The resources available to us in the digital world are quite a lot, each one fulfilling a particular mission. One of these elements that are essential in the strategy of any company’s wellbeing is email. Emails are still an essential communication tool for any company. Good management and processing of email are necessary for the proper functioning of any business, which is why a corporate email can provide advantages that free platforms do not usually offer.
An excellent first impression is essential for success of any business. It is because by including the name of the company and the website’s address, you will project trust, seriousness, and security before your customers and suppliers.
In other words, corporate email allows you to consolidate your company image to identify active customers more quickly, which undoubtedly benefits your referential marketing. On the contrary, a not very serious business image is transmitted with free email accounts, arousing a certain distrust among customers and suppliers.
You must write the emails in proper formatting and styling to communicate your message professionally and effectively.
In addition to reinforcing the identity as a company, corporate emails offer much more efficient management of communication. You can create lists or workgroups, thus allowing employees to communicate more efficiently, and emails from customers reach those responsible for the corresponding area.
On the other hand, to carry out email marketing campaigns, it is necessary to have a business email account linked to a server from which informational emails disperse to customers.
Security is a fundamental element when managing an email account. Corporate emails provide more significant security measures, firewall, antivirus and anti-spam filters, which protect confidential information such as devices and equipment from possible viruses or hacking attacks, which have become more prevalent in recent days.
The emails sent from these accounts are more difficult to classify as spam, increasing the rate of emails received correctly. Many small and medium-sized businesses mistake free-email as an effective solution.
The big problem with this is that the messages become spam. You must have a spam-free platform; it is best to have a corporate email account. In this way, your customers will have more advantage of receiving your promotions and your company information in their inbox.
Promoting Your Business Through Emails
The advertising of a company should not limit to social networks in this digital age. There are other means where you can promote the image of your business only that you have not realised yet. According to different studies, email is how the highest sales index is possible.
Imagine the great results you will get if you add it to your digital marketing or outreach strategy. In addition, it is inexpensive compared to the results obtained.
Currently, there are no other means that can exceed the profitability of this tool. The email not only seeks to sell, but it also seeks to send information about the product or service to the potential client to generate value. It is not about pressuring the person to buy each time an email generates; it is about positioning the brand in the potential consumer’s mind.
Some companies specialise in offering this type of service. Sometimes you work with the list of clients that the business has or with a database that the specialised company provides. You can also work with both methods.
Email Marketing is a communication and relationship channel that offers various options for Digital Marketing strategies. It is possible to use multiple communication formats, such as offers, newsletters, activations, memorial cards, proper notices, etc.
Welcoming New Customers
The welcome email is the email you will send to your prospect as soon as they become leads. It may not seem important, but this email has several functions, mainly to advance the user in your purchase process, that is, to nourish them with relevant information. The next step you take can be decisive in your relationship with your customer.
To increase the engagement rate of your campaigns and achieve the objective that originates the sending, the first rule of emails for new customers is to make an exciting offer aligned with the audience’s characteristics that will receive the email and with an appropriate periodicity.
It is also important to remember the relevance of the subject of your email and guide the selected Leads for sending, among other essential tips, so that your email campaigns have good open and click rates.
Additionally, you can adopt some good practices to engage your leads who are no longer interacting with your emails. These are:
- Ask what content you would like received
- Make targeted ads to your Leads on social media (use their email to find them)
- Avoid group email (such as financial @ or contact @)
- Notify the Lead that they will not receive spam
- Confirm Lead’s adhesion
- Clean up your email list
Promotional Emails
Promotional does not always mean just an email advertising promotions and products. The case of promotional email refers to promote an offer, be it free content or indeed a discount on your best product. More precisely, a promotional email can be:
- Physical products (such as e-commerce and retail companies in general)
- Digital products/services (such as consulting offers, software and payment tools)
- Free give-aways (such as eBooks, tools, webinars, etc.)
Promotional emails focus on conversion, without various options that a newsletter has. These have enormous potential to get the right message to the right person at any point in the buying stage if done in an optimised way.
The secret is in the segmentation: sending the email to a specific target audience interested in what the offer brings to the table.
Lead Generating Emails
Leads management is a relationship that we start with the contacts in our database, sending emails and communications on other channels with content related to the moment in the purchase process, seeking to guide you until reaching the last stage, the sale.
In addition to sending emails, we can do actions such as remarketing, where we segment paid ads on social networks and other web pages to offer our Leads relevant content at the right time. For example, it can help Leads who did not open your email receive the material and advance in the sales process.
Sending emails one by one is tedious and unproductive; this was an obstacle to developing good lead management for a long time.
That is why Marketing Email Automation emerged as a tool to make our strategies more productive and efficient. It allows for more intelligent and, therefore, faster and more autonomous management of emails. It lets you send emails that respond according to the Lead’s interaction with us, understanding who the Leads are, their profiles, and interests.
Anniversary/Milestone Email
Anniversary or milestone emails include our customers or buyers in the business or social celebrations. It can be a great surprise for any customer to see an email that wishes them good about any happening. Christmas wishes with promotions is one example of such emails.
There are various times or days in the year calendar where companies create and send customised emails to their user-base only to maintain a positive communication channel. It can also serve as an operative marketing practice since the users register the positive brand message.
The central concept of anniversary or milestone emails is to keep the customer afoot with the business’s current scenario; for example, it could be the 10th anniversary of the business, and the customers should have information about this company milestone is achieved positively. This way, the company can offer some discounts to offer the added value to increase their customers’ utility further, increasing the level of their brand loyalty and giving a tough time to their competition.
Customer Feedback Survey Email
The customer survey or feedback email has gained a lot of appreciation from the corporate world. It has made it possible to get direct feedback from the end-users and determine if their product or service serves the purpose or needs improvement. It can also save a business a lot of money if they hire a third-party surveyor. Customers, in this sense, will also be more comfortable sharing what they have in mind with their brand directly without any intermediary in between.
Customer feedback is crucial for any business to sustain its profitability. If their customers feel unhappy about any product or service and there is no sign of future improvements, they will switch to a better option. In this sense, the customer feedback emails can highlight to the business decision-makers if their products or services need improvement and in which aspects. It is indeed valuable for any business as they can quickly adapt to the needs of their customers.
Measuring The Success of Email Campaigns
Business mail services have tools to record incoming and outgoing messages so that it is possible to control rejected, returned or failed messages, vital information for companies that do business through the email technique.
After launching an email campaign, the tool used for sending emails begins to generate a report, presenting several performance metrics. Following and understanding this data is essential to determine if the campaign’s result was satisfactory and generate learning and improvements for the subsequent launches.
The positive or negative performance of email campaigns also directly influences future campaigns, as Internet Service Providers (ISPs) analyse the reputation of the sending server.
In addition to serving as a report and influencing the performance of future campaigns, the data generated also makes it possible to perform and measure tests, such as changing the day and time of the launch, subject or content, for example, and tracking the impact generated in metrics.
Another point of attention is to follow the market average and guarantee campaigns that are at least within the average. The metrics presented also bring the general market average, but these values may vary according to the company’s segment.
Conclusion
Many people say that Email Marketing was nearing its end with the growth of social networks, but it was not. Mainly because people have email incorporated into their lives: it is the simplest and most fundamental thing someone can have on the Internet.
Many go further and are even compulsive with its use, spending all their time with the mailbox open and checking each new message that arrives. Without a doubt, social networks are a great way to spread your message and reach your customers.
People don’t always enjoy posts on the Facebook page of the companies they follow or read all the posts published on the blogs of their favourite brands. Also, it is more challenging to follow all the updates posted on social media. Emails demand more attention, usually every day.
As much as we all must deal with some unwanted spam, if the person has signed to your company’s content and knows that it is relevant to them, there is a marked inclination for your email to be effectively received.
Therefore, using Email Marketing correctly is an efficient weapon to maintain a relationship with current clients or potentially interested parties. It is a benefit that must be nurtured over time and exploited with care, but the results are worth the effort.
