A well-executed email marketing strategy relies on data, processes, and qualification to ensure that the interactions we design for buyer personas are positive and valuable for our prospects and leads. It is not simply about sending mass emails to a prospect database; rather, it requires a clear objective tied to the message we want to deliver to our target market, and it can even be part of an Inbound strategy, as contradictory as that may sound.
Modern email marketing involves sending personalized messages (specifically targeted to a particular segment or individual) powered by technology platforms, with the objective of informing (Newsletter), prospecting (Booking a meeting), promoting (discounts), retaining (brand recall), or transacting (billing, payment links).
Although many experts view Outbound communication strategies, such as email marketing, as increasingly obsolete and inefficient practices, there are industries, segments, and markets that respond positively to these efforts as a complementary component of an overall customer and prospect relationship strategy.
Companies like Amazon, Apple, and Netflix continue to use email marketing campaigns to communicate with their audience; similarly, evidence shows this strategy is also used by 90% of Chilean companies. Given the above, in the 21st century it is virtually impossible for a person not to have an email address, which is why implementing email marketing campaigns remains a fundamental and cost-effective value proposition to date.
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How can email marketing help you?
Open rates above 20% (data taken from the 2020 annual report by Mailchimp.)
Click-through rates of 4% to 5% (data taken from the 2020 annual report by Mailchimp.)
Short-term results, generating prospecting capabilities and near-immediate engagement.
Access to corporate email enables reaching large audiences, including those who have not yet heard of your product or service.
Speed and adaptability to unplanned market conditions to deploy promotions, special offers, new products, or last-minute notifications.
Keep in mind that the timeline and return on investment in outbound strategies is shorter.
