Email marketing is still a powerful conversion channel

e-mail marketing campaigns

Email marketing is still a powerful conversion channel

man sitting on the floor with his dog, checking his email.

Statistics website Statista.com revealed that this year the number of email users will reach 2,9 billion people worldwide, and by 2020 this number could reach 3 billion. This data alone gives an idea of ​​the potential that email marketing has as a conversion channel.

With email marketing, it is possible to engage leads, promote content that was produced by your company, nurture and educate your base, and of course, invest in customer loyalty.

Because email marketing is a powerful way to connect people and deliver personalized material that will reach the user, giving them the option to view it or not.

How to define email marketing

Email marketing has been around for 20 years, but it continues to play a vital role in business.

Email marketing has been confused with spam, but it is very different, because it is a tool that receives approval from the user, who provides their contact details to receive news, promotions and much more information.

These emails are normally collected through newsletters sent out on the brand's website or blog, with customers registering by filling out forms on landing pages (capture pages).

By sending data provided by the user, companies can create email marketing lists that will be the basis for sending materials for specific campaigns. This advertising model is well accepted by 72% of consumers.

Furthermore, another great advantage of email marketing for the user is that they have the option to unsubscribe at any time.

Advantages for companies

For companies, email marketing allows them to nurture these leads, conduct post-sale research, provide quality satisfaction, and perform several other initiatives that can convert leads into customers. All of this with a very high cost-benefit ratio.

According to a 2017 survey by E-mail Marketing Trends, 72% of Brazilian companies adopt the strategy as a sales tool.

By constantly delivering this personalized material, it is possible to build a relationship that can generate credibility in the user. And as we all know, trust is one of the main selling points. You only buy from people you trust.

Furthermore, another positive point is that with the unrestricted use of smartphones, people are increasingly attached to checking their messages, whether on WhatsApp or even their emails.

According to Think With, people look at their cell phone screen 189 times a day on average.

Another very positive factor of email marketing is that all the results of the sending action can be measured. It is possible to know who opened the email, which links generated clicks, who clicked on the links and even the cancellation rate of registrations.

Based on this measurement, it is possible to work on new strategies in future campaigns.

Better conversion rates

A HubSpot survey found that companies that use email marketing to nurture leads generate 50% more qualified leads for their sales team, at a 35% lower cost.

This shows that this tool has become increasingly important in sales. Current research shows that every US$1 spent on email marketing generates another US$44 in business in return. And we can say that this is a very advantageous ROI rate.

Just to give you an idea, a good portion of users abandon shopping carts in the hope of receiving discount coupons sent in a marketing email.

One of the most well-known sales campaigns in the world, Black Friday, can demonstrate the power of email marketing.

This gigantic sales initiative, which began exclusively in the digital environment, shows that email marketing is the largest marketing channel, generating around 21,5% of all transactions and with the use of machine learning algorithm  The coming years promise a significant increase in these numbers, as the trend is for users to receive offers increasingly in line with their purchasing profile.

Additionally, an email can be 40 times more effective for acquiring new customers than social networks like Facebook or Twitter, because it ends up being much more personalized.

via GIPHY

Tips to increase your email marketing open rate

Email marketing is a tool that has proven effective in conversion, but for this to happen, the user must also be encouraged to open the material sent to them.

Here are some tips for producing more efficient campaigns and encouraging the opening of marketing emails:

  1. Take advantage of the prime area of ​​your email. This is the part where the user doesn't need to scroll. Briefly include information that may generate interest and a click from the user (title, subtitle, CTA and image).
  2. Reduce the amount of text in your email marketing. This alone can generate a 13% increase in click-through rate, according to statistics presented by Digital Results.
  3. But if you choose text, tell concise and interesting stories that make a positive impression, engage your audience and convince them to take the action you want.
  4. Write shorter subject lines, with up to 35 characters and, preferably, with emojis. This measure generates at least a 25% higher open rate.

This statistic can be explained by the fact that this format arouses the user's curiosity. They want to know what else is inside this marketing email. But be careful, deliver what you really did to pique the user's curiosity. Don't promise what you don't have.

  1. Before defining the number of email marketing shots, it is ideal to evaluate your segment. This alone will give you an idea of ​​how many emails to send and how often. In a sector that works with offers and promotions, such as e-commerce, it is possible to work with a greater number of marketing emails per week.
  2. In the beginning, send out 1 email per week or 1 email every 15 days. This will help your brand to be consistently present in the user's email inbox.
  3. Over time, increase this number to see how receptive your users are. Typically, with a rate of 1 email per week, you are not as present in the inbox and this can contribute to the user forgetting your brand more easily.
  4. To properly assess the ideal number of emails, analyze your unsubscribe rate. See which users unsubscribe the most, and who received the most or the fewest emails.
  5. Always send a welcome email, establishing a closer relationship with the user by addressing them by name. This can increase opening rates; statistics show that sending a welcome email can generate an opening rate of 60%.

This connection with the user will enable greater openness in future emails. According to research provided by Resultados Digitais, 53% went on to download a second piece of material. This percentage is much higher than the rate shown before the welcome email.

  1. Make the user realize that he is the center of your attention. He has to realize that he will gain something by opening that material.
  2. Personalize your subjects, because it can generate more interest from the user if they realize that the material will be a solution to their problems.

Conclusion

Email marketing may be one of the oldest lead conversion tools, but it is far from being outdated. Quite the opposite!

If you know how to use it, it can bring about big changes in your digital marketing results.

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