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Deve a sua empresa apostar no email marketing? Esta ferramenta é uma das mais antigas e importantes e traz muitos benefícios ao marketing da sua empresa.
O artigo de hoje dedicado ao email marketing, uma das áreas de intervenção do marketing digital mais antigas, mas que continua a ser uma das mais importantes, provando que as notícias acerca da sua morte eram manifestamente exageradas, como diria Mark Twain.
A resiliência do email marketing está directamente relacionada com os seus múltiplos benefícios, aqui ficam alguns dos mais importantes:
1. ELEVADO RETORNO DO INVESTIMENTO
Se há um factor principal que explica a resistência do email marketing é certamente este, que surge como consequência dos pontos seguintes. Estudo após estudo demonstra que o email é uma das formas mais eficazes das marcas comunicarem com o seu público-alvo.
2. PREFERÊNCIA DOS CONSUMIDORES
Perante as dezenas ou centenas de emails que recebemos todos os dias, pode parecer estranho, mas a verdade é que os estudos também provam que o email continua a ser o canal preferido pelos consumidores para receberem informações das marcas.
3. IMEDIATEZ E CUSTOS REDUZIDOS
Enquanto ferramenta de marketing directo, o email é extremamente barato comparado com as opções tradicionais porque dispensa a impressão. Por outro lado, proporciona respostas incomparavelmente mais rápidas.
4. SEGMENTAÇÃO DOS DESTINATÁRIOS
Com o email pode enviar a mensagem certa para o público certo. Para isso é necessário possuir uma base de dados actualizada e bem segmentada; depois é só preparar e personalizar a mensagem para cada um dos segmentos, criando várias campanhas. Maior relevância proporciona melhores resultados.
5. COMPRAS POR IMPULSO
Uma boa newsletter facilita o trabalho ao consumidor, poupando-o à pesquisa exaustiva. Se a oferta for pertinente e incluir um preço promocional para um determinado período, torna-se difícil resistir-lhe – especialmente porque, da abertura do email ao processo de compra, bastam dois cliques.
6. SEGMENTAÇÃO COMPORTAMENTAL
Já fez uma compra na Amazon e depois recebeu um email com uma oferta de produtos relacionados? O que a Amazon está a fazer é enviar-lhe um email com base num processo de segmentação comportamental que ajuda as empresas a serem ainda mais relevantes nas mensagens que fazem chegar aos utilizadores – com o objectivo de potenciar mecanismos de up-sell e cross-sell. E estes são emails que o consumidor gosta de receber.
7. TUDO É MENSURÁVEL
Quantas pessoas abriram os emails, que links foram clicados e o que fizeram os destinatários no site ou loja online assim que lá chegaram…é possível saber tudo, da chegada do email à inbox do utilizador à compra do produto na loja, e utilizar a informação recolhida para identificar eventuais falhas e afinar todo o processo.
8. TESTES
Antes do envio de uma campanha, é possível realizar testes para um pequeno segmento da base de dados e assim avaliar a eficácia dos emails em função de duas (teste A/B) ou mais variáveis. A análise dos resultados da campanha permitirá identificar e seleccionar o email mais eficaz, maximizando desta forma os resultados.
9. É FACILMENTE PARTILHÁVEL
Os subscritores podem encaminhar facilmente para os seus amigos uma newsletter ou uma promoção pontual. E também poderão partilhá-la nas redes sociais. Como resultado, a marca obtém exposição adicional e incrementa as possibilidades de fazer negócio.
Nota: não confundir email marketing com SPAM. Práticas ainda comuns como a compra de bases de dados são de evitar. Email marketing de qualidade pressupõe a existência de destinatários que querem receber as suas mensagens. Se a sua base de dados é pequena há formas de a aumentar e são essas que deve explorar.
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Precisa de ajuda em Marketing Digital em Braga? Entre já em contacto e obtenha o seu orçamento gratuito.
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