Por: Angella Yocelyn Campuzano Morales
Email-marketing allows brands, business, companies being closer to their customers. E-marketing is a tool, which has been growing in popularity around the business world. Many brands have noticed that e-marketing has improved over the years. However, the evolution of e-marketing is not only about sending emails to potential customers, but also serves as a reminder that your company, brand or business are there to help and listen to them even after a purchase has been made. The purpose of this strategy is to increase sales, convert leads into loyal customers, and create visibility for your product or service. To understand this purpose, business owners must find strategies to increase sales and the open rate.
According to Greene and Granitz (2005) personalization and customization are two process that allow consumers to inform the supplier of their preferences or when the supplier infers them. Therefore, many professionals argue that these processes can trailor content according to customers’ needs, as personalization and customization enhance relevance in those messages. Increasing the open rate through these processes, provides an advantage over to your competition. For example, the web site of the New York Times earned around 2.43 billion U.S. dollars during the 2023 year (Statista, 2023) indicating that the New York Times’ software is specialized. Personalization and customization can help to increase the open rate of your emails; utilizing these strategies in e-marketing makes feel your customers more comfortable with the brand. However, the business needs to identify a database, which will be key to gathering personal information. This information can be gathered not only once your customer makes a purchase but also when they simply navigated to your website.
Another strategy that will help your business increase your open rate in email marketing is consumer tracking. Consumer tracking helps understand what motivates your consumer to make purchase decisions and allows the identification the obstacles that a consumer could face during their purchase. Consequently, consumer tracking is basically understanding how consumers think. Unlike other strategies, consumer tracking gives your brand a competitive advantage. People might ask how this strategy work; firstly, consumer tracking has many metrics to analyze the consumer behavior, such as, visited pages, date of view, time of view, during of viewing, links followed, and so on. All brands need to establish what of these metrics will help them to understand the customer behavior. For instance, if a consumer spends time on a page and doesn’t make a purchase, they are likely considering making the purchase, but are just checking what Amazon offers more information about similar products they still have in stock or products that are about to sell out. To persuade the consumer to complete the purchase, it is necessary to provide more information.
Email marketing does not require a lot of effort, e-marketing needs to be precise and consistent. Once the appropriate strategy is used, everything will be easier. First and foremost, it’s crucial to focus on crafting compelling subject lines that pique the curiosity of your recipients and entice them to open your emails. Personalization, urgency, and relevance are key elements to consider when creating subject lines that stand out in crowded inboxes. By incorporating these strategies into your email marketing efforts, you can enhance the effectiveness of your campaigns and achieve better results in terms of open rates and overall engagement with your audience.
Watson, A. (12 de marzo de 2024) New York Times Company’s revenue from 2006-2023. Statista.
