Email marketing is one of the oldest tools of digital marketing, but, without a doubt, still one of the most effective. In recent years, a debate about the relevance in the current digital landscape led to the argument that email marketing is dead, however, considering the nuances of the segment and the constant transformations in consumer behavior, the method is alive and more relevant than ever, especially when considering the crucial role in customer relationship and engagement strategies
The myth needs to be demystified. The truth is that email marketing, just like the entire sector, evolved. There have been significant changes in the way it is used and mandatorily since, 11 years ago – when email marketing was one of the main communication channels –the penetration of smartphones in Brazil was only 30%. During this period, the demand for omnichannel communication has increased, and, despite still being a challenge for many companies, it is essential to reach customers
The power of personalization
Email marketing allows for direct and personalized communication with customers, significantly increasing engagement. With segmentation, it is possible to send highly relevant messages at the right time, increasing the probability of conversion and loyalty
A study published by E-commerce Brazil in 2021, for example, revealed that the strategy, when applied in cases of birthday, generates 481% more transactions than common promotional campaigns.This demonstrates the power of personalized initiatives and affirms that, when well executed, the channel can be extremely effective in boosting sales and customer engagement
Besides being a powerful tool in itself, email marketing can also complement other marketing strategies. It can be integrated into social media campaigns, content strategies and even SEO initiatives.
For example, newsletters can promote new blog posts or videos, Email campaigns can be used for retargeting customers who interacted with social media ads. The result is the reach of customers at different touchpoints, increasing the effectiveness of planning as a whole
The role of automation
Another fundamental aspect of email marketing is automation. They allow the creation of workflows that send notifications based on specific customer behaviors, such as cart abandonment and site navigation.This not only saves time, but also increases the relevance of the messages, improving open and click rates. Furthermore, automations allow nurturing leads throughout the sales funnel, providing relevant content at each stage of the buying process
Ensuring success
To ensure the effectiveness of email marketing campaigns, it is essential to monitor and analyze performance metrics that include the open rate, of cliques, conversion and the subscription cancellation rate. These measurements help to understand the performance of the campaigns and to make adjustments to optimize the results. O uso de testes A/B também é uma prática recomendada, allowing different elements of the campaigns to be tested to identify the best approaches
Adaptability to consumer preferences
Email marketing is highly adaptable and can adjust to changes in consumer preferences. With effective analyses and customer feedback, campaigns can be continuously adjusted to better meet the discovered preferences. As consumer behavior evolves, email marketing can keep up with these changes, remaining an effective channel for engagement and communication
The relevance of any marketing tool depends on the ability to adapt to the actions of those who matter most: the customer. In this case, it is no different. Email marketing can fulfill its role in defining the success of a campaign, but, to keep him alive, it is necessary to bet with the right cards
