Research has shown thatι το email marketing rewards those who know how to use it properly and is therefore considered one of favorite sales tools of the top marketeers in the world.

Remember that your customers are the most important asset of your business. Either you know them by name or they are new customers, building strong relationships with them is a marketing skill that you can no longer ignore.

But before we discuss the most important reasons why every business needs to develop an email marketing strategy, let's understand what is the email marketing:

The Email marketing belongs to the wider marketing sector. It is a new version of classic mail and has replaced other methods of communication, such as brochures or coupons. The email marketing is the use of email to promote products or services, while developing relationships with prospective new or existing customers. It is essentially direct mail that is done electronically instead of the postal service.

Some interesting statistics you need to know:

• Almost it 92% Adult Internet users read their emails.
• The 58% People read their emails before checking out social media and news
• An impressive 42,3% will delete their emails if the email is not optimized for their mobile phones.
• 8 at 10 B2B marketers cite email marketing as their most successful content distribution channel.
• About it 42% Internet users subscribe to newsletters via email to receive discounts and sales promotions.
• Research shows that 99% of email users check their emails daily.
• Above the 60% customers returned a product after receiving a redefining email from the company.
• According to a research by Campaign Monitor, nonprofits achieve the highest email opening rate.
• Emails that use personalized subject lines in the subject receive 26% higher message opening rates.

When to use email marketing?

The use of email marketing isyes one of the most common ways to encourage someone to interact with your company, share various information and create / maintain a bond with you.

The importance of email marketing for your business. In accordance with Statista, over 4.147 millions people worldwide use email. For this, is a great opportunity for businesses of all sizes to take advantage of an audience that already knows it, but also to be able to reach their desired ideal audience.

In addition, the email marketing has benefits you will not find in other practices digital marketing, like the newsletters.

The Newsletters can be highly personalized, according to information about the user registration on the site, such as e.g..:

• name
• the product of their preference
• sex
• age
• residence

In this way, you can ensure that the right users receive information tailored to their needs for products and services they have already shown interest in.

The reasons why your business needs email marketing:

1. Email marketing has a high return on investment

You need to implement actions that maximize your revenue in the process of achieving your goals. Unlike traditional media (radio, television or newspapers) Email marketing is extremely cost effective. Combined with its low cost, offers high return on investment (KING). It is rumored to have a return on performance of about 39 times over your initial investment. For every € 1 you spend, a well-structured email marketing will return you € 39.

The cost of use varies depending on the email platform you choose, the number of addresses you have saved or the number of emails you want to send monthly.

There are free versions of email marketing platforms. If you are starting email marketing activities today, you can gradually upgrade an account as you enrich and build your lists. Start with mailchimp.

2. Email marketing is mobile friendly

Think for a second, how many times a day you check your phone for emails or other messages; The number of people using mobile devices on a daily basis, continues to grow with each passing year

According to forecasts from Statista’s, The number of mobile phone users worldwide is expected to reach 7,616 millions by 2026.

If you do not want the competition to eliminate you, you need to look for ways to improve your engagement with cell phone users. This means that every time a consumer checks his phone, an opportunity is created for each brand to reach out and collaborate with the user.

While some actions are not mobile friendly, Email marketing offers businesses many opportunities to present their message in front of mobile phone users.

Take a look below for tips on creating mobile friendly email marketing marketing campaigns:

• Theme: Keep it simple, catchy and up to date!
• Do not forget the text before the header, it makes the difference
• Template (template) of a single column
• CTA (Call to Action)
• Check your email address
• Mobile friendly appearance
• Concise text

3. Email marketing is based on automation

Many digital marketing techniques cannot be automated, but email marketing is based almost entirely on automation. In fact, automation helps improve the relevance of your campaigns. You can use activation rules and workflows to automatically send messages to users, after they have completed a specific action.

Automation Email marketing is a robotic term for strategy to make your messages more personalized and timely. Email automation simply converts emailing from a manual process to an automated one.

For example, if someone was going to buy from your site, but ultimately did not complete the transaction, an automated email may be created for a reminder to complete the purchase. In addition, Email automation can help you save time and money on the sending process.

With automation, no need to worry about waiting for the right time to send an email, because it has already been set in advance.

Here are some tips to help your new automated email marketing strategy work as smoothly as possible.:

• Follow the answers to gather more information

• Offer discounts strategically

• Create automated drip campaigns.

4. Personalize content

As reported by HubSpot, the newsletters that include the recipient's name in the subject line have a higher opening rate (22,2%) from those who do not follow this tactic. Grouping is also an effective tactic that can be used, so that the whole list can be broken down into smaller ones, based on similar characteristics.

For example, you can create separate lists for men and women or divide your lists based on the interests of registered users or their age. By grouping, The registered users in the list receive content and offers that suit them best. This increases the relevance, which can reduce the rate of deleting emails and improve conversion rates.

Here are six ready-made ways to use personalization that will promote email marketing:

• Ask the right questions.
• Create Customer Personas (standard consumer / customer).
• Use location and time.
• Set up automated behavior activation emails.
• Personalize(put the personal item) your business.
• Combine customized Emails and Landing Pages.

5. The Newsletters are interactive

Email marketing offers businesses the ability to offer interactive content directly to the inbox of registered users. Compared to other marketing techniques, has a very low cost. You can offer different types of interactive content within the body of the newsletter. Examples are: embedded videos, GIFs, images.

Interactive content keeps the user interested and attracts the attention of the public for your business, even before visiting the site (website) your.

5 details for a successful Newsletter:

• Offer Value.
• Do not underestimate the importance of good design (design).
• Make it mobile friendly.
• Get straight to the point.
• Pay close attention to the proposal that will be included in the Email.

6. Everything is measurable!

The only way to test the effectiveness of email marketing is to measure the results. These metrics allow you to control how many users have opened your newsletters, if they have clicked on the internal link in the email and even if they became customers. also, you can count how many registered users have requested to be removed from your email list (unsubscribe) after opening an email. In addition, you can count new members.

This kind of information is very valuable for Digital Marketing strategy. With the right software, you can run A / B tests to figure out which specific data in your messages produce the best results!

The Email Marketing metrics you need to check are:

• Click Through Rate – how many did i click on the attached link
• Conversion Rate – how many I clicked on the attached link AND completed the action
• Bounce Rate – how many did not receive the email, due to incorrect address or inability to deliver the email
• List Growth Rate – subscriber growth rate (ratio of how many new subscribers to those deleted from the list)
• Email Sharing/Forwarding Rate – email promotion or notification rate
• Overall ROI (Return of Investment) – basic formula for calculating return on investment: (profit - amount spent)/ amount spent = ROI (expressed as a percentage).
• Open Rate – is the percentage of subscribers who open a specific email from the total number of your subscribers.
• Unsubscribe Rate – the percentage of users who have been excluded from the mailing list following an email campaign

7. Enhancing Reliability

You would be trading with someone you do not know; Probably not. The same goes for your audience and potential customers. They need to know you and trust you enough to become a customer. How to boost your credibility; Offering free useful and informative content.

Free content is known as ‘’lead magnets’’, because they attract new people to your products / services.

8. Promotion of Services

You can promote your products / services in your email list successfully, But do not overdo it. People will be annoyed if you send them 1 email per day, 5 times a week. They will start transferring your emails to "spam" or "junk" folders.

Below, there are 6 simple steps you can take to reduce the chances of this happening.

• Use reliable tools
• Receive recipients' emails legally
• Add a registration form to your page
• Use your corporate address
• Pay attention to the subject of each email and the content
• Give the option to delete from the list
• Put a link to “open in the browser”
• Take a test

It is now more than ever imperative that Email Marketing be part of your Inbound marketing strategy (marketing strategy, that manages to attract potential customers and drive them to your business through quality online content). Either you are a company of one or 5.000 people, Your email markleting strategy needs to be clearly defined to help you achieve your goals.. Start using email marketing and stay competitive!

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