12 January 2018

Essentials: Email Marketing, the power of email as a marketing tool


Every day we open our Outlook, Gmail, Hotmail or any other email client and we find different emails, some from friends or work, but many more advertising (often unwanted). Whether or not it is well focused, that is email marketing and in this article we will talk about how to get started in this new channel to promote your business.

The Email Marketing, also called Newsletter, Newsletter or evil known as Sending Landline has as main objective to promote a business, offer products or services sending emails to a group of people registered on a mailing list.

This mailing list or distribution list is generated from an online or offline capture or collection. It is not an illegal email list with 10,000 emails that could be purchased from a provider. This type of shipments are those considered SPAM or unwanted emails . Your distribution list must be real and legal, where your clients or potential clients have accepted to receive emails from your company or business.

Within an Email or Bulletin, one can send information about the company, maybe an article related to the interests of the client, an offer, a promotion or simply a birthday greeting. There are different types of Email marketing , such as the ones mentioned below:

Collection Email

They are Emails that are sent directly to clients or potential customers to promote your business, a specific product and / or service, an offer or a promotion. In general, these customers may have been interested in your product and / or service but have not made any purchases. The only information you can have about them is their email, first and last names. An example of this type of email, can be the emails that an institute sends to a base of students of some school, you can send information about the courses that you offer or just let you know.

Retention or Loyalty Email

They are Emails that are sent directly to customers who have already purchased a product and / or service with you, where you have more information, such as: your preferences, your birthday, your latest purchases, etc. These emails are intended to retain and retain your customers, perhaps with some offer or promotion but related to the product. An example for this type of email, may be the emails that are sent to students who have already taken one or more courses in my institute and I want them to re-enroll for example in the next course.

Advertising in third-party emails

This is another way to send emails, placing advertising in emails of other people or companies. For example, hire GROUPON to offer a product. I will not have direct access to that database, GROUPON will send these emails and I will appear as advertising in your newsletter.

After knowing what type of email we are going to send, we need to know which is the most suitable format to send our newsletters. There are 3 types of email sending formats:

  • Text : Plain text, without design where only the message is displayed, as if it were a text message, simple and with little probability that the email arrives incorrect.
  • Text / HTML : This format is like a web page, with colors, with images; this to give more life to the mail and that user to understand visually the offers and products. In this format I can work very well calls to action or call to action, such as “Buy now!”, “Register now!”, Among others.
  • Mobile : This format is new, it is very complicated to read an email designed for a PC or laptop on a cell phone or an iPad, that’s why the Mobile format has been created, where Text / HTML is used but with special measures so that they can See yourself without problems in these devices.

We already know the types of emails and formats, now I ask you: Would you click on an email that says “Look at the products of my company” or an email that says “20% discount on your online purchase, registering from our email “? I think the 2nd option right?

This is because there is an incentive, the human will not take any action if you do not have anything in return, for this reason we must work our newsletters, encouraging the customer or potential customer, offering an offer if you read the mail or if you register or if you click on a link.

Now you already know! Define the type of user you want to reach with your email, define the type of email, the format and finally the incentive. If you perform these steps correctly you will have new customers and you will have generated more revenue for your business.