In today's article we would like to share with you some of the advantages of Email Marketing, which justify why it is such a positive tool when it comes to customer loyalty.
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Why is Email Marketing so successful in building customer loyalty?
It allows us to precisely segment our clients
Achieve personalization of shipments, even if they are massive
It allows us to optimize each of the shipments we make
We can add all kinds of content to the body of the email, including multimedia.
It reports a host of precise and detailed metrics
Why is Email Marketing so successful in building customer loyalty?
Nowadays, Email Marketing (and despite the detractors who claim that it is an outdated technique and directly linked to SPAM) is one of the best channels that exist to achieve fluid and direct communication with our clients. Furthermore, when applied correctly (in terms of segmentation) it is also one of the tools that generates the most returns.
And if we add to all of the above that it also manages to generate high levels of user loyalty, what more could you ask for?
Grab a pen and paper and write down the many features that brands and companies achieve in achieving the much-desired customer loyalty.
It allows us to precisely segment our clients
When we talk about the need to properly segment our audience, we don't just mean adding a simple "Hi, Jose . This offer is for you" to our subject line. We mean much more.
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We're talking about truly personalizing ; tailoring our mailings to the needs, tastes and preferences of each and every one of our subscribers. And to achieve this, the main thing we need is to have as much information about the user as possible.
We recommend that you play with questionnaires, registrations and reports that are gradually completed by our subscribers, where - over time - you will obtain more information about them. In addition, each of the purchase processes completed by your clients will also give you information about their tastes, their purchasing power, etc. And control of that information is gold. Gold .
Achieve personalization of shipments, even if they are massive
In addition to the previous point, where we get to know our users as much as possible, it is also important to personalize the content of the emails to all the users you are addressing.
And when we talk about this, we are referring -precisely- to making the user feel like a person of interest to your company. In other words: making them feel like part of your brand's family . And that means that it is not enough to add their name to the subject line of the email you send them, but to go a little further. Add small coo email list details to the content that make a difference. For example, with something as simple as referring to the area where the user lives; since -in this way- the user will realize that you know perfectly well who you are talking to. And that that is them: a great point to achieve their loyalty to your brand.
It allows us to optimize each of the shipments we make
While other promotional techniques (especially offline) require several steps after the communication itself, Email Marketing allows the user to start and close the purchase process through a single tool.
How has Email Marketing evolved in recent years?
However, despite this advantage, it will be of no use if the email you send does not have the necessary characteristics that will make the user stop and look at your email the moment they start checking their email inbox first thing in the morning. Once they have made the decision to click on your email and read its content, the purchase process begins, and can even be completed within the email, without having to leave the inbox to visit the website, eCommerce or physical store. And that's a big point for them! They will appreciate the ease with which they can do business with you , and they will do so again.
We can add all kinds of content to the body of the email, including multimedia.
One of the most interesting aspects of Email Marketing is its ability to exploit multimedia content . Eye-catching images, short and interesting videos , small infographics, photographs, etc. are the elements that attract the user's attention the most, far above those long paragraphs of text that we often try to place in our content.
It reports a host of precise and detailed metrics
The metrics offered by Email Marketing (as well as most actions in Inbound Marketing strategies ) are one of the great advantages of the tool. In fact, the most important part of an Email Marketing campaign is - in addition to the sending itself, which is of course basic and necessary - the subsequent analysis of the metrics generated through our efforts . Among others, the opening rate, clicks on links, the response or forwarding rate, etc., etc.
A good study and strategy derived from campaign metrics can be crucial when it comes to achieving greater or lesser success in subsequent campaigns, since we will learn from our mistakes and know what to do and what not to do.
Some possible problems (and solutions) of Email Marketing
This, even if you don't believe it, has an impact on customer loyalty, since each and every one of the metrics you obtain from your emails will give you relevant and useful information to improve future campaigns. They will provide you with information that revolves around the user and their lifestyle, such as the hours at which they tend to open the email , or the occasions on which they have reported your email as SPAM. All of this, well analyzed and studied, will give you room to maneuver to achieve future satisfaction of the user's well-being, and, with this, achieve their loyalty to your brand .
