In this post, we will show you what email marketing is, how to build your email list, the main platforms and much more!
Email marketing is the sending of emails to people to promote wholesale email list products, services or content . It is a way of maintaining direct contact with customers, informing them about news, offers and promotions.
The main idea behind email marketing is to build a relationship with your audience and increase sales . With this strategy, you can send personalized messages and measure the results to improve your strategy over time.
When did email marketing emerge?
Email marketing, oddly enough, emerged in the late 1970s . The first known promotional email was sent by Gary Thuerk (seen in the image below), a marketing manager at Digital Equipment Corporation, in 1978.
Gary Thuerk - First Email Marketing
He sent a message to about 400 customers using the ARPANET network, which was the precursor to the Internet. This email resulted in significant sales and marked the beginning of the use of email as a marketing tool.
In Brazil, email marketing began to become popular in the late 1990s and early 2000s, as the internet was expanding in the country, albeit relatively slowly at that time.
What are the advantages of email marketing?
The main advantages of email marketing are why so many companies and blogs use this strategy, for example:
Personalization
Personalization in email marketing, such as using the recipient’s name, increases the open rate and identification of messages . This is because personalized emails stand out in the inbox, making recipients feel like the content is more relevant and targeted to them.
This technique creates a sense of recognition and importance, encouraging engagement. And best of all, it has been proven to increase results, as it creates a stronger connection between the brand and the consumer, increasing the effectiveness of communication.
Also remember that personalizing the email with the user's name helps avoid SPAM filters and ensure that the message is sent correctly.
Automation
Email marketing automation means that emails are sent automatically based on user actions, such as subscribing or abandoning a cart.
These automations allow you to segment contacts, schedule sending, and track openings and clicks. An example of automation in email marketing is sending a welcome series.
When someone signs up for an online store’s newsletter, the system automatically sends them a welcome email, followed by additional emails with information about the store, popular products, and an exclusive discount for their first purchase. These emails are sent at scheduled intervals, without the need for manual intervention.
Measurable results
The results of applying email marketing are measurable because it is possible to track and analyze precise data on the performance of campaigns , such as opening rates, clicks, conversions and unsubscribes.
This feature is an advantage because it allows you to adjust and optimize strategies based on real data, increasing the effectiveness of campaigns, improving return on investment (ROI) and allowing a better understanding of customer behavior and preferences.
What are the disadvantages of email marketing?
Although this marketing strategy is extremely effective, there are some negative points that you need to be clear about, namely:
High cost
Email marketing platforms can be expensive, depending on the plan chosen, due to the involvement of email traffic, which requires attention to SPAM and user security . Fortunately, over time, more affordable options have emerged.
However, if you are starting a small list now, there are plans without automation or with exclusive conditions, which become as cheap or cheaper than traditional hosting .
It is necessary to learn to “read” the analyses
vanity metrics
Email marketing is an ongoing process of testing and optimization . Simply sending emails isn’t enough. It’s essential to monitor performance, such as open and click rates , and make constant adjustments.
In other words, the ideal is to test different subjects, content, sending times and segmentations to understand what works best with the audience.
How to build your email list?
To build your email list, follow the tips and strategies below. Each of them will gradually help you gain new email addresses, prospects, and customers.
Offer digital baits
Lead magnets are free content offered in exchange for a user's email address , such as e-books or online courses. They help build an email list because they attract people interested in the topic, allowing websites and blogs to capture qualified contacts.
The biggest advantage is precisely this: attracting people who are clearly part of the target audience. For example, if you sell a productivity course and used a digital bait called “checklist to be more productive at work”, you understood that this specific audience wants to have better performance where they work.
