Many people think that email marketing is in decline and that social networks will end this type of actions when it comes to marketing campaigns. Well, I want to give my opinion contrary to this statement and give the reasons that lead me to think in this way.

A couple of weeks ago I had the opportunity to prove that its power as a marketing tool remains as valid as before. One company contracted an online marketing campaign through great product sales portals, of great reputation in the internet. The campaigns were based on different actions of online marketing within the portals, from banners, microsites, web pages … and newsletter. I have to say that the banners, of course, were located in the home.

After a time in execution the results of the actions in each one of the portals were analyzed and it was verified that one of them multiplied by four the traffic generated towards the web in a concrete date. Entering to analyze why this data was verified that this portal and on that particular date launched a newsletter to all registered users of your portal with campaign information.

This is to show that the penetration power of e-marketing and its generation of immediate response in the user is superior to other types of actions. Not only that, it creates loyalty and credibility in the brand.

There are seven reasons why I recommend including e-marketing in online marketing strategies …

• It is direct and not invasive. The user who receives it is proactive to read it, since he has given us his permission to enter his mailbox. Anyone who subscribes to mailing lists authorizing to receive communications becomes a consumer of the news of your company, and therefore be up to date with your products and news. It is in these cases when we need to take care of the design and content of the newsletter, and above all to avoid the temptation to include advertising.
• It allows a great segmentation. Marketing campaigns can be demographically or interest-segmented based on the databases we obtain, we can segment the customer profile to direct the actions directly to the target audience.
• It’s easy to get the ROI from the action. Today there are many mailing tools that provide us with a great variety of analysis and statistics on the percentage of opening the email, the time the message was opened, the number of clicks and even who opened it.
• Generation of immediate response. The newsletter can lead the user to take action, either buying information request, achieving high conversion values.
• It is a  direct communication channel. If we know how to make the communications in a way that is not considered invasive or can be considered spam, and if we also offer quality content and interest, we will be turning the newsletter into our channel of direct communication with our customers.
• It promotes fidelity. When you publish periodically high quality, useful and relevant content you will get a high percentage of users open emails, because they like to be informed of the brand’s new or new trends, so they have subscribed.
• Finally, it is economical. You can reach your target audience with a simple click and for very little money with your newsletter. It also allows you to continue growing and get new customers and keep existing ones.

Do you think that e-marketing is still valid? What more reasons do you find for investing in e-marketing?