Email Marketing is a powerful tool to get to know your customer better

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Anne-Sophie Mullier describes the keys to converting Email Marketing actions into a highly effective tool to better understand the customer, consolidating their loyalty and trust in the company. With the right resources and the use of measurement and segmentation tools, email communications become more personal, offering the customer an optimal response capable of satisfying their needs and desires. Recognized as one of the leading professionals in the world of Email Marketing, Anne-Sophie Mullier addresses in a recent interview with the online marketing agency Webpositer, the keys to making Emailing campaigns a highly effective weapon.

The general manager of Cabestan Spain, the Spanish subsidiary of the world leader in Email Marketing, reviews her professional beginnings where the online medium has always been her great companion in adventures. Her passion for the Internet led her to further her studies in Marketing and Communication, specializing in Electronic Media because, in her words, "it was a world that I was really passionate about and where there was a lot to discover." Always in the continuous search for "balance between technical concepts and behavioral knowledge of the user", he found in Email Marketing the discipline capable of combining both variables.

In fact, Mullier states that, beyond the technical, the development of address indonesia Emailing campaigns requires a detailed study of the needs of the users, the center of these communications. He concludes emphatically by saying that "there is more psychology in Emailing than you might think." The client, the cornerstone of any Email Marketing strategyAnne-Sophie Mullier clearly identifies the customer as the starting point and goal of Emailing campaigns. In fact, she is emphatic in stating that only luck can favour strategies whose central axis revolves around the product. "We cannot sell a product that does not interest the market, that has no demand.

Exactly the same thing happens with an Email Marketing plan," she adds. Another of the big mistakes that the CEO of Cabestan Spain identifies is focusing the strategy on the database, believing that "the bigger, the better." In contrast to this position, Mullier maintains that "behind each address there is a person, with a profile, habits, a network, fears and desires... this is what must be understood." Her recommendation is to have a database of few qualified contacts - "a few people that we know and understand" - to develop Email Marketing actions focused on responding to the needs of users and not the desires of brands.

These arguments lead Anne-Sophie Mullier to emphasize that "one of the key points of Email Marketing is that it should be a very personal communication channel." Compared to social networks where everything is shared, the excellence of an Emailing plan will increase the client's or subscriber's confidence in the brand, but not in a general sense but, more importantly, "at the level of their own individual experience with it." Due to its characteristics, Anne-Sophie emphasizes that, by taking care of all the axes in email communications, Email Marketing becomes THE CHANNEL with capital letters whose capacity allows "significantly and lastingly improving the brand/client bond."

Among its advantages is that it is totally measurable and the information collected is useful even in the medium-long term. Therefore, Email Marketing "allows to establish trust at a person-person level" where every small detail becomes highly relevant to achieve the expected success. The primary objective of any Emailing campaign is to "improve customer knowledge," this being the center of any strategy. By keeping this priority in mind, Mullier maintains, we will be able to "increase their loyalty, retain them and increase sales." By investing in quality Email Marketing,Anne-Sophie advises putting all available efforts and resources into obtaining information from the client and "trying to diversify the offer to maintain interest and avoid fatigue." Metrics are essential for the effectiveness of Email Marketing.