What is email marketing?



Email marketing consists of sending mass emails to a contact base through a platform. The main objective is to convert potential customers, although it is also often used to forge a relationship with existing ones, communicate offers or promotions, confirm a purchase order, etc. Currently, it is one of the media with the greatest potential to capture the consumer's attention.


This technique usually offers good results, since the e-mails to which the message arrives, whether from potential customers or loyal users, have been registered with their consent. In addition, users have usually been surveyed beforehand to consider what kind of information they want to receive in their inbox. Otherwise, email marketing would lose much of its meaning. In other words, getting permission from contacts and offering segmented content is paramount to achieve positive metrics.


The same email marketing platform allows you to measure the results in real time and immediately.

On the other hand, the same email marketing platform allows you to measure the results in real time and immediately, so you can analyse and implement improvements in the content you send and thus achieve a higher conversion rate, increase the presence of your business online and sales of your products or services. When used correctly, the conversion rate is much higher than on social networks. Here are some tips for successful campaigns:


First of all, although we have already mentioned it above, it is very important that you collect emails in a professional way, with a form in which you inform the purpose. There is no point in obtaining addresses if they have not given their consent and you do not know if they are interested in receiving your information, as internet users will identify the email as spam or wonder how you got information about their personal data, without giving importance to the content of the message. In addition, you may end up paying a fine or two for breaching the EU's consumer data protection regulation.


When you have a large database, the best option is to segment your contacts. This will allow you to send increasingly personalised messages.

When you have a large database, the best option is to segment your contacts. This will allow you to send increasingly personalised messages and increase the success of your campaigns. You can segment by age, interests, geolocation, purchase stage, etc. To carry out the segmentation, it can help you to create several model users files according to your target and then classify contacts with similar traits.


A nice and professional design will help you to make the message more attractive and readable. A personalised template with your company colours, attractive titles, eye-catching buttons with calls to action... and personalisation of the email fields are excellent ways to 'seduce' users, as you will make them feel that they are part of your business.


In short, not having an email marketing strategy means that you are missing out on both sales opportunities and the possibility of increasing and strengthening your relationship with your target audience and your company's digital presence, as well as that of your products or services.