Email marketing: Tutorial to improve campaign performance

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Antevenio, as a company with extensive experience in commercial mailings, wants to share the talk on email marketing given by Víctor Templado, Head of CorreoDirect International, at the Monday Reading Club organized by TMRC Madrid. In this tutorial , divided into two parts, several practical tips will be shown to improve the performance of campaigns.

The first chapter explains how to attract users and create quality databases.
The second chapter addresses user segmentation when sending email marketing campaigns.
The growth of investment in email marketing from 2009 to 2011 is approximately 40% higher than the previous year. The forecast, only in Spain and referring to commercial actions for 2011, is 90 million euros. This is just a sample of the need to include email marketing in the budget allocated to online marketing.

Email marketing is one of the most versatile and flexible online marketing options, as it allows you to usa phone number list build loyalty among users, as well as reach the desired target audience so that only users with a certain profile are impacted by that communication. Email marketing is also the least intrusive medium that exists in online marketing, as the user decides when and where to view the communication and it is the only one capable of capturing the user's full attention at the moment of being impacted by the campaign. It is also the most powerful medium for generating results, whether sales, pre-sales or registrations.

To improve the performance of email marketing campaigns, it is necessary to correctly create user databases and segment them when sending campaigns. In addition, email marketing must be carried out through permission email marketing . That is, through those databases that have registered their activity with the Spanish Data Protection Agency (AGPD), and that lawfully and legally collect information about their users, who have given their express consent to receive said commercial communications.

Antevenio owns CorreoDirect , a permission email marketing database with more than 12 million registered users, which allows for personalized commercial communication through more than 20 segmentation criteria.

MDirector , part of Antevenio, is a platform that integrates the sending of communications via mobile and email and is considered one of the most complete email marketing tools on the market, as it has a detailed campaign reporting system.