E-mail Marketing, an advertising ally

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Much has already been written about the advantages of e-mail marketing over traditional mail: huge cost savings, drastic reduction in time, flexibility of formats, personalization tailored to the recipient, absolutely direct medium, no limits on the size of the information, etc.

In Spain, over the last 14 years, the email marketing market has grown stronger, consolidating and maturing to become a tenacious competitor to mass mailing, the latter in decline and only used by large direct marketing companies with a volume of their own database that compensates for all production costs or whose target audience is still not very comfortable in the online market.

On a personal level, who writes letters to friends and family anymore? It's easy to see how email has almost completely replaced snail mail. No more waiting for the postman! You just turn on your computer, open your email and check your inbox. It's simple, cheap and immediate – a tough competitor.

The massification of e-mail campaigns leads to a lack of credibility african mobile contact number and attention, in addition to the excessive amount of spam we receive, which is one of the major problems in the sector. All of this means that current expectations of receiving a campaign through digital media are much lower than they were a few years ago and do not have the impact we desire.

In the age of “Spam”, who takes seriously a parking ticket received by e-mail? Who wouldn’t store it in “junk mail” or “Spam”? E-mail is such a widespread means of communication worldwide that it has lost some credibility, perhaps due to the misuse by some companies and third parties that take advantage of this powerful advertising element.

To create the impact we want and seek, there is nothing better than comprehensive tools and analysis of our users' behavior. Why don't we reinforce the sending of e-mails with an SMS/MMS to the same user that encourages them to open the email? Why don't we compensate the user for this effort with a gift, bonus or exclusive discount? Why don't we send campaigns based on what really interests a user (what they have previously purchased, what content they have visited, pages, sections, etc.) instead of doing it based on the classic segmentation categories?

Ultimately, e-mailing is a powerful and tenacious marketing tool. Its success lies in getting a person to interact with us, either to give us their opinion, learn about our brand, buy or simply open the message. All of these signals are interpreted by anti-spam filters as positive and have an impact on the reputation of the sender of the campaign.

There are tools that allow you to monitor it in real time, send it through multiple channels (email/SMS/fax) to the same person and evaluate their behavior and make the best decisions by analyzing the results. All of this, obviously with more extension and detail, is developed in the Higher Education Course in Internet Marketing and E-Commerce from EducaciOnline.