What is Email Marketing?
E-mail Marketing is a strategy for the dissemination of products, services, brands, companies and diverse institutions, with or without profit, which occurs through electronic mail, commonly known as “e-mail”.
But not only that.
In this article I will explain almost everything to you, and above all:
- What is Email Marketing: a broader concept;
- What is Email Marketing: how it works;
- How to get a list of Email Marketing subscribers;
- Types of Email Marketing;
- Email Marketing sending tools;
- Email Marketing Campaigns;
- Advantages of Email Marketing.
Come with me. Check out!
WHAT IS E-MAIL MARKETING: A MORE COMPREHENSIVE CONCEPT
In addition to serving general publicity purposes, E-mail Marketing is also great for keeping consumers connected with your company and brands.
It's just that in E-mail Marketing, you entrepreneur or businessperson sends periodic messages to a list of subscribers, so that they can find out about the latest news about your products.
These messages, in turn, allow you to educate your consumers until they make the decision to make one or more purchases in your online store or physical store, among other sales channels.
Therefore, E-mail Marketing is a technique for promoting products, services, brands and companies; and also a tactic of lasting relationships and consumer education for purchases.
WHAT IS EMAIL MARKETING: HOW IT WORKS
The Email Marketing strategy works as follows:
- Step 1: an online visitor subscribes to your email list via squeeze page or capture form and thus becomes a lead (potential consumer);
- Step 2: if the now lead reads all your email messages and doesn't abandon you, then he becomes a suspect (suspected that he might buy something);
- Step 3: if suspect, in addition to reading your emails, also visits your store, contacts your sellers, etc., then he becomes a prospect;
- Step 4: if the prospect, from an email, completes a purchase in your virtual store, physical store or other sales channel, then he becomes a customer;
- Step 5: if the customer continues to read your emails and comes back to buy more often, he soon becomes a loyal customer.
Here, in 5 steps, the basic operation of Email Marketing.
Now, imagine that this process is carried out with 5 thousand, 10 thousand, 50 thousand or more than 100 thousand simultaneous subscribers.
In this context, how many visitors could be turned into customers?
And how many of these customers could be turned into loyal customers?
Well, I hope you're managing to capture the power of Email Marketing.
Anyway, let's see how to get a good list of subscribers.
HOW TO GET AN EMAIL SUBSCRIBER LIST
To get an Email Marketing list, bet on the following strategy:
- First, you create a lead magnet free (can be an e-book);
- Next, you develop an email capture form or a squeeze page (or both);
- Next, you publish the squeeze page with your form and bait;
- Afterwards, you share this squeeze page and/or capture form along with the free bait with your target audience;
- Then you inform that whoever wants the e-book must leave their email in exchange (checkmate, you will get several subscribers with this strategy).
Anyway, this is just one of the ways to get subscribers. Access and read the following articles on this subject published here on the e-Plus blog and stay in the loop:
Well, once you have a good list, start thinking about the types of emails you can send to engage and educate your target audience.
TYPES OF EMAIL
To educate your leads and turn them into customers and clients through E-mail Marketing, use messages:
- Welcome;
- From product launches;
- From product promotions with links to the online store sales pages;
- With notifications of new content from your blog or video channel;
- From research into the quality of your services;
- From research to identify gaps and desires of your target audience;
- Birthday;
- Automated thanks, Remarketing, after-sales, etc.;
- Aimed at alerting inactive leads;
- Aimed at alerting consumers about the cart abandonment.
These, finally, are just a few examples.
With practice, you're sure to discover new types of messages that you can send to your subscriber base.
EMAIL SENDING TOOLS
To work with E-mail Marketing you will need an automation tool, which is nothing more than an online software that makes it possible to develop all the dissemination routines via e-mail.
Among the most popular on the market, I can mention the following:
- Mailchimp;
- GetResponse;
- Infusionsoft;
- ActiveCampaign;
- AWeber.
In addition to enabling the sending of mass messages, these tools allow you to automate E-mail Marketing processes, CRM integration, WordPress connection, audience segmentation, auto-responder and much more.
EMAIL MARKETING CAMPAIGNS
To create an email campaign you must proceed as follows:
- Define the objectives;
- Define your target audience;
- Create squeeze pages, capture forms and digital baits, and get subscribers;
- Create a content calendar;
- Create the right content for your subscribers;
- Develop automatic response messages;
- Prepare your sales pages to receive prospects ready to buy;
- Send emails periodically (according to your calendar);
- Segment your target audience of subscribers according to tastes and preferences Buyer's Journey;
- Create appropriate content for each segment and send it;
- Create Remarketing to recover inactive email subscribers and abandoned carts.
Therefore, there are three options to consider: do it yourself, hire a Marketing Manager or other professional capable of handling this task, or finally, outsource everything to a Digital Marketing agency.
E-MAIL BENEFITS
Promoting your products, services and brands via Email Marketing can provide you with several benefits. With this strategy it is possible, for example:
- Turn unassuming visitors into ready-to-buy prospects;
- Educate your prospects until they know everything about your products;
- Build customer loyalty to the point of making them buy more than once;
- Contact customers who haven't purchased for a while and get them to buy again;
- Carry out campaigns cross-selling and upselling;
- Carry out Remarketing campaigns and recover abandoned carts;
- Perform automatic after-sales service;
- Congratulate customers en masse on dates such as birthdays, career days, etc.;
- Welcome multiple customers automatically.
Well, as you can see, email marketing is an essential tool in the day-to-day operations of a business, whether it's online ( an online store , for example) or offline (a physical store).
Therefore, I suggest that you know the tool and try to use it. And you know, you can always ask for our help when you have questions. =)
