Whether your purpose is to attract new customers, build loyalty or sell products, email marketing in the Italian market is an essential activity, as well as being one of the most used in Italy. The factors that determine or not its success are many and depend not only on the message conveyed, but also on the platform used which can, indeed, be decisive for the success of a project.
Italian email marketing and dissemination
According to a 2021 research conducted by The Radicati Group, email marketing users are about 4 billion: we are talking about 51% of the global population, an enormous amount.
For Italian email marketing we are talking about an average Click-Through Rate or CTR of 3.35%, a metric that can easily help define whether the content is interesting for the target audience.
Another fundamental data to be analyzed to define the trend of Italian email marketing is certainly the engagement rate as the ability to engage the content itself: according to data from HubSpot, 77% of the companies interviewed recorded an increase in user engagement. on the email channel. A fact that not only underlines the importance of the communication channel, but also underlines how the increasingly sophisticated and sophisticated creativity can affect user involvement.
Italian email marketing: the choice of the platform
Once you have learned the rudiments and metrics, the most important choice is that of the platform to use to activate email marketing: the market offer, even in this case, is vast, but there are some important specifications to consider:
- Ease of use: a simple and intuitive interface is absolutely necessary, starting with the contact import mode. The best ones, in fact, have three import options, by copy-paste, file import or individual addition. The same principle applies to the construction of creatives, which can be customized via HTML, editor or drag and drop.
- Constant updates: in the world of the web, a platform that works perfectly but never undergoes upgrades or subsequent developments quickly stagnates. Implementing new features is therefore necessary.
- Characteristics: they must be in line with the latest trends in Italian and foreign email marketing. Furthermore, the more they are integrated platforms with the main CMS and CRM, the more management is simplified.
- Costs and plans: Many platforms offer scaled plans that are suitable for all sending volumes, which allows you to actually pay only based on the size of the database.
Italian email marketing and GDPR
To the aforementioned specifications, another one that deserves a separate discussion and which concerns the GDPR must be added. According to the EU Data Protection Regulation, in fact, it is necessary for a European company or agency that the servers where the data are recorded and stored are on European soil and without data transmission abroad, so as to guarantee greater protection for the user.
Many of the large email marketing platforms, such as the giant MailChimp, work with servers only on US soil, not guaranteeing, in fact, compliance with the standard for European companies and agencies. Therefore, working on a 100% made in Italy email platform also allows us to overcome this criticality.
The power of native language assistance in Italian email marketing (and more)
When approaching a new email marketing platform there is a period in which the so-called warm up is carried out: dems and newsletters are sent on specific segments that allow you to verify interactions with different providers, opening rates and frequency of rebound.
During this first period and subsequent use, having contact with the assistance is necessary for the resolution of any deliverability problems. It goes without saying that this relationship is further facilitated when assistance and the company / agency communicate in a common language which certainly makes each phase of the warm up much easier.
This type of facilitation is what prompted many companies to abandon MailChimp, the US platform for sending dems and newsletters, in favor of 100% Italian structured companies such as 4Dem, which in fact offers the same functionalities, with the advantage of a support in Italian.
The 4Dem platform, moreover, offers 4 levels of support, calibrated according to the urgency, as well as the possibility of communicating directly with an expertise for a dedicated consultancy. A great advantage for those who have chosen email marketing as their communication channel.
Do you want to find out how email marketing can help you promote your business? Contact us or make an appointment.
