How to do email marketing generate relationships? There are many points in favor of communicating by email, starting with the fact that there are no intermediaries between those who send and those who receive the message.

Another factor that benefits those who work in this area is the fact that email is the most cost-effective form of digital marketing, with an ROI of US$ 42 for every dollar invested!

For obvious reasons, professionals who improve their knowledge of how to do email marketing increase their chances of achieving a higher ROI.

And to ratify this objective, let’s start by understanding the important points of relationship marketing.

What is relationship marketing?

You strike up a pleasant conversation with someone you’ve just met at an event. A few days later, you meet on LinkedIn and connect.

You receive a message from them asking about a skill you have. The conversation leads to a call, which ends up closing a work project.

You and this person have created a connection that allows for new beginnings, through other work projects that may occur.

Relationship marketing follows this premise. The aim is to establish a close relationship so that a bond of trust is created between the interested parties. In this case, the company and the leads.

But where does email come into this? Companies that have valid email lists have the opportunity to create and maintain a healthy relationship with their leads.

This is because a contact base without bounces, also known as invalid emails, is not blocked by providers’ anti-spam filters.

As a result, the messages arrive in the leads’ inbox, not in the spam folder.

Do you know how invalid emails affect your email marketing results?

Why automation is important

Automation is an indispensable process. Without it, there is no way how to do email marketing.

You can even start small, using a small mailing list, but once it starts to grow, it becomes practically impossible to manage communication manually.

Automation makes working with email marketing easier because:

• It maximizes the number of triggers, which is a basic need for those who work with mass emails.
• It allows for the creation of audience segmentation and email communication flows, which in turn will create and maintain relationships with the lead.
• It allows you to collect important data such as the consumer’s purchasing behavior, level of engagement with the communication, among many others, which together will shape the habits of your buyer persona.

In other words, automation is an excellent way of getting to know your audience. And of course, by knowing them well, you can create a good relationship with them.

How to do email marketing to generate relationships

Automation platforms allow you to create email marketing flows that follow the lead’s movements.

For example: a person registers on a landing page to download an ebook.

This first contact will be recorded by the automation platform, which will send a welcome email to the lead who is interested in the ebook.

And so begins a sequence of top-of-funnel relationship emails, until the lead is qualified for the middle and finally, the bottom.

Generally, companies mix email flows with the intervention of the sales team, but lead qualification can be done solely through email marketing communication.

Whether the sales team is involved or not, the purpose of the emails in the automation flows is to create a relationship with the customer.

How to do email marketing well

Content is decisive for the results of a relationship email marketing flow.

Each email phase has its own language. This requires the professional to know the buyer persona well and their position within the marketing funnel.

But in addition to content, which is the key element of communication, there are other points that make relationship email marketing work.

Let’s see what they are:

• Create channels for attracting organic and/or paid leads to feed your top of funnel.
• Understand your buyer persona’s doubts and adapt your campaigns to solve them.
• Observe the reasons that lead the lead to the next stage of the marketing funnel.
• Invest in creating really effective emails with subject lines, preheaders and content that is relevant to solving your buyer persona’s problems.
• Remember the Inbound maxim: delighted customers become loyal and promote your brand.
• Monitor your email KPIs and make the necessary adaptations.

Personalization is the key

Personalization is an emotional connection that values the customer. It is important for creating unique experiences that bring the company and the lead closer together.

As a result, engagement increases, since loyal customers know they can count on offers created specifically for their needs.

More than just calling the lead by name, personalization is about observing consumer behaviour so that you can create the perfect environment for them.

And the better the lead’s experience, the greater the chances of conversion.

How to do email marketing: conclusion

Relationship email marketing is a powerful tool for building customer loyalty.

The use of an automation platform is indispensable, but you need to know how to design email flows that meet the needs of leads at each stage of the marketing funnel.

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