How many times have you heard the phrase "email is outdated"?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 that discard the inbox, considering it a digital cemetery filled with spam and forgotten messages. But what if this perception is wrong? And what if this tool, which many consider outdated, is actually one of the most durable and beneficial for attracting and retaining more and more customers?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. A study by Netexperts, as proof of this, indicates that 92% of Brazilians still use this channel, of whom 61% access 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 data show how this tool still remains strongly present in people's daily lives. In this way, 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 and even commercial matters, being easily accessible at the most appropriate times in their daily life.
For companies, in addition to being one of the most cost-effective methods on the market—with various available options to be adapted depending on the designed project—it allows for the customization of campaigns according to the segmentation and objectives set by each company, creating tailored messages directed at each client's profile, history, and preferences, rather than standard and generalized texts.
These shipments can be made in an automated and optimized way based on triggers and each person's behaviors. This helps them reach the inbox at the most appropriate days and times for each, 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 McKinsey studies, 71% of consumers expect personalized interactions from companies, and when this expectation is not met, 76% feel frustrated. All these precautions together add up to the necessary ingredients for a successful email marketing strategy, enriching the experience with brands and increasing customer retention.
However, like any recipe, it is necessary to pay attention to some important details to ensure this preparation is successful, starting with one of the most crucial points in these results: the contact base. Before initiating any shots, use intelligence tools to clean up this list and ensure its qualification, so you can be sure you're contacting people who are interested in your services or products. This cleaning will already be halfway done.
From there, focus on content personalization, providing engaging texts for each need. Take advantage of these messages to offer the user the opportunity to continue their journey through other communication channels the company has, creating an omnichannel strategy that allows each person to communicate with the brand on their preferred channel and, in doing so, providing a greater range of possibilities to maintain that relationship.
Also, conduct A/B tests to analyze whether the campaigns are producing the expected results, always based on clear objectives established through email marketing. Because depending on the stage of the journey each customer is in, it is possible to build a specific approach to guide them to the best path, maintaining their engagement and interest. Excessive and non-compliant cadence can lead to dissatisfaction and loss of that consumer.
Finally, do not neglect to ensure the employability of this tool by having qualified professionals behind it to assist in maintaining the management of this infrastructure, which will not only result in a responsive design across all platforms but also measure, in real time, all performance data of these campaigns, so that this strategy can maximize its accuracy in conversion and customer retention.
Wilton FarelliHe is the Operations Manager at Pontaltech, a company specialized in integrated solutions for VoiceBot, SMS, email, chatbot, and RCS.
