Marketing, as we have discussed in previous articles, is all those actions through which we deliver the value proposition to our target market. To achieve this objective, one of the means by which you can connect with your target audience is email.

As in other media, generating relevant and interesting content is essential to build value for the target audience, that is, our current and potential customers. Getting the email of your customers is, in principle, an achievement, but it can easily be lost if you fail to “retain” them, so this is a great opportunity this way of contact.

Email is a means of communication that has become more widespread in the last decades. What are the benefits of using this means for marketing actions? Below is a list of some of them:

Conversion of leads into customers with less investment. It is not necessary to invest in brand recognition, and any effort or action will be focused on customers who, in fact, are already aware of and interested in our products and services. Conversion can also be encouraged by means of discount coupons, useful information about our products, new products, promotions, etc.

2. Continuous database cleansing process to maintain only quality contacts. Email marketing allows us to identify between customers and prospects, their characteristics and thus define our “buyer persona” or ideal buyer, this will allow us to focus communication more effectively. Additionally, with each campaign, it is possible to identify those who have found it interesting and those who have not, including those who unsubscribe from receiving further information.

3. Direct communication with customers. Unlike the past with mass media such as TV, radio or the press, this is a direct, bidirectional way, which not only serves for companies and brands to deliver the desired message to customers or audience, but also works in the other direction, so that today customers, prospects or interested people can have direct communication with companies and brands. This is extremely beneficial for improving customer care and service, as well as customer retention.

4. Analysis and measurement. As with any marketing action, measuring and controlling results is essential. Email marketing allows you to evaluate the results of your campaigns through indicators such as the opening rate of the email sent, number of clicks per open, conversion rate, etc. With this information we can “fine tune” which information or content generates the best results.

• Accessible and very low-cost tool. Unlike other marketing actions that may represent an investment, email marketing is a tool that only requires time and effort. There are even tools available free of charge on the internet to get you started if you haven’t done so before.

As with other digital marketing tools, having a clear target audience and a clear definition of our “buyer persona” will make the communication process much simpler and, above all, more effective.

Do you have doubts or need help in your email marketing campaigns? At Libélula Marketing Digital we are here to help you.