As we all know (or should know), communication with a brand's users is crucial and highly essential for the business to function properly. In fact, we could say that it is one of the basic pillars for the development of any company. Human beings are in constant communication with each other, and also with brands, and –whatever the means of communication they use– they must ensure fluid, bidirectional and quality communication . This will serve, among other things, to reinforce the brand image and strengthen it in the market.
While it is true, many of us see Email Marketing only as a tool that, fundamentally, seeks to generate sales. And, obviously, that is the case. But there is more; there is much more behind the Email Marketing technique. And, among other things, it is an excellent communication tool to generate conversations with a brand's community , and provide valuable content that the user wants to receive, dedicating a few minutes of their daily life (a life wrapped up in the routine of day to day).
In fact, we could say that, more than serving as a sales generation tool, Email Marketing was born to create a link between consumer and company . And, fundamentally, the four characteristics that best define it are conciseness, economy, convenience and immediacy .
“Email Marketing was born to create a link between consumer and company”
In this way, within any professional communication plan, there should (without a doubt) be room for an Email Marketing strategy, since it will boost great effectiveness and profitability for the company (as long as, of course, it is carried out correctly).
In this article we are going to analyze the benefits that Email Marketing brings to the field of communication.
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What are the benefits that Email Marketing brings to the field of communication?
1.- Guarantees the arrival of specific information
2.- Build loyalty in the user community
3.- Increase conversions
4.- It allows each user to communicate what really interests them
What are the benefits that Email Marketing brings to the field of communication?
1.- Guarantees the arrival of specific information
If there is one thing that is clear to us, it is that anyone in charge of communication for a company, brand, organisation or whatever you want to call it, is always looking to inform their contacts about any important developments in their company , to make it known and position it in the minds of consumers as much as possible. But how should they do this if they want, for example, their database – made up of more than 5,000 people – to find out about that new product that their brand has just launched on the market, and which is set to be a huge hit?
Well, it is precisely for cases like this that Email Marketing is really practical and effective: with a correct strategy that integrates emailing and communication, the news in question that you want to communicate will reach the entire database in a matter of minutes . Also, remember that we are only sending this content to people who have previously subscribed to the company's newsletter or informative bulletin, so –by voluntarily giving their consent–, we will not be invading their space more than necessary.
2.- Build loyalty in the user community
In order to achieve loyalty, which is undoubtedly one of the tasks that any company pursues, it is necessary to address a quality content plan that provides value to the user community. Only in this way will you be able to always be present in their minds.
However, and obviously, it is necessary that the content sent in mass emails is not objectively promotional, nor should it be obvious that it is being sent in haste and to the entire base equally. To do this, two key guidelines must be perfectly met:
We are talking about a term that is not so well known in Email Marketing: the SPF (Sender Policy Framework)
– Offer your own content of interest . For example, through industry news, tutorials, contests, new products, etc. Although, of course, you can also include a slightly more promotional part.
– Personalize the content of your emails . If, as a brand, you manage to have some personal data about your audience at your disposal, be smart: use that information wisely. As we already know, information is power .
3.- Increase conversions
Obviously, by fulfilling the previous point and offering a community relevant and valuable information (information that could be given in person by the communications department), the user will end up trusting the brand, having it present in their Top of Mind , and waiting for signals from it. Once this is achieved, it is much easier for their purchase receipt to increase , especially if, for example, they are sent special promotions rewarding them for their loyalty.
What's more, there are studies today that show that a large vp technical email lists number of purchases generated in eCommerce come from clicks on the CTAs in newsletters.
4.- It allows each user to communicate what really interests them
To explain this last point, let's put ourselves in the following situation: let's imagine that we are the director of communications of our company; a person who, among his or her daily tasks, is to communicate with certain people and inform them about certain issues. Well, do you think that if, for example, within your company a great CSR effort is being carried out that seeks to protect the environment and promote sustainability, you should call your colleague and director of a sports magazine, or your best friend in charge of the CSR section of a newspaper, to tell them everything?
Well, exactly the same thing happens with Email Marketing: not all members of a company's database are interested in the same content, and therefore we should not communicate it to them. In this way, we can take advantage of the advantage of list segmentation to better adjust each campaign.
