Long Live Email!

Date 4/09/2019
Category Marketing Automation

With the growth of the means and channels of payment in recent years, we have been able to read many articles where email marketing was discarded as a channel to be taken into account, even in many cases, was advised against its use.

Thanks to the abuse of the channel, the fashion of buying databases from third parties and the little training for its proper use, the email marketing channel has earned in many companies that bad reputation.

However, more and more studies, reports and the experiences of the brands themselves, show that email marketing works better than ever and is an essential channel both to promote loyalty and engagement levels of brands, as for the recruitment and improvement of conversions.

If you still have doubts about whether email marketing is an effective channel today, here are 5 reasons to convince you:

1. It's still a cheap channel that converts

If we compare costs and investment with other online channels, email marketing is one of the cheapest channels and one that provides more direct results.

In a recent Ascend2 study on Trends in Digital Marketing in 2019, they place the email channel as the third most effective.

2. GDPR: you can no longer do "barbarities".

Although for many companies the arrival of the new data protection regulations has been a headache and has meant the reduction of many databases, the arrival of the GDPR has favoured good practices in email marketing and, therefore, control over what is sent, to whom it is sent and why it is sent.

No more buying third-party databases. And I say "buy" for not saying "database theft", because in our years of experience, we have come across many non-legal forms of data capture.

And there's also no more sending massive emails with gunshots, because now things are getting serious and opt-outs or opt-out policies must be well managed and visible, so a bad campaign can trigger a lot of unsubscriptions from the already depleted database after the GDPR.

3. Reputation matters. And a lot.

Words like deliverability, sender domain, IP Warming, DNS records... begin to be in the vocabulary of many companies and in their email marketing teams (if they don't ring a bell, contact us!).

And that's the end of opening a free Mailchimp account and start sending emails without any parameterization or configuration that enables you to send safely.

It's becoming more and more important to have a good reputation as an "email sender" against GMAIL and HOTMAIL, as they are the most popular domains in any database.

WHY? Because if you don't take care of your shipments and don't have a good opening and interaction rate, both GMAIL and HOTMAIL can quickly veto you from their inboxes. Even people who are interested in your emails.

Nowadays, deliverability is one of the main pain points of any email marketing technician.

If you don't have that problem, it may be due to three cases:

  • Don't have any idea what the topic is ("I'll send it, and that's it!").
  • Know what's going on, but prefer to ignore the problem (until it explodes).
  • That you do things very well. How it should be!

4. More attention is paid to details

There is increasing awareness in companies and attempts are being made to offer users a personalized marketing or "1 to 1 marketing".

Advanced segmentation based on the user's digital behaviour, personalisation of content within the email or even communication adapted to each user's favourite channel are strategies that are already catching on in many brands and favour the effectiveness of email marketing campaigns.

In an email marketing strategy it is crucial to analyze the behavior of the campaigns, in order to check the level of interaction of each user. It is useless to continue impacting periodically by email to users who have not opened an email for months (or years).

5. There are platforms for all tastes, sizes and budgets

To make your email marketing campaigns more effective than ever, you need to rely on a good platform that allows you to implement all actions, strategies and best practices.

Today, having a powerful email marketing platform is no longer out of the reach of any brand.

In addition, there are not only email marketing platforms, but also marketing automation, which allow to have that unique vision of the user to analyze their behavior and send hyper-personalized multi-channel communications.

One of the best examples is the automation marketing platform ActiveCampaign, as it offers all the possibilities we have mentioned and offers very scalable prices according to the requirements and needs of each brand.

If with these 5 reasons we have convinced you to give your email marketing strategy a chance, you can contact us and we will be delighted to hear from you.

At EFOR, we have a digital marketing team specialized in marketing automation strategies and a team of certified experts in different platforms, such as IBM Watson Campaign Automation, ActiveCampaign, Hubspot, SendinBlue o Salesforce Marketing Cloud.



María Martínez