Email marketing means reaching out to customers and potential customers through e-mail messages. Legitimate email marketing is not the same as bulk unsolicited email or spam.
Companies who use email marketing effectively send to willing recipients, either past customers or prospective customers based on their browsing and purchase history. Marketing email is designed to communicate personally with customers, build brand awareness, and increase customers’ loyalty to your brand.
Benefits Of Email Marketing
Types Of Email
Transactional emails are related to a specific transaction between the customer and company. Examples of transactional e-mails include an order confirmation, a response to a password change request, or a response to a customer support request. Consequently, these transactional messages can double as marketing tools if you include other content to increase the customer’s engagement. A simple order confirmation might end with a recommendation of another product, announce an upcoming event, or ask for user feedback.
Direct e-mail is a different type of e-mail marketing that is sent to a group of customers rather than a single customer. Direct email advertisements use a database of customers or a purchased list of recipients, but unlike spam, direct e-mail targets a sub-group of a larger list based on characteristics related to demographics or shopping habits. This is known as customer segmentation.
Mobile email marketing is the strategy of optimizing content for viewability on iPhones, Androids and other mobile devices. Nowadays more people access their e-mail first on their mobile device rather than on a laptop or desktop computer, and the rate of growth in smart-phone users is double that of internet users.
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Email Marketing Advantages
Compared with other forms of marketing that involve direct communication with customers, like telemarketing and printed materials sent through the post, email marketing has the following advantages:
- For one thing, it is much cheaper to send an email than to design and print newsletters and ads or pay a telemarketer to call customers one by one. With email, you don’t need to pay for printing, phone service, or postage. Moreover, email can reach customers around the world at no additional cost.
- Email reaches customers much more quickly than advertising mailed through the post. Consequently, you can get a much faster response as well. You can use this feature to promote one-day sales to move stock or announce a sale or event coming up in the near future. People are more likely to respond to advertising that offers an instant gratification.
- Email marketing reaches customers who opt-in, so they are more likely to be interested in and willing to act on a message. Email marketing programs make it easy to reach sub-groups of customers based on their personal characteristics.
- Email responses can be tracked far more easily than responses to any other type of advertising. Your e-mail marketing system can collect data on how many messages are opened and how many result in click-throughs, finally reporting how of many of those clicks are converted to sales. All of this data can help you better target your marketing to the right customers, and it can also give you clear information about your return on investment.
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