How to get customers with email marketing and automation
Introduction to email marketing
We have all received unwanted emails, right? also known as spam or junk mail. And surely we have also sent emails that did not have the expected result.
The potential of email marketing
Well, in this post, we are going to explain why this happens, what is email marketing and why it has the appropriate potential to become a powerful tool to build customer relationships, but only if you know how to use efficiently.
What is email marketing
Email marketing is a marketing technique that consists in sending emails to a database of potential or existing customers. It is a digital marketing strategy that can help you have more favorable results for your company. In addition, for your current customers it can increase the value, since through this technique communication is much closer and personal. The email marketing is involved in each stage of the relationship with the client: Lead nurturing, prospecting, conversion but also in the generation of loyalty.
Email Marketing Objectives
Email marketing can help achieve 3 different goals :
- Notoriety (publicize the business)
- Image (positioning)
- Action (sell your products and services)
Email marketing benefits
One of the benefits he has is scalability . This means that emails can be sent on a large scale to a large number of recipients.
In addition, email marketing is capable of converting 3 times more than social networks, customization, increases cross sales or promotes upselling, is accessible, makes your company stay in the minds of consumers and is immediate.
Advanced Gowtech Strategies
In Gowtech we know that its use can provide certain benefits such as the conversion of visits to Leads effectively, the segmentation of our Buyer person, the creation and distribution of value content as well as the analysis and measure of the results obtained, which will allow us to know the effectiveness of the strategy we are carrying out.
Automation in email marketing
On the other hand we have automation, which is the ability to automate repetitive tasks , such as emails, so that they can be performed quickly and efficiently.
In Gowtech we always recommend the combined use of these two techniques since it allows us to perform an effective marketing strategy, becoming a great tool to improve the performance of its email marketing campaign. With automation, messages can be programmed to send alone or in groups , according to the recipient's actions. Automation can also be used to segment the recipients depending on the actions they have taken, which allows personalized messages to be relevant to each person.
Choice and use of automation tools
If you decide to use this combination of techniques, it is important that you choose an automation tool that suits your needs. This must be easy to use and should include a variety of functions so that it can be used in the way you want, since otherwise it cannot be used correctly. It is also important that the tool is integrated with your email marketing system so that you can send and automatically receive contact data.
Once you have selected an automation tool, it is important that you become familiar with it, as well as with the functions of the tool so you know how to use it in the most effective way.
Improving automation
To improve the automation process, it is advisable to segment subscribers depending on a series of parameters . From more general parameters such as the industry and occupation in which they are, as well as other more concrete parameters such as people who have previously bought on the web, who have clicks on a link that has already been sent to them or that have filled a contact form on the website.
In addition, the automation of these campaigns is an efficient way to use this communication channel. Automation allows you to send personalized emails in response to specific recipients, such as clicking on a link, open an email or register on a web page. It can also be used to send periodic emails to customers and prospects, with the aim of keeping them informed about products, services, special offers and novelties.
Thanks to automation, the company can customize the content of each email depending on the recipient's profile, which allows increasing interest in the product or service offered.
In order for email marketing to be effective, it is important that the email content is interesting and useful for the recipient. Email marketing campaigns automation can help improve email content, as it allows customizing content based on the recipient's actions.
According to a study published by the Journal of Marketing, 44% of companies that use email marketing campaigns obtain an increase in conversions, compared to 19% of companies that do not use automation.
Thus, we see that it is a powerful tool that can help us a lot to simplify the email sending process, as well as helps us to reach the greatest number of potential customers.
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