What is email marketing and how does it work?

When we think of digital marketing strategies, it is increasingly common to think of social media marketing, SEO, cost per click or affiliate programs, for example. Fallen into oblivion is email marketing which, contrary to what many may think, can be extremely useful and effective. In this article, we will focus on this type of marketing and present, above all, its potential, sometimes still little recognized.


What is email marketing?


Generally, email marketing consists of sending emails with commercial messages to people who have agreed to be part of a brand’s contact list and, consequently, to receive frequent messages from it. However, email marketing doesn’t need to have just a commercial purpose. Often, the messages sent are merely informational, as is the case with a newsletter, for example.


Essentially, email marketing emerges as a great way to keep the public updated on news about the brand and promotions that may be taking place. In addition, this type of marketing inevitably reminds the public of your brand’s existence. However, it’s important not to overdo the number of messages sent, which could end up in the customers’ spam box, or even worse, irritate the audience you’re trying to retain or convert.


What are the benefits of email marketing?

Email marketing can really be a great tool to increase your brand’s visibility and to achieve the much-desired customer conversion. By betting on this strategy, you can count on the following advantages:

  1. increase in conversions


Whenever you are carrying out promotions or special offers on your website, you can use email marketing to inform the public about these news. In the email, you must include information such as the amount of the discount, the duration of the same and a link to your website.


  1. Recurrent brand awareness


By appearing repeatedly in your customers’ mailboxes, they will more easily remember your brand. Don’t forget that brands only send emails to people who have authorized it, which means that their contact list is, in principle, made up of people interested in their products/services. Take advantage of this and send emails that are relevant, but not overwhelming.


  1. Personalized communication with the public


Email marketing allows you to establish direct and, more importantly, personalized contact with your audience. For example, when you visit a brand’s Instagram page and check their publications, you quickly realize that they are aimed at as many people as possible, regardless of gender, age or preferences of the person.


In email marketing, on the other hand, the messages you receive are personalized for you. Right at the beginning of the email, it is common to see your name mentioned, which immediately creates a closer relationship with the reader.


  1. Stimulates customer loyalty


Email marketing is present at all stages of the customer journey: from the discovery stage to conversion and eventual retention. This is an important tool that allows you not only to build, but also to maintain and nurture lasting relationships between brands and their audience.


  1. Less associated costs


Compared to other marketing strategies, email marketing has the great advantage of reaching a large number of people at relatively low prices.


  1. More likely your message will be read


On social networks, for example, not all followers of a brand will see what it publishes regularly. With so many publications and accounts, it becomes difficult to keep track of so much content. However, the same does not happen with your mailbox. Most people always end up reading the emails they receive, as they don’t disappear unless deleted by the person themselves.



How to be successful with email marketing?

  • Define an effective email marketing tool, like MailChimp, for example, and send your emails and prepare your contact list from the platform;
  • Build a contact list. Through your website, you can offer free resources in exchange for the visitor’s email, for example;
  • Bet on appealing titles and relevant content;
  • Don’t exaggerate the number of emails you send. You risk ending up in the spam box and losing the public’s interest;
  • Alternate between business and informational emails to offer variety of content and not tire the audience;


When used correctly, email marketing can really bring many benefits to brands. As much as social networks have now taken the lead when it comes to marketing strategies, there are others such as email marketing that, in certain aspects, can be equally or more useful.

Catarina Fonseca
Catarina Fonseca

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