What is e-mail marketing?
E-mail marketing is a digital marketing strategy that consists of sending e-mails wih the goal of creating and maintaining a relationship with the customer in order to increase sales.

This strategy can involve sending:

• Welcoming e-mail
• Newsletters
• Promotional content
• Sharing blog content

Advantages of e-mail marketing

Segmentation
E-mail marketing allows you to segment your mailing list according to the different profiles in your database. This segmentation makes it possible to send personalized e-mails according to these characteristics and needs, resulting in a higher rate of engagement and conversions.

Measurement of results
Measuring and analyzing results is essential for any marketing strategy. Most e-mail marketing software has features that allow you to measure and analyze data such as open rates, unsubscribes and clicks that occured on sent e-mails.
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Assertiveness in the target audience
Assuming you are not using purchased e-mail lists, e-mail marketing sends communications to people who fit your target audience and who have already shown interest in your product or service and have decided to subscribe the list of e-mails for more information and content.
In addition, here is also de factor of certainty that what you want to communicate is delivered to your audience (except for any technical problems that may occur).

What to avoid in e-mail marketing campaigns
Check out some of the main mistakes to avoid in order to ensure the success of your strategy:

Buy e-mail lists
As tempting or convenient as it may seem to buy e-mail lists, remember that in addition to GDPR issues, you are sending e-mails to people who probably have no interest whatsoever in what your brand has to offer. For this reason, it is preferable to build an e-mail list, even if smaller, but with commercial value.

Not using mobile-friendly design
As with the website, e-mail marketing must use a design that is not only appealing, but also mobile-friendly. So, to provide a good user experience and avoid high bounce rates, make sure your e-mail template is also mobile-friendly.

Frequency of e-mails
Defining the frequency of sending e-mails can be decisive for the success of your e-mail marketing strategy.
Avoid sending too many e-mails, thus avoiding overloading your subscribers and reducing the likelihood that they will cancel the subscription.

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