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What is Email Marketing?

Easy, is the use of email to promote products or services.

We have all had some kind of interaction with these campaigns finding a saturated inbox filled with continuous promotions or adds from our favorite brands or interests. Why is that?

Every time you give out your email, subscribe to a newsletter, or share data, you open an infinite digital gateway.

Email marketing allows businesses to keep their customers informed, and to customize their marketing messages accordingly, but once the user’s interest is gone, still getting lots of emails can be really annoying.

Therefore businesses face many challenges when it comes to understanding the basics of successful email marketing, but if we understand it from this principle according to a marketing guru’s definition, it could be easier to clarify its real purpose...

“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who want to get them.” Seth Godin

If we understand that it's indeed a real privilege that our clients share their personal data with our brand or services and allow us to join them in their daily lives through their email account, we can seriously reconsider the strategy for our email marketing campaigns.

We share with you the pros and cons to find out if you are going the right way when building an email marketing campaign.

Great pros

Email marketing helps you build relationships on a personal and deeper level so it’s necessary to define the tone for the message that you will be sending to the end-users, what kind of content you want to incorporate in the message: articles, promotions, pictures, brochures, add logos, as well as how often will you be sending the emails.

You can segment subscribers by their recent open or link click activity, their interests, demographics, purchase history, subscription date, and other characteristics.

Once the segmentation is ready, check these other recommendations for your pros!

  •  Write your emails in a way that the readers feel you wrote just to them. Personalization gives great results since 26% of mails are more likely to be opened if they are personalized and have 41% higher unique click rates than non-personalized mailings. Sending personalized emails is also possible with machine learning.
  • Increase sales. Understand your target audience, and then create a customizable campaign for better customer experience. Craft your message as a good reflection of your company’s brand to build trust and closeness.
  • Define your focus: Spend time and meticulous preparation for the design, tone, and strategy since lack of it could totally break your emails.
  • The ROI is a huge pro! Did you know email marketing campaigns have the highest ability to measure Return on Investment (ROI)? For $1 dollar invested you can get up to $ 40.
  • Measurability: email marketing is very measurable.

After email, search and online ads are the next marketing channels with the highest ability to track. Oppositely, webinars and event conferences are the worst marketing channels for measuring.

Check the cons

Though there are plenty of pros, never ignore the cons!

  • Avoid the “sales-y” tone: Remember you are communicating with people and they always have an unsubscribe button as a choice we don’t want them to use.
  • Grow your list organically, by this we mean don’t send random emails to people that are not your target.
  • Collect as much information about your customers as possible, and don't neglect your website cause is the right place to start nurturing relationships with customers.
  • It takes time. You can’t expect to build your list over the night. Blogging is the best way of generating new leads. In fact, companies that blog generate 88% more leads, but the trick is that it takes time to grow the traffic.
  • Some people don’t check the inbox. This means that you have to use other marketing channels besides email marketing. Consider SEO, Facebook Ads, and Google AdWords for getting the best results.

If you are still not convinced on why you should use Email Marketing then look at these statistics

  • Email marketing has a potential return on investment of up to 4400%
  • Out of 100 people with active email accounts, 91 percent of them check their email every day.
  • More than 50 % of people who were surveyed said that well-written email campaigns compelled them to buy stuff they otherwise would not have bought.


The truth is that getting a bunch of emails from a particular service or company can be nerve-racking for an end-user, so the challenge for any marketing campaign creator is figuring out when it’s too much, in order to avoid the spam zone, that lonely place where no one wants their marketing efforts to end!

In a world full of competition, help your business sales increase and achieve conversions by attracting new clients to your products and keeping happy customers with great messages. Remember your website is essential, so optimize it!

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