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Myth 1: Email marketing does not work anymore

Category: Email Marketing

Imagen Myth 1: Email marketing does not work any

No matter when you read this post, there is always someone who believes that email marketing doesn't work. It's a valid myth among those blinded by whatever the new trend, app, or tool may be. However, marketing has many sources, and email makes a significant contribution, just as it does in communication, sales, human resources, technical support... every area of the company uses email and achieves tangible results from it. So no, it's not dead, and yes, it's still working.


Use of Email by People

Email is so ingrained in our lives that you may have forgotten when you opened your first account. In fact, it's highly likely that you have multiple accounts today, such as distinguishing between personal and work life. According to Statista, the number of email users worldwide is expected to reach 4.73 billion users by 2026.

Your email account is the first thing requested when you buy a new phone, register for a service, or make an online purchase. On many platforms, it even becomes your username for access because it's a unique way to identify you. And yes, many companies may also ask for your phone number, but it's often optional, while email is always mandatory.

Email is used to receive all sorts of information, from children's school notes to supermarket offers, tourist information, medical results, or gym invoices. It is used to receive commercial communications with ease and receives consent more readily than through the phone or postal address.

In a professional environment, an email address is created on the first day of work, and any employee will end up checking it several times a day, even if it's just to receive news from the company itself or exchange messages with colleagues or people from other departments. When it comes to external communications, we then start talking about email marketing.


Corporate Use of Email Marketing

It is estimated that more than 230 million emails are sent worldwide every minute, making it one of the most used channels for sharing content (surpassing social media and SMS). Companies play their role, and it is used in different departments. The benefit is clear: according to Litmus, an ROI of 3600% is achieved (for every dollar spent, you get 36 in return).

Email marketing works because it is present throughout the company and remains a fundamental part as it can be integrated with other platforms more specific to each area. Thus, in collaboration with other strategies, it achieves better results because it leverages its strengths. It's not about killing any tactic, but complementing them.

The corporate use of email encompasses all departments, each with its own goals, so it's natural to have different implementations. Perhaps the marketing department is the broadest and most complex; for example, you can connect the CRM to the email marketing platform to synchronize contacts and have all their activity in one place, which is also useful for sales and customer service.

From the perspective of internal communication, it is also practical for companies because it allows sending notifications of practical information, such as schedules or payrolls, but also more corporate information, such as news they should be aware of or job offers and promotions that might interest them. The advantage of using this channel is that it's already working in external communication, so you only need to focus on internal recipients.


What Email Marketing Can Do for a Company

Every business has different needs, but email is a channel present throughout the customer journey, both in B2C and B2B, making it profitable for the company considering all stages:

  • Lead Generation is a key objective in many sectors. Being at the top of the funnel, email marketing provides forms for landing pages where contact lists of potential customers are filled.
  • Building Awareness or Visibility is a priority for startups, but it's also essential during product launches. In such cases, a promotional campaign is the most direct route to achieve it.
  • Conversion to Sales is the primary goal of companies, as per our email marketing report. This is when the return on investment becomes tangible and confirms that it works, even though the process starts much earlier, as we have seen.
  • Customer Retention can be in the form of repeat purchases or recommendations, that moment when it's not so much about convincing them to buy but rather to keep considering you and recommending with brand reinforcement campaigns.

A great example of all the possibilities that email offers is in event management. Email marketing attracts attendees whom it keeps informed before, during, and after the webinar, trade show, or event you organize. It's more than proven to work!

What to Do to Make Email Marketing Work

There are different ways to interpret whether something is working, although in general, companies consider success based on the profits earned. However, until you get there, different microconversions occur, for example, people signing up for the newsletter through a web form, clicking on a campaign, and eventually hiring a service.

For your email marketing to work, you need to be clear about your goal because your strategy and metrics will depend on it and help you evaluate it. Following the previous example, you may want to improve the quality of your database to double the click-through rate, although in the end, you probably want those interactions to lead to sales.

The advantage of email marketing is that it can be measured in detail, so you can identify where the problem lies when subscribers don't do what you expected them to do, such as opening emails from a specific profile, from which city they click the most, or how much time they spend reading your message.

When it comes to optimizing your email sends, you need to consider all elements of a campaign, from the subject line to the call to action, design, and the choice of sender. An email marketing audit will help you detect where the problem may be, and of course, conduct tests before each send to avoid unintentional errors.

Download the eBook "Email Marketing Myths" to learn about other myths you should stop believing in.

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