One of the most widely used digital communication tools is email. Most people check their email almost daily, making it probably one of the most prominent activities in digital marketing. Email Marketing either Permission Marketing These are activities that involve sending an email to potential or existing customers who have given their express consent to receive them. There are several ways to collect user consent:

• Passive consent (opt-out): Subscription is done by default and the user is informed of their inclusion on the list, and may unsubscribe if they so request.
• Express consent (opt-in): The user expressly consents to inclusion on the mailing list.
• Communicated consent (opt-in – opt-out): This is the same case as the previous one, which reinforces the quality of consent by sending a confirmation email to the user.
• Enhanced consent (double opt-in): This is the same case as the previous one, but reinforcing the user's confirmation by clicking on a link located in the email that confirms the registration.

However, good Permission Marketing allows users to exercise their rights to revoke, cancel, modify, and/or correct their data in a simple and clear manner.

How can we achieve success in using email marketing for businesses?

To do this we must follow a series of very important steps:

• Define the objectives: Companies typically seek to strengthen their image or brand, or to promote a new product. We can conduct campaigns to capture leads or potential customers, in addition to retaining existing customers.
• Select the Database: It's very important to know who we'll be sending our emails to. These can be your own or third-party databases, although it's common to use external databases to convert new registrations into potential future customers.
• Campaign design and planningAt this point, we must be very clear about the reason for our communication. We must create communications that are genuinely interesting and provide some value. The more compelling the information we send, the more interest it will generate in the user.

On the other hand, one thing to keep in mind is that not all our subscribers are the same, so it will be necessary to have as much information as possible to segment the type of customer that best suits us in each case. One of the problems that arises with all this is creating a unique message for each user, as this can be complicated and costly in terms of time and resources. To solve this problem, we can create varied content that is of interest to our entire database.

• Design of shipmentsTo maximize results, emails must always pass a series of barriers: we must have the correct email address, pass all filters to avoid appearing in spam, and ensure there are no technical issues. Every email must have four basic elements:

1. Sender: This is the person who sends the email. According to studies, consumers open emails from known senders, so it's advisable to avoid generic accounts or the infamous "info@myemail.com" accounts.
2. Affair: This is a brief summary of the email's content, and will be key to determining whether it's of interest to the user or not. A good subject line should be short, personalized, and contain attention-grabbing elements.
3. Body of the message: is the content of the email itself.
4. Footer: This is where the sender's signature and other services of interest are entered, such as whether they want to unsubscribe, forward the email, or use links of interest.

• ShipmentBefore launching an email marketing campaign, it's advisable to run a pilot test, especially in cases where the databases are not your own, as this will allow us to assess the database's true quality. Regarding the most advisable day and time, it's worth noting that some studies recommend sending emails on Tuesdays or Wednesdays from 11:00 a.m. to 4:00 p.m., but this isn't necessarily the case, as each email campaign is unique and each case is different.
• Monitoring and optimizing resultsLike any marketing tool, email marketing must be measurable to assess the results of campaigns. In this case, we should use the best tools to see if the objectives we set from the start have been met.

Ultimately, it's essential to understand and master this important digital marketing tool if you want to achieve good results and high response conversions, as misuse can create more problems than benefits.

Posted by: Silvia Gemar