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Why don’t you accept that less is more in email marketing? See what the user wants

How many emails can you receive per day? We are inundated by an ever-increasing amount of emails. Some more important than others that go unnoticed by our selective and limited attention.

Users waste a lot of time selecting emails that really interest them. They resort to tools that perform this task for them and some even have several email addresses, which multiplies the amount they have to deal with.

This has led us to a situation in which users are increasingly likely to ignore the emails they receive, so there are already enough voices that have been raised predicting the death of this service (or at least as we know it).

But we must have one thing clear: the problem is not the email but the way in which companies are using it. What we are going to tell you surely seems obvious but many still forget: if your brand sends a large amount of emails to your users, do not expect more than to become a nuisance for them.

On the other hand, we find that running a campaign in which fewer emails are sent to a small group of recipients can lead to increased sales. This places us before a fairly simple conclusion to understand: less is more.

The secret lies in working the strategy thoroughly. Marketers have to personalize messages by going beyond the hackneyed “Dear …”. Context plays a vital role here. How many times have you received promotions or discounts that have nothing to do with your interests?

A clear example of how to do this is L’Occitane, a luxury products brand with a global presence that has customers in 90 countries. Until the company decided to improve its marketing strategy, the information it had about its customers was spread across various databases. In the absence of coordination between email and direct, the customer experience was not consistent.

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With its new campaign, the company has carefully consolidated its customer data and managed to launch more than 20 specific campaigns. The brand acts with the necessary knowledge of its users to attract them to  Nepal Email Address its stores through the use of personalized coupons. Once they go to the store, the brand already knows their history and buying habits, so the experience gains in value.

To date, the campaign has increased purchase frequency by up to 18% and revenue reported via email has grown by up to 40%. In summary, the new campaigns have achieved four times better results than with the old system.

Now you are probably wondering what is the best technique for gathering information about your customers. Forget about complicated mechanisms and bet on asking your customers directly about their preferences. Keep in mind that if they have already opted in to receive promotional emails they will be willing to share some information about them. Do not forget the importance of the data collected automatically, where the main error is that we do not know how to optimize it to the maximum.

The email marketing is at a turning point where it is almost more important to know when I should not send a mail when. Do not forget that it is about telling a story so that the client feels close to us. Just send the right message to the right personin many cases we deal with unknown people, so through that email they will have a Buy Leads  first impression of you or your company. Many companies use email marketing to create brand image and be in communication with their customers..

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