It is still common to find companies using email marketing to spam: sending mass communications to unsolicited audiences.<\/p>\n
More than 80 % of the total number of messages sent daily in the world are categorized as spam. And more and more people are marking these messages as such.<\/p>\n
Behavioral studies show that 20 % of the users mark a message as spam simply because they receive too many. 30 % do so when they perceive that they receive too many from the same sender. And 41 % do so because they find the content uninteresting.<\/p>\n
This excess has reduced the likelihood that your messages will be opened, especially if they compete with communications that have a higher priority for the recipient, such as those from their boss, colleagues, family or friends. The rest is relegated, and in many cases, ignored.<\/p>\n
Permission?<\/strong><\/h2>\nThe most effective way to get your campaigns opened, read and acted upon is to implement an opt-in strategy.<\/p>\n
When you get that permission legitimately, you achieve:<\/p>\n
\n- Increase the opening rate.<\/li>\n
- Increase clicks to your content.<\/li>\n
- Generate conversions, triggering previously defined actions.<\/li>\n
- Reinforce positive brand recall.<\/li>\n
- Minimize spam reports and strengthen your reputation with email providers.<\/li>\n
- Build lasting relationships with your customers.<\/li>\n<\/ul>\n
How do you get permission from your customers?<\/strong><\/h2>\nIn your email marketing campaigns<\/strong><\/h3>\nEach message should include a clear option for people to choose whether or not to be part of your list. These options should always be available and visible.<\/p>\n
\n- Input option:<\/strong> It is the explicit request that a person makes, through a link in your message, to be included in a certain list.<\/li>\n
- Exit option:<\/strong> It is the link to stop belonging to that list. It must be accessible, fast and frictionless.<\/li>\n<\/ul>\n
On your website<\/strong><\/h3>\nInclude subscription forms with transparent messages about what your subscribers will receive and how often. Ideally, users should be able to choose the topics of interest when they sign up.<\/p>\n
What you need to consider in 2025 to enrich this strategy<\/strong><\/h2>\nDouble opt-in<\/strong><\/p>\nEnsure that the subscriber confirms their interest through a second step. This avoids erroneous registrations and improves the quality of your database.<\/p>\n
Granular consents<\/strong><\/p>\nIt offers the option to select the type of content they wish to receive: promotions, news, educational content, among others. This increases personalization and reduces the unsubscription rate.<\/p>\n
Predictive personalization<\/strong><\/p>\nThanks to artificial intelligence, you can analyze the behavior of your users and predict what content will be most relevant to each one. Segmentation is no longer static, but dynamic and adjusted in real time.<\/p>\n
Intelligent automation<\/strong><\/p>\nAdvanced platforms allow you to automate communication flows based on user interaction, such as previous purchases, click history, location or device type.<\/p>\n
Interactive content<\/strong><\/p>\nIt is increasingly common to include polls, feedback buttons, sliders or mini-games within a message. These tools increase click-through rates and provide useful information for further segmentation.<\/p>\n
How do you get permission from your customers?<\/strong><\/h2>\nIn your email marketing campaigns<\/strong><\/h3>\nEach message should include a clear option for people to choose whether or not to be part of your list. These options should always be available and visible.<\/p>\n
\n- Input option:<\/strong> It is the explicit request that a person makes, through a link in your message, to be included in a certain list.<\/li>\n
- Exit option:<\/strong> It is the link to stop belonging to that list. It must be accessible, fast and frictionless.<\/li>\n<\/ul>\n
On your website<\/strong><\/h3>\nInclude subscription forms with transparent messages about what your subscribers will receive and how often. Ideally, users should be able to choose the topics of interest when they sign up.<\/p>\n
What you need to consider in 2025 to enrich this strategy<\/strong><\/h2>\nDouble opt-in<\/strong><\/p>\nEnsure that the subscriber confirms their interest through a second step. This avoids erroneous registrations and improves the quality of your database.<\/p>\n
Granular consents<\/strong><\/p>\nIt offers the option to select the type of content they wish to receive: promotions, news, educational content, among others. This increases personalization and reduces the unsubscription rate.<\/p>\n
Predictive personalization<\/strong><\/p>\nThanks to artificial intelligence, you can analyze the behavior of your users and predict what content will be most relevant to each one. Segmentation is no longer static, but dynamic and adjusted in real time.<\/p>\n
Intelligent automation<\/strong><\/p>\nAdvanced platforms allow you to automate communication flows based on user interaction, such as previous purchases, click history, location or device type.<\/p>\n
Interactive content<\/strong><\/p>\nIt is increasingly common to include polls, feedback buttons, sliders or mini-games within a message. These tools increase click-through rates and provide useful information for further segmentation.<\/p>\n
Each message should include a clear option for people to choose whether or not to be part of your list. These options should always be available and visible.<\/p>\n
- \n
- Input option:<\/strong> It is the explicit request that a person makes, through a link in your message, to be included in a certain list.<\/li>\n
- Exit option:<\/strong> It is the link to stop belonging to that list. It must be accessible, fast and frictionless.<\/li>\n<\/ul>\n
On your website<\/strong><\/h3>\n
Include subscription forms with transparent messages about what your subscribers will receive and how often. Ideally, users should be able to choose the topics of interest when they sign up.<\/p>\n
What you need to consider in 2025 to enrich this strategy<\/strong><\/h2>\n
Double opt-in<\/strong><\/p>\n
Ensure that the subscriber confirms their interest through a second step. This avoids erroneous registrations and improves the quality of your database.<\/p>\n
Granular consents<\/strong><\/p>\n
It offers the option to select the type of content they wish to receive: promotions, news, educational content, among others. This increases personalization and reduces the unsubscription rate.<\/p>\n
Predictive personalization<\/strong><\/p>\n
Thanks to artificial intelligence, you can analyze the behavior of your users and predict what content will be most relevant to each one. Segmentation is no longer static, but dynamic and adjusted in real time.<\/p>\n
Intelligent automation<\/strong><\/p>\n
Advanced platforms allow you to automate communication flows based on user interaction, such as previous purchases, click history, location or device type.<\/p>\n
Interactive content<\/strong><\/p>\n
It is increasingly common to include polls, feedback buttons, sliders or mini-games within a message. These tools increase click-through rates and provide useful information for further segmentation.<\/p>\n
- Exit option:<\/strong> It is the link to stop belonging to that list. It must be accessible, fast and frictionless.<\/li>\n<\/ul>\n
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