Many professionals point to the premature death of email marketing due to the development of social media and their subsequent investments by companies.
However, those who share the view that email marketing is no longer effective is because the content of the newsletter does not meet the interests of the recipients. Although it is sometimes difficult to find out about departments, according to Ascend, 51% of marketers say the success of this tool is often limited by a lack of relevant contact information.
Another parameter of failure of newsletters is the large volume of messages sent, 78% of recipients claim to have canceled email subscriptions because they receive too much (Hubspot 2016). This way, it is important to reduce the number of emails and not always bombard people with company information.
There is no effectiveness without a planned strategy. Aside from the fact that the content must be relevant, it must also have some action to motivate people to click where we want.
Email marketing – advantages
Email marketing has many advantages associated with it. Used properly, it can boost sales, generate new customers and help retain customers. While social networks must first attract people to become customers.
Through email marketing you can choose different communication strategies, such as the following:
- Commercial: These strategies are considered the most traditional and aim to increase impulsive behavior when announcing offers or a new product.
- Loyalty: To retain customers, this type of campaign aims to promote their relationship with the brand or company in order to generate more sales.
- Information: These campaigns are mainly intended to inform customers, for example about future events or to provide feedback on a particular service or product.
- Location: This is a strategy used to inform people about the location of the physical store so that they can enter it and become customers.
Content-related strategies can achieve good results for companies. Unlike social media, in email marketing there is a base of subscribers who are already interested in the topics submitted by companies. They can choose to open and read emails.
In social media, content is filtered by them and does not reach all people. Email marketing is up to 40 times more effective than social media, according to a study by McKinsey & Company. The same study also shows that the buying process happens 3 times faster than on social media.