Essentials: Email Marketing, the power of email as a marketing tool

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Every day we open our Outlook, Gmail, Hotmail or any other email client and we find different emails, some from friends or work, but many more from advertising (often unwanted). Whether it is well focused or not, that is email marketing and in this article we will talk about how to get started in this new channel to promote your business. Email Marketing , also called Bulletin , Newsletter or poorly known as Mass Mailing, has as its main objective the promotion of a business, an offer, products or services by sending emails to a group of people registered in a mailing list. This mailing list or distribution list is generated from an online or offline capture or collection. It is not an illegal mailing list with 10,000 emails that could be purchased from a supplier. These types of mailings are considered SPAM or unwanted mail . Your distribution list must be real and legal, where your clients or potential clients have agreed to receive emails from your company or business. Within an Email or Newsletter, one can send company information, perhaps an article related to the client's interests, an offer, a promotion or simply a birthday greeting. There are different types of Email marketing , such as those we will mention below: Acquisition Email

These are emails that are sent directly to clients or potential clients to promote your business, a specific product and/or service, an offer or a promotion. Generally, these clients may have been interested in your product and/or service but have not made any purchase. The only information you can have about them is their email, first and last name. An example of this type of email could be the emails that an institute sends to a student base of a school, you can send them information about the courses you offer or simply to make yourself known. Retention or Loyalty Email

These are emails that are sent directly to customers who have already purchased a product and/or service from you, where you have more information, such as: their preferences, their birthday, their latest purchases, etc. These emails are intended to retain and build customer loyalty, perhaps with an offer or promotion but related to the product. An address malaysia example of this type of email could be the emails sent to students who have already taken one or more courses at my institute and I want them to re-enroll, for example, in the next course. Advertising in third-party emails

This is another way of sending emails, placing advertising in other people's or companies' emails. For example, hiring GROUPON to offer a product. I will not have direct access to that database, GROUPON will send these emails and I will appear as advertising in their newsletter. After knowing what type of email we are going to send, we need to know which is the most appropriate format to send our newsletters. There are 3 types of email sending formats:

Text : Plain text, without design where only the message is displayed, as if it were a text message, simple and with little chance of the email arriving incorrectly.
Text/HTML : This format is like a web page, with colors and images; this is to give more life to the email and to allow the user to visually understand the offers and products. In this format I can work very well on calls to action, such as "Buy now!", "Register now!", among others.
Mobile : This format is new, it is very difficult to read an email designed for a PC or laptop on a cell phone or iPad, that is why the Mobile format was created, where Text/HTML is used but with special measurements so that they can be viewed without problems on these devices.
We already know the types of emails and the formats, now I ask you: Would you click on an email that says "Check out my company's products" or an email that says "20% off your online purchase, registering from our email"? I think the 2nd option, right? This is because there is an incentive, the human is not going to take any action if they have nothing in return, for this reason we must work on our newsletters, incentivizing the client or potential client, offering them an offer if they read the email or if they register or if they click on a link. Now you know! Define the type of user you want to reach with your email, define the type of email, the format and finally the incentive. If you do these steps correctly you will have new clients and you will have generated more income for your business.