Jake Popist
The potential of email marketing is undisputed. This marketing strategy is one of today’s favourites because it allows direct contact with potential customers and can be used on a daily basis. However, when you don’t want to use it so frequently, you can always bet on sending newsletters.
Email marketing has become the most recommended marketing form in the digital era because it is a low-cost strategy that offers a very high return on investment when used with well-thought-out objectives and actions. Newsletters become the communication mechanism between the brand and the users, and it gives users the feeling of being something very personal.
To put it into practice, all you need to do is choose the best email marketing software. There is a wide variety of them on the market, and in almost all cases they allow sending through free accounts. These do not have so many limitations, as there is even a case where up to 20,000 subscribers and a maximum of 80,000 emails per month are allowed.
This means that a brand can send up to 4 emails per month to each subscriber. And if we take into account that the average newsletter is sent around one per week, the numbers are more than clear, it will not be necessary to pay a single dollar to make use of this service.
In any case, the most important thing in all this is that each communication to be sent has an objective and that it is possible to fulfil the objective with the content. People do not like to waste their time with only sales content, you have to offer them value.
There is an approved relationship
This is a great advantage for brands when communicating with potential customers. Unlike other marketing and advertising strategies, sending newsletters forces the interested person to subscribe to a list of their own free will, reflecting the necessary data to include them there.
In this way, the relationship is already a step ahead, because people only subscribe to lists that are of interest to them. This means that they will receive more openly the communications that reach their email, thus increasing the positive value of the statistics.
Very low cost
As we said above, the cost of maintaining a regular newsletter mailing is very low, and in return, it gives you the possibility of making a substantial profit from the sales generated by it. In addition, it is possible to achieve this with little time investment.
It is advisable, in the first instance, to have free software that allows you to familiarize yourself with the processes and facilitates the growth of your subscriber list. It is also a good plan to have the services of a copywriting specialist to write the emails and thus help increase the possibility of selling in each one of them.
Establish trust
It is essential that a person trusts a brand so that they feel motivated to buy. By sending regular newsletters, it is possible to send a clear message that “we are really here, and we want to help you”. If each newsletter is accompanied by a text that is really useful for the subscriber, so much the better.
In addition, it allows the brand to be latent in the mind of the potential customer. This helps them to think of it when they need something related to their area of work. That is to say, it not only allows direct sales at the moment the mail is received, but also subsequent sales.
You can segment your subscriber list.
It doesn’t matter if you don’t know much about the technical aspects of the software. What is important here is to know that segmentation allows you to send each type of user the information that is most relevant to them, and that can motivate a better response to what you are promoting.
Let’s make an example. If you have a clothing shop that sells all kinds of clothes, a good idea is to set up special promotions for each segment. One week for women, another week for men, and so on. This is key to get a better response rate.
In addition, mailings can be personalised through the use of specific codes. Personalization can be both in favour of the brand and the potential customer itself. This is what happens when an email is received directly with the user’s name.
It is possible to measure the impact of each email
Decision-making in business is fundamental, and the use of email marketing allows you to measure in detail how each email sent has worked. In this way, it will be easy to verify what is working and what is not and take the appropriate actions.
Some software offers statistics that are not very useful when you are starting a newsletter campaign, so you need to choose very carefully. The most important are the open rate and the click-through rate. If you also allow this information to be exported, it will be even more favourable because it will help you to make comparisons.
It is very easy to use
This is the advantage that generates confidence, not for subscribers, but for those in charge of the brand working on this strategy. Most of the time, people tend to think that it is necessary to know about programming in order to send the right newsletter, but this is not the case.
The good news is that depending on the email marketing software you choose, it is possible to have free templates that only need to be customised with the necessary data, or video tutorials that show step by step to meet every need. It is even possible to embed images, GIFs and other resources in each newsletter very easily to give it a more attractive appearance.
The advantages of using email to keep in constant communication with potential customers are there, and they are very real. Therefore, it is only up to each brand to implement the necessary steps to achieve the objectives they set out to achieve. In the end, your risk will be very low because it is not essential to pay upfront to use an email marketing software.
Jake Popist
