Email Marketing: Outdated or Effective?

How many times have you heard the phrase "email is outdated"? In a world where social media and various communication platforms dominate marketing strategies, it is common to see companies dismiss the inbox, considering it a digital graveyard, full of spam and forgotten messages. But what if this perception is wrong? What if this tool, which many consider antiquated, is actually one of the most resilient and beneficial for attracting and retaining more and more customers?

Although email is seen as an "old" tool by many people, numerous studies show that it remains a fundamental pillar for both personal communication and digital marketing. As proof, a study by Netexperts indicates that 92% of Brazilians still use this channel, and of these, 61% access it daily. Regarding its purpose, another survey by MediaPost revealed that 72% of consumers designate it as their ideal channel for communication with companies.

Far from being obsolete, these data show how this tool is still strongly present in people's daily lives. Thus, when invested in corporate strategies, it is capable of bringing a series of benefits to both parties. For the consumer, email is not seen as spam, but rather as a source of relevant information, integrated into their routine for more important matters, and even commercial ones, being easily accessed at the most appropriate times in their day.

For companies, besides being one of the most cost-effective means in the market – with various available offers to be adapted depending on the designed project – it allows the personalization of campaigns according to the segmentation and objectives defined by each company, creating customized messages targeted to the profile, history, and preferences of each customer, instead of standard and generalized texts.

These sends can be automated and optimized based on each person's triggers and behaviors. This contributes to them arriving in the inbox on the most suitable days and times for each individual, increasing the chances of opening and conversion. The more personalized these contents are, the better these results will be, sparking interest in consumers through relevant texts that make sense for their needs.

After all, according to studies by McKinsey, 71% of consumers expect personalized interactions from companies, and when this expectation is not met, 76% feel frustrated. All these efforts, together, add up to the necessary ingredients for a successful strategy regarding the benefits of email marketing, enriching this experience with brands and increasing the retention of more and more customers.

However, as with any recipe, it is necessary to pay attention to some important details to ensure this preparation works, starting with one of the most crucial points in these results: the contact database. Before starting any campaign, use intelligence tools that clean this list and ensure its qualification, so you can be sure you are contacting people who are interested in your services or products. This cleaning will already be half the battle.

From there, focus on content personalization, bringing attractive texts for each need. Use these messages to offer the user the possibility to continue their journey on other communication channels that the company has, creating an omnichannel strategy that allows everyone to communicate with the brand through their preferred channel and, thereby, providing a broader range of possibilities to maintain this relationship.

Also, conduct A/B tests to analyze whether the campaigns are generating the expected results, always based on clear objectives established through email marketing. After all, depending on the stage of the journey each customer is in, it is possible to build a specific approach to guide them on the best path, maintaining their engagement and interest. An excessive and non-adherent cadence can lead to dissatisfaction and loss of this consumer.

Finally, be sure to ensure the employability of this tool, having qualified professionals behind it who assist in maintaining the management of this infrastructure, which will reflect not only in a responsive design on all platforms but also in real-time measurement of all performance information of these campaigns, so that this strategy can maximize its assertiveness in converting and retaining customers.

Wilton Farelli is Operational Manager at Pontaltech, a company specialized in integrated solutions for VoiceBot, SMS, email, chatbot, and RCS.