Online Business Development > E-mail Marketing
E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to:
- Sending e-mails with the purpose of enhancing the relationship of a merchant with its current or old customers and to encourage customer loyalty and repeat business.
- Sending e-mails with the purpose of acquiring new customers or convincing old customers to buy something immediately.
- Adding advertisements in e-mails sent by other companies to their customers.
- Emails that are being sent on the Internet (Email did and does exist outside the Internet, Network Email, FIDO etc.)
Advantages of Email Marketing:
E-mail marketing (on the Internet) is popular with companies because:
- Compared to other media investments such as direct mail or printed newsletters, it is less expensive.
- Return on investment has proven to be high when done properly.
- It is instant, as opposed to a mailed advertisement, an e-mail arrives in a few seconds or minutes.
- It lets the advertiser "push" the message to its audience, as opposed to a website that waits for customers to come in.
- It is easy to track. An advertiser can track users via web bugs, bounce messages, un-subscribes, read-receipts, click-throughs, etc. These can be used to measure open rates, positive or negative responses, corrolate sales with marketing.
- Advertisers can reach substantial numbers of e-mail subscribers who have opted in (consented) to receive e-mail communications on subjects of interest to them
- When most people switch on their computer the first thing they do is check their e-mail.
- Specific types of interaction with messages can trigger other messages to be automatically delivered.
Keys to successful email marketing
- Get high-quality double opt-in email addresses.
- Determine who is “In-Market ? for the offer.
- Get the email past spam blockers
- Get the email opened
- Assure the email can be viewed
- Get the click or initial action
- Get the conversion
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