Email marketing in brief

Email marketing is exactly as the name suggests

, it is the use of email in marketing communications.

In a broad sense it covers every email that you ever send to a customer, potential customer or public venue. But in general, the term is used to refer to:

-sending direct promotion emails in an effort to acquire new customers or persuade existing customers to buy again

-sending emails designed to encourage customer loyalty and improve the customer relationship

-placing your marketing messages or adverts in emails sent by others

Email marketing has proved popular for a number of reasons. Firstly, sending emails is much cheaper than most other forms of communications and whats-more, email lets you deliver your message to people which is unlike your website where people get the message once they are on the site.

The most common form is direct email which involves sending a promotional message in the form of an email. Depending on the content of the messages a company may choose to make use of email marketing templates in an effort to keep all emails looking the same in layout and design.

Direct email may be an announcement of a special offer, for example and as with a mailing list, you send the email to the list of customers and prospective customers. You can also rent lists of email addresses from service companies, who will let you send your message to their own address lists. These services are usually ideal if you want to send a message that is targeted to the recipients based on their interests, or geographical location.

Although email marketing sounds great mainly because it is cheap and easy to run. There is more to it that just sending emails, once the messages are delivered to the right people, getting them read is the most important thing. Once they've been read, getting a response from the marketing, be it in the form of a sale on your website or a direct response, is the next thing to conquer.

Email marketing in brief

By: Raphael Thompson

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