How many times have you heard the phrase ’email is outdated’?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, 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, several studies show that it remains a fundamental pillar for both personal communication and digital marketing. A study by Netexperts, as proof, 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 communication channel with companies.
Far from being obsolete, these numbers show how this tool continues to be strongly present in people’s daily lives. Thus, when invested in corporate strategies, it can bring a series of benefits for both parties. For the consumer, email is not seen as spam but as a source of relevant information, integrated into their routine for more important matters—even commercial ones—and easily accessed at the most convenient times of their day.
For companies, it is also one of the most cost-effective means in the market—with various adaptable offerings depending on the designed project. It allows campaign customization based on segmentation and the objectives defined by each company, creating tailored messages directed to the profile, history, and preferences of each customer, rather than standardized and generalized texts.
These dispatches can be automated and optimized based on triggers and individual behaviors. This ensures they arrive in the inbox on the most suitable days and times for each recipient, increasing the chances of opening and conversion. The more personalized these contents are, the better the results, sparking consumer interest with relevant texts that resonate with their needs.
After all, according to McKinsey studies, 71% of consumers expect personalized interactions from companies, and when this expectation isn’t met, 76% feel frustrated. All these considerations together form the necessary ingredients for a successful email marketing strategy, enriching this experience with brands and increasing customer retention.
However, like any recipe, it’s crucial to pay attention to key details to ensure success—starting with one of the most critical factors in these results: the contact database. Before initiating any campaign, use intelligence tools to clean up and qualify this list, ensuring you’re reaching people who are interested in your services or products. This cleaning alone will be half the battle.
From there, focus on content personalization, crafting engaging texts for each need. Leverage these messages to offer users the possibility to continue their journey through other communication channels the company may have, creating an omnichannel strategy that allows each person to engage with the brand through their preferred medium, thereby opening up more possibilities to maintain this relationship.
Also, conduct A/B tests to evaluate whether campaigns are delivering the expected results, always based on clear objectives set through email marketing. After all, depending on where each customer is in their journey, a specific approach can be built to guide them along the best path, keeping them engaged and interested. Excessive or irrelevant frequency can lead to dissatisfaction and loss of customers.
Lastly, ensure the employability of this tool by having qualified professionals in place to maintain this infrastructure. This will not only ensure responsive design across all platforms but also allow real-time measurement of campaign performance data, maximizing the strategy’s effectiveness in converting and retaining customers.
Wilton Farelli is the Operational Manager at Pontaltech, a company specializing in integrated solutions for VoiceBot, SMS, email, chatbot, and RCS.
