How many times have you heard the phrase ’email is outdated’?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’s common to see companies dismissing the inbox, considering it a digital graveyard full of spam and forgotten messages. But what if this perception is wrong? What if this tool that many consider antiquated is actually one of the most resilient and beneficial for attracting and retaining more customers?
Even though email is seen as an ‘old’ tool by many people, various studies show that it remains a fundamental pillar for both personal communication and digital marketing. A study by Netexperts, as proof of this, indicates that 92% of Brazilians still use this channel, with 61% accessing it daily. Regarding its purpose, another MediaPost survey revealed that 72% of consumers consider it their ideal channel for communication with companies.
Far from being obsolete, these data show how this tool remains strongly present in people’s daily lives. Thus, when invested in corporate strategies, it can bring a series of benefits for both parties. For consumers, email is not seen as spam but as a source of relevant information, integrated into their routine for more important and even commercial matters, 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 offers available to be adapted depending on the designed project—it allows campaign customization according to segmentation and objectives defined by each company, creating tailored messages directed to the profile, history, and preferences of each customer, instead of standardized and generalized texts.
These sends can be automated and optimized based on triggers and behaviors of each person. This helps ensure they arrive 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 the results will be, sparking interest in consumers with relevant texts that make sense for their needs.
After all, according to McKinsey studies, 71% of consumers expect personalized interactions from companies, and when this expectation is not met, 76% feel frustrated. All these considerations together add up to the necessary ingredients for a successful email marketing strategy, enriching this experience with brands and increasing customer retention.
However, like any recipe, it’s important to pay attention to some crucial details to ensure success, starting with one of the most critical points in these results: the contact list. Before starting any campaign, use intelligence tools to clean and qualify this list, ensuring you’re reaching out to people interested in your services or products. This cleanup will already be half the battle.
From there, focus on content personalization, creating attractive texts for each need. Use these messages to offer users the possibility to continue their journey on other communication channels the company may have, creating an omnichannel strategy that allows each person to communicate with the brand through their preferred channel, thereby providing a broader range of possibilities to maintain this relationship.
Also, conduct A/B tests to analyze whether 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’s possible to build a specific approach to guide them on the best path, maintaining their engagement and interest. Excessive and non-adherent frequency can lead to dissatisfaction and loss of that consumer.
Finally, don’t forget 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 responsive design across all platforms but also in real-time measurement of all performance information from these campaigns, so this strategy can maximize its accuracy in conversion and customer retention.
Wilton Farelli is the Operational Manager at Pontaltech, a company specialized in integrated solutions for VoiceBot, SMS, email, chatbot, and RCS.
