What is email marketing and types

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In the previous article we talked about marketing automation and the databases created from studies and information obtained. Today at Sociment we are writing about one of the tools you can use to work with these databases: email marketing.

This marketing strategy is based on sending mass emails to your potential customers (or, within your customer lists, by segments). It will depend on the meaning you want to give to the marketing campaign and its purpose: it is not the same to offer a product or service to customers who have already made a purchase this month than to customers who have not made a purchase for some time.

Email marketing is one of the best channels for direct communication between clients and companies. It provides an extra level of adaptation by being personal and gives the possibility of having a close and individual relationship with the client. In addition, it is an effective, useful and fast medium and, for this reason, it is widely used and appreciated today.

There are many who thought this system was dead in the uae whatsapp lead marketing field, since as we know, email is one of the oldest digital media, but nothing could be further from the truth: not only does it endure, but it is one of the main options to give notoriety to your brand and stay in contact with your community, whether they are clients or not.

Email marketing should not be confused with spam. Emails should be carefully crafted and personal without the need to overload people with information or seek aggressive sales. We must treat this medium as a pillar within the communication strategy and accompany it with other attractive and useful services for the client and its target. In addition, this strategy helps to be present in the face of competition and helps to build customer loyalty.

We can find several types of emails or campaigns:

Newsletter: This is used to send the latest news about our brand to our followers. Keep an eye on the frequency and, above all, offer quality content.
Promotional: designed to generate sales. You should include offers or discounts and you can include new products or some that you have in stock and need to sell.
Seasonal: Analyze the dates when your customers are most likely to buy and attack! Days like Valentine's Day or Black Friday are good dates.
Informative: This is used to tell people about something special, such as the creation of a new service, a blog or the redesign of your website. DO NOT send a periodic informative campaign, as you will lose the interest of your clients.
Automation: Do you remember the emails you get on your birthday or when you subscribe to a newsletter? Well, that's automation. Use it and you'll save time and money.
Transactional: These handle very important information for the customer, as they accompany the customer throughout the entire transaction life cycle, whether it be a purchase, password recovery, etc. If you are subtle and take advantage of the opportunity to include small marketing actions encouraging cross-selling, it's up to you.
In conclusion, we must make the most of each and every one of the possibilities that we find, in order to maintain positive communication with our client, balance the scales and reach a balance that is not burdensome for him, but keeps him informed of our services or latest news.