In this article we are going to analyze, in depth, the 4 objectives of Email Marketing that every campaign pursues in relation to the brand . But, before that, we would like to stop and consider the (clear) advantages that this technique brings over the rest; those that, without a doubt, make Email Marketing an effective tool with a great return on investment .
So here we go:
It's a great way to connect with your audience, and it's also relentlessly direct. While it's true that social media has had a huge impact on society in recent years, it's currently booming.
Everyone has an email address , and it is unlikely that they will change it (or at least not with high frequency), so we deduce that our contact with the customer - unless they unsubscribe from our brand - can be long-lasting.
It allows us to measure and evaluate each step we take . From the ratio of openings or clicks, to the time of day the email was read, the links the user clicked on, and we can even find out where the user has gone after clicking on the CTA (by installing a tracking pixel).
However, despite the points listed above (which, for us, are three of the most important), it is true that, year after year, more than one person claims that Email Marketing will soon disappear . We have been doing this for so many years, and so many years have shown by themselves that this technique survives against others (and with so much success) that we have stopped believing it.
Well, that said, let's move on (now yes) to define in depth those 4 objectives that every Email Marketing campaign pursues, reporting a positive impact on the brand in question.
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What objectives does Email Marketing pursue for the brand?
Email Marketing…
…generates trust in users
…provides value to your customers and potential customers
…helps create brand image
…help sell products faster
#ctaText??# A look back at the past: email systems that were great back in the day
What objectives does Email Marketing pursue for the brand?
Regardless of what, obviously, may be the fundamental objective that any brand pursues when sending mass emails, which is direct sales, there are other objectives that are increasingly latent in the day-to-day relationship between brand and customer.
To be clearer, we can say that we are referring directly to the fact that emails can provide much more than just a sale; they can provide relationships of mauritius business email list trust with users, turning the brand into something that users trust with their time and decisions. In other words, this is what we can define as engagement.
But, without a doubt, the trust that the user will place in the brand is something that requires time, patience and effort on the part of marketing professionals.
However, if you still have doubts about what I am telling you – and whether or not to start implementing the Email Marketing technique in your company – I want to show you some of the objectives it pursues, and for what purpose.
Email Marketing…
…generates trust in users
One of the objectives of Email Marketing is to get users to trust your brand. This is something that, through this technique, becomes relatively simple, since we can obtain a large amount of information from the user about their tastes and preferences.
After having obtained this information, in addition to being able to segment more easily, you will also be able to program and think about the type of Email Marketing campaigns that we are going to launch and which we will be sure that the user will want to read.
With this point - actually one of the most important - you will generate trust in users; something that provides great added value, given the large number of brands that exist in the market and that, many of them, can be direct competition of yours.
Tips to improve your Email Marketing campaigns
…provides value to your customers and potential customers
Given that, with Email Marketing, what we seek is to integrate into the user's daily life and for them to have our brand in their mind, it is important that what we offer them is valuable content for them, and that means that we should not always go straight to the point with direct sales, much less "in a rush" . It is more interesting to offer valuable content, without wasting their time.
And of course, the same goes for potential customers: the goal is to get them to “open the door to their home” for you, so what you are going to offer them must compensate for the effort and opportunity cost.
…helps create brand image
Whether we like it or not, sending mass emails, if done properly, automatically makes our brand enter our customers' subconscious.
In this sense, it is important to be clear about one thing: the relationship we are going to try to generate with our client is like any other normal relationship. That is, let's imagine that we meet a person who is introduced to us by, for example, a mutual friend. What is the first thing we notice, even before starting a conversation with him? His physical appearance. Right? The same thing happens with Email Marketing: from the first moment you make contact with a user, you must keep in mind that the design of your email is essential to generate a good image in the user's mind. We recommend that you properly customize the template of your ad hoc email to your brand image.
…help sell products faster
And, ultimately, and of course without forgetting, there is the objective of achieving an increase in the level of sales. But, as we said above, the fact that Email Marketing helps you sell does not mean that it should be aimed at that end, or that it should seek to launch offers continuously , because then - think about it - wouldn't you become the mythical advertising brand that the client associates with a commercial newsletter? Possibly, they will end up getting tired and unsubscribing.