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How to use Email Marketing to convert and have loyal customers

No, email isn’t dead! It’s alive and kicking! And creating a successful email marketing campaign is a very important step for the success of your digital business.

How to use Email Marketing to convert and have loyal customers

Email marketing is one of the best tools to build an engaged audience that relates to your brand.

It’s no wonder, once it allows you to be in close contact to your leads and customer while at the same time email marketing campaigns, when well-executed have a ROI (Return on Investment) that surpasses other marketing actions.

According to the Direct Marketing Association, the financial return can reach up to 4,300% of the invested amount, which means, to every dollar invested in email marketing campaigns, you can get US$ 43 in sales.

With this in mind, we’ve written this post on email marketing which talks about how to use email marketing to have loyal customers and decisive aspects which will be essential to your evolution as a digital entrepreneur.

What is email marketing?

Email marketing is the use of email as a tool for direct marketing, creating a direct impact on those who receive the message. It can be used to send a notice, to offer a digital bait, to build a relationship with your audience, and, of course: to sell.

What makes email marketing so effective and special?

Besides having a low production cost, there is a variety of factors that make email marketing successful:

Studies have proven that email marketing is still the campaign with best cost-benefit

You can invest only in an automation system and still get a return of up to 4,300% of this amount, from user interaction.

Email marketing allows you to segment your audience

Unlike social media, emails enable you to segment your users from their interests, thus creating content that is more aligned with each group’s expectation.

With email marketing, you get to talk to a more interested audience

An email list gathers users who have already identified a problem and subscribed to receive your content.

Email marketing allows you to customize your message

Another advantage of this tool is that it allows you to customize your message according to the demographic and behavioral profile of the recipient.

Email marketing makes your relationship with potential customers easier

Emails with quality content add value to your customers and increase your chances of turning them into evangelists for your brand. You can create empathy with your audience and, in exchange, get sincere feedback that will be useful for future strategies.

Email marketing services

Before you create all your email marketing campaign, it is important that you hire an email marketing service.

Unlike your personal email account, these services allow for the registration and sending of mass email messages, and provide reports that will be essential for you to better understand your audience and improve your sales strategies.

But that’s not all. With a good tool, you get to set up the sender according to the name of your Company, gaining the trust of the receiver.

You should understand that paying for an email marketing service is a necessary investment. And it is worth it. Below, you will find a list of the most commonly used email services used by the Hotmart community:


MailChimp is one of the recommendation champs because it’s both effective and easy to use for people who are just starting out to set up campaigns now.

With it, you get to design different automatic email flows and tag users according to the actions they perform. The tool also offers several layout options to create your emails, which can be customized according to your needs.

MailChimp has one free and two paid versions, which include advanced features and prices go from 10 to 200 dollars.

Get Response

Get Response is an online marketing platform which offers email automation services, creation of landing pages, tools to promote live streaming transmissions, among other services.

Just like MailChimp, it allows creating automated email shooting sequences and customizable layouts, which are useful for people who have no design and coding knowledge.


Besides sending automatic emails, E-goi also offers customizable templates for newsletters which are responsive, meaning they adjust to different kinds of mobile devices. This is something that sets it apart for companies that have blogs that are constantly updated and want to keep their audience well-informed.

It’s worth noticing that there are many other services that you can use. Research the one that offers more solutions to your needs and fits your budget.

How to capture emails

More than just sending good emails, you need to send good emails to the right people. Which means your email list needs to embrace an audience that enjoys what you’re talking about and, at some point, was interested in keeping in touch with your company.

So, we don’t advise you to get ready-to-use email lists to build your base. This kind of list doesn’t convert as much as a list you’ve built yourself, besides falling under the category of SPAM mail.

To build your own email list, there are some tips to help you in this process and that will assure you a quality email base.

Use a capture opt-in on your website

Capture opt-ins are form boxes on your website that invite users to sign up for your email list.

These boxes can be displayed in many different ways. On the top of the page, on the sides, inside blog posts. For blog posts, it’s important that this kind of notification is related to the content you’re approaching on that page.

The important thing is that they have to be inviting, and ask only for few pieces of information from the user: name and email address are enough. They also shouldn’t be overused because they can really interfere with your user experience on the page.

Offer content bait

One of the most efficient ways of getting the email address from a potential buyer is by offering free content in exchange for it.

The term “bait” comes from the fact that you use this free content to “fish” the email address, and afterward, work this lead to turn into a customer and later, maybe, an evangelist of your brand.

The bait can be an ebook, an infographic, the access to a webinar or any other kind of relevant content that can be distributed for free.

Have a capture page

Offer your bait on a capture page, a.k.a. Landing Page. This page should be a simple one, and the focus must be on the opt-in to capture email addresses. Don’t put a lot of information on this page, and put some effort into the title you will use to lure the visitor.

Keywords such as: not to be missed, now, unique, you, exclusive, are excellent to be used in your text and help you capture email addresses. Take advantage to read more tips on copywriting on our post on the subject.

How to use email marketing to have loyal customers

According to Philip Kotler, it’s from 5 to 7 times more difficult to attract a new customer than it is to convince someone who already knows you to make a new purchase. It’s not only more difficult, it’s also more expensive.

A recurring customer is also more likely to recommend your product or service to a friend, while an unhappy one can post on social media badmouthing the experience she had and this content may even go viral.

So, using email marketing is important not only to convert leads into clients but also to turn them into loyal customers and charm them.

Segment your user list

When you create a business, whether it’s physical or digital, different kinds of customer get in touch with your brand. Each of them is looking for a specific piece of information or need a different sales argument to move on their sales journey.

We can say that, today, a sales funnel has three stages:

  • Knowledge, which is when the person get in touch with your website for the first time while researching a topic;
  • Consideration, which is when this user has already identified a problem and is now looking for a solution that answers their needs;
  • Decision, when the lead already knows the possible solutions and starts to look for companies that provide this kind of service.

To ensure your email marketing strategy is successful, you need to segment your email list in the stage your buyer is, which will allow you to write a more personalized message.

You can find out this information from the content your lead researches, downloads, and, especially, by identifying the origin of this user.


Create engaging content

From the moment the user subscribes to your list, you need to think of content that might keep them interested, until they are ready to be introduced to your product.

Example of content you can offer:

1st stage: A blog post with 10 foods that help increase vitality.

2nd stage: An ebook showing how to cook or grow these foods at home.

3rd stage: A case study showing how a woman recovered from depression by changing only her eating habits.

Keep in mind to adapt these suggestions to your business model.

Email flow

No one likes to be bothered with emails all the time. To avoid this, you need to structure your email flow before you establish any contact. How many emails will be sent? How often?

To find out the ideal frequency, consider your product’s selling flow. If you’re offering something more complex, it’s likely your user will need more arguments to be convinced, therefore, the cycle is larger.

Common terminology in email marketing

Some terms show up frequently when we work with email marketing. So, it’s essential that you’re familiar with them to be able to take the most of our tips. Let’s take a look?

Alternative Text (Alt): Text used to describe the images of the email, which is shown when the HTML doesn’t load properly. Assunto:

Subject: It’s the title of the email, which is shown in the user’s inbox. It’s one of the items that most impacts the email opening rate, so it needs to be clear and to the point.

Blacklist:  Email lists, domains or IP addresses recognized as SPAM sources. These domains are automatically blocked on the user’s inbox.

Bounce: Emails that are returned to sender due to an error in the recipient’s email address or inbox.

Unsubscribe: When the user asks to be removed from a list.

Squeeze Page: It’s the page where there’s an email capture form. In most cases, it’s the main strategy to grow the list.

Opening Rate: It’s the percentage of how many sent emails were opened.

Click Rate: It’s the percentage of how many clicks on links within the email were given.

Opt-out: The number of people who unsubscribed from your list.

Now, just get started

This was an overview of all the basic information you need to create a successful email marketing campaign.

To conclude, here’s a golden tip: use ListBoss on your email marketing strategy. With this free, exclusive tool from Hotmart, you get to automate the management of your leads in a completely integrated way to our platform. The result might mean 8x more sales.

We hope you have enjoyed it, see you next time!

This text was posted on September 2014, and updated to contain more accurate and complete information.