Advantages and objectives of advertising by mail

As you know, today email can be read from any mobile device. This makes it easier for users to decide when and where to read your messages. Thanks to this feature, email marketing is considered a minimally invasive medium.

Starting from that point, and from the very characteristics of email as a super powerful communication channel, we can determine specific advantages of email advertising that, although focused on informing massively about a product or service, must be received by profiles really interested.

Of course, it also has drawbacks compared to other email marketing practices, such as the lack of segmentation by more specific informational interests.

► What are the benefits of sending mass advertising emails?

This email marketing alternative offers you a series of additional advantages that, probably, you will not be able to find so easily if what you send regularly are mere newsletters.

Think that advertising by mail is a concrete way to exploit and take advantage of email as a communication channel, and this channel already has many advantages when it comes to enhancing your marketing strategy:

1. Low cost: As with any email marketing strategy, mass mail advertising requires a very low financial investment that will soon present high profitability.
2. Very wide audience: By launching your promotions by mass mail you are contacting a wide audience that sooner or later has shown interest in your company or business.
3. A posteriori segmentation: Although segmentation is not one of the peculiarities of email advertising actions, you can send promotions of complementary products to those who have already bought something in your business, or new launches for regular customers (for example) .
4. Reinforcement of the brand image: In a similar way to what happens with newsletters, users will be able to keep up to date with your news and, more specifically, with all your products and services. Thanks to this, they will perceive you as a strong, current brand that cares about keeping its customers informed.
5. Short-term goals: Content-centric email marketing pursues long-term goals by establishing loyal relationships with users. Advertising by mass mail, meanwhile, pursues short-term objectives. The one to close sales immediately.

► Why send massive advertising campaigns by mail?

The fact of being able to focus on the short term (and not so much on the medium and long term), makes the objectives of this type of massive campaign very focused on that aspect.

Consider doing mailings from time to time ...

1. … To increase sales: Mass mail advertising focuses on promoting products or services that meet the needs of the target audience. Therefore, what you are looking for is to increase sales in a short period of time.
2. … To improve the visibility of a product: Some of the products you sell may not be very well known, or are overlooked within your eCommerce or in the physical store itself. Carrying out a campaign of this type promoting it will help users know you better and keep it in mind in their next purchase.
3. ... to convert followers into customers: By offering them a specific product or service directly and specifically, you can make many of those who were not yet clear about the purchase make up their minds and become customers.
4. … To increase web traffic: Those interested in the advertising you send by mail will want more information, and that will take them to your web page.
5. … To obtain data: They are highly measurable campaigns, so you will be able to know to what extent your content is generating sales. Thanks to this data, you will be able to adjust your advertising campaigns, reinforcing those aspects that need to be improved.

As you can see, the main difference with other email marketing strategies focuses on the period of time in which the objectives are achieved.

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"Advertising by mass mail is more focused on sales and, for its part, email marketing with content focuses on loyalty and brand reputation."