Email Marketing & Important Fundamentals Of Email Marketing

Email Marketing & Important  Fundamentals Of Email Marketing

Email Marketing is a communication tool that allows the user to send messages to your email, adapting the content to different audiences for a variety of marketing objectives. Although email marketing is traditionally thought of as a conversion-oriented channel, in reality, this tool can fulfill many functions and adapt to many situations. 

Email Marketing

Email Marketing also called emailing or e-mailing, is based on the massive sending of emails to a contact list. Email marketing is a mix of communication and direct marketing. Its decline has long been predicted, but this veteran marketing technique remains as current as it was years ago. Email marketing acquisition or loyalty remains one of the most profitable and effective for advertisers’ actions in terms of return.   

Potential customers are easily and effectively reached. Not only to the inboxes but directly to the customer’s hand thanks to mobile devices. Many users have personal and professional email configured on their smartphone or tablet. Close to half of emails are opened from mobile and this forces us to make their designs responsive. 

To think of email marketing today is to think in the mobile format if we don’t do it that way, our message will be dead even before it reaches the consumer. Hence, it is often said that the evolution of email marketing is mobile email marketing

Important  Fundamentals Of Email Marketing

 SMART Goals And A Contact Strategy

It’s worth going back to basics to set SMART goals. Email marketing is one of the techniques that marketers use when they need to get out of trouble and to increase sales and conversions.

But as the saying goes, the one who goes the fastest does not arrive first, but the one who knows where he is going. And marketing professionals should take our time to establish the goals of each email. This is when the SMART technique comes in:

  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Timed (time)

SMART objectives will allow you to define clear KPIs,  the contact strategies for each campaign or scheduled email, and the frequency with which emails are sent to subscribers or contact bases

Techniques To Grow Your Subscriber 

There are many techniques to grow your subscriber base and it is vital that you make the most of your own resources and get contact emails thanks to new registrations.

Visibility. It’s pretty obvious, but make sure the subscription method and CTAs are obvious. Some potential locations are the home page, on product or destination pages, on social media profiles, on transaction confirmation pages, in transactional emails, among other places.

Courage. Why should someone subscribe? List the benefits in the email you send.

Speed. It causes the registration of the email to be a quick act. Put a simple form where the person leaves their email and with a single click of a button, the quick answer to what the consumer wants will be given. Do not put a button first that takes you to another landing, where the subscription is made, but complicate the process and you may lose potential contacts along the way.

 Identifying The Correct Metrics

If you have clear goals, then they should reveal the right metrics to track. 

Email marketing metrics can be divided into two types: Process metrics and Results metrics.

Process Metrics. 

These types of indicators give trend indicators over time, but by themselves, they do not necessarily indicate that the campaign has been successful.

 Examples :

  • Accepted rate. The percentage of emails delivered compared to the number of sent.
  • Bounce rate. The percentage of emails not delivered
  • Open rate. The postage of open mails.
  • Click-through rate (CTR).  The percentage of recipients who have clicked on any of the links contained in the email.
  • Click-to-open rate (CTOR).  It is the percentage of recipients who have clicked on any of the links contained in the email divided by the number of open emails, and the result is multiplied by 100. This way, the quality of the content and the level of engagement can be evaluated.

Results Metrics. 

They measure the goals of a company or brand and are a better indicator of the success of an email marketing campaign. 


New subscribers or registration fee.

  • Conversion rate. The percentage of recipients that are registered based on the purpose of the email.
  • Value of an email. The average lifetime of an email. This kpi is used to determine how much money you are willing to invest in obtaining a new client.
  • Acquisition cost. The average amount required to acquire a registration or customer.
  • Return by email. The amount of income earned during a campaign divided by the number of emails delivered opened or clicked.
  • Return per customer. The average or median of the income generated through all the members of the contact base or those who convert.
  • Average order value.
  • Lifetime value. The money that a subscriber gets to spend with you during her lifetime in your contact base.

The 3 Ways Of Unsubscribing

These will not only apply to the acquisition of records, but also to the processes of unsubscribing or unsubscribing.

Visibility. Don’t put it in tiny font. Make the option look good so that recipients can easily unsubscribe.

Courage. It offers people who want to unsubscribe an easy-to-use preference process. This will allow recipients to change their registration address, alter the frequency of mailing, or content preferences. This allows them to update their data quickly. You can also offer to contact them through SMS or direct mail.

Speed. Again, it should be quick to unsubscribe. Optimized for mobile phones, without having to log in and without waiting two weeks.

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