Email marketing: the channel almost no one uses well

Everyone chases followers on social media, but forgets the most cost-effective channel of all: email. Your contact list is an asset you already have and that almost no one knows how to squeeze.

Why email still wins

Unlike social media, your email list is yours: you don't depend on an algorithm that decides who sees your posts. When you send an email, it lands directly in the inbox of someone who already knows you and has given you permission to write to them. That's why it converts so well.

Selling to someone who already knows you is easier (and cheaper)

Winning a new customer costs far more than selling to one who has already bought from you. Email is the perfect tool to stay in touch, remind your customers you exist and get them to come back. And yet, most businesses have a dead, unused contact list.

3 types of emails you should be sending

1. The newsletter

A regular email with useful content, updates or offers. It keeps your brand present in your customers' minds without being annoying.

2. Automated sequences

These are emails that send themselves based on what the customer does. The most cost-effective:

• Welcome: when someone subscribes, they receive a series of emails that introduce your business.
• Abandoned cart: if someone leaves a purchase half-finished, an automatic reminder recovers many sales.
• Win-back: for customers who haven't bought in a while, an email with an incentive reactivates them.

3. One-off campaigns

For launches, promotions or special dates. Direct and with a clear goal.

You don't need to write a lot, you need to write well

The secret isn't sending more emails, but sending the right emails to the right people. With good segmentation and a few well-set-up automations, email works for you on autopilot and becomes a constant source of sales.