Is the Marketing Email still current?
“Is the Marketing Email still current?” by Márcia Monteiro
At a time in which is given so much importance to the relationship between customers, companies or brands just as to personalised communication, does it make sense to use the marketing email as a marketing and communication strategy? To what extent are mass emails, personalised with the names of customers or people that are interested, effectively individualised? Don’t we have enough knowledge to know that the emails we receive with our full name are automated emails?
The answer is “yes” to everything. However, we believe that Marketing Email is still a powerful tool of communication, especially when is directed to customers or to people who are actually interested in the products or services of a certain company or brand. More than a communication tool, it’s also one of the most powerful tools in the transmission of information and that’s why is so important to make a clear distinction between Marketing Email and Spam. The Marketing Email aims to reach those who are interested in receiving information, especially when the client or the potential client is the one to subscribe a Marketing Email campaign. Therefore, the information is segmented and sent with people’s consent, unlike what used to happen with skype in which people received emails without their consent and often about companies, organisations or brands to which there was no kind or relationship.
What are the advantages of using Marketing Email correctly?
Relationship: When a person chooses to receive emails from a company or brand, he/she expects a regular contact to be established, whether to receive information, new releases or content related to people or products. This kind of relationship might also increase the nº of sale opportunities.
Also, after the sale, the company or brand mustn’t distance itself from customers, so the information should keep being sent regularly. Satisfied buyers bring several benefits to the business and therefore it’s very important to maintain that relationship by email.
Promoting content: promoting the content related to the company, brand or products and services is essential for the success of the strategy. For example, sending a newsletter can contribute for the articles in your company or brand’s blog to get more visitors, and therefore increase visibility and awareness.
Nurturing and educating “leads”: it’s possible to turn newsletters into “leads” and “leads” into customers.
Selling: We often receive emails on certain products or services, campaigns or specific promotions and often the purchase happens at the precise moment in which we are willing to buy.
For these reasons we believe that Marketing Email, when used correctly, keeps being one of the most effective tools, not only in sharing information but also in creating sales opportunities.
Márcia Monteiro – MA Marketing Course Leader
London School of Design and Marketing