E-mail marketing: a winner in the saga of "The Immortals"

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If you ever thought that email marketing's days were numbered, by now you'll have realized that you were wrong; email marketing is still going strong, it has managed to evolve and adapt to new technologies, and today it is widely accepted thanks to its great effectiveness. There is no doubt that it remains on the crest of the wave, according to Forbes it is the second channel with the greatest convertibility, after SEO.
Email has become a true immortal of our time, and despite the fact that new channels and media such as social networks have opened up new avenues of communication for companies, email marketing remains a powerful weapon for business.

If marketing were a saga, and the saga were the popular immortals, directed by Russell Mulcahy and starring Christopher Lambert and Sean Connery, e-mail marketing would be the real winner.

What are the secrets of its immortality? It is perfectly measurable. Nowadays there are mailing platforms that provide complete statistics on the opening rate, the time at which the message was opened, the number of clicks and even who opened it. It offers valuable information that allows you to know the customer in detail. The analysis of the statistics also provides qualitative data of high value, very useful to find out the behavior of the recipients, which makes it possible to know in more detail the preferences of the audience, in order to adapt the message as much as possible; in addition to establishing patterns of behavior closer to the reality of the target audience.

It allows a high segmentation of the message. It is possible address in laos to have databases classified according to very specific sociodemographic criteria. Although, all things considered, the ideal is for each brand to obtain its own leads, so that it can send its message specifically to those recipients who have voluntarily requested it. From mass mail to personalized message. This information makes it possible to design a completely personalized mailing, with the appropriate content, at the most opportune moment, which manages to reach the recipient directly, achieving greater effectiveness of the campaign. This type of information is well received by users, who subscribe on their own initiative to receive information and news. If managed properly, it can become an effective direct communication channel.

It is a very versatile medium, with which both information and promotional content can be transmitted, from the presentation of the latest news to a direct call to action. New advances in programming mean that a very visually attractive email can be designed, including images and graphics, in order to attract the customer's attention and provoke their interaction. It can have immediate convertibility, both online and offline. It is an online marketing tool whose response can lead the customer to take action, either with a purchase, a request for a quote or any activity for which it was conceived. It enjoys high credibility and acceptance by users.50% of customers like to be informed about company news, and 41% welcome news about industry trends, according to the recent study by The Social Habit.


It encourages direct contact with customers and fosters their loyalty. 27% of customers open emails because they like the brand. It increases brand recall and generates trust. If the company is consistent and offers quality content, receiving the email can be considered a periodic courtesy visit by the brand to the customer's inbox, which gives the brand an image of solvency and seriousness. One of the main reasons for its survival over all these years is that it is a cheaper medium than other marketing actions, which achieves a high impact at a relatively low cost. Do you use email marketing campaigns in your strategy? What is their greatest advantage for you?