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Email Marketing

An e-mail buyer (or e-mail buyer) is any contact established by e-mail between a company and its contacts (or customers). An Email Marketing campaign can be promoted in text or HTML and include promotions, content and more. They are usually sent via email.

What is an email buyer?

According to the Statista website, the number of email users in the four corners of the globe will reach almost 3 billion in 2019 – more than a third of the population. Your target audience may be among those people, right?

The history of Email Marketing began in the late 1970s, when Digital Equipment Corp’s marketing manager Gary Thuerk sent out 400 emails promoting the company’s computers, resulting in $13 million in sales. But it was not until the 1990s that the Internet of Things e-mail became popular. This opened the door to a new form of communication, but also unwanted spam, as well as ways to protect consumers from this practice.

In the 2000s, it became clear that thinking about just sending email messages, without thinking about the recipient of the content, was not enough. Since then, it has been understood that, in order to carry out effective Email Marketing and not end up in the spam tray, it is important to follow good practices. The emergence of technologies such as smartphones and new forms of relationships, such as social networks, also had an impact on Email Marketing. However, regardless of the technology, it is known that today it is important to focus on the needs of each user when receiving email.

Thus, what began as mass communication developed into a relationship strategy with Buy leads and customers. Currently, marketing automation systems, such as RD Station, allow advanced segmentation and analysis of messages sent with a strategic approach to Email Marketing.

Advantages of Email Marketing

Many people even said that Email Marketing was near its end with the growth of social networks, but it was not. This is because people have email totally integrated into their lives: it is the simplest and most fundamental thing that someone can have on the Internet. Many go further and are even compulsive with its use, spending all the time with the mailbox open and checking each new message that arrives. Undoubtedly, social networks are an important way to spread your message and reach your customers. However, these channels are often found to be less informal and less relevant than email.

People don’t feel compelled to see every post on the Facebook page of the companies they follow, nor read every post published on the blogs of their favorite brands. In addition, it is more difficult to follow all the updates posted on social networks. Emails are checked carefully, usually every day. As much as we all have to deal with some unwanted spam, if the person has signed the content of your company and knows that it is relevant to them, there is a great tendency that your Email lists will be opened and read.

Therefore, using Email Marketing correctly is a very efficient weapon to maintain a relationship with people, whether they are current customers or potentially interested parties. This is an asset that must be nurtured over time and carefully exploited, but the results are worth the effort. Have you ever thought that Email Marketing is dying? We interviewed Carly Brantz from Sendgrid on this topic:

Types of Email Marketing

Email Marketing is a communication and communication channel that offers a variety of options for Digital Marketing strategies. With it, it is possible to use various forms of communication, such as offers, newsletters, activations, memory cards, useful information, etc.

Each of these formats must be used for specific times. Some more on selling a product, updating information on the blog, offering free downloads, memorabilia, among others. Next, we will explain a little more about some of these formats so that you have an idea of ​​what can – and cannot – be done.


Newspapers are a good way to communicate with your CEO and your customers in a smoother and closer way. These usually have greater coverage of interests, addressing various issues within a broad theme. For example, it is possible to promote a product for those who are at an advanced stage of purchase but also be relevant for those who are still interested only in articles and advice. If your company already has a blog with frequent content, the newsletter is a great way to take advantage of the reach of the content. More details about this format can be found in our Newsletter post: from concept to creation, everything you need to know about it. And, in order not to miss any step in the process of creating a newsletter, access our Newsletter checklist.

Promotional email

First of all, it is important to understand that “promotional” does not mean just an email promoting promotions and products. The case of “promotional” email refers to “promoting an offer”, whether it is free content or in fact a product.

More precisely, a promotional email can be:

  • of physical products (such as e-commerce and retail companies in general);
  • of digital products/services (such as consulting offers, software, and payment tools);
  • of free digital products (such as eBooks, tools, webinars, etc.).
  • Promotional emails focus solely on conversion, without the various options that a newsletter has. These have enormous potential to get the right message to the right person at any point in the buying stage, if done in an optimized way.

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