What is Email Marketing for?

If you have been working in marketing for a few years you will have noticed that the old sales techniques are almost no longer effective. We are in a new era, that of permission marketing or inbound marketing: companies can no longer force their way into the lives of users: people no longer accept being interrupted with intrusive messages, they want to be the ones to choose the companies they can rely on. and decide when to make their purchases.

How can you enter this circuit and introduce your company’s offer to such an aware and independent potential customer?

By gaining his trust and esteem through a constant relationship, which is first of all beneficial to the user. The inbound marketing technique in fact recommends creating a relationship by offering content of value to the user (advice for problems that the user has expressed, guides, product comparisons, …).

Email Marketing is used for each phase of the inbound methodology because it works great for:

  • Attract new visitors,
  • Make brand awareness,
  • Turn visitors into leads,
  • Build a relationship with people subscribed to the email list,
  • Convert leads into customers,
  • Turn customers into promoters of your brand.
  • This approach is now exploited by all marketing channels (blog, social, advertising, …) but it is in Email
  • Marketing that it finds its best application. Why? Because with the information at your disposal you can divide your leads into groups, according to their characteristics. By strategically segmenting your email address lists,
  • You can send personalized messages that will be much more effective than any other contact with the user through other channels. This explains why the highest ROI in web marketing is precisely those of Email
  • Marketing activities!

Do you have a new website or blog?

Here is another situation in which Email Marketing proves to be a winning choice: when you launch a new project, the only way to gain visibility quickly is to invest in paid channels. With Email Marketing you just have to make sure you create a target contact list to send your messages to (in this guide we have dedicated a section to this delicate initial phase) and you can share with them the new posts of yours blog or the page of your site with the latest offers, without having to invest in Ads or worry about algorithm changes that, more and more often, affect organic visibility in Google and social networks.

Now you should have understood what Email Marketing is for and why in 2020 it still makes sense to look at this tool. The results of the companies that invest in this channel every day and the short list of opportunities that every marketer can access should have made you want to start email marketing right away.

This guide then gets to the heart and explains, step by step, how to proceed. We will start with the basics.

What is Email Marketing?

Email Marketing is defined as the use of electronic mail to communicate commercial messages, news or information about a company to a list of email addresses. The contact list, or mailing list, can be owned or purchased by companies that are dedicated to the business of acquiring names. Obviously, the own databases are much more efficient than those purchased, because in the first case the users have expressed the desire to receive the e-mails and the newsletter of a particular company; in the second case, however, if you do Email Marketing with the contacts of a purchased list, you communicate with users who respond to certain characteristics that interest you, but without the certainty that those people will be interested in your company.

Email Marketing is a direct communication tool and is the most intimate contact that a company can establish with a customer or potential, because it is an exclusive and personal “one to one” communication. If you want to do Email Marketing well, effectively, your communications must not be invasive. In fact, there are 2 ways to do Email Marketing:

send emails to people who have given you permission to contact them via email: it is permission-based Email Marketing, the right way to use email to send commercial and informative communications to leads who have requested to be included in your database;
sending bulk emails to people who have never requested to receive your emails: this is what we commonly call SPAM. An activity of this type, in addition to being ineffective, risks destroying the reputation of a company or a marketer


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