Email marketing is reinvented to escape the spam folder.


Despite living in an era dominated by the latest generation mobile technology and interactive and ubiquitous apps, our consumption habits depend far more than we think of as classics like the advertising mail stimuli. Whether the neighborhood superstore catalog or an online newsletter. Some gurus recommend overlook the effectiveness of email marketing, but the results are too striking to dismiss them.

For starters, it has a ROI between 21 and 23%, according to a study by the Direct Marketing Association, beating competitors as settled as telephone campaigns, social networks or paid search. On the other hand, Venturebeat stands at 222% ROI ESP services, acronyms refer to providers of email marketing services, demonstrating that care for the mailing of an online business generates profits in the short and medium term.

Although many campaigns end up in the folder spam or deleted without the recipient’s open, e-mail marketing is still an appropriate solution to retain customers and attract sales. Both global retailers as online small business with more targeted consumers improve their communication with potential client campaigns through simple, cheap and well-targeted mailing.

The possibilities to target segmented audiences almost constantly, despite upsetting more than one, end up generating results, as shown by the latest report from Experian, which emphasizes that its profit has increased by 10% last year, reaching 11 cents per email. With a basic email automation tool and a juicy claim, any business e-commerce can make the most of your database with mailing campaigns tailored to each consumer profile or product.

Among the main causes of the increase in profit for corporate mail, it is the dissemination of good design practices fully responsive mails, making them easier to read on smartphones or tablets. A recent study by Litmus shows as 53% of all email received is read on mobile, making the smartphone the focus of inescapable interest.

Two out of three consumers have made purchases online after receiving a promotional email. This revealing statistic of the DMA should banish from our minds the image of tedious spam. A good email marketing strategy to be able to establish a bond of trust, proximity and opportunity with the recipients begins with a little attention, like any relationship that boasts.

To do this, do not look very far from the classical concepts of marketing. Take the place of the consumer, avoiding overloading your mailbox too frequent newsletters, offering new and specific advantages and empathizing with audiences through targeted mailings and campaigns are only the first steps. The key is to understand that e-mail is adequate support to expose our products to a broader and more elaborate way that reacted to the recipient.


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