How many times have you heard the phrase "email is outdated"? In a world where social media and various communication platforms dominate marketing strategies, it's common to see companies discarding the inbox, considering it a digital graveyard full of spam and forgotten messages. But what if this perception is wrong? What if this tool, which many consider antiquated, is actually one of the most resilient and beneficial for attracting and retaining more and more customers?
Although email is seen as an "old" tool by many people, several studies show that it remains a fundamental pillar for both personal communication and digital marketing. A study by Netexperts, as proof of this, indicates that 92% of Brazilians still use this channel, and of those, 61% access it daily. Regarding its purpose, another study by MediaPost revealed that 72% of consumers consider it their ideal channel for communicating with companies.
Far from being obsolete, this data shows how this tool remains strongly present in people's daily lives. Therefore, when invested in corporate strategies, it can bring a series of benefits to both parties. For the consumer, email is not seen as spam, but rather as a relevant source of information, integrated into their routine for more important and even commercial matters, and easily accessed at the most convenient times in their day.
For companies, in addition to being one of the most cost-effective means on the market – with various offers available to be adapted depending on the project designed – it allows for the personalization of campaigns according to the segmentation and objectives defined by each company, creating customized messages targeted to the profile, history, and preferences of each client, instead of standard and generalized texts.
These mailings can be automated and optimized based on each person's triggers and behaviors. This helps ensure they reach the inbox on the days and times most suitable for each individual, increasing the chances of opening and conversion. The more personalized this content is, the better these results will be, sparking consumer interest with relevant texts that make sense for their needs.
Ultimately, according to McKinsey studies, 71% of consumers expect personalized interactions from companies, and when this expectation is not met, 76% feel frustrated. All these considerations, together, provide the necessary ingredients for a successful strategy regarding the benefits of email marketing, enriching the brand experience and increasing customer retention.
However, like any recipe, it's necessary to pay attention to some important details for this preparation to work, starting with one of the most crucial points in these results: the contact database. Before starting any mailing, use intelligence tools that clean this list and ensure its qualification, so you can be sure you are contacting people who are interested in your services or products. This cleaning will already be half the battle won.
From this point, focus on personalizing the content, creating engaging texts for each need. Use these messages to offer users the possibility of continuing their journey through other communication channels the company uses, creating an omnichannel strategy that allows each user to communicate with the brand on their preferred channel, thus providing a wider range of possibilities for maintaining this relationship.
Also, conduct A/B testing to analyze whether the campaigns are generating the expected results, always based on clear objectives established through email marketing. This is because, depending on the stage of the customer journey each client is in, it's possible to build a specific approach to guide them down the best path, maintaining their engagement and interest. An excessive and non-relevant cadence can lead to dissatisfaction and the loss of that customer.
Finally, be sure to ensure the employability of this tool by having qualified professionals behind it to assist in maintaining the management of this infrastructure. This will result not only in a responsive design across all platforms, but also in real-time measurement of all campaign performance data, so that this strategy can maximize its effectiveness in converting and retaining customers.
Wilton Farelli is the Operations Manager at Pontaltech, a company specializing in integrated solutions for VoiceBot, SMS, email, chatbot, and RCS.
