What is email marketing?

Reduced costs and high conversions, e-mail marketing is a truly powerful direct marketing technique!

The term e-mail marketing encompasses all the techniques that allow effective communication through emails, an easy and impactful way to get in touch with your audience.

Let's discover the real pros and cons of this powerful tool for building loyalty among your users!

How to use e-mail marketing to engage with your community

Like all marketing techniques, e-mail marketing also requires significant effort, many tests, and consistency.

However, significant studies show that the conversions from a good e-mail marketing campaign can guarantee an ROI of up to 4000%.

If you think about it, the fixed costs of this technique are virtually non-existent (unless you use paid tools, but even those are reasonably priced), while the possibilities for conversion are numerous and often unpredictable.

A good email marketing campaign can drive traffic to your website or social media, can get the user into your funnel (although in reality they have already entered it by the time they read the email) and can foster customer loyalty, making them feel pampered by your communications.

Not just a simple newsletter but a targeted and segmented communication!

Email marketing campaigns are light years away from classic newsletters that spam content to all clients and potential ones. Email marketing campaigns are effective because they are designed to reach customers who are genuinely interested in the product/service you're promoting.

An important tool in email marketing is the mailing list.

What is a mailing list?

A list of leads (email, first name and last name) that are categorized based on actions they have already taken in other contexts you have tracked (such as websites, e-commerce or landing pages, to give some classic examples).

The email will be provided by the interested party of their own free will (for example, through the use of downloading informational material after providing this data), thus preparing them for potential communications.

How to create effective communication through email

The keyword is personalization!

It's crucial not to shoot blindly but to target each segment of your mailing list.

Explore their interests (there are many tools to do this, from Facebook pixel to advanced tracking inside and outside your web portals).

Once you understand who you're talking to, you'll know what kind of communication to set up!

The fundamental elements for an evolved and functional newsletter are:

• An attractive and responsive graphic layout: the email must be easily readable on a mobile device and should include beautiful images that capture the user's attention;
• Persuasive and incisive text: straight to the point! No beating around the bush. What are you communicating? A promotion or a dedicated discount? Present the message clearly and concisely;
• Links to websites, landing pages or social media, and funnels: it is essential to make the most of all the communication possibilities of email. Always include all the references you want at the end of the email with associated links.

Some examples of email marketing

There are a thousand ways to make the most of e-mail marketing.

Here are some useful and innovative ones:

• The email sent after cart abandonment (e-commerce). You were so close! The user was almost yours but slipped through your fingers. Send them a super customized email! Show them how far they got. The closure rate will be very high. Privalia uses this technique with enviable results;
• Personalized email with discounts on specific interests. If you know how your customer moves, you know how to leverage a particular discount they would appreciate;
• Create storytelling even in emails. It's crucial to create a trust bond with the user. To build loyalty, it is important to tell stories also through emails!

Be fun and original, not boring and institutional! Step out of the ordinary and try to engage your customer!

Here are some examples of very well-crafted e-mail marketing:

• Litmus: this platform specializes in email marketing and its direct communications are really fun and exciting. The distinctive feature is the balanced use of GIFs.

• Buzzfeed: the American news outlet uses a hyper persuasive copy that makes you want to open that darn email! They focus especially on the header, to catch the user's attention with great results.

• Flock: this messaging platform uses fresh and fun communication, with light animations and illustrations, and specializes in managing more complex automations. In fact, users receive super targeted emails based on their experiences with the company.

• Starbucks: unmistakable. When it comes to effective communication, the American coffee giant is always at the forefront. Here everything is studied down to the smallest detail. Persuasive, light and fun copy, combined with a choice of very personalized images that are truly effective.

The potential of email marketing is truly vast, now it's up to you to know how to exploit them!