You probably know that email marketing is one of the most popular strategies in the world of digital marketing . Many think that this type of disclosure is outdated and that it no longer brings as good results for companies as it used to.
But that is not true. Email marketing is one of the highest ROI marketing actions on the market and remains as relevant as ever.
To do this, it is not enough to just send emails in a discriminatory manner, without any type of criteria. Knowing how to create mailing lists (the email contacts your company has to communicate with potential customers) is essential.
To find out what mailing is and how to create your own following its most important criteria, continue reading our article!
What is Mailing?
The term mailing can refer to two different things. The first of these is an email communication strategy in which companies contact leads and customers to offer products, services and benefits.
The other, which represents the meaning of the term literally, is the company’s email list itself. It is also possible to include other contact details, such as website and telephone number.
The mailing list can be obtained in different ways: lead generation strategies , sales made and contact forms.
With a contact list created strategically for the objectives of your strategy, it’s time to start carrying out email blasts.
First of all, ask your contacts for the necessary permissions and send relevant content to the different audiences present in your mailing list.
This way, you avoid falling into the SPAM box and can strengthen your relationship with these people and/or companies.
Why is Mailing important?
Even with the popularization of social networks, email remains one of the most important channels for digital strategies.
With a good campaign, it is possible to convert several leads into customers, among other fundamental benefits for the continuity and growth of your business.
To understand the importance of this medium, we have separated some key statistics about email marketing in 2023:
- According to the Dow report , 89% of marketers use email as their primary channel for generating leads .
- Furthermore, the research also shows that email is the first channel that 58% of internet users open at the beginning of the day.
- According to Dow.io , 77% of B2B customers prefer to be contacted via email over any other channel.
Therefore, investing in building a qualified mailing list allows you to reach and impact your leads and customers on a channel that they are present and like to use.
However, it is not enough to think of one type of content for all your mailings. After all, the focus of this practice is to create materials designed for each member of your audience.
For this reason, a good mailing list allows exactly that: segmenting contacts and creating personalized messages to convert them!
Only then can you identify which stage of the sales funnel your leads are at and set up campaigns based on that.
Example : a top-of-the-funnel lead receives informative content, while a bottom-of-the-funnel lead may already receive a commercial approach.
How to create an efficient Mailing strategy?
Now that you know what mailing is and why it’s so important to build yours, it’s time to find out how to do it .
To do this, we have put together 4 tips for you to create an efficient strategy:
1 – Build your contact list
The first step to having an efficient mailing strategy is building a list of contacts to start your mailings. This can be done in different ways, but one we don’t recommend is purchasing lists .
Your focus is to send emails to people who will show interest in what you have to say. Therefore, random lists have contacts who do not know your business and tend to report the messages as SPAM .
Therefore, you need to find organic ways to build your mailing list. A good way to do this is by using your customers’ registration data on your website, for example.
In any case, the lead must allow the shots to continue. Offer an unsubscribe button and ask if they want to continue receiving your messages.
From this, you can build campaigns without worrying about high levels of rejection and/or SPAM reports.
Finally, collect more than just each contact’s name and email. Get as much information as you can to ensure truly qualified targeting, such as:
- Telephone;
- Site;
- Profession;
- Academic education;
- Goals.
2 – Segment
After creating your list, you need to segment it. That is, separating your contacts into different groups according to common characteristics.
With the large volume of content being produced and disseminated on the internet, your shots need to be accurate . Therefore, they must reach different parts of the audience with elements compatible with what they seek and identify with.
Your segmentation must consider all identifiable factors based on the data available to your contact list. That’s why the more information you collect in the first step, the better!
3 – Create Valuable Messages
In the previous topic, we mentioned the importance of creating good content to generate valuable – and sought after – interest from your contacts. Here, we reinforce the request!
By segmenting your contacts, generating value for your audience is a less challenging task. Therefore, take advantage of the valuable insights that this task offers to come up with good content ideas to produce.
This way, you convey to potential customers that you care about their pains and desires and increase the chances of converting them.
4 – Analyze The Results Of Your Campaigns
Once again, we return to one of the most important phrases in marketing: what can be measured, can be improved.
When it comes to email marketing, this maxim is extremely valuable. This is because it is essential to keep your mailing list updated and work on strategies that work.
To do this, define and monitor the essential metrics of your campaigns (i.e., your KPIs ). The most used in this context are:
- Opening rate;
- Bounce rate (or bounce rate );
- Click rate.
The best Mailing tools for you to use
Good tools are welcome in any strategy, and mailing is no different. Let’s look at the main ones that will help you:
Email automation tools
With marketing automation tools , you can create emails, segment, trigger and monitor your results in one place.
Furthermore, some platforms go far beyond email marketing strategies and allow you to create landing pages , monitor social networks and more.
CRM
With Customer Relationship Management software , you can record all important information about your contacts.
This facilitates segmentation and streamlines your mailing. After all, you can register each new contact that appears and remove those who opted out of your forms.
Keep investing in Email Marketing!
Email marketing continues to be, unquestionably, one of the great protagonists of digital marketing. And considering the data collected throughout the article, the tendency is for it to continue like this for a long time!
Because of this, continue investing in the best email marketing strategies. To do this, structure a qualified mailing based on the insights collected throughout this article!
It is essential to collect valuable data from people who are interested in your messages and work to make these leads become good customers for your brand.
