Friday, 6 october 2017 | Redacción CEU
How to reach potential consumers effectively? That is the question that overflies the head of specialists in Digital Marketing. These professionals want to reach the right customer, at the right time, but the push of advertising in social media has provided the online scenario with even more complexity. Connecting with a specific audience in an organic way is increasingly difficult. Day by day, the formulas and designs become more ingenious and innovative but, email marketing is still one of the favorite tools of marketers, to the surprise of some.
What do you see when you open your email account? Apart from finding tens of pending business issues, it is likely that you receive some subscriptions, event invitations, clothing brand promotions, the latest premiers of your cinema, requests from people who want to contact you, satisfaction surveys, information about flights with tempting prices, announcements about new products or some newness about the platforms services that you use. From the most traditional institutions to the most modern brands, all struggle to reach your inbox. Do these emails get your attention or do you end up marking them as spam?
Although it is a mean with a long trajectory, the email delivery is one of the tools that is mostly used in the digital marketing daily practice. An expiration date has been set to email marketing, given up for dead and identified as obsolete, still, not only remains like a widespread digital advertising tactic, the figures indicate that it is one of the strategies with the highest ROI, specifically, a 4.300% of return, as indicated by 40 de Fiebre Blog. What is its success key?
Getting to know your peculiarities
Personalization is the word that is trendy on marketing. Advertisers want to know how you are and what you like to reach you better. The companies try to make you feel special, to turn you into their customer, and satisfy your particular needs, to strengthen the bond that unites both. They know that in this digital culture users are bombarded by hundreds of messages through many ways, and that connecting with you is increasingly difficult. Only the advertisers who really know you, will know how to reach you.
A prominent number of professionals point out that email marketing will be precisely the great beneficiary of the new opportunities offered by artificial intelligence. This is the opinion of 87% of the 1028 professionals interviewed by Salesforce. Thanks to AI, the messages will be more appropriate and specific. According to this survey, it will also have a strong impact on customer assistance services, that can also be done through this mean.
Email marketing is a tool that has been able to quantify its profitability properly. When the mail is addressed to the right audience and the message is adapted to their peculiarities, this strategy can become very powerful: improves the customer service, attracts new users, increases the trust level and brings users closer. All this thanks to a very low investment; the cost is below that the one required by other types of digital techniques. Why is it then that a few years ago the specialists predicted its disappearance?