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There are various types of consumers: the ones who have never heard of us, the ones who just met us, the ones who are interested in acquiring our product and the ones who have already invested in us. Data Protection Law obliges us to have the users' previous consent to send them an email, which means that, at some point, they have met us. So our starting point will be the second group.
At this point, we could say it is silly to send the same contents via Email Marketing to who has already met us and to our usual consumer. For example, if we send a discount code for new customers, previous customers wouldn't be able to benefit from it. That is why if we send this newsletter to all our database, it could be annoying for the customer who it isn't destined for.
When we have the possibility to segment our clientele, different customers could receive newsletters targeted specifically for them.
The first thing to do is to segment, to have a clear target audience for emails and what our clients' needs are. The email subject is just as important, we have to remember that it is the first thing our customer sees to be interested in the content.
In Email Marketing, less is always more. In 2017, mobile users topped desktop or laptop users on internet browsing. Therefore, it is necessary to create attractive images with little to no text.
All information available in plain sight and for it to be captivating.
Email Marketing has more advantages besides segmentation.
Economical: it allows you to reach more people with a lower investment.
Customizable: You can send the same offer or service to as many segmented groups as you wish, customizing each one.
It's not just an email: If it is well executed, an Email Marketing Campaign will land a bigger percentage of your clients on your website, and it is more probable they end up buying your services or products.
Measurable: not only it allows us to know how many people opened our email, but if they clicked on the provided links, if they clicked on a button or an image or if no action was taken.
Test A/B: Email Marketing allows you to "play" with Campaigns. Sending two different offers to the same user group and to see which one works better on them. Or the same offer to different user groups to see how it was attractive to them.
Immediate Results: In as little as 10 minutes after sending the and email campaign, we will be able to know if the users have had access to our website through it. But let's not be impatient!
Viral Marketing: Just like on social media, Email Marketing can also be shared. It is as easy as having the user resend the content to other contacts. If we are able to create an interesting and attractive campaign, anything can happen!
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FAQ's and common Email Marketing questions