Por Michelle Fleta | 18 September, 2020
Marketing Analyst in The Orange Lab.

Has it ever occured that you suddenly receive an unexpected email from an app or website you haven’t visited in  a while?. I’m sure you have.. today we are going to talk to you about that tool that remains a trend, facilitates automatization and is responsible for such sudden messages that make you remember those pages again: Email Marketing.

Email marketing or mailing is a powerful communication tool that allows you to have direct contact with your clients and prospects; send updated information about your promotions, products and services; generate awareness of your brand; share valuable content and many other things.


What is email marketing?

Email marketing consists on sending emails to a database or contacts, such as your frequent customers, occasional buyers or prospects.

It is a digital communication strategy focused on developing a relationship with customers and prospects through email, which allows us to offer a unique value to each user according to their activity or need.

How does email marketing work?

Email marketing uses email as a means of contact, directed to an specific group of people, which are usually found in a preselected database.

Through this a clear and concise message is sent about the information to be transmitted. In order to generate a communication flow, the message must be attractive enough in such a way that it motivates users to open it. Likewise, it must have a link so that the client can choose not to receive more information of this type.

By Being a direct marketing channel, it allows you to segment, customize and increase the conversion of potential customers.

Importance of email marketing within a digital strategy

Although it was one of the first digital marketing strategies, it remains relevant due to its high accessibility, as it can reach a variety of audiences with just one click.

Its importance relies in being present in the lives of your customers and building lasting relationships with them by sharing content, news and updates.

If you are still not convinced on implementing this essential tool as part of your digital strategy, consequently we´ll share some information to encourage you…

  • According to Statista, in 2018 approximately 281 billion emails were sent and received every day around the world. This number is projected to increase to more than 347 billion daily mails by 2023.
  • According to Doppler, 92% of adults use email, from which 80% consult it several times a day.

6 benefits of implementing email marketing


Email is one of the least expensive means of contacting people previously interested in your products or services.

Its low cost makes this tool affordable for companies of all sizes and, given its great utility, it is the most implemented communication strategy by companies today.

   2. Effectiveness

Not only does it help you keep your clients and prospects informed, it is also considered a channel that allows the company to obtain a high rate of return on investment.

According to Hubspot, this automatization strategy  is effective because, on average, email generates $38 dollars per dollar invested, which represents a return on investment of 3,800%.

   3. Remembrance

Sometimes, when a customer does not consume a product or service, it is because they probably forgot its existence, and email marketing gives you the opportunity to organize a flow of messages that prevents this from happening.

Also , it allows you to continue being an option for those customers when they require a product similar to yours.

   4. Provides results

The best thing about this strategy is that it allows you to consult the statistics of your campaign in real time, since it provides immediate data about its success.

In addition, it allows you to make decisions based on the evaluation of the results obtained in order to optimize the shipments.

   5. Personalized

It offers you the possibility of creating a connection that awakens a feeling of distinction and preference in your clients, since it is possible to adapt the content according to the movements of each one of them.

The more you customize your messages, the higher the chances of conversion.

   6. Test A/B

 It allows you to create various types of campaigns to measure the effectiveness of emails sent based on different indicators through a test.

An email campaign brings with it a large number of benefits and is adaptable to the needs, businesses and different types of clients, but the key to its implementation is dedication and perseverance, since it is likely that the results we expect will not be obtained. on the first try.

Would you like to implement email marketing within your digital strategy? At The Orange Lab we can help you build and send custom automated messages to your customers to increase your conversions. ¡ Contact us!


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