E-mail Marketing: how to bring more assertive and qualified leads

E-mail Marketing is, in fact, one of the best strategies carried out by those who want to maintain direct contact with their customers. In addition to nurturing your target audience and generating more sales.

Even though it seems like an easy task, to get the expected results it is ideal to follow some aspects.

To help you produce a good E-mail Marketing strategy and attract more qualified leads, we have prepared this explanatory content. Good reading!

What is Email Marketing

First of all, let's highlight what email marketing is and what its main purpose is.

This is a technique for sending emails to promote a product, inform the customer about discounts and offers, or even welcome a new user who has registered on your information channel.

However, this strategy began to bother some customers who received insistent messages without any prior authorization. Thus, email providers began to block those that seemed suspicious, sending them directly to spam.

In order not to continue having messages deleted or ignored, several companies began asking for authorization to send these emails, using forms on their websites. Also adopting a contact list.

Is buying a contact list worth it?

Because it seems like a less laborious way, many companies end up buying email lists thinking they are getting a good deal. However, this is the least recommended way to acquire contacts and, we will explain why:

May make a bad impression

But why the bad impression? This is because the person receiving the email, most of the time, does not know your business and does not know how you got their contact. Furthermore, this act causes greater inconvenience to the user and is not in accordance with good safety practices. Inbound Marketing.

What's more, the company may look bad if the person goes to a social network to make a complaint about the content received. Or, the person can mark that message as spam and, thus, there is a great chance that future messages will go straight to the spam folder.

As a result, your company's reputation is damaged.

Emails that don't exist or have been deactivated

In addition to the poor quality of these lists, they may contain fake emails or emails that have been deactivated a long time ago. After all, whoever is setting it up won't worry about whether the accounts are active or not.

How to put together a safe list

The best alternative is to create your own list and attract leads safely. Without a doubt, your business will have a higher click-through rate, as well as customers who actually know you and are interested in your business.

A good way to win over your contact list is with the reciprocity trigger. Here, you offer some valuable material to the lead and, in return, they will leave their email and authorization to receive news from the company.

This material can be an e-book, a template, free courses, etc. It is up to the company to decide the best strategy to implement.

Advantages of Email Marketing

Email marketing has become the third most used channel by different companies, as a result of all the benefits it provides for them. Check out the main advantages of this tool.

• Great extent: Many people currently use email, making it an essential user item on the internet. Therefore, by investing in email marketing, you reach a greater number of people interested in your content.
• Predictability: unlike social networks, which are very likely not to deliver the content to the follower, with email marketing you are sure that the person will receive your content. Of course, it may happen that the email ends up in the spam folder and the Lead doesn't notice.
• Format flexible: You can write the email however you want, including links, images, gifs, as well as the layout you decide. However, even if you don't have an exact number of characters to follow, it is recommended not to write very long texts or without images to complement what you are saying.
• Low investment and high conversion: Even with the low investment to produce and send the emails, the return generates a high volume of conversion.
• Long-term communication: In addition to all this, email marketing also allows for more humanized communication with your lead. This way it becomes more user-friendly and long-term.

Types of Email Marketing

There are several types of email marketing, each with a different purpose to attract and draw even more lead attention. Let's name 3 types of email that you have certainly already sent or received in your inbox.

Newsletter

Anyone who chooses to subscribe to the newsletter receives a constant sending of articles, tips and news from the company. This way, the reader becomes even closer to the brand and is always up to date with its content.

Of course, the person can choose not to subscribe anymore and thus the submission ends automatically.

Blog update

Readers also have the option of registering on the company's blog so as not to miss any new content. So, the team plans a personalized email to notify that there is new content on the blog, making a call for the person to click on the email and check out this news.

Lead nutrition

Emails are also used to enhance the lead's knowledge on the subject of interest. For example: someone is interested in the subject of an e-book and decides to fill out the form, leaving their email there to receive it. After a while, the company can send a marketing email talking about a similar topic or one that complements the previous e-book.

How to do good Email Marketing

And, to finish the subject about email marketing, we will give some tips on techniques to improve the quality of this strategy.

Know your target audience

First of all, it is ideal to know your target audience and, therefore, send emails according to their interests. person.

have a goal

Another essential step is to focus on a goal. What is the reason for the email? Do you want to sell more? Announce any news or promotions? Nurture your leads? Everything needs to be thought out and discussed before starting to produce the text.

Set the frequency

The ideal is not to send too many emails in a single day. But, it is also not recommended to spend so much time without giving your Lead some news. In other words, create a shipping frequency. To know the best day to send emails, do tests and analyze each day carefully.

Make texts short and with appropriate language

As we mentioned previously, it is always good to write short texts with images so that it does not become so tiring that the Lead gives up on finishing reading.

Likewise, it is essential to write according to the persona who will receive the email. In other words, write as if you were actually having a conversation with the person on the other side of the screen, without sounding too robotic.

Now that you've defined your strategy, it's time to choose the best tool to automate the shooting, plan the layout and start writing and sending personalized emails.

Don't forget to follow good email marketing practices, including the unsubscribe option in a visible place. Did you like these tips and want to know more about Marketing strategies? Access our blog and check out other content related to this topic.