The 4 fundamental pillars of the email marketing strategy

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Email marketing is one of the oldest branches of digital marketing and the one that can provide the most conversions in campaigns always based on permission -based email marketing . That is, sending emails only to users who have legally given us their consent to do so. In this way, we start with the assumption that the user must previously be interested in us. It is important that customers have been previously informed of topics that may be of interest to them, and that they are the ones who decide and request to receive the emails. In addition, email allows us to better target our target and reach them more quickly and directly.

Recently, the effectiveness of email marketing has been active mobile number list judged by the emergence of social networks, however recent data shows that the best return on investment comes from investing in email marketing. According to the monthly report published in February 2013 by comScore, Spaniards spend an average of 2.7 hours a month in their inboxes. In Spain, email has an approximate penetration of 80% of the audience.

Email remains an effective and essential tool for distributing quality content because it allows you to create a direct and personalized relationship with customers, affiliates or subscribers.

Some important aspects are essential as fundamental pillars to ensure that the email marketing campaign is effective:

Keep a clean, refined database with up-to-date information. This will allow you to reach your real users and have a greater chance of success.

Two types of mailing lists can be created:

Our own database . Sending emails from our database, based on the data we have collected from our clients (with prior consent). By obtaining the user's consent before sending a commercial message, you have a more qualified database with a higher success rate. It helps to build customer loyalty.
Contracting with third parties . This involves purchasing databases from related companies. You have to be cautious with these contracts and make sure that there is legal consent from users for the transfer of data. This practice increases traffic to the website .
If we have also obtained a double opt-in confirmation from the user, we ensure higher quality in the deliveries and a cleaner database with active accounts. However, if it is a single opt-in, the confirmations are not verified, which reduces the quality of the database and provides more quantity, and the bounce rates are higher.

Create attractive and impactful Newsletters

It is important to put attention and diligence into newsletters , starting with an effective subject line. 35% of recipients open their email motivated only by the subject line, which should be clear, brief, energetic, original, personal and impactful. The content should also be carefully considered. If done well, it will help us increase sales and therefore customer conversion and loyalty.

Set up a distraction-free landing page and clear call to action actions

This is the page to which we want to direct the email recipients. Whether by creating a special mini site for a promotion or by creating an exclusive page on the website. This page has to be clear and intuitive with as few distractions as possible so that the user can achieve their objective quickly and with clear calls to action .

Analyze metrics in real time and quickly evaluate your actions

This is one of the great advantages of this marketing model, it allows you to monitor all actions and quickly measure the results of the campaign.

Of those we highlight:

CTR The rate at which users click on the message.
CTOR Click rate on emails opened through links. Allows us to better segment user interests and measure the effectiveness of the message.
OPEN RATE This is the rate at which emails are opened compared to those sent. A good open rate would be considered to be 20%.
DELIVERY RATE These are the emails that arrive in the inbox. This should be 99.9%, our intention is for all emails to arrive.
CONVERSION RATE Indicates the percentage of user conversion into purchases, subscriptions, registrations, leads…
UNSUSCRIBE RATE This is the rate of users who have unsubscribed.
VIRAL RATE à It is the percentage of users who have received the email and have forwarded it afterwards.