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By David Tomas
Reliable, versatile, cost-effective, easy to measure... Email marketing has been around for decades and continues to deliver great results and to be renewed year after year . That's why it's an essential ingredient in marketing strategies for brands of all types, sizes and colours.
But as we all know, just because something is done a lot doesn't mean it's done well. Sometimes we get things wrong and email marketing ends up becoming a spam channel, which not only doesn't achieve the desired results but also ends up becoming a nuisance for users.
To prevent this from happening to you, we are going to review a complete guide on this tool: what emailing is , what it can contribute to your brand, what its role is in each phase of the user journey, how to plan your strategy and the keys to success with your emails. Let's go!
In this video you will discover what email marketing is, as well as examples of successful campaigns.
Definition: What is email marketing?
Email marketing is a communication hr directors email list tool with the user that allows us to send messages to their email, adapting the content to different recipients to achieve a variety of marketing objectives.
Although email marketing is traditionally thought of as a conversion-oriented channel, in reality this tool can serve many functions and adapt to a multitude of situations. Here are just a few examples:
Acquisition emails, to attract new customers to our brand (similar to "cold calling" strategies).
Newsletters to keep users in contact with the brand and communicate new developments (policy changes, product launches, etc.).
Administrative emails, for example, to send the user downloadable content or thank them for subscribing.
Loyalty emails, in which we seek to generate repeat purchases.