Is email marketing still worth it? Complete guide

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Email marketing is the communication that companies send to their contact or customer base via emails . Using tools, it is possible to create campaigns to promote content, strengthen relationships with consumers, advertise products, services or promotions, and much more.

Key takeaways from this article:
Email marketing is a digital marketing strategy that involves sending emails to leads and customers with a focus on building a relationship with them and selling more.
It offers several benefits, such as lead generation , brand recognition, engagement, value generation, authority and credibility, more efficient campaigns, increased sales, among others.
Email marketing is one of the communication channels that has the highest return on investment and has high conversion power .
To do email marketing, you need to build your contact base; choose a sending and monitoring platform, segment your customer base ; personalize messages; nurture leads; and analyze results.
The main KPIs to measure the success of your email marketing are: open rate, click rate, conversion rate, emails marked as spam, unsubscribe rate and return on investment.
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Some people have the misconception that email is dying . But while they base their actions on guesswork, others look to the numbers to back them up.

For example, did you know that, despite messaging apps, email is still an integral part of people's routines?

According to data from Statista , the number of email service users could reach 4.6 billion by 2025 .

Are these numbers still not convincing you? Then you should also know that consumers who regularly purchase products and services via email spend 138% more than those who do not receive offers in their inboxes, according to Benchmark Email .

Therefore, continue reading this article as we will talk in detail about :

what is email marketing;
how to do email marketing;
importance of email marketing;
email marketing tools;
email marketing strategies and tips;
Email marketing KPIs;
email marketing examples.
What is email marketing?
Email marketing is a strategy that is part of digital marketing and aims to send targeted emails to leads, customers and contacts in general. It is a communication channel not only to increase sales of products and services, but also to ensure an excellent relationship with customers .

When you want to grow your brand and sell your products or services, this medium represents one of the most popular and efficient ways within campaigns and strategies well-aligned with the company's objectives.

We can mention the following as the main advantages of this channel :

lead generation;
brand recognition;
engagement with consumers;
customer relationship;
customer success;
value generation;
more efficient campaigns;
increased sales.
The importance of email marketing
This medium is a powerful tool for building a contact and lead base with the aim of developing an audience engaged with your company. Email marketing works at any stage of the sales funnel and serves to connect with your customers, delight them and build loyalty.

But we cannot deny that, in addition to all this, what we really need to keep an eye on in relation to this channel is its conversion potential . In other words, using email marketing sells, and sells very well.

It is one of the channels with the highest return on investment , and that is why it is so important. At the beginning of 2021, a study by Barilliance showed that the email open rate had an average of 42.48% and a CTR of 8.41%.

For comparison purposes, the average engagement rate on Instagram across all segments is just 0.89% ( Rival IQ ), while the conversion rate is between 0.3% and 2.2% ( Baazarvoice ), depending on the number of followers.

However, to get significant results, you need to know how to do email marketing correctly and use it as a sales technique . Check out some tips we have separated below!

How to do email marketing?
To do email marketing, you need to: build your contact list using Inbound Marketing techniques; choose an email marketing automation platform, with sending and monitoring; segment your base and personalize your messages; maintain lead nurturing; and perform results analysis and A/B testing.

1. Build your email list
If you already have an email contact base, the first step has already been taken. But for those who are just starting this strategy, it is necessary to work on capturing lead data.

Among the main channels for creating your own email base, we highlight Inbound Marketing , which works as a way to attract the target audience by offering relevant and valuable content, such as: e-books , newsletters, webinars, catalogs, among others .

But it is also possible to capture emails naturally when consumers request a quote or make a purchase of your product or service.

And it’s worth noting : never buy “ready-made” email lists. When you use a purchased list, your interaction with potential consumers is completely compromised. This happens for a number of reasons, of which we can highlight two main ones:

on a purchased list, people have not agreed to receive your messages. So, you start the conversation as an intruder;
Purchased lists prevent you from creating a close relationship with your potential customer and reduce the possibility of capturing more data about them.
Read also: How to create a mailing list for your customers using Agendor and MailChimp

2. Choose an email marketing platform
With a contact base built, the next step to understanding how email marketing works is the tool you can use.

Choosing the best email sending tool varies depending on the company's needs.

The most basic options should be able to offer features to create, customize, and optimize emails without much difficulty .

Each platform's features should help you create the best campaigns to achieve your goals, as well as allowing you to analyze the most important data to continually improve your campaigns.

Below we have selected some of the best platforms and tools for you to use in your company's strategies .

Keep learning: Customer loyalty campaign: sell more and more often

3. Segment and personalize your messages
When sending your messages, personalize the content according to the characteristics of the list that will receive the email.

You can segment customers demographically or based on other relevant information. For example, if your turkey mobile phone numbers database message is aimed at managers, it doesn’t need to be sent to employees.

To do this, use buyer personas in your strategies and rely on automation tools — such as MailChimp and RD Station — to transform this channel into a sales machine.

4. Keep your leads nurtured
Leads are business contacts acquired through an Inbound Marketing strategy.

Potential customers are not always ready to buy your product, as the timing may not be perfect (for example, they may be on vacation or have just made a large investment in the company).

Even so, never give up on these contacts. Use email as a powerful lead nurturing tool , segment messages and help your potential consumer recognize and solve their main problems.

When it comes time to buy, they will certainly remember your brand !

That's why it's so important to use email marketing tips along with the sales funnel and customer journey.


Learn more: 3 prospecting email examples: discover best practices!

5. Perform analysis and A/B testing
Analytics and A/B testing help you make decisions about which campaigns, headlines, CTAs, or other variants work best among all.

For example, you can run an A/B test between email marketing campaigns to find out which types of content or offers get the most opens, clicks, and conversions.

Many email marketing tools allow you to do simple A/B testing and get metrics that indicate which ones are performing better.

So, how about getting to know some of these best platforms?

Email Marketing Tools
Selzy
Selzy is the perfect platform for beginners. Its intuitive email editor comes with full-featured blocks and templates, plus an AI assistant to get you up and running with your first campaign as quickly as possible.

Selzy offers 1,500 emails and 100 contacts per month for free, allowing you to import and export your contact list. It also allows for automation , so your emails are not only automatic, but also responsive to your customers' actions.

Individual and personalized support is one of the company's strongest points: it is provided in Portuguese and is offered 24 hours a day.

MailChimp
MailChimp is one of the most popular email marketing platforms, used by millions of businesses around the world.

The free plan of this tool has basic features, allowing you to create a contact base of up to 2,000 subscribers, with a limit of sending 12,000 emails per month.

It is also possible to create marketing strategies within the platform, with landing pages, pop-up forms and sending follow-up emails , for example.

ActiveCampaign
Want a complete tool? Then ActiveCampaign is one of the best solutions, especially for businesses of all sizes.

The platform offers straightforward marketing automation features that allow you to create email templates to be sent automatically to contacts and segments created.

Other features available include: templates with highly customizable designs, creation of connected email flows, automation based on specific criteria, detailed reports, automation, campaigns, predictive content, contact management and native integrations with Google Ads, Facebook Leads Ads, among others.

LeadLovers
Leadlovers is a Brazilian email marketing automation tool that was recently acquired by the company Suvini.

Its main objective is to focus on the relationship between brand and customer through email sequences (which are unlimited, by the way!) .

But in addition to being a shipping service, Leadlovers stands out as a complete marketing automation platform for those who want to sell more and more.

You will find options such as page creation, chatbots, members area, lead import, complete reports and even video conference rooms.

GetResponse
If you are looking for a free tool, GetResponse may be the solution for you to try for free for 30 days!

It is a platform that has simple resources for beginners, but also does not leave anything to be desired in terms of more advanced features.

The service offers a simple drag-and-drop template editor to help customize newsletters, landing pages, content, and various other elements.