Email marketing: Living in a connected world means having access to information in milliseconds, having conversations in the palm of your hand and sending messages to different people with just a few clicks. Since the beginning of the internet and the use of personal computers, the speed with which communication processes are carried out has become stupendous.
Companies began to see the agility with which communication is carried out between people and soon began to adapt their strategies to adapt to the current technological paradigm. Marketing, communication and technology strategies started to talk, so it no longer made sense to adhere to old customer contact techniques, such as interrupt marketing, for example.
One of the main means of communication that exists today is e-mail. E-mail emerged around the 70s with the intention of connecting two people without them being properly connected, as in the case of a call for example. Considered one of the first asynchronous means of communication, several other types of communication emerged from it. However, email has not become obsolete, quite the opposite. Companies, universities and users across the globe use e-mail.
Some of the most effective digital marketing techniques use this tool to reach their customers, one of these techniques is called e-mail marketing. In this article we will understand what email marketing is and what practices you should adopt for your business to be successful using this strategy that promises very positive results!
What is email marketing?
Email was invented by an engineer from MIT, the Massachusetts Institute of Technology. Ray Tomlinson sent the first email in 1971 and, according to him, its purpose was to facilitate communication between two people, without the need for a real-time connection during that particular communication. E-mail is nothing more than an imitation of the institution of communication via letters. We have a sender and recipient, and each of them has a specific address, where they receive the “electronic letters”.
Professionals coming from the field of marketing and advertising soon realized the power of this tool, so email marketing strategies began to appear in the market.
This strategy consists of sending bulk emails to customers. This type of approach is intended to create a closer bond with customers. The emails sent contain personalized information, according to the user’s profile. Most professionals these days have to check their inboxes every day, it’s a must. If you have sent some emails to customers of this type, then the purpose of email marketing will be achieved.
The problem with this “proximity” is that most email users have come to find this approach a bit invasive , in addition to the irresponsibility of some companies to send messages without reason to customers.
So read our article and learn about some practices on how to generate a good relationship with your customers.
Other practices
Another practice What hampered this strategy was email list sales, especially a few years ago. Imagine the following case: you made some purchases in an e-commerce, let’s call it company A, to complete the purchase you have provided your email address to receive information relevant to the purchased product. A company A kept your email in its database, so far everything is normal. However, a second company, company B, offers a value to buy the list of emails registered on the e-commerce site of company A. That sale took place and soon you start getting countless emails from something you’ve never heard of, emails from company B.
This practice made customers started to turn up their noses a little at email marketing. The providers themselves have started to treat these messages as spam and they are automatically deleted from the user’s inbox, buying these lists is quite risky, and can do more harm than help.
There are other types of practices that can harm your email marketing, let’s see some of them!
Harmful practices for your email marketing
1. Missing a corporate email address.
The email corporate is a practice that should be adopted by all companies that have a business on the internet. When you hire a hosting service that comes with a personalized email, you can choose the domain, and this gives a more serious image to customers. If you have a personal email and you use it for business purposes, like launching a mailing list, recipients will look at the sent message as a dubious email, a company that has @gmail.com, or @outlook .com at your address seems to be something dubious, or even scam.
two. Too many messages, or too few messages.
When you have a list, that was acquired by your own company, it is common for this list of customers to condense into one person. The persona is a digital marketing practice that consists of creating a fictitious person who is an amalgamation of all the customers of that enterprise. If you have this person defined, it is possible to send emails that have subjects of interest to your target audience, in addition to defining a frequency for sending these emails.
If this periodicity does not exist and the messages are sent at random, your customer will find it strange or not even read, as the messages can be deleted by the provider. On the other hand, sending too many messages generates the same result, the customer ends up annoyed and wants to leave the service.
3. Send emails that do not generate any interest.
The above explanation of Buying lists comes in handy in that case. People who are receiving emails from
company B, has nothing to do with the company itself. The emails that are triggered are completely uninteresting and, as time goes by, these emails end up in spam folders. Soon the strategy sinks and only generates expenses, no results are presented. This practice can even send your email to a Blacklist.
For messages to work, they must be specific, talking to your customer’s persona and generating interest.
What is a Blacklist and how to avoid one ?
The blacklist, as its name already says, it’s a blacklist of emails. This list has the ability to warn the recipient that emails coming from the domain entered in the list are spam, or even emails from a source, containing malicious files.
As blacklists are widely used and widespread among various email clients. They have the ability to block not just sporadic emails but all emails sent from a particular domain or server. This is because the IP of the server that sends the emails is blocked and stored in these lists.
To avoid this type of situation try to use e-mails that were registered in your local base, in this case a customer registered his e-mail of his own free will. Avoid the cases of purchased lists and emails, these can send unwanted messages and even come across non-existent emails, generating the famous “bounces”. Bounces are emails that come and go, because their recipient does not exist.
It is important to hire a hosting company and email provider that provides good software for managing your email marketing lists. This is due to the fact that these tools self-manage the lists, eliminating bounces and contacts that do not show interest in the messages sent.
Conclusion
The practice of email marketing must be performed cautiously. This type of approach is extremely incisive and talks directly to the customer, at the heart of their digital privacy: personal email.
Follow the tips above to see the results show up over time, and they will be great for your venture! To put all the above tips into practice safely and avoid the dreaded blacklist, we invite you to know the services, in addition to our structure with cutting-edge technology for hosting websites and emails, we have a specialized team to help you, who are suffering with your company’s emails falling on the blacklist. Contact us!
