As we have mentioned on other occasions , email marketing is a fundamental freight forwarders brokers email lists tool for any company when it comes to communicating and interacting with its users, since it is a communication channel that allows the entire user base (prospects and clients) to be reached effectively. Therefore, we can affirm that email is one of the most efficient direct marketing media, both for moving the user to action , generating a direct response (purchase in the e-commerce, visit to the physical store, downloading documents from the website, filling out a specific form, answering surveys, etc.), and for strengthening their connection with the brand (loyalty) through personalized communication.
This discipline, one of the “veterans” of digital marketing, is experiencing one of the most interesting transformations of recent years. Email marketing is at a crossroads determined by three realities : firstly, the mass approach that has been given to it in recent years is dying out due to the increasingly poor results obtained (openings, clicks and conversions). Secondly, the fragmentation of the digital ecosystem in multiple spaces beyond the web and email (social networks and blogs mainly), requires rethinking the role of email marketing within the mix of digital communication channels and its relationship with the rest of the environments. Finally, and thirdly, the massive adoption of smartphones by the general public determines the way the information that reaches them via email is presented.
From our point of view, the future of digital relational marketing in general, and email marketing in particular, will respond to a new model of understanding communication between the brand and the user. Traditional direct marketing actions have responded to a discrete or discontinuous logic; when the organization needs to communicate content to its users, it sends the catalog, coupon or discount voucher to its list. The time lapse between sending and response is significant and the measurement of results is limited. In addition, the channel requires planning of campaigns for the coming months. This mode of communication is, above all, unidirectional and discrete.
When email marketing first became a contact channel between an organization and its users, the same logic that we have described above was adopted: list creation and campaign planning . Over time, marketing professionals have internalized the specificities of the online medium and have begun to take advantage of its potential, which is why the way direct marketing is done is changing. Now communication is not discrete but continuous and bidirectional : the user is not diluted in a list but emerges as an entity (person) within a marketing database; instead of planning campaigns, we will establish relationships practically in real time and in a sustained manner .
This relationship with the user allows us to communicate different content in a new way: beyond promotions and specific offers, there are programs that have proven to be of great value in strengthening the ties between a brand and its users. Thus, for example, we can develop welcome programs, educational programs (in the use of a recently acquired service, for example), replenishment programs (when we anticipate the end of a product's life cycle and offer a renewal to the user) , pre and post booking, cross-selling , etc. in email marketing and cross-channel marketing. We are able to implement relational programs that are appropriate to different marketing objectives and that treat the user in their specificity as an individual and consumer.
