Now that it's time to rethink, let's rethink one of the most common tools for brand or product communication that we use today with companies: email marketing. This is one of the relationship practices with target audiences that is launched with hardly any discussion: being in the inbox of our client or potential client is an indisputable opportunity to build loyalty or attract them. In principle, it is a simple system: you have to locate the email address and send an email with various contents at certain intervals. Now, the how of email marketing is where complications begin to arise. It is not enough to reach that tray, you have to get the recipient to open the email and, above all, read it.
Course, read it with interest and attention. To find out the “how”, companies are increasingly incorporating more sophisticated analysis and segmentation tools. Original and visually very attractive graphics and infographics. Videos with elaborate and expensive productions. Responsive design . Surveys. Automatic marketing systems… That's all very good. We know that customization is one of the keys to the Bosnia and Herzegovina Phone Number List operation of this system; that the more original our design is, the greater the ability to attract attention; that video is the language of this century...etc. etc But, from my point of view, the fundamental thing, what we can never lose sight of when we send an email of this type, are the following two questions: do we tell in this email
The reason why our products or services are the best for cover a need that exists in your company - or in your life - and are you going to help them fully satisfy it? And the second: are we writing texts with soul and creativity, texts that tell stories about who we are and why we do what we do? I believe that, beyond the algorithms, beyond the highly technological delivery platforms, even beyond the large investment in design or video, we have to reach the inbox with grace and creativity and with a real interest in connecting and solve problems. The rest will be complements that help, but they will not be the key for our recipient to open the email and, furthermore, read it with interest. And, of course, this has to be part of a whole in our communication strategy, uniform and homogeneous, in which the company responds coherently to its values and its brand purpose.