{"id":12589,"date":"2024-01-02T09:00:00","date_gmt":"2024-01-02T12:00:00","guid":{"rendered":"https:\/\/cmlo.co\/?p=12589"},"modified":"2023-12-22T10:51:20","modified_gmt":"2023-12-22T13:51:20","slug":"a-evolucao-do-e-mail-marketing","status":"publish","type":"post","link":"https:\/\/cmlo.co\/en\/marketing-digital\/a-evolucao-do-e-mail-marketing\/","title":{"rendered":"The Evolution of E-mail Marketing: Current Practices"},"content":{"rendered":"<style>.elementor-12589 .elementor-element.elementor-element-5e9772f3{--display:flex;}<\/style>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12589\" class=\"elementor elementor-12589\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5e9772f3 e-flex e-con-boxed e-con e-parent\" data-id=\"5e9772f3\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-28e09163 elementor-widget elementor-widget-text-editor\" data-id=\"28e09163\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Have you received any <strong>e-mail<\/strong> from a company offering a product, service or content that interests you? If so, have you already been impacted by <strong>e-mail marketing<\/strong>one of the oldest and most effective strategies of the<strong> digital marketing<\/strong>.<\/span><\/p><figure id=\"attachment_12593\" aria-describedby=\"caption-attachment-12593\" style=\"width: 996px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-12593\" src=\"https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/mao-pressionando-um-envelope-que-e-enviado-para-o-mundo.jpg\" alt=\"M\u00e3o pressionando um envelope que \u00e9 enviado para o mundo\" width=\"996\" height=\"650\" title=\"\" srcset=\"https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/mao-pressionando-um-envelope-que-e-enviado-para-o-mundo.jpg 996w, https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/mao-pressionando-um-envelope-que-e-enviado-para-o-mundo-300x196.jpg 300w, https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/mao-pressionando-um-envelope-que-e-enviado-para-o-mundo-768x501.jpg 768w, https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/mao-pressionando-um-envelope-que-e-enviado-para-o-mundo-18x12.jpg 18w\" sizes=\"(max-width: 996px) 100vw, 996px\" \/><figcaption id=\"caption-attachment-12593\" class=\"wp-caption-text\">Hand pressing an envelope that is sent to the world<\/figcaption><\/figure><p><span style=\"font-weight: 400;\">But what <strong>is email marketing<\/strong> and what is it for? When and in which cases should it be used? What are the advantages of this tool? How did <strong>evolution of email marketing<\/strong> over the years?<\/span><\/p><p><span style=\"font-weight: 400;\">In this article, we'll answer all these questions and show you how email marketing can be a powerful ally for your business. Follow along!<\/span><\/p><h2><span style=\"font-weight: 400;\">What is e-mail marketing and what is it for?<\/span><\/h2><p><span style=\"font-weight: 400;\">In principle, it is a form of direct communication between a company and its potential or current customers, by sending commercial emails. The purpose of the message can range from promoting a brand, a product or a service, to educating, informing, engaging or retaining the loyalty of the target audience.<\/span><\/p><p><span style=\"font-weight: 400;\">As such, e-mail marketing can also be useful for a variety of purposes:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase traffic to your website or blog<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Generate leads (qualified contacts) for your business;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Nurture leads with relevant and personalized content;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase your company's sales and turnover;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improving relations with the public;<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increase customer retention and loyalty.<\/span><\/li><\/ul><h3><span style=\"font-weight: 400;\">When and in which cases should it be used?<\/span><\/h3><p><span style=\"font-weight: 400;\">Email marketing is a versatile strategy that can be used at various stages of the customer's buying journey, from attraction to loyalty. Here are some examples of when and in which cases to use it:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To attract visitors to your website or blog by sending emails with educational, informative or entertaining messages that pique the interest of your target audience.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To generate leads, by sending offers of rich materials such as e-books, webinars, infographics, among others, in exchange for users' contact details.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In <\/span><a href=\"https:\/\/cmlo.co\/en\/marketing-digital\/13-estrategias-de-marketing-para-medias-e-grandes-empresas\/\"><span style=\"font-weight: 400;\">strategies<\/span><\/a><span style=\"font-weight: 400;\"> of lead nurturing, by sending emails with more in-depth content that helps solve your potential customers' questions and problems and leads them through the sales funnel.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To sell more by sending commercial messages with product or service offers, discounts, promotions and launches that encourage leads to make the decision to buy.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In actions to improve the relationship with customers, sending emails with tips, news, feedback or satisfaction surveys, which show that you care about them and want to offer the best possible experience.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To increase customer retention and loyalty with exclusive content, benefits, loyalty programs and referrals that make customers feel valued and want to keep buying from you.<\/span><\/li><\/ul><h3><span style=\"font-weight: 400;\">Advantages<\/span><\/h3><p><span style=\"font-weight: 400;\">Email marketing offers several advantages for your business, such as:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Low cost, because sending emails is much cheaper than other forms of advertising, such as ads in traditional or digital media.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">High reach, since e-mail is one of the most widely used tools on the Internet, with more than 4 billion users worldwide.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Possibility of segmentation, as e-mail marketing allows you to segment your audience by various criteria, such as age, gender, location, interests, etc. This way, you can send more personalized and relevant messages to each group of contacts<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Easy measurement, as you can track the results of your email marketing campaigns in real time, such as open rate, click rate, conversion rate, bounce rate, etc., making it easier to analyze the results and optimize strategies.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">High return, since email marketing has one of the best returns on investment (ROI) among digital marketing strategies. According to a DMA survey, for every R$ 1 invested in e-mail marketing, <\/span><a href=\"https:\/\/dma.org.uk\/uploads\/misc\/marketers-email-tracker-2019.pdf\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the average return is R$ 42<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Interactivity, because you can create emails that encourage your audience to interact with your brand, such as call-to-action buttons, polls, videos and gifs, for example. This way, you can increase the engagement and loyalty of your contacts.<\/span><\/li><\/ul><h2><span style=\"font-weight: 400;\">Evolution of email marketing: from the first send to current practices<\/span><\/h2><p><span style=\"font-weight: 400;\">Email marketing was born in 1978, when Gary Thuerk, an employee of Digital Equipment Corporation (DEC), sent an email to around 400 people, promoting the company's computers. This, by the way, was considered the first commercial email in history and generated around 13 million dollars in sales for DEC.<\/span><\/p><p><span style=\"font-weight: 400;\">Since then, the strategy has undergone several transformations, keeping pace with technological and user behavioral changes. Here's a look at the evolution of e-mail marketing up to the current practices:<\/span><\/p><h3><span style=\"font-weight: 400;\">Newsletter<\/span><\/h3><p><span style=\"font-weight: 400;\">This is one of the most popular email marketing strategies. It basically consists of a type of commercial email that aims to inform, educate or entertain readers through varied content.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The newsletter is sent out on a regular basis (weekly, fortnightly, monthly) and helps maintain the relationship with the public and increase brand authority. However, it doesn't allow for segmentation of the contact base, which makes the strategy generic and often of no interest to many people.<\/span><\/p><h3><span style=\"font-weight: 400;\">Segmented e-mails<\/span><\/h3><p><span style=\"font-weight: 400;\">Unlike a newsletter, segmented emails are sent to specific groups of people, according to criteria such as the profile, behavior and preferences of the contact base. We can therefore say that this strategy is the evolution of email marketing.<\/span><\/p><p><span style=\"font-weight: 400;\">Its great advantage is that it allows for more personalized and relevant communication with the public, increasing the chances of engagement and conversion. After all, with segmented emails you only send messages to people who are interested in the solutions you offer.<\/span><\/p><h3><span style=\"font-weight: 400;\">Email marketing automation<\/span><\/h3><p><span style=\"font-weight: 400;\">Still on the subject of the evolution of email marketing, automation, as its name suggests, is a way of automating the sending of emails using specialized software or platforms.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Email marketing automation allows you to create nurturing flows, which are sequences of emails that are triggered according to users' actions (such as opening an email, clicking on a link, etc.).\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">With this, the tool helps you save time, optimize resources and improve the results of your campaigns.<\/span><\/p><h3><span style=\"font-weight: 400;\">Dynamic lists<\/span><\/h3><p><span style=\"font-weight: 400;\">These are contact lists that are automatically updated according to the consumer's purchasing journey.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Dynamic lists help you understand, for example, which contacts opened your last email, clicked on a particular link or converted on a particular offer.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">With this email marketing strategy, you can further segment your contact base and send more assertive and efficient messages.<\/span><\/p><h3><span style=\"font-weight: 400;\">Workflows<\/span><\/h3><p><span style=\"font-weight: 400;\">However, the evolution of email marketing doesn't stop there and finally arrives at workflows. But do you know what this means?<\/span><\/p><p><span style=\"font-weight: 400;\">In a nutshell, we can conceptualize workflows as workflows that are created to automate your company's internal or external processes by sending emails.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Workflows can be used for a variety of purposes, such as sending purchase confirmations, payment reminders, delivery notifications, etc. It's even possible to take the strategy beyond the email inbox, interacting with the public on social networks and other points of contact between the brand and them.<\/span><\/p><h2><span style=\"font-weight: 400;\">E-mail marketing in current times<\/span><\/h2><p><span style=\"font-weight: 400;\">Forty-five years on, email marketing continues to evolve and is one of the most widely used strategies by companies around the world.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">According to <\/span><a href=\"https:\/\/www.shopify.com\/br\/blog\/estatisticas-email-marketing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Statisa<\/span><\/a><span style=\"font-weight: 400;\">According to the report, around 45% of organizations use the strategy to send promotions, generate leads and increase sales. In Brazil alone, more than 8 billion commercial emails are sent every day, with an opening rate of 20.39%, according to <\/span><a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks#average-results-by-country\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">GetResponse data<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p><p><span style=\"font-weight: 400;\">Currently, the main email marketing strategies used by brands are segmentation, personalization of content and optimizing messages for mobile devices.<\/span><\/p><figure id=\"attachment_12594\" aria-describedby=\"caption-attachment-12594\" style=\"width: 826px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-12594\" src=\"https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/homem-feliz-segurando-email-simbolo.jpg\" alt=\"Homem feliz segurando um s\u00edmbolo de e-mail \" width=\"826\" height=\"621\" title=\"\" srcset=\"https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/homem-feliz-segurando-email-simbolo.jpg 826w, https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/homem-feliz-segurando-email-simbolo-300x226.jpg 300w, https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/homem-feliz-segurando-email-simbolo-768x577.jpg 768w, https:\/\/cmlo.co\/wp-content\/uploads\/2023\/12\/homem-feliz-segurando-email-simbolo-16x12.jpg 16w\" sizes=\"(max-width: 826px) 100vw, 826px\" \/><figcaption id=\"caption-attachment-12594\" class=\"wp-caption-text\">Happy man holding an email symbol<\/figcaption><\/figure><h2><span style=\"font-weight: 400;\">Is it still worth investing in email marketing?<\/span><\/h2><p><span style=\"font-weight: 400;\">Given the evolution of email marketing and the data presented, it's clear that the strategy is still very valid and effective for your business. After all, it allows you to communicate with your audience in a direct, personalized and measurable way, generating more traffic, leads, sales and loyalty.<\/span><\/p><p><span style=\"font-weight: 400;\">However, to be successful with email marketing, you need to rely on a marketing and advertising agency that specializes in creating the best strategies for sending commercial emails for your business, from capture to conversion.<\/span><\/p><p><span style=\"font-weight: 400;\">You can count on <\/span><a href=\"https:\/\/cmlo.co\/en\/\"><span style=\"font-weight: 400;\">CMLO&amp;CO<\/span><\/a><span style=\"font-weight: 400;\">, an agency with extensive experience in the digital market and complete solutions for your business to grow on the Internet.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">We take care of everything for you: from creating the layout and content of your emails to configuring the tools and reports. So you can focus on what really matters: your business.<\/span><\/p><p><a href=\"https:\/\/cmlo.co\/en\/contato\/\"><span style=\"font-weight: 400;\">Contact us<\/span><\/a><span style=\"font-weight: 400;\"> today and find out in practice how to boost your results with email marketing!<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Have you ever received an email from a company offering a product, service or content that interested you? If so, you've already been impacted by email marketing, one of the oldest and most effective strategies in digital marketing. But what is email marketing and what is it for? When and in which cases should you use it? What [...]<\/p>","protected":false},"author":3,"featured_media":12590,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[],"segmento":[],"solucao":[],"class_list":["post-12589","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"_links":{"self":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts\/12589","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/comments?post=12589"}],"version-history":[{"count":0,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/posts\/12589\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/media\/12590"}],"wp:attachment":[{"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/media?parent=12589"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/categories?post=12589"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/tags?post=12589"},{"taxonomy":"segmento","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/segmento?post=12589"},{"taxonomy":"solucao","embeddable":true,"href":"https:\/\/cmlo.co\/en\/wp-json\/wp\/v2\/solucao?post=12589"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}