customers, especially for those who are considered your customer before. It is also a good idea to identify subscribers who have not interacted with your brand and to prepare special emails or conditions for interacting with them.

Although the bulletin is the simplest and most common type, this strategy usually generates a lot of potential customers, and can therefore be the first step leading to a strategy to fuel the relationship with future customers, as we will see.

Feeding the relationship with prospective customers

Feeding the relationship with customers is a strategy of internal marketing strategies. They are sent to a base of prospective customers with contents, and they progress further from the moment the expected customer demonstrates an interest in learning more about the products and services offered by the company, until they reach the stage where they are fully prepared to purchase (or any other transfer procedure).

Therefore, in such type of email marketing, marketing strategies are more complex, and must be specific and pre-developed, for this particular purpose, tools are used to automate email marketing operations.

For example, let's say you provide a digital book containing comprehensive and complete information about a blog post, and in return, readers should fill out a form and enter contact data via email and answer a question that speaks to the area they like most to learn.

Before sending any mailing message, you need to determine the course of qualifying these prospective customers, by comparing and linking this information that speaks of their interests filled out on the form, as well as mentioning the product or service that can be most useful or important to them, to be presented in conjunction with the decision-making stage.

In the course of the email, these emails must be properly planned and include contents that are compatible with each stage of the customer's presence in the sales suppression. Thus, when each email is received, each expected customer shows greater interest and clicks on the call to action button you put in the message, qualifying to receive another email with more advanced and sophisticated content.

With these automation settings set, once the visitor sends their answers and clicks on the send button, it is automatically added to a divided list, and starts automatically obtaining a pre-drawn flow and route of messages that fit their interests, all without having to move any information or phase by hand.

Invitations and promotion

This last type of email marketing helps you send people invitations to events, launch products or give you help for a promotional campaign.

If you have a base of expected and targeted customers, it is only enough to send them emails and messages so that you lead them to a list that talks about their interests. Otherwise you'd better set up a marketing and attraction campaign and submit a registration form within landing page for example.

The advantages of this strategy are the same as those of previous types, you can split the target customers and customize your strategies with them. Exactly what changes here is the content provided as well as the goal of the strategy you are preparing.

How to start a strategy in mail marketing

1. Choose the right email marketing automation tool for you

It is very important that these automation tools are used to send emails and develop the most professional strategies, so that they can later measure the results and analyze the marketing work they develop and conduct.

There are many options available on the market, where you find simple and free equipment and tools, and up to the most complex tools.

Here are some examples of the tools you can use:

1. MailChimp Tool

MailChimp is a free platform, ideal for those who have never done any mail marketing strategy before, and wants to learn to start this area.

The tool offers you many advantages and functions, you can prepare many automation strategies, custom models of emails, as well as rely on a set of analysis tools.

2. HubSpot Platform

The HubSpot platform is one of the world's renowned platforms in the field of marketing business automation, helping you better qualify potential customers to become more willing to learn about and engage with your products and services.

You can also manage your email marketing strategies as you want, help you with your social media strategies and more.

2. Expected Client Receipt Phase

This phase of the e-mail marketing strategy is already an important stage in order to do the division of the expected customers. For this if you have a marketing strategy to attract them, it should be coordinated exactly as it needs to be here.

You can get customers through social media, via blog or via media campaigns.

For inbound marketing strategies, it is important to have an improved landing page, as well as a comprehensive form as well as structurally prepared.

But for newsletter, only banner or pop-up (pop-up), and it has a field to place an email, within your site or blog is enough.

But here we advise you to pay attention to the Data Protection Act, a law regulating globally, which is specifically designed to protect internet users' personal data. You should indicate to people who may fill out the form the purpose of your collection of this data and that it will not be presented to others illegally, for example.

- Marketing Campaign Establishment Phase

Now is the time to create split lists, determine the routes needed for the strategy of qualifying prospective customers as well as setting up emails.

We offer you some tips that help you prepare mailers that can achieve a higher conversion rate:

1- Use simple templates but they should be beautiful: 

try to maintain your own visual identity, reflect your brand, and rely on fonts to place images when necessary.

We advise you to keep a state of simplicity and clarity on the mail, because complexity or studying can cause people to stay away from it.

2. Create attractive titles: 

rely on the art of intellectual stimuli, which helps you convince the expected customer.

3- Write important content that has value for the expected customers:

 Consider helping those who read this email to solve and overcome a problem before you consider offering a product or service to it just to buy.

Button to call for action: Try to establish a call for action button that will guide the visitor to a comprehensive and complete content, or to a specific page. With this, you can analyze the quality of the email you send as well as the interaction of the expected customers with it through the rate of clicks.

Use casual language and language close to your audience: One of the advantages of an email is the ability to approach the expected customer in a convenient manner. That's why, when you use casual language, you help make your message more human, making your client feel more empathetic and connected to your content and business and not conveying the feeling of him talking to a robot or reading an automated message that watches much like it on the web.

4- Send the email and do the required analyses

After you get here, you are ready to take an emails test before you send it, and then officially send it or adjust the automated transmission settings for the software or platform to do so.

As mentioned earlier, then analyze your results from each email, email, or marketing campaign, and perform A/B tests and follow up on strategies.

Conclusion

As I have seen in this important article, it is very important to learn about and use email marketing strategies in your business, so that you can actually attract the right customers and gain more success in the results.

And now what do you think? Have you ever used a strategy that we talked about here? Share your opinion or questions across the commentary space below the article as we speak to you.