The Next Steps For Email Marketing Now

The use of email marketing has spread hand in hand with that of the internet and is still growing. Today, despite social networks and new customer engagement techniques, e-mail marketing remains a fundamental means: it reaches 1.9 billion people online out of the total 2 billion.

To talk about e-mail marketing, however, it is necessary to make a first distinction between DEM (direct email marketing) and newsletter.

DEM means a single communication to e-mail addresses that have not given their direct consent to the company, they are usually lists purchased from third parties, in this case you “shoot in the pile” trying to collect new interested parties, but risking to end up in the filters antispam.

The newsletter, on the other hand, is based on information and communications sent to those who have given consent and voluntarily decided to subscribe, it is a strategic tool that, if used well, bears fruit.

The newsletter as a loyalty tool

The creation of a newsletter is taken into consideration by most of the companies that decide to invest in loyalty, information and the achievement of new users thanks to sharing actions.

It is used as a promotional tool, it is therefore essential for sites and e-commerce to be able to obtain permission to get in touch with the user in order to build a database on which to work.

There are numerous advantages for those who adopt a well-made newsletter:

• keeps high attention on promotions, news in the company and news related to the environment in which it operates
• tells the reality of the company and the store, making it more human in the eyes of customers
• brings traffic to the site and sales to online retail
• it has high conversion rates that can be easily tracked

How does the newsletter have to be to make an effective email marketing campaign?

Less is more : it must be useful, empathetic, discursive and fun and it must reflect the brand identity of the company. So use an informal tone, a human language, avoiding too specific terms and letting yourself go to a little humor.

The contents are important, as it is important to understand what really interests the member and what we can “give him” in exchange for his attention and word of mouth.